355. Oskar Holmblad and Emil Sjölander, Co-Founders of Nomio

Sep 8, 2026

Today, I'm joined by Oskar Holmblad and Emil Sjölander, co-founders of Nomio.

A natural performance enhancer, Nomio is a refrigerated broccoli sprout shot that reduces lactic acid to extend endurance during intense training.

In this episode, we discuss the new ritual for elite athletes.

We also cover:

• The Swedish science behind the product
• Elite athlete seeding as core go-to-market strategy
• The challenge of explaining a new ingredient to consumers

Subscribe to the podcast → insider.fitt.co/podcast
Subscribe to our newsletter → insider.fitt.co/subscribe
Follow us on LinkedIn → linkedin.com/company/fittinsider

Website: www.drinknomio.com
IG: www.instagram.com/drinknomio

-

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.

Fitt Talent: https://talent.fitt.co/
Consulting: https://consulting.fitt.co/
Investments: https://capital.fitt.co/

Chapters:
(00:00) Introduction
(01:00) Founder backgrounds
(02:00) What is Nomio
(03:00) Isothiocyanates and Swedish research
(04:00) Nitrate pioneers and discovery story
(08:00) Product feedback from athletes
(10:00) Early adoption and repurchase rates
(15:00) Scaling and production
(20:00) Athlete seeding strategy
(25:00) Credibility and positioning
(31:00) Science versus storytelling balance
(33:00) Market differences across regions
(34:00) 2028 Olympics ambition
(36:00) Growth flywheel
(37:00) Conclusion