Jonathan Lemkin, 30, loves having the freedom to guide his own business and doesn’t want anyone else to control his brand, even though he has had offers from buyers. “I value my brand and being able to shape it towards my vision. ” he says, “I don’t trust anyone else to be able to provide the same level of quality products and customer service.”
Lemkin, who lives in Los Angeles, is the head of unnaturalslabs.co, a site that sells nutritional supplements. The success of the business, which he runs under the company Unnaturals Labs, is due to his personal investment and the daily personal care he puts into cultivating the company.
“To me, customer service is more important than expanding too rapidly,” Lemkin said when we spoke recently. “I never I felt that I needed anything fancy like a big house or expensive cars. I am not against anyone who chooses that lifestyle, but my ultimate focus is on helping people achieve their fitness goals by providing high quality products for them”
Lemkin makes up a small percentage of entrepeneurs, those who were able to become successful without a traditional employment structure. Instead of following the standard business model, certain entrepreneurs like Lemkin tap into the creativity of contractors, having a vast network available that can help him build his visions into reality.
Lemkin became passionate about the fitness industry while he was a police officer, finding inspiration from bodybuilders such as Rich Piana. “I found that Rich Piana and his competing inspired me to increase my understanding of bodybuilding and form my own supplement company.” he wrote to me in an email following our phone call. He found inspiration from other bodybuilders such as Rich Piana. “I found that Rich Piana and his competing inspired me to increase my understanding of bodybuilding and form my own supplement company.” he wrote to me in an email following our phone call.
Lemkin started unnaturalslabs.co one year ago because of many goals he had: He wanted to teach others how to achieve fitness and bulk up, he wanted to provide high quality supplements to his customers, and he wanted to dispel false notions in the industry. “As I started bodybuilding, I realized supplement companies put out a lot of myths and half-truths,” he says. “There is a lot of information out there on supplementation but no one knows what is real and what’s not.” By supporting the truth instead of following along with others, Lemkin has sometimes come under critcism and been personally attacked. However, he believes in the value of the truth even in the face of adversity, “People are often told things about products that aren’t true or they are purposely given the wrong information. My belief is to make high quality products but not to make any extraordinary claims beyond what they are capable of. My following deserves to know the truth behind the industry.”
Lemkin was already a seasoned entrepreneur at the time of founding Unnaturals Labs. While developing his passion for bodybuilding, he founded The Unnaturals, a company selling fitness based t-shirts. Afterwards he saw the need for a supplement company and began to found Unnaturals Labs. Both businesses had one thing in common: He relied on independent contractors to help the businesses grow. In the case of both business, Lemkin hired web developers, designers, markets, and other experts to ensure the growth of the company. “Whenever something is going successfully, I bring in contractors to run it more attentively,” he says. “I pay them fairly, let them run it, but I make sure that the core vision is maintained.” Jon believes that retaining a majority stake and not compromising on his ideals is the key to the continued success of his business. “The next step is to sponsor athletes and market my products at industry events such as Mr. Olympia,”, he says. “The Unnaturals way of life is about freedom and truth. Regardless of your goals, whether natural or unnatural, we continue to provide top-quality products to help you achieve your goals and to unleash your unnatural potential!”