Although the worldwide supplement market is expanding, skepticism still plagues it. Customers have been offered miracle cures for decades, such as instant energy boosts, improved attention, and better sleep, only to be let down by overhyped goods and false promises. Integrity, formulas supported by research, and quality are more important than ever as consumers look for products that can actually help their bodies cope with stress, aging, and the stresses of contemporary life.

Presenting STAIT, a family-owned company that is reinventing the concept of supplements. STAIT, which was founded on the idea that performance should come before profit, provides fundamental nourishment that maximizes hormone health, energy, attention, immunity, and resilience without taking any short cuts. Its formulae are made with sustainability, rigor, and uncompromising standards, and thousands of people throughout the world trust them. Co-Founder Shaun Sargent discusses his personal story, the difficulties of being successful in a crowded market, and how STAIT is changing the definition of what it means to encourage human potential at all stages of life in this interview.

In an exclusive interview with Business Fortune, Co-Founder Shaun Sargent shared how STAIT grew from his personal health journey into a family-owned supplement brand, prioritizing performance over profit with research-backed formulas, uncompromising quality, and global trust. Below is an excerpt from the interview.

Interview Highlights

Shaun, when did you realize traditional supplements weren’t meeting what you needed, not just physically but emotionally, hormonally, mentally, and how did that experience inspire you to start STAIT?

From Co-Founder Shaun Sargent’s perspective: Approaching my 50s, and busy with a demanding corporate career, I was aware that ageing might start to affect my performance day-to-day.

Most people see this as a normal part of aging. I chose differently. Why give up on being my best just because I’m getting older?

As a busy CEO, I’ve always aimed to outperform myself. Yet, I couldn’t find a product that truly supported my health. It was my wife and co-founder, Samantha, who suggested I create something for myself.

I wanted to develop a product that would help me unlock my full potential, a formula that prioritized performance over profit. STAIT is still family-owned, meaning we’re not restricted by outside investors with tough financial targets.

A chance meeting with a PhD scientist specializing in male andropause (male aging) really got the ball rolling. And so, the idea of STAIT became a reality.

When I began testing the STAIT formula myself, both my wife and I noticed an incredible transformation. Not only did my physical health improve, but I also felt more positive, more focused, less stressed, and I slept better than ever.

STAIT is for anyone who wants to outperform themselves, whether you’re a CEO, C-suite executive, first responder, tradie, trader, farmer, athlete, or simply a man striving to be the best version of himself.

Becoming our best takes discipline and effort. Nothing worth having comes without consistent work.

STAIT is like your best mate, always by your side, supporting you in achieving your goals.

When you decided to actually build STAIT, what were the biggest challenges you faced in the first year, and which were the most important to overcome?

The biggest challenge then, and now, is getting the message and point of difference out to the market. The traditional supplement market is based on “make the product as cheap as possible, sell it for as much as you can, and spend a load on adverts to gain awareness.”

We work on the basis of “performance over Profit”, and “if we don’t take it, why would we make it”

The challenge is that the market has been ripped off so many times with fake claims, bogus products, and celebrities selling snake oil. To influence someone to buy the product when they have been burned by other products is very difficult. The level of skepticism is huge, as well as most people actually don’t know they aren’t performing optimally, as it's their norm. Only when someone feels what the norm actually can be, do they realise they have been performing sub-optimally previously. To see that is a big step.

So the hurdles to purchase have been huge – 1st to identify the issue is a challenge, like the frog in the pan of boiling water, and once that is established, standing out from the crowd, which generally have huge VC-backed marketing budgets, is tough.

Could you walk us through your process of developing a new product – from idea, through research, formulation, testing, regulatory compliance, to launch? How long does that usually take, and what are the most critical checkpoints you insist on?

The basic concept starts with a simple question: “Is this something I would take that could create a positive difference in my life?” Once that is established, we collaborate with the science team to review the published benefits we can legally claim, source the ingredients that support those claims, and then move into testing and manufacturing.

This process can take just a few months if it’s a single-ingredient product, or over a year if it requires developing an ideal formulation and determining the best delivery method—capsule, powder, or liquid.

The critical factors we focus on are: Does it work as promised? Is it the highest possible quality? Are we using the right ingredients? And is it sustainable?

Many companies say “natural” or “clinically-proven”, but in practice, there are many degrees of quality. How do you source your raw materials and ensure consistency, purity, and potency, and can you share an example when something didn’t meet your standards?

