#239: SteelFit Is Back - Rob Kaufman on Pro Tan, Steel Fuel, and His Fungies Exit - The PricePlow Podcast | Lyssna här

Rob Kaufman grew up around bodybuilding stages. His father, Stacy Kaufman, founded Pro TanÂ®, and Rob turned the family’s topical expertise into SteelFit, a sports nutrition and skin fitness brand. In 2020, he also co-founded Fungies, the mushroom gummy brand that reached more than 13,000 stores before the family sold it in July 2026. Now Rob is back on SteelFit full-time, and he’s finally making his debut on Episode #239 of the PricePlow Podcast.

Mike and Ben dig into SteelFit’s clean-label rebrand, starting with the new Steel FuelÂ® pre-workout and its one- or two-scoop dosing, plus the reworked Steel Hydrate amino and electrolyte drink. They also cover Rob’s first HYROX race, why “wellness” marketing misses former athletes in their 30s and 40s, third-party testing, a fish oil supply crunch, and how a self-funded brand uses AI to compete. It’s a candid conversation with a founder building his brand around one idea: staying Still Fit. Through Every Season of Life.

https://blog.priceplow.com/podcast/rob-kaufman-steelfit-239

Video: Rob Kaufman on SteelFit’s Comeback

https://www.youtube.com/watch?v=H1yTgJTB1ww

Detailed Show Notes: SteelFit Founder Rob Kaufman Is Still Fit

(0:00) – Introductions
(0:45) – Growing Up Around Pro Tan
(2:15) – From College Hoops to the Family Business
(3:30) – Why SteelFit Spun Off from Pro Tan
(5:30) – What “Skin Fitness” Means
(8:00) – The Clean Rebrand Reaches the Creams
(9:15) – How Abs of Steel Works
(10:15) – Five Years Building Fungies
(12:30) – Still Fit Through Every Season of Life
(14:00) – Wellness Is Great, But Where’s the Pump?
(16:00) – Hands-On Manufacturing in South Florida
(18:15) – Rebuilding the Lineup from the Top Down
(20:00) – Why Peak ATP and Nitrosigine
(21:30) – Inside the Steel Fuel Formula
(23:15) – Training for HYROX in His Thirties
(25:15) – Ahead of the Curve with Steel Releaf
(28:15) – Early to Mushroom Gummies, Too
(29:15) – What Does “Wellness” Even Mean?
(31:00) – No Smoke and Mirrors
(32:45) – Creapure Across the Creatine Lineup
(34:00) – Quality at a Price People Can Afford
(36:30) – Steel Hydrate: Aminos Plus Hydration
(38:30) – What’s Next for the Lineup
(39:45) – The Fish Oil Supply Squeeze
(41:30) – Informed Sport and Creatine’s Comeback
(43:00) – Breaking Down a HYROX Race
(45:15) – The Mental Side of HYROX
(47:45) – Can SteelFit Land a HYROX Booth?
(49:15) – Topicals for HYROX and Creatine on the Skin
(51:30) – Creatine for Kids and Protein on Hold
(52:45) – Direct to Consumer, Not TikTok Shop
(55:30) – Lessons from Fungies: Inventory and Cash Flow
(57:15) – AI Tools for a Self-Funded Brand
(59:15) – Execution Over Novel Ideas
(1:02:30) – Perfect Shaker and a New SteelFit Logo
(1:03:15) – Shredded Steel Gets a Facelift
(1:04:30) – Yohimbine, Steel Dreams, and January Launches

Where to Follow and Learn More

Connect with Rob Kaufman and SteelFit