Jonathan Lemkin is the founder and CEO of Unnaturals Labs, which is a fitness and supplements company based in Delray Beach, FL. They carry high-quality supplements for both men and women, as well as self-branded fitness apparel.

A brand called the UnNaturals isn’t an obvious choice for a supplement company. However, for Lemkin, it’s a truth the fitness industry desperately needs.

According to Forbes, the market for health and fitness industry is valued at $30 billion in the U.S. and has been growing by at least 3 – 4% annually for the last ten years. What is shocking is, it shows no signs of slowing down anytime soon. Currently, about 20% of American adults have a fitness club membership.