From HYROX to Harrods: the new wellness shot bringing NAD+ into the mainstream
A few years ago, conversations about NAD+ were largely confined to wellness clinics, biohacking podcasts and celebrity longevity circles. Now, they're starting to appear everywhere.
From social media discussions around healthy ageing and recovery to growing interest in preventative wellness, NAD+ has become one of the wellness world's most talked-about topics. And a new British brand is hoping to make it a little more accessible.
Meet NEU+, a ready-to-drink daily wellness shot founded by entrepreneur and HYROX competitor Jak Leese. Jak started NEU+ with a personally vested interest and became increasingly hooked on the role it was playing in recovery programmes. At the same time, he noticed that access to NAD+ treatments often came with significant barriers - whether that was cost, availability or the fact that many options were only accessible through specialist clinics.
It sparked a simple question. How could the benefits associated with NAD+ supplementation be made more accessible to everyday people? That question would eventually become NEU+.
Why everyone is talking about NAD+
For those unfamiliar, NAD+ (Nicotinamide Adenine Dinucleotide) is a coenzyme found naturally in every cell of the body and plays a role in normal cellular energy metabolism. Interest in NAD+ has grown significantly in recent years, particularly because levels naturally decline as we age.
While research in the area continues to develop, the conversation around NAD+ has expanded far beyond elite athletes and longevity enthusiasts. Today, it's increasingly being discussed alongside topics such as healthy ageing, recovery, menopause support and overall wellbeing.
Until recently, many NAD+ products were either delivered via capsules or through clinical treatments. NEU+ was developed as an alternative - a ready-to-drink daily shot designed to fit more easily into modern routines.
Each 60ml bottle contains 300mg of Nicