Today, pharmacies, supermarkets, and health food stores feature shelves stocked with brightly colored canisters of protein powder. I’ve lifted weights for over half a century and have written advertising copy for several companies that sold these supplements, so I have a firsthand perspective on how we got here.

In the early 80s, I was an editor at Runner’s World Publications, working alongside writers with extensive backgrounds in running, particularly marathons. The audience my co-workers targeted for Runner’s World magazine emphasized carbohydrates as the primary fuel for training. In contrast, I wrote for the company’s sister publication, a bodybuilding magazine. My target audience wouldn’t be caught dead eating pasta salads or tofu burgers.

The staple macronutrient for bodybuilders and other Iron Game athletes has always been protein, preferably from meat, eggs, and dairy. Before we move on: yes, legendary bodybuilder Bill Pearl gave up meat in 1969. However, he continued to consume dairy and eggs, making him a lacto-ovo vegetarian. Also, consider that Pearl won all but one of his bodybuilding titles while following a traditional muscle-building diet.

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Author Jack Weatherford suggested that Genghis Khan, the savage ruler of the Mongol Empire, indirectly believed protein was essential for building a strong army. In Genghis Khan and the Making of the Modern World, Weatherford said Khan’s soldiers enjoyed a diet centered on meat and dairy products. In contrast, the Jurchen soldiers of the Jin Dynasty, who fought the Mongols, ate gruel made from grains. He said this grain diet “left them weak and prone to disease.” The Mongols also discovered they could dry milk into a paste and carry it into distant battles, so you could say the Mongols invented the first protein powder for athletes!

Like the Mongols, early weightlifters, powerlifters, and bodybuilders fulfilled their protein needs from meat, eggs, and dairy. One of the most remarkable examples of the effectiveness of this dietary approach is Bruce Randall, a strongman-turned-bodybuilder.

On January 3, 1953, Randall weighed 203 pounds at a height of 6'2". To gain weight and become brutally strong, Randall apparently used what was described as the “scoop shovel” approach to dieting, consuming as much as 15,000 calories a day. He once ate 28 eggs for breakfast and drank 4.75 gallons of milk in a single day! As for his weight-training workouts, Coach Rippetoe would approve of the title of a book Randall published in 1970 called The Barbell Way to Physical Fitness. The results?

By August 2, 1955, Randall weighed 401 pounds and performed the following lifts:

• Deadlift, 770
• Good Morning, 685
• Back Squat, 680
• Bench Press, 482 (3-second pause at the chest)
• Military Press, 375
• Barbell Curl, 228

By March 1956 (just eight months later), Randall had dropped to 183 pounds—with no stretch marks or loose skin! Later that year, he competed in the AAU Mr. America, placing 13^th. He kept training hard, and in 1959, Randall won the NABBA Mr. Universe at a bodyweight of 222 pounds.

Yes, Randall’s diet was extreme, but modern bodybuilders still firmly believe that consuming large amounts of protein is necessary to reach, shall we say, “critical mass.” Case in point: Ronnie Coleman. Coleman won eight Mr. Olympia titles and is considered the G.O.A.T. by many bodybuilding historians.

Coleman is 5'11" and bulked up to 330 pounds in the off-season, then leaned out to take the stage at 300 pounds, ripped. And he was as strong as he looked, squatting and deadlifting 800 pounds for reps. By comparison, Arnold Schwarzenegger stood 6'2" and could squat 610 and deadlift 710. He weighed 260 pounds in the off-season and 245 pounds for competition at his best. This means that, despite being three inches shorter, Coleman carried 55 pounds more lean mass than Schwarzenegger.

Coleman believed that muscles needed protein to grow, and lots of it. At his peak, he reportedly consumed 500-600 grams of protein per day! (For reference, an 8-ounce glass of whole milk contains about 8 grams of protein, and a quarter-pound hamburger has about 20-24 grams.) To achieve his protein goals, Coleman ate six meals a day and drank protein shakes.

You may notice that I’ve been focusing on bodybuilders, and with good reason. Except for York Barbell, which sold protein powders and sponsored weightlifters (two being Olympians who lifted at a gym where I often trained), sponsorship for weightlifters was rare. Other companies that sold protein powders apparently believed that bodybuilders made a stronger impression on their target audiences than weightlifters and powerlifters. There were also doping concerns.

I say doping because many governing bodies of Olympic and professional sports were concerned about the legal risks if a sponsor’s products contained ingredients that could yield a positive drug test result. For example, in the 2000 Olympics, Norwegian weightlifter Stian Grimseth was favored to win a medal. Unfortunately, he could not compete because a dietary supplement he took contained 19-norandrosterone, a banned hormone.

