As an actor and comedian, Russell Kane is used to being in the spotlight, but he never could have imagined the response to a podcast episode he recorded with entrepreneur and investor Steven Bartlett in 2021.
The Diary of a CEO episode, in which Russell spoke about biohacking and his extensive supplement routine, garnered more than 100,000 plays. Looking far younger than his age, Russell (now 50) became inundated with questions about which supplements to take for healthspan and longevity.
At the same time, Russell’s wife Lindsey was crafting her own self-improvement journey. Living with a degenerative lung disease and chronic sinus issues, Lindsey was looking for answers about how to improve her own health but quickly discovered it was a confusing and difficult area to navigate.
This sequence of events led the Kanes to launch Jolt, a healthspan solution that targets the biological markers of aging. With help from friend Daniel Stone—aka “Science-man Dan”—and a team of healthcare experts, they launched ‘The Ultimate Age Blocker’, featuring seven high-grade ingredients including NMN, trans-resveratrol and SkinAx² (grape seed extract and melon concentrate).
In late 2025, the brand expanded its mission to include intimate health with Bolt, a unisex bedroom supplement formulated with nine botanicals and minerals like maca root, KSM-66 ashwagandha and zinc.
Russell and Lindsey are now focused on expanding their offer of evidence-based, preventative health solutions, with new formulations planned that continue to prioritize simplicity, science and daily usability.
NutraIngredients+: How did JOLT get its start? What went into the development and launch, and what gap did you identify in the market?
Lindsey Kane: JOLT was born very organically. After my husband Russell appeared on The Diary of a CEO with Steven Bartlett, Steven asked him how he maintained such high energy levels alongside a demanding performance schedule, and Russell spoke openly about his experience with biohacking and supplementation.
Once the episode aired, we were inundated with messages from listeners asking what supplements he took, where to buy them and how to use them. When people tried to replicate his routine, the feedback was consistent: It felt too complicated, too expensive and too overwhelming to maintain.
That was the light bulb moment for me. Like many people, I wanted the benefits of supplementation but didn’t have the time, technical knowledge or mental bandwidth to navigate a complex supplement stack. I realized the market was full of scientific language that alienated everyday consumers, and there was a clear opportunity to simplify both the product and the education around it.
While the idea came from lived experience, it was essential that the product itself was developed properly. We worked closely with qualified medical and formulation professionals to ensure the ingredients were evidence-based, complementary and safe to combine. As founders, we were very clear that our role was to identify the problem and opportunity—not to self-formulate without expert guidance.
Russell had been experimenting with supplements for six to eight years, which gave us a strong starting point. We analyzed what he had been taking, carried out extensive market research and identified that three capsules a day was a realistic and sustainable routine for most people. Our formulation partners then helped refine the final blend, ensuring appropriate dosages, bioavailability and regulatory compliance.
During this process, Russell’s long-time friend Dan became involved. Dan had been following Russell’s supplement protocol for several years and had personally experienced significant improvements in his own energy and well-being. When we discussed the concept of JOLT, he immediately recognized the potential, not just as a consumer but as a business opportunity. Dan joined as a co-founder, bringing operational and commercial expertise that strengthened the business from an early stage.
The gap in the market was clear. High-quality ingredients were being sold individually at significant cost, with no simple, all-in-one solution. By sourcing premium ingredients in bulk and combining them into a single formulation, we were able to create a more accessible and cost-effective product without compromising quality.
At the time of launch, there was no comparable multi-ingredient supplement offering this level of convenience and clarity. JOLT was created to simplify the science, improve understanding, and make long-term health and energy support a sustainable daily habit.
NI+: How have your products performed since launch? Which consumers does the brand target, and are the products resonating with them?
LK: The response since launch has exceeded expectations. As a self-funded start-up, we initially underestimated demand and sold out multiple times, which required us to use pre-orders while we scaled production. Manufacturing lead times of 12 weeks made forecasting a challenge early on, but this also validated strong product-market fit.
