A Conversation with Taryn Forrelli, Formulator
On flow state and how plants are medicine
Northern California-based Taryn Forrelli is one of the founders of Flume, a new kind of sports supplement for those seeking fitness, bliss, and a healthy and happy life. Her ardent curiosity in plants and how they interact with our bodies set her on the path of researching plant medicine, nutrition, and traditional healing. After many years creating products at various noteworthy companies, she branched out in 2019 to forge her own path in the world of natural healing formulations. Flume’s approach is to enhance the experience of athletes and adventurers to help them achieve flow.
In this edition, we talk about the flow state and how to get there, why she started Flume with her co-founders, the creativity behind the different botanicals in the drink mixes, the financial tradeoff of leaving an executive role, and her other creative endeavor that still involves a kitchen.
How do you define what you do?
The hat that I feel most passionate about is formulator. I’m a naturopathic physician by training. I always felt like the more I understand about the body, the more I understand about life. Early on in my undergrad, I took a course in plant physiology and realized plants are similarly complex and have a lot of the same chemistries as our bodies, like melatonin and serotonin. I wanted to know what happens when you start putting those plants in your body. It unlocked this curiosity in me around our relationship to the plant world. That inspired me to go to naturopathic medical school. Coming out of school, I very quickly realized I didn’t want to be a clinician. I just wanted to know these plants to understand how they work and then develop products for people. I have always said that I treat people indirectly by putting products out into the world that create meaningful changes in the body that lead to better health.
Where did you start out? What’s your professional timeline?
I was fortunate to get a job early on in my career at a supplement company called New Chapter that allowed me to start formulating products under the guidance of a brilliant formulator and master herbalist named Paul Schulick. The company was very much rooted in using whole food and botanical ingredients to deliver the best of ancient wisdom and modern science. We had a mandate to bring in new and interesting botanicals with science behind them, and created many iconic product innovations that became best sellers. I was there for 12 years. During the last three years, New Chapter was acquired by Procter & Gamble, so I had the opportunity to see how the big consumer packaged goods companies of the world operated and approached product development.
That unlocked an opportunity for me to join Olly, a supplement startup cofounded by the well-respected entrepreneur Eric Ryan from Method. Olly’s mission was to make supplements approachable for the mass market. Being at Olly was like going to business school. I was part of a startup team of people who were experts in every kind of function. I was head of product and brought in to not only formulate the product, but build out the product team. We were making gummies, which is very on trend, and I was inspired to do things with gummies that hadn’t been done before. We made dozens of products with active ingredients that delivered real efficacy for things like stress, sleep, digestion, and beauty, and we made them taste good. I was the seventh employee, and by the time Unilever acquired it four years later, the company had 75 people. I got to see how you can take something from the ground up.
What was the impetus behind Flume?
When you step into nature, your physiology naturally optimizes. When you move your body with any great intensity, you are rewarded with feel good chemistries that make you feel amazing and perform at your best. It’s this altered state of consciousness or natural “high” that is called the flow state. It is the reason so many athletes and adventurers are drawn to the outdoors. The idea became, how can we use botanicals to make those experiences richer for people and help them get back to it more often? After all, humans have been using plants in that way for thousands of years, and modern science confirms plants contain chemistries that relieve stress, uplift mood, focus attention, lull us to sleep, and help us recover faster so we can stay active, moving, strong, and balanced in our body and mind. Movement, plants, and the outdoors - Flume brings those three things together for people to help them tap into the flow state. It’s the culmination of a passion around plant medicine, a passion around innovation, and a passion for helping people live richer lives.
Try Flume! Taryn is offering an exclusive 15% discount in the shop for Honing Her Craft readers. Use the code HONING at checkout.
Let’s talk more about the flow state. What is it, how do you get there, and what does it do for creativity?
What we know is that the flow state is an altered mental state. It’s traditionally called “the zone” and to get there, you have skills that are appropriately matched to a challenge you enjoy. Because you’re focused on executing that challenge, you end up blocking most of the other stresses in your life. You really zero in. However, if the challenge is too great, like rock climbing for the first time, you’re probably going to experience fear and stress, which are both barriers to flow. Other barriers are not having enough energy, not getting a good night of sleep, and being in a bad mood. Flow is easier to achieve when you go in with a solid baseline of health.
Scientifically, there are changes in our brain chemistry that occur. We know that dopamine, the pleasure chemical, is involved. We also know that anandamide is involved. It’s known as the bliss molecule and it’s actually your body’s own version of THC. It’s one of the main regulators of your endocannabinoid system. Endorphins, norepinephrine, and serotonin are involved, too. We don’t know the exact order of it all, but we do know that exercise activates the release of these chemistries. There are other things like awe and wonder that helps activate them, too. In the flow state, you get this burst of energy, your body starts to feel really in the moment, you miraculously start to feel less pain, and you feel very strong like you can do anything. You also start to have bursts of creativity. You get a new perspective, which opens up problem solving. All of a sudden, you see your world, whatever challenges, in a new way. Another thing I really love is that it builds confidence and resilience in people. If you can do that thing, what else are you capable of? Ultimately, people who experience flow more often have a higher quality of life and are happier.
Can you share more about how Flume helps with that? What is the purpose of certain ingredients?