On a larger scale, in 2004, the Medical Commission of the International Olympic Committee presented a study evaluating the ingredients of 634 nutritional supplements from 215 suppliers in 13 countries. Ninety-four of the supplements contained banned ingredients not listed on the labels that would result in a positive doping test, and 66 others were borderline. Further, in the late 1980s, one popular protein supplement in the U.S. was rumored to have been spiked with the steroid methyltestosterone, and clenbuterol, a drug with anabolic effects. The allegation was never proven, and some believe the rumor was a marketing tactic. Eventually, the formula was changed, but, for some reason, the new version was not as successful as the original.

One relatively modern sponsorship solution was the “NSF Certified for Sport®” seal, which guarantees that a supplement contains only the ingredients listed on the label. One company I worked for carried a line of these products because it wanted to target professional sports teams. (Fun Fact: NSF was founded in 1944. NSF stands for the National Sanitation Foundation, but the organization has nothing to do with trash collection.)

This brings us to our next section, which addresses the question, “Who invented modern protein powder?”

The Power of Powered Milk

Protein powders can be traced back nearly 200 years to Gail Borden, known as “The Father of the Modern Dairy Industry.” In 1856, Borden received a patent for condensing milk by boiling it in airtight vacuum pans. In 1867, Henri Nestlé advanced the process by adding sugar and wheat flour. Nestlé’s colleague, Jean Balthasar Schnetzler, removed starch and acid from the product to make it easier to digest, enabling them to create the first infant formula. This Nestlé product, called Farine Lactée (i.e., milk flour), was literally a lifesaver, as it could be given to infants who could not be breastfed.

Bacterial contamination has long been a major concern for dairy products. In the late 1800s, the medical profession advised mothers to boil milk before giving it to infants to remove impurities. This led to an epidemic of scurvy in infants because boiling destroys vitamin C. However, by removing moisture, as Borden did, bacteria lack the environment needed for growth, and the powder can be stored without refrigeration.

In the 1950s, exercise equipment manufacturers found it profitable to expand their product lines by selling protein powder. Unlike exercise equipment, protein powder was a product that guaranteed repeat business. Two of the biggest distributors were the companies founded by Bob Hoffman and by Ben and Joe Weider. Protein powders began as a niche market, sold mostly in gyms and health food stores, but eventually expanded into pharmacies and supermarkets. (Fun Fact #1: In the 1970s, I worked at Bob’s Athletic Club in Fremont, California. When I started, the owner, Bob Perata, paid me in protein powder, one canister a week.)

One protein powder that stood out in the bodybuilding community from the 1950s through the 1970s was “Rheo Blair’s Instant Protein Supplement,” which was marketed as having the same enzymes and amino acid ratios found in human breast milk. Blair’s Protein was made from milk and eggs, and tasted like ice cream. I saved up my money to buy a canister (as it was very pricey) and, as advertised, the taste did not disappoint.

Blair’s Protein was created by Irvin Johnson (who later changed his name to Rheo H. Blair, allegedly on the advice of a numerologist). The product was endorsed by the first Mr. Olympia, Larry Scott, and his famous trainer, Vince “The Iron Guru” Gironda. Scott was an active member of The Church of Jesus Christ of Latter-day Saints. This religious group promoted storing several months' worth of food in case of an emergency, and I understand that powdered milk was often a staple in their survival packages. (Fun Fact #2: While reviewing old ads for the product, I noticed that one of the bodybuilders who endorsed it trained briefly at Bob’s Athletic Club. I went through a squat workout with him once, but those were the days before selfies.)

Milk was a primary ingredient in many protein powders in the 1960s and 1970s. In fact, one Mr. Olympia finalist in the 70s was sponsored by a fitness company that sold protein powders. At a seminar, the gym owner who invited him asked which protein powder he preferred. To the owner's surprise, the bodybuilder said his favorite was powdered milk because it mixed well and he liked its taste.

This brings us to whey protein. In 1936, pharmacist Eugene Schiff developed a specialized filtration method to extract whey from milk. Whey is a good option for those with lactose intolerance, which can cause gas, diarrhea, bloating, and other symptoms. Lactose intolerance results from a deficiency of the enzyme lactase, which breaks down lactose, the sugar found in milk. Often, lactose intolerance develops later in life, as it did for me and, apparently, many of the athletes I coached.

