The Dirty Truth About What’s Really In Your Supplements | Oliver Amdrup-Chamby

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I’m so excited to share this powerful conversation with Oliver Amdrup-Chamby, the brilliant mind behind Puori. If you’ve ever felt confused about which supplements are worth it – or worried about hidden fillers and contamination – this episode is for you. Oliver and I go deep on the broken supplement industry, what third-party testing actually looks like, and how Puori is setting a new standard for transparency. We also talk about the nutrients most people are missing, how to make smarter decisions for your body, and why the future of wellness demands cleaner, more honest products. I’ve always believed in empowering my patients and community with knowledge, and this episode delivers just that.

Oliver Amdrup-Chamby is the Co-founder & CEO of the Danish based health and food supplement brand – Puori.  With more than 15 years of experience, Puori is a frontrunner in 3rd party batch testing, based on testing all products and final consumer batches for more than 200 of the most known environmental toxins. As the first brand ever, Puori has pledged to be part of the Transparency Promise driven by The Clean Label Project, a project that gives consumers full transparency of 3rd party data on what’s actually in their products. It’s a long-term goal for Puori to be part of making environmental toxins testing a regulated process for foods and food supplements considered in the risk group of toxification. Oliver is born and raised in Copenhagen, Denmark, he lived 3 years in San Francisco from 2015-2018 to launch Puori US and is now back and forth between US and Copenhagen where he lives with his wife and 3 kids. He serves through advisory positions in the health industry, among them the Longevity Project called “One Thirty Labs” with 2 outlets in Copenhagen. 

Oliver holds a Bachelor in International Business Communication from SDU in Denmark and an Executive Program from Stanford. While studying he started a personal training business, which grew into the first CrossFit® gym in Denmark in 2006, in 2007 he launched a corporate fitness app which was acquired 9 months later. He went on to work as the Regional Director of CrossFit® HQ in EMEA from 2011-2015 alongside building Puori. Puori was founded in 2009 together with Julius Heslet with the goal of creating the cleanest third party tested fish oil on the market. Oliver is a true health nerd, passionate about Stoicism and is known for having spent the last +20 years testing different health, training and longevity routines. 

A few of my favorite things we cover in this episode: 

•  Why supplement regulation is so broken – and how Puori is changing that
• What “clean” supplements actually mean (and why most brands miss the mark)
• How Puori’s third-party testing system works, including real-time QR code access
• The most overlooked nutrient deficiencies in modern diets
• Why sourcing matters more than marketing in the wellness world
• A deep dive into omega-3s, magnesium, collagen, and creatine – and who needs what
• The shocking lack of transparency in most popular supplement brands
• How Puori grew from a kitchen idea into a global wellness disruptor
• Why independent lab testing should be the gold standard
• Where Oliver sees the supplement industry heading – and how to stay ahead

Links to things we talked about in this episode: 

• Listeners of The Art of Being Well can claim an exclusive three-month free trial, with no credit card required at www.YNAB.com/willcole.
• Strong Cell comes in a daily 2 oz drink, and I challenge you to take it for 30 days and see how you feel. Go to strongcell.com/will today to get started. Friends of the show get 20% off.
• Text ABW to 64000 to get twenty percent off all IQBAR products, plus FREE shipping. Message and data rates may apply.
• Get 20% off, or if you choose the already discounted subscription, you get almost a third off the price! Don’t wait! Use promo code WILLCOLE at Puori.com/WILLCOLE.
• Go to shopremi.com/WILLCOLE and use code WILLCOLE at check out for 50% off.

Happy listening and we hope you learned a little bit more on the art of being well!

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In Health,

Dr. Will Cole