Iovate has a new CEO, and he used the PricePlow Podcast to reveal his company’s biggest weight-management launch in years. On Episode #235, recorded at the inaugural Future Nutra Innovation Summit in Lake Conroe, Texas, Raza Bashir joins us for the fifth time, now as the newly appointed CEO of Iovate Health Sciences, parent company of MuscleTech and Hydroxycut.

Raza spent 20 years building Iovate’s R&D engine before taking the top job in June 2026, and he brings that formulator’s mindset straight into unveiling Hydroxycut GLP-1 Elite Shred, a stimulant-light fat burner built around an exclusive ingredient called TheoLim® that Iovate already proved out inside MuscleTech’s own Peptide Series.

Joining Mike and Ben is Joey Savage, founder and president of the Future Nutra Foundation, who brings sharp questions of his own about stacking supplements with GLP-1 drugs. The episode also covers Muscle Peptide 185’s move into Walmart, CellTech’s TikTok-driven second life, and the regulatory tightrope Hydroxycut now walks.

Subscribe to the PricePlow Podcast on your favorite platform and sign up for MuscleTech and Hydroxycut news alerts before diving in.

https://blog.priceplow.com/podcast/raza-bashir-hydroxycut-glp-235

Video: Iovate’s New CEO Unveils Hydroxycut GLP-1 Elite Shred

https://www.youtube.com/watch?v=7jtqKOENWg0

Detailed Show Notes: Raza Bashir Unveils Hydroxycut GLP-1 Elite Shred

  • (0:00) – Introductions
  • (0:45) – From Head of R&D to CEO: A 20-Year Path
  • (4:30) – Becoming CEO: Global Compliance and a 90-Day Plan
  • (11:00) – Muscle Peptide 185: MuscleTech’s Peptide Platform Takes Root
  • (15:15) – CellTech’s Viral TikTok Resurgence
  • (19:15) – Inside MuscleTech’s Hands-On TikTok Strategy
  • (21:45) – Unveiling Hydroxycut GLP-1 Elite Shred
  • (27:45) – Learning From Berberine’s “Nature’s Ozempic” Era
  • (32:15) – Could You Stack It With a GLP-1 Drug?
  • (37:00) – Go-To-Market: DTC First, No Exclusive Retailer
  • (42:00) – A Shrinking Category Finding New Life Online
  • (47:30) – How GLP-1 Drugs Reshaped Supplement Safety Perceptions
  • (52:45) – Timing a Fat Burner Launch Around Bulking Season
  • (54:30) – Creatine Peptide 447 and the Theanine Story
  • (1:01:30) – What’s Next: More Peptides, Walmart, and a Callback to Episode 123
  • (1:04:45) – Closing Thoughts

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