When I was coaching at the Air Force Academy, we found that our football players would lose a significant amount of bodyweight during basic training, and it was difficult for them to regain it in time for the football season. We didn’t test for lactose intolerance, but we gave these athletes lactose-free shakes because many couldn't tolerate milk. I wasn’t a big fan of the product because it contained corn syrup. Still, I kept accurate records, and the shakes made a significant difference in helping our athletes maintain their bodyweight during basic training.

For those who struggle with milk, consider that there are three types of whey: whey protein concentrate, whey protein isolate, and whey protein hydrolysate. Hydrolysate is pre-digested for easier digestion, so it is often used before workouts, but it is the most expensive of the three powders. If you are lactose intolerant, it’s best to avoid whey protein concentrate, which contains the most lactose. Also, read the labels and look for products that say “100 percent lactose-free.”

As the protein powder market grew, manufacturers had to find creative ways to distinguish their products from an ever-growing list of competitors. One way was through line extension, such as by creating new products. Let me elaborate on this approach with three stories.

First, in the late 1970s, a friend of mine worked for a large company that distributed protein powder. They manufactured several types of protein powders, each with a label targeting a specific market, such as athletes. On his first day, my friend saw a conveyor belt carrying several empty canisters with different labels. As the belt moved, a giant vat would fill the canisters with protein powder, one after another. My friend asked his supervisor how the machine could tell which protein powder to put in each canister. You guessed it – the vat contained only one type of protein! I have no idea how they got away with this ruse, but I assume customers would buy only one type of protein powder from this company, so there was no reason for them to be suspicious.

Fast-forwarding to the 1980s, I visited a company that produced a protein powder especially popular among high school football players. I asked one of their employees why they still used their dull black-and-white label on their signature protein. He took me to a large room filled with dozens of protein canisters from different companies; as with my friend who worked in the protein powder factory, they were the same product! This company didn’t need to keep producing its signature brand because it was private-labeling for so many other companies, but apparently, the owner kept it around for sentimental reasons.

Finally, in the early 1990s, I visited a small company that produced a blended protein powder. I tried it once and, borrowing from comedian Will Ferrell, found that it “tasted like the inside of an artificial leg!” Later, the owner wanted to expand production, and a friend of mine introduced them to a laboratory that produced nutritional supplements. I heard that the representative said they could duplicate the formula and improve the taste, but the owner of the protein company wasn’t interested. He explained that having such a bad taste was a major selling point, saying in effect, “If a product tastes that bad, our customers will believe it must be great!”

Other creative ways to market protein powders (and justify higher prices) include adding ingredients such as vitamins and digestive enzymes. Other approaches include highlighting the source ingredients. Johnson said Blair’s protein was made from the milk of cows in “America’s Dairyland,” – Wisconsin – where the soil is rich. Another company said its cows were free of recombinant bovine growth hormone (rBGH), a synthetic protein hormone used to increase milk production. This hormone may be associated with an increased risk of colon, breast, and prostate cancers. For these types of ads, including photos of laboratories with technicians examining test tubes filled with milk is a nice addition.

With few exceptions, vegetarians haven’t been able to convert Iron Game athletes to their plant-based powders, such as rice, pea, and seed blends. But it’s not that they didn’t try. One of the most influential plant-based champions is 3x Oscar winner James Cameron. Cameron made a 2018 documentary promoting plant-based diets called The Game Changers.

Invasion of the Plant People

Cameron is best known among Iron Game athletes as the filmmaker who wrote and directed the first two Terminator movies, along with some flick about a boat that sank. The box office revenue for The Game Changers was soft at $897,992, but it had a huge impact when it was released on Netflix and iTunes.

Among the claimed advantages of plant-based diets in promotional materials for The Game Changers were faster recovery ability, increased immunity, reduced inflammation, improved blood flow, and something called “increased muscle efficiency.”

The Game Changers profiled several elite athletes who switched to plant-based diets, including weightlifter Kendrick Farris, a 3x Olympian. In 2014, Farris converted to a plant-based diet. Speaking about his success on the new diet, Farris noted that after he made the switch, he broke two American records, won the Pan Am Games, and offered this testimonial, “Man, I think I should have done this a long time ago. Why didn’t I research this before?” To be clear, competing in three Olympics is a remarkable accomplishment that few weightlifters have equaled, and only a few have surpassed. However, since Farris has put himself out there promoting plant-based diets, let’s break down his numbers.

At the 2016 Olympics, Farris competed in the 207-pound bodyweight class. He snatched 352 pounds and clean-and-jerked 434, placing 11th. At the 2008 Olympics, Farris weighed 20 pounds less and lifted a higher combined total, snatching 352 and clean-and-jerking 445, placing 6^th. I do not mean to slight Farris, but the fact is, he achieved better results at a significantly lower bodyweight when he followed a conventional diet.

