In 2016, Joe LoGalbo made a decision that would shape the next chapter of his career. He wasn’t chasing trends. He wasn’t trying to disrupt an industry. He was watching his father struggle.
“I saw my dad losing energy and confidence as he got older,” LoGalbo said. “He wanted to feel strong again. There just weren’t many solutions built for men like him.”
That moment became the starting point for Live Anabolic, the company behind TestoGreens MAX. What began as a personal mission turned into a focused business built around one idea: men over 40 deserve tools to keep growing.
The Career Shift That Sparked a Business
LoGalbo did not enter the wellness space by accident. He studied the market closely. Most products targeted younger men or women. Very few spoke directly to men in their forties, fifties, and sixties.
“There was a gap,” he explained. “Midlife men were being told to slow down, or that decline was just part of aging. I didn’t agree with that.”
Instead of building a broad brand for everyone, he chose a narrow focus. He built for a specific group with specific needs. Hormone changes. Energy loss. Muscle decline. Stress from work and family.
That clarity shaped the direction of the company.
What “Living Anabolic” Really Means
The word “anabolic” usually refers to muscle growth. LoGalbo expanded the meaning.
“To live anabolic means to always be in a state of growth,” he said. “It’s not just about lifting weights. It’s about improving every year as a man. Mentally. Physically. Spiritually.”
That phrase became more than a slogan. It became a framework. Instead of selling quick fixes, Live Anabolic positioned itself around long-term habits and steady progress.
One customer told the company, “I didn’t want to look 25 again. I wanted to feel capable at 50.” That distinction mattered.
Building Trust in a Crowded Industry
The supplement market is competitive and often noisy. LoGalbo knew credibility would be critical.
“We treat customers with the respect and integrity we’d want for ourselves,” he said. “If we wouldn’t give it to our own family, we won’t sell it.”
To reinforce that standard, the company brought Dr. Andreas Boettcher onto its board to review and support formulations like TestoGreens MAX. That move helped position the brand around oversight and responsibility rather than hype.
LoGalbo understood something many founders overlook: trust compounds. In a business built on health, trust is the product.
Why Midlife Became the Focus
Statistics support the need for that focus. Testosterone declines by 1–2 percent per year after age 30. The CDC reports that 74 percent of American men are overweight or obese. Many skip annual health checkups.
LoGalbo saw these trends not as data points but as stories.
“One guy wrote to us and said he felt invisible,” LoGalbo recalled. “He was 52. He had kids, a career, responsibilities. But he felt like no one was speaking to him anymore.”
Live Anabolic aimed to change that. The message was simple: no man left behind.
The Power of a Clear Philosophy
Many businesses launch with products. LoGalbo built around an idea first.
The idea was growth over decline. Consistency over extremes. Progress over perfection.
A customer once shared, “I stopped trying to overhaul my whole life. I started walking daily and fixing my sleep. That’s when things changed.”
That mindset aligns with LoGalbo’s approach. He emphasizes small, sustainable habits. Sleep. Strength training. Real food. Community.
He avoids framing ageing as a problem to solve. Instead, he frames it as a stage to optimize.
Leadership Through Simplicity
LoGalbo’s leadership style reflects the same clarity. He avoids grand promises. He focuses on repeatable systems.
“We don’t need dramatic transformations,” he said. “We need consistent action.”
That philosophy shapes both product development and content. The company often shares simple plans. Ten-minute routines. Practical nutrition guidelines. Weekend reset ideas.
These ideas are not revolutionary. They are executable.
Looking Forward
Nearly a decade after launching, LoGalbo still circles back to the original motivation.
“This started with my dad,” he said. “It’s still about men like him.”
His career shows how a focused idea can create impact. By narrowing the audience and deepening the message, he built something durable.
In a market full of noise, he chose clarity.
In an industry that often markets youth, he chose midlife.
And in a culture that sometimes writes men off after 40, he chose growth.
As LoGalbo put it, “Every year we commit to improving. That’s what living anabolic means.”
Pallavi Singal is the Vice President of Content at ztudium, where she leads innovative content strategies and oversees the development of high-impact editorial initiatives. With a strong background in digital media and a passion for storytelling, Pallavi plays a pivotal role in scaling the content operations for ztudium’s platforms, including Businessabc, Citiesabc, and IntelligentHQ, Wisdomia.ai, MStores, and many others. Her expertise spans content creation, SEO, and digital marketing, driving engagement and growth across multiple channels. Pallavi’s work is characterised by a keen insight into emerging trends in business, technologies like AI, blockchain, metaverse and others, and society, making her a trusted voice in the industry.
