In Conversation With Zoe Cottrell
Zoe Cottrell is a registered dietitian and the director and co-founder of Provytl 50+, the only evidence-based protein supplement designed specifically for people over 50.
In addition to running Provytl, she continues to work as a clinical dietitian both in the community and in hospitals, where she provides medical-nutrition therapy to patients with a range of conditions. As my dad is in hospital due to late stage Alzheimer’s this is something we have had to deal with recently so I was thrilled that Zoe was happy to speak to YOMU about her work.
I hope you enjoy her story as much as I did and I will be telling dad’s care team about Provytl 50+ for sure.
What inspired you to start a company in the health and wellness sector and what do you offer?
As a clinical dietitian, I often worked on medical and surgical wards with older people who had experienced a fall. I would spend a lot of time telling people the same message: as we age, we need to increase the amount of protein we consume to stay healthy.
Determined to do something to help treat the cause rather than the symptoms, I created Provytl 50+, the only evidence-based protein supplement designed specifically for people over 50. We launched in 2023, and since then we have gone from strength to strength, winning awards and continuing to spread the message that we need to look after our strength and vitality as we age.
What influenced your services or product design?
I wanted to make it easy for the over 50’s to top up their protein. So we have avoided large tubs with complicated scoop measurements (and very small writing!) Daily sachets make it easy to hit your protein requirement whether at home or on the go – no measuring required.
How does your company uniquely address the health and wellness needs of its customers?
Our ethos is evidence based. The majority of people don’t realise that older adults require almost twice as much protein than younger adults, due to the combination of sarcopenia (loss of muscle mass and function) and anabolic resistance (reduced synthesis of muscle after eating protein).
Provytl is further boosted by Creatine - which helps to produce Adenosine triphosphate (ATP), the most basic form of energy in your body’s cells. Creatine plays a fundamental role in metabolism and muscle function.
What major health and wellness trends have impacted your business strategy?
The protein supplement market is saturated; however, the vast majority of products are tailored to younger adults and/or heavy gym goers. People in the older age group are commonly overlooked.
Could you describe a pivotal moment or decision in your company's development? How did it influence your path forward?
My first-hand experience working on hospital wards has driven home for me the real need for education on the topic of aging well. Most of my conversations with older adults revolved around how much protein they need and the fact they were falling way short of the recommended daily intake for their age.
How do you measure success in terms of health and wellness outcomes for your clients or customers?
We gather lots of customer feedback, and it’s gratifying to hear what a difference Provytl has made for their overall health and wellbeing. They feel stronger, with improved fitness and mobility, often after a month or two. In the long run, we know this will help people keep fit and independent for longer.
Interestingly, customers also often report, almost as an aside, that they experience an improvement in the condition of their skin, hair and nails. It wasn’t what we set out to achieve, but it makes perfect sense. Hair, nails and skin are made up of amino acids – which are the building blocks of protein. It’s gratifying to know we are also helping our customers with the kinds of things that can affect how they feel about themselves.
What role does technology play in your business, especially in relation to enhancing health and wellness?
All our orders are either via our shop on the Provytl.com website or from Amazon. We make this experience as user friendly as possible for this cohort of people. We also respond to any customer queries via email within 48 hours, whether that’s to do with ordering or subscribing to Provytl, science or diet-based queries.
What are the biggest challenges you face in maintaining the integrity and efficacy of your wellness products/services in a rapidly growing industry?
The supplement industry is a busy one, with no qualifications needed. We want to stand out by being experts in the field with on the ground experience of nutrition, dietetics and sports and nutrition science.
How do you stay informed and continue to innovate within the health and wellness field?
As a health care practitioner, staying informed about best practices and industry standards is crucial for providing exceptional care. I want to ensure that I have the most up-to-date information on research, best practices and guidelines to ensure I can provide the best advice and product for the people who turn to me and my business. I ensure that I stay up to date in the field by regularly attending relevant nutrition and dietetic courses and conferences.
As a registered dietitian I am a member of the HCPC (The Health and Care Professionals Council), and so adhere to their standards of conduct, performance, ethics, proficiency and continued professional development.
I am also a member of the British Dietetic Association with additional membership to their specialist group – Dietitians in Industry.
What advice would you give to aspiring entrepreneurs looking to enter the health and wellness industry?
My advice for any aspiring entrepreneur is two-fold: First, ensure you have a genuinely different product that is backed by proper science and clinical research. Second, become an expert. Make sure you personally have the appropriate knowledge and background to support your ideas.
Being an entrepreneur can be challenging, but having the insight and thorough understanding of the field has given me the confidence to know I have a product that is addressing an unmet need and can make a difference to people’s wellbeing and quality of life.
Zoe is currently offering free shipping on orders over £30 and 15% off all products on the Provytl website. You can get a further 10% discount on all products by using the coupon code “pro10” at checkout.
Provytl.com also offers free resources, including a protein calculator, tips and recipes so you can check how much protein you should be aiming for on a daily basis and ways to ensure you meet your target and you can follow on Facebook and Instragram @Provytl for inspiration on how to stay healthy and strong in midlife and beyond. #domoreforlonger
Natalie
