Launched in June 2016, Ghost (or Ghost Lifestyle) is a supplement company based in Chicago, Illinois. It was formerly based in Henderson, Nevada.
The company’s co-founder and CEO is Daniel Lourenço. In addition to his current role at Ghost, Lourenço is the former vice president in charge of marketing and product development at Nutrabolt, a well-known supplement company based in New York. His co-founders are Ryan Hughes (marketing director and former IFBB Pro) and Paul Haverland (the ‘packaging guru’).
The brand’s ‘Chief Ghost’ says the aim behind Ghost is to encourage “customer to rethink the boundaries and lifestyles of traditional brands”. He also refers to Ghost as the “first lifestyle brand”, or at least “the first one to embrace it and mean it”. In an interview with Priceplow.com, Lourenço goes on to say that whereas many brands focus on a minority of users (bodybuilders), Ghost is a brand “for everybody else”.
All Ghost products are made in an FDA-approved and GMP-compliant manufacturing facility. Those behind Ghost state a dedication to “fully efficacious” and “fully transparent” products so that normal people (as opposed to bodybuilders) “get excited” by the ingredients label and by the brand.
As Lourenço is so well-versed in marketing, it perhaps comes as no surprise that Ghost goes to great lengths to stand out in a saturated market. It does this with “loud” branding and what the CEO calls a “consumer-first approach”.
The Ghost shop features supplements, apparel and ‘gear’ (branded caps and shakers). Supplements include pre-workouts, protein powders, amino acids, muscle builders, fish oil and more. Products are available to customers in the US and Europe through the brand website and through a number of third-party retailers, including GNC, Cardiff Sports Nutrition and Makfitness.com.
Members of the Ghost ‘family’ (endorsement program) include Christian Guzman (fitness expert and personal trainer), Rob Lipsett (YouTube star and fitness entrepreneur), and Brooke Evers (Australian EDM DJ).