The shift follows a personal turning point that prompted her to realign both her work and lifestyle with her core values.
“I was divinely protected from an accident I shouldn’t have been able to walk away from,” she said. “It made me realize I was saved for a purpose—to glorify God through my gifts and abilities.”
That realization ultimately led her to pause SUPPS events and double down on a concept that had already resonated with What’s Up with Pumps attendees: fitness-based meetups centered around community and well-being. Now formally rebranded as PUMPS Gym Events, the initiative is expanding both in scope and ambition.
A clearer identity and a broader audience
While there was some overlap between the original SUPPS events and the gym meetups, Morgan told NutraIngredients that the rebrand reflects a more focused vision.
“PUMPS Gym Events more clearly defines what it is and opens it up to a broader audience beyond supplements,” she said.
The concept taps into a broader shift toward more experiential, community-driven engagement within the nutra space.
“Our PUMPS events bring the nutrition and wellness industry into the gym, creating high-energy experiences where professionals train together and build stronger relationships through a shared passion for fitness,” she said.
More importantly, the setting changes how people interact.
“Getting off the convention floor and into the gym creates an environment where people let their guard down and connect in a more human way,” she said. “Sometimes people are so focused on being polished and professional, we forget that we’re all humans and put pants on one leg at a time. The gym definitely humbles you!”
Like previous What’s Up with Pumps events, the new PUMPS events take place at local gyms alongside major trade shows, where attendees can work out, connect and engage at their own pace—whether that means lifting weights, doing yoga or simply walking on the treadmill.
“There is no pressure to compete or feel intimidated—you can go at your own pace,” Morgan said.
However, the updated PUMPS events come with a few new twists.
Redefining industry connection
As the events evolve, a key focus will be making fitness more accessible—particularly for those who may feel intimidated by traditional gym environments.
New elements include “gym buddies” to help attendees navigate the experience, as well as access to personal trainers who can guide newcomers through workouts and equipment use.
“There is no pressure to compete or feel intimidated, you can go at your own pace,” she said, noting inclusivity as a core principle.
As the events have evolved, so has Morgan’s approach to fitness. Once a self-described “cardio bunny,” she now prioritizes strength training—joking that she’s become more of a “gym bro-ette,” a shift that mirrors a broader move toward performance, strength and longevity in the wellness space.
Beyond supps
While rooted in the supplement industry, PUMPS is now expanding into adjacent sectors, including food, biohacking and even pet nutrition events, reflecting a broader view of wellness.
At the same time, the format is creating new opportunities for brands to engage with consumers and industry professionals in a more tangible way.
“It makes sense for brands to showcase products in this environment, where professionals can actually experience them firsthand,” she said.
Reinforcing a ‘shared mindset’
For Morgan, the growth of PUMPS highlights that the supplement industry is more than just products.
“Nutrition and fitness go hand-in-hand for a healthy lifestyle,” she said. “Fitness isn’t just going to the gym—it’s a lifestyle."
With that in mind, the events will serve as a networking platform as well as a reminder of the behaviors that underpin the category itself.
At its core, she said, the goal is simple: to bring people together around a shared commitment to health—and to make that first step easier.
“I live and breathe this industry—I call it being a ‘supps person’,“ Morgan told NI in a previous interview. “It’s about caring what you put in your body, using the products yourself and bringing people together around that shared mindset.”
PUMPS’ first official event takes place during the week of SupplySide Connect at Strong & Shapely Gym East Rutherford, NJ on Tuesday, April 14 from 6 to 8 a.m.
