Rich Piana and 5% Nutrition, two names which have become synonymous in the sports nutrition world for hardcore performance. In the words of Rich, the "5% represents those of us [who] are willing to give whatever it takes to reach their goals." Rich has been an inspiration to untold millions throughout his career both as a bodybuilder and later as a motivational figure. The allure of his message simple yet powerful: he was going to give anything and everything he had to reach his goals. Along the way, he was going to give adoring fans a front-row seat to the main event, his daily life, and in the process, amassed a huge YouTube and Instagram following. Followers of Rich soon became accustomed to frequent motivational messages, mantras, workout techniques, nutrition and meal preparation, plus a bevvy of social commentary. The most recognizable aspect of his lifestyle, living the "5%'ER mentality" became the foundation of this company, 5% Nutrition.