If you've been around Nutrition Capital for a while, you'll know that ATP Science is a pretty big part of what we do.
We've worked closely with the ATP Science team for years, from in-store education and product training through to sampling, promotions and plenty of conversations about what customers are actually looking for.
So when ATP Science launched ATPure Verified Creatine Monohydrate, we didn't just want to tell you that there's a new creatine on the shelf.
We wanted to know why they made it, what "99.9% purity" actually means, and what you should really be looking for when choosing a creatine.
So we went straight to the source.
Meet Adam from ATP Science
For this conversation, we spoke with Adam Rigby, ATP Science's VIC/SA/TAS Business Development Manager.
Adam has been with ATP Science for more than four years and holds a Bachelor of Health Science in Nutritional Medicine, as well as a Post Graduate Certificate in Higher Education.
His role involves a lot more than simply talking about products.
Adam spends his days visiting retailers, educating teams, sampling products with customers and working closely with ATP Science's marketing and product development teams.
"We can also do promotions direct to consumers, sampling and presenting our range. My role also includes doing education presentations to retail staff across the country."
And importantly, Adam says the sales team also acts as a bridge between retailers and the people developing ATP Science products.
"As a group we provide feedback from the retail market to our internal team to help to bring products like ATPure to market."
That relationship is something we really value at Nutrition Capital. We're able to give the ATP team direct feedback on what our customers are asking for, what products they're interested in and where we're seeing gaps in the market.
ATPure is a pretty good example of that process in action.
So why did ATP Science create ATPure?
ATP Science has been synonymous with Creapure® for years.
Creapure has been their premium creatine option because of its reputation for purity, quality and testing.
But as demand for creatine has grown, so have the challenges around supply.
Adam explained:
"Yes ATP has always put forward Creapure as our Creatine as it's the highest purity, batch tested and most well known Creatine available."
The problem?
"With demand increasing in Creapure there has been significant challenges to maintain supply and we have been out of stock for periods of time which is not ideal for ATP, retailers and consumers."
For a brand like ATP Science, that creates a pretty obvious problem.
- Customers want their creatine.
- Retailers want to keep it on the shelf.
- And ATP Science wants to be able to supply it.
So rather than simply accept the supply limitations, ATP Science decided to develop its own high-purity alternative.
"We decided to patent our own equivalent replacement for Creapure so the market had a trusted comparable alternative while stock levels continue to be challenged."
That product is ATPure.
What does 99.9% purity actually mean?
This is probably the question we've been asked most since ATPure launched.
You've probably seen creatine products advertised as 99%, 99.5%, 99.9% or even higher.
But what actually sits behind those numbers?
Adam explained that creatine manufacturing isn't simply a case of producing creatine powder and putting it into a tub.
"When Creatine is produced, it has impurities such as heavy metals and Creatinine present."
The ingredient therefore needs to go through purification and filtration processes to remove unwanted compounds and leave a cleaner creatine monohydrate ingredient.
And this is where ATPure's 99.9% specification comes in.
"It needs to be highly filtered and purified to remove these and leave the cleanest purest source of Creatine Monohydrate remaining."
"Each batch is tested for purity and the ATPure is only accepted once above 99.9%."
So 99.9% isn't simply a number printed on the front of the tub.
It's the minimum purity specification ATP Science says each ATPure batch must meet before it's accepted.
ATP Science's current product information also states that ATPure is independently third-party tested for purity and HASTA Certified, with batches tested for WADA-prohibited substances. (Source: ATP Science)
Does 99.9% actually matter?
Here's where the conversation gets interesting.
You might assume that 99.9% must be dramatically better than 99.5%.
But Adam's answer is actually a little more nuanced.
"Once above 99% there is only a marginal difference in impurity level that will mainly be Creatinine so if this is a concern would make a marginal difference."
In other words, purity is important, but you don't necessarily need to obsess over every decimal point.
Once you're dealing with genuinely high-purity creatine, the practical difference between 99.5% and 99.9% is relatively small.
We actually like this answer.
Because choosing a good creatine shouldn't be about chasing the biggest number on the label.
It's about understanding what you're buying, where it comes from and how it's tested.
So what should you actually look for?
Purity is one piece of the puzzle.
According to Adam, there's another factor customers should pay attention to: solubility.
"Consumers should be gauging solubility as this can also highlight quality of powder refinement."
Creatine that mixes easily can make a meaningful difference to the everyday experience of taking it.
And honestly, this is something we see all the time in-store.
You can have the most impressive-looking creatine label in the world, but if you're left with a gritty shaker at the bottom of your bottle every day, you're probably not going to love taking it.
So when you're comparing creatine, consider:
- Purity: What specification does it meet?
- Testing: Is the product or ingredient independently tested?
- Manufacturing: Who makes it, and what quality standards are involved?
- Solubility: Does it actually mix well?
- Value: How much are you getting for your money?
Why we think ATPure is interesting
ATPure doesn't replace everything else in the ATP Science creatine range.
It gives customers another option.
ATP Science already offers Creapure®, as well as NOWAY! OptiCreatine®, which uses a 99.5% purity specification and focuses on particle size and everyday mixability. ATP Science's current range therefore gives customers different options depending on what matters most to them. (Source: ATP Science)
ATPure sits somewhere particularly interesting for customers who want:
- A high-purity creatine monohydrate
- A larger 500g format
- Independent testing and HASTA Certification
- An unflavoured, straightforward formula
- A trusted ATP Science product
And at $69.95 for 500g, it's designed to offer that quality in a value-focused format.
More than just another product launch
For us, this is probably the part we find most interesting.
ATPure isn't just another product that arrived in a box at our warehouse.
It's an example of the relationship we have with the brands we work with.
- We can tell ATP Science what we're hearing from customers.
- ATP Science can take that feedback back to their product development team.
- And products like ATPure can come out the other side.
Adam's role is a big part of that relationship. He's not just someone we see when there's a new product to sell; we've worked with him through store education, sampling, staff training and customer-facing promotions for years.
That makes these conversations much more valuable to us.
We're not just asking "How do we sell this?"
We're asking:
- "Why did you make it?"
- "What problem were you trying to solve?"
- "What should our customers actually know?"
And that's exactly what we wanted to find out with ATPure.
Meet ATPure Verified Creatine Monohydrate
- 99.9%+ verified purity
- 500g
- Micronised creatine monohydrate
- Unflavoured
- HASTA Certified
- Third-party tested
ATPure is now available at Nutrition Capital.
If you're already using creatine and want to compare your options, or you're completely new to creatine and don't know where to start, come and talk to us.
Our team can help you compare the different creatine options we stock and find one that makes sense for your routine.
And if you're curious about the people behind the product, keep an eye on our Instagram. We're also sitting down with Adam and Ana from Nutrition Capital to chat about ATPure, creatine purity and, of course, our massive ATPure giveaway.
3 lucky winners will each receive 4 x 500g tubs of ATPure.
Because apparently we weren't content with just launching a new creatine.
"Boom. Let's go." - Adam Rigby, ATP Science
The Nutrition Capital Team