It’s my joy to talk about this stuff. As I talk, I usually have a big smile on my face because it’s so inspiring when you think about what plants can do for your body. I formulated the products with the idea of using the plants to remove physical and mental barriers to flow, enhance the experience, optimize recovery, and support the wellness of everyday athletes and adventurers. As a long-time cyclist, trail runner, and snowboarder, they are essentially the products I wanted to create to take myself.
In our Flow formula, which is our pre-workout drink mix, there is a botanical called galangal, also known as Thai ginger, which has been clinically shown to significantly increase focus and concentration. That is one of the primary ways it helps you get into flow state. An Amazonian botanical called guayusa also supports energy, mood, and focus, and then is complementary with cacao and maca, which preclinical studies show have effects on anandamide. Even the flavors, lime and mint, can be considered functional. Their stimulating effects enhance the experience. It’s a product you really feel.
In Bask, the recovery drink mix, the hero botanical is turmeric. In the world of herbal medicine, it’s probably the single most researched botanical. It does a lot to support recovery after exercise, but it also affects our mood. The more you can optimize physical recovery, the less likely you are to have injuries next time you go out. The complementary botanicals in this formula are lemon verbena, hops, and black pepper. The intriguing thing about black pepper is that it contains a component called beta-caryophyllene, which is a phytocannabinoid. When you look at cannabis, yes you have THC and CBD, which most people know about, but it’s understood that some of the benefits of the plant actually come from compounds present in its essential oils that aren’t psychoactive. They’re called terpenes and they are found throughout the plant world. One that we know very well that works on your endocannabinoid receptors is beta-caryophyllene.
With Drift, the sleep formula, we know that sleep is essential for recovery after exercise, but beyond that, it is absolutely fundamental to our well-being—as important as what we eat and how much we exercise. Stress interferes with sleep, as does physical discomfort. So my thinking around Drift was to help quiet the mind and the body. Ashwagandha is one of the hero herbs in there has been used for thousands of years to help people fall asleep. It’s an adaptogen, which is a class of plants that help to regulate the stress response. In the case of ashwagandha, it modulates the stress hormone called cortisol, which can interfere with sleep. At the same time, it helps soothe muscles and joints. It’s also known as a rasayana in Ayurveda, which means it builds strength and resilience. The complementary actives in Drift are California poppy, ocean water magnesium, and hops, which preclinical studies suggest is a modulator of the sleep hormone, melatonin.
In what ways is your job creative?
It tends to ebb and flow a little bit. Sometimes my creative ideas are around business strategy. I know in my heart that once people try these products they’re going to enjoy them and experience the benefits. But until we have the product in the hands of all these people, we need to think of creative ways to get the message out there. I tend to spend a lot of creative energy, at least right now, around messaging and trying to inspire through education. Then there are times I’m working on new product development concepts. I’m always thinking about the needs of the people we’re trying to reach. We want to have our brand engaged as part of their lifestyle and wellness routines. What form could that take? For me, it’s always going back to the plants and which ones will deliver the desired benefits. I think my mindset toggles between creative business strategy and working in the world of creating new formulations. That’s my sweet spot.
Connect with Taryn and Flume on Instagram. Give her thriving business all the love here!
What did it take for you to launch, financially or otherwise?
It was really serendipitous that I met my fellow co-founders at Flume. They wanted to do something in sports nutrition but were still envisioning what that could be, and I was ready for a new challenge—ideally one that would allow me to disrupt the category. They gave me the license to concept and formulate the products. We raised money to fund the initial launch and are now preparing for another raise to scale the business. Part of the advice I have is to find business partners who can help create a vision that expands beyond your own and complement your skillsets so you share the load. I can’t imagine doing it all by myself.
In terms of what it took for me to get here, I think it was more of a confidence and a belief that I was ready to take on the challenge. I’ve had to learn a lot of new things and ask for a lot of help, but I’m fortunate to have a network of friends, former colleagues, and trusted advisors I can call on. I don’t make the money I used to as an executive at an established company, but the tradeoff is that I get to invest my time and energy into something I truly believe in. It’s an understanding that the investment delivers value in many different ways, and the journey itself is a big part of it.
What’s something surprising about your work?
People have asked me before where I get my ideas. Like, is there a database that lists out all the ingredients you can formulate with? There really isn’t. That’s the fun of it. People in this industry will very easily copy someone else’s product, but if you want to create something new and interesting, it’s a whole process of knowing the science, ingredients, and landscape of the category. In the world of formulating botanical products, because there’s so much that you could potentially choose from and so many resources out there, there’s a sophistication that needs to be applied to the process to really deliver something that checks the boxes for safety, efficacy, ethical sourcing, and taste. There’s not a single cookbook that just spells it all out. But it is kind of like being a chef.
What other creative endeavors are you into?
Well, it’s cooking, actually. That is my other passion and it’s related in some ways because I think of food as medicine. My favorite thing to do at the end of the day, when I unplug from work and change hats, is fire up the stove. I spend the next two hours in the kitchen. What do I have to work with? What can I create? That time to me is healing in so many ways. What can I create that tastes delicious, that creates an experience, and that nourishes my body? I tend to think of it as creativity and, very often, a flow experience.
Before you go…
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