As for American records, assessing today’s records is problematic because bodyweight classes are frequently changed, making it easier for athletes to break them. For example, at the 1976 Olympics, Lee James of the York Barbell Club competed in the 198-pound class and won the silver medal. Despite weighing 20 pounds less, he snatched 17 pounds more than Farris did at the 2016 Olympics and lifted more in the total of the two lifts. But to be fair, in 2008, Farris weighed 11 pounds less than James and was within one pound of James’s total, so Farris’s performance was superior on a relative strength basis. Again, all this juggling of bodyweight classes is problematic.

This documentary also featured many other elite athletes, but let me share one more example: MMA fighter Nate Diaz. Diaz was all-in on plant-based diets – well, except when he ate fish. Cameron’s documentary covered Diaz’s upset of Conor McGregor at UFC 196 on March 5, 2016. However, McGregor had to move up two weight classes for that fight, giving Diaz a significant advantage. They fought again at UFC 202, where McGregor defeated Diaz. The bottom line is that Diaz was not a vegetarian. Oh, and as a matter of full disclosure, at the time of the documentary’s release, Cameron and his wife Suzy owned Verdient Foods. The company produced plant-based products, particularly pea protein flours and concentrates.

Before moving on from plant-based proteins, I have to mention soy. It’s relatively inexpensive and was a key ingredient in the first protein powder developed by Irvin Johnson and others. Its low cost is an advantage, but there are some red flags to consider, as legendary strength coach Charles Poliquin brought to my attention.

I was Poliquin’s primary editor for two decades, and he was not a fan of soy. Poliquin told his followers that if they were considering using soy products, they should invest in a copy of Dr. Kaayla Daniel’s book, The Whole Soy Story: The Dark Side of America’s Favorite Health Food. Poliquin said soy is one of the most heavily sprayed crops; its processing may result in high levels of manganese, which is linked to attention deficit disorder; may contain high levels of aluminum, linked to kidney failure and Alzheimer’s; and may lower testosterone levels. Also, be aware that infants who are allergic to cow’s milk may also be allergic to soy, according to the American Academy of Pediatrics. In soy’s defense, processing has improved, and a 2021 meta-analysis of 41 studies found that soy does not lower testosterone.

You Only Pay for Quality Once

From here, the final questions to ask are: 1) Which protein powders are best? and 2) Are protein powders worth the financial investment?

Just because a protein powder label says the product contains a certain amount of protein doesn’t guarantee that all of it is usable by the body. Most animal proteins are better absorbed (i.e., more bioavailable) than plant proteins, so you must consume more plant protein to get the same benefits as animal protein. Also, in nature, animal protein is combined with fat, which prolongs digestion and enhances absorption. Let’s look at some numbers from research.

One method for determining protein quality is the Protein Digestibility Corrected Amino Acid Score (PDCAAS). The highest score is 1.0. Eggs and cow's milk score 1.0; chicken is .95; and beef is 0.92. Plant-based proteins tend to be lower, such as green split peas at .59 and peanuts at .52. For some reason, the PDCAAS score also includes house crickets, which are popular in Asia, especially when dry-roasted; they score .687. For an athlete consuming a large quantity of food from a variety of sources, quality is less a concern, so Bruce Randall and Ronnie Coleman were safe.

“Is protein powder worth the investment?” Well, if you want absolute control over your macronutrient intake (protein, fat, and carbs), protein powders can be a valuable tool for muscle gain or fat loss. Let me offer one example from research.

A 2004 study published in the Journal of the American Dietetic Association used milk-based meal-replacement shakes for weight loss. It involved 50 female and 12 male subjects, with an average age of 49 years. The subjects consumed one solid meal a day and two shakes. The meal replacement was Slim-Fast, which was probably not the best choice because it contains a relatively high amount of sugar. The exercise protocol was walking for 30 minutes, 3x a week. After 6 months, the mean decrease in bodyweight was 7 percent.

Finally, are protein powders worth the financial investment? With the rising cost of whole foods, particularly eggs, dairy, and meat, protein powders may be more economical because they offer a lower per-gram cost of protein. As a bonus, they are also a time-saver because they mix easily into a shake.

This brings you up to date on my brief history of protein powder. I’ve made the case that protein powders are here to stay, and that many Iron Game athletes consider their protein shakes as essential as a weightlifting belt. Yes, it could be argued that whole foods are best, but it’s nice to have options, and protein powders are a good one.

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