Today, we’ve stabilized stock levels and ensure consistent supply for our subscription customers, so they’re never without the product. Our core audience is busy, health-conscious adults who want to feel younger for longer but don’t want to wade through confusing supplement jargon. The brand resonates particularly strongly with people looking for practical, sustainable ways to support energy, longevity and performance.
NI+: How did you choose the ingredients in the JOLT and BOLT formulations, and have you adapted either formulation since launch?
LK: Ingredient selection has always been guided by science, real-world experience, and practicality. While Russell’s personal experience with supplementation over several years provided a useful starting point, it was never about us formulating products ourselves. We worked closely with qualified medical and formulation professionals to ensure every ingredient choice was evidence-based, complementary, and compliant.
As founders, we’re very clear about our roles. Russell is a comedian and performer, I’m an entrepreneur - so we rely on experts who are properly trained in this field to do what they do best. Our job is to ask the right questions, challenge assumptions and ensure the end product is effective, safe and understandable for consumers.
Since launch, we’ve continued to review emerging research, regulatory developments and customer feedback. While the core formulations remain consistent, we remain open to careful refinement as the science evolves. Any updates are made deliberately and responsibly, with product integrity and consumer trust as the priority.
NI+: How many of the ingredients are branded, and why did you choose these in particular?
LK: We use a combination of branded and non-branded ingredients. Branded ingredients are selected where there is strong clinical backing, traceability, and consistency in quality. In those cases, the branded version offers a clear advantage in terms of evidence and reliability, which aligns with our commitment to transparency.
NI+: How important is science to the brand, and are there plans to test final product formulations in a trial?
LK: Science is fundamental to JOLT. While we don’t overcomplicate our consumer-facing language, every formulation decision is grounded in evidence. As the business scales, we are actively exploring opportunities to conduct trials on finished formulations to further validate efficacy and support long-term credibility in the space.
NI+: How has your business and team grown since launch?
LK: We launched JOLT as mates starting a business together, and in the early days everyone mucked in and did a bit of everything. As the business has grown, we’ve had to slow down and have some really honest conversations about roles, responsibilities and where each of us adds the most value.
That’s been a big part of our growth as a brand. As things scale, you can’t just wing it anymore, so we’ve been open about where the gaps are and what support we actually need. We’ve started growing the team slowly and intentionally, bringing in people when it makes sense rather than hiring for the sake of it.
It feels exciting rather than overwhelming—we’re building something properly now but in a way that still feels like us.
NI+: What sets JOLT apart from other anti-aging or ‘bedroom’ supplements on the market?
LK: What really sets JOLT apart is that it’s a true reflection of who we are as founders. Russell and Dan have been friends since they were six, Russell is a comedian, I’m his wife and very often the punchline, and humor sits at the heart of everything we do. We simplify complex topics and communicate them in an engaging, easy-to-understand way, and we deliver it with humor because that’s how people actually connect and listen.
We’re also passionate about having difficult, often taboo conversations to reduce shame, especially around the bedroom and intimacy. British people are notoriously uncomfortable talking about these things, but being open and honest is how we educate and support one another. We’re not just here to sell a supplement. We genuinely enjoy educating our audience about all the other things they can do to improve their healthspan—sleep, relationships, mental health, connection with yourself and your partner, happiness and purpose. Purpose, in particular, is a huge biohack. If you can figure out what gives your life meaning, it’s incredibly liberating. We also talk a lot about reconnecting with your body, which is something people can do for free.
JOLT is much more than a product. We genuinely care about helping people, even those who aren’t in a position to buy our supplements right now. Integrity sits at the core of our business. You see so many brands, especially online, willing to sell anything for quick money, and we’re just not prepared to compromise our values to grow faster. If it takes us longer to get where we want to go, we’re okay with that. We’re in this for the long term, and we want people to trust us, not just buy from us.