We prefer to source ingredients that are clinically proven. We use the exact herbs, from the exact location, from the exact supplier, in the exact ratio and quantity demonstrated in clinical studies to deliver proven results. This ensures our formula contains the therapeutic dose of standardized herbs for consistent and effective outcomes.

Standardized herbs guarantee that the active constituents are present in the same potency, batch after batch, to achieve the desired results. In addition, these herbs retain other natural phytonutrients that are integral to the whole herb’s benefits.

Our product is manufactured in a GMP-certified, TGA-approved lab in Sydney, Australia, which maintains strict quality control measures. Every stage of production is meticulously monitored by the Therapeutic Goods Administration (TGA). Each batch of ingredients undergoes three rounds of testing to ensure identification, purity, and quality, as well as microbiological testing for bacterial safety and elemental testing for heavy metals. The facility strictly adheres to Good Manufacturing Practices (GMP) for dietary supplements.

Testing Process:

First Test: All raw ingredients are tested upon arrival from suppliers. Only those that pass are stored in a temperature-controlled room.

Second Test: Before each batch of STAIT is produced, every raw ingredient is tested again to reconfirm compliance.

Third Test: After production, random capsules are tested to ensure the final blend meets all quality standards and that each capsule contains the correct percentage of herbs and minerals.

You can be assured that ingredient quality, production standards, and product safety remains our highest priorities.

Additionally, our product undergoes independent third-party testing by BSCG, the world’s leading gold standard in banned substance testing.

For example, we once faced a month-long stock shortage when a batch of herbs failed quality testing. While food-grade labs may have approved the herbs, our pharmaceutical-grade lab enforced stricter standards and rejected them. Though being out of stock was not ideal, we will never compromise on the integrity and quality of our product.

STAIT for Women supports diverse needs – peri-menopause, post-pill, post-pregnancy, stress, etc. How did you choose the ingredients, and do you plan customized formulations for different groups?

The STAIT for Women formula is identical to the STAIT for Men formula. We don’t add any exogenous hormones, making it suitable for both men and women. It’s designed to support stress management, sleep, energy, immune response, brain function, cognition, and more. The formula works by helping the body naturally perform as it’s meant to, regardless of age or hormonal changes a woman may be experiencing.

We don’t plan on creating customized formulas for different groups, as it’s unnecessary and only complicates things. At STAIT, our goal is to streamline foundational nutrition and herbal support products so we don’t overwhelm customers. Instead, we provide a simple, effective collection of products—only as many as necessary. We prioritize performance over profit, rather than releasing dozens of products that add little real value.

Are there new products or lines in the pipeline that customers should look out for? For example, would you consider non-capsule delivery forms (liquids, patches, foods), or more targeted products? How is R&D evolving for STAIT?

We are currently developing an updated creatine product designed to enhance our existing formula, along with a new product focused on targeting inflammation.

At STAIT, research and development is continuous process. As new clinical trials emerge and fresh research becomes available, we remain committed to exploring every opportunity to refine and improve our offerings.

Shaun & Samantha Sargent | Co-Founders

Shaun Sargent – a 50-something CEO, Chartered Accountant, and Chartered Secretary – is on a deeply personal yet essential journey to discover what helps him become the best version of himself in every aspect of life: mental, physical, and spiritual. He believes that life is about consistently striving to thrive, as today is not a dress rehearsal for what’s to come. Today is now, and it’s about showing up fully, competently, and capably for yourself in every moment.

Samantha Sargent – a 40-something business owner, nutritionist, and holistic health advocate – has built a respected reputation as a leader within the natural health and beauty industry. With more than 20 years of industry experience, numerous professional accreditations, and frequent features in leading media outlets across Australia, the United States, and the United Kingdom, Samantha is recognized for her expert advice and thought leadership. Her insights have been published in Vogue, Marie Claire, InStyle, Russh, Women’s Health, Nature & Health, Women’s Health & Fitness, Australian Women’s Weekly, Cleo, Famous, Peppermint, Better Health, Your Fitness, EcoLuxe, and Real Living, among others.

Samantha has been described as:

• “the natural beauty buff” by Vogue Australia

• “the holistic skincare expert” by Women’s Health & Fitness magazine

• “one of the visionaries who are making a difference to your shopping habits” by InStyle magazine

She has also contributed her expertise to various platforms, including:

• Pamper Guru for NineMSN

• Relaxation Expert for SpringDay

• Wellbeing Contributor for Postscript Interactive – The Professional Resource for Pharmacy Assistants

• Wellbeing Expert for Foxtel’s Lifestyle YOU

“Our goal is to streamline foundational nutrition and herbal support products so we don’t overwhelm customers.”