# 355. Oskar Holmblad and Emil Sjölander, Co-Founders of Nomio

Page: https://stenobird.com/podcast/fitt-insider-254580/355-oskar-holmblad-and-emil-sj-lander-co-founders-of-nomio
Text version: https://stenobird.com/podcast/fitt-insider-254580/355-oskar-holmblad-and-emil-sj-lander-co-founders-of-nomio.md
Podcast: [Fitt Insider](https://stenobird.com/podcast/fitt-insider-254580)
Published: 2026-09-08T09:30:00+00:00
Episode link: https://fittinsider.libsyn.com/355-oskar-holmblad-and-emil-sjlander-co-founders-of-nomio
Audio file: https://traffic.libsyn.com/secure/fittinsider/355-_Nomio.mp3?dest-id=1477619
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JSON: https://stenobird.com/v1/public/podcasts/fitt-insider-254580/episodes/355-oskar-holmblad-and-emil-sj-lander-co-founders-of-nomio
Duration seconds: 2286

## Resource

Today, I'm joined by Oskar Holmblad and Emil Sjölander, co-founders of Nomio. A natural performance enhancer, Nomio is a refrigerated broccoli sprout shot that reduces lactic acid to extend endurance during intense training. In this episode, we discuss the new ritual for elite athletes. We also cover: The Swedish science behind the product Elite athlete seeding as core go-to-market strategy The challenge of explaining a new ingredient to consumers Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Website: www.drinknomio.com IG: www.instagram.com/drinknomio - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:00) Founder backgrounds (02:00) What is Nomio (03:00) Isothiocyanates and Swedish research (04:00) Nitrate pioneers and discovery story (08:00) Product feedback from athletes (10:00) Early adoption and repurchase rates (15:00) Scaling and production (20:00) Athlete seeding strategy (25:00) Credibility and positioning (31:00) Science versus storytelling balance (33:00) Market differences across regions (34:00) 2028 Olympics ambition (36:00) Growth flywheel (37:00) Conclusion

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## Transcript

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