NI+: Are there plans to expand into retail and wider global territories?
LK: Yes. Direct-to-consumer has been the right place to start, but expanding into retail and international markets is something we’re actively focusing on this year. The business has been completely self-funded so far, which means we’re careful not to run before we can walk. We want to scale quickly but sensibly, making sure our supply chain can keep up with demand and that existing customers continue to get a great experience before moving into new markets. Any expansion will be done properly, with regulatory compliance and infrastructure in place. All I’ll say is watch this space, because this year is going to be really exciting for JOLT.
NI+: How do you market your products? How have social media and influencer marketing supported growth?
LK: Our marketing is largely education-led. Social media has played a huge role in building trust, particularly through founder-led storytelling and genuinely using the products ourselves. Influencer partnerships are very selective and values-driven; we care much more about long-term alignment than one-off promotions. We’ve actually been really lucky because, so far, the only marketing we’ve done is through our own social channels and traditional ads, and we’ve grown steadily by being intentional rather than jumping on every new trend. That’s something we’re proud of and will continue.
This year feels really exciting because we’re starting to experiment with other, less traditional marketing ideas. We love thinking outside the box and asking, “This doesn’t really make sense on paper, but what happens if we try it?” We’re very open and curious as a team, and I always say there are no mistakes—just experiments. The goal is to test as much as we can, learn quickly, and build from what genuinely works.
NI+: What has been your biggest success to date?
LK: One of our biggest successes has been reaching consistent sell-through and building a loyal subscription base as a completely self-funded brand. Strong repeat purchase rates were a huge validation for us, especially in such a competitive market, because it showed that people weren’t just trying the product, they were sticking with it. One standout moment was when Russell was on a radio show and the hosts assumed he was in his 30s. When he mentioned he was nearly 50, they were genuinely shocked. Russell didn’t even mention the brand on air, but once he’d left the studio the hosts brought JOLT up themselves, and our sales absolutely blew up that day.
Another interesting learning came when other brands started using Russell’s face in their ads to push completely unrelated products. At first, we panicked because we worried it might confuse customers. But what actually happened was the opposite. People did their own research, realized which brand Russell is genuinely behind and came directly to us. What initially felt like a threat turned out to be incredibly positive and reinforced the importance of integrity. People can spot what’s authentic and what isn’t, and they reward the brands that are real.
NI+: What challenges have you encountered, and how did you overcome them?
LK: One of the early challenges was stock forecasting and cash flow, especially during periods of rapid growth. As a self-funded brand, that pressure is very real. We overcame it by improving demand planning, building stronger relationships with suppliers and gradually professionalizing operations without overextending ourselves. But honestly, the biggest challenge is doing things you’ve never done before. I’ve had multiple businesses in the past where I’ve made mistakes and lost money, and at the time you feel guilty and beat yourself up. Looking back, those were the best mistakes I ever made, because you never make them twice. Losing money leaves a scar on your brain in the best possible way.
Another big learning has been realizing that a lot of people say the right things but don’t actually mean them. That was especially shocking in more “professional” environments, including medical spaces, where integrity isn’t always what you expect. What I’ve learned is that it doesn’t matter how impressive someone looks on paper or how many people vouch for them—you have to trust your gut. People will often tell you what they think you want to hear, but their actions will always tell you the truth.
NI+: How do you view the future of the anti-aging supplement market, and what’s next for JOLT?
LK: The market is shifting towards evidence-based, preventative health solutions. Consumers are becoming more discerning and want products that fit into real life. JOLT is well-positioned to grow alongside this shift, with new formulations planned that continue to prioritize simplicity, science, and daily usability.
NI+: What advice would you give to other start-ups in the supplement industry?
LK: Start with the customer, not the product. Solve a real problem, communicate clearly, and don’t underestimate the importance of trust. The supplement industry is crowded, but brands that prioritize transparency, education and long-term value will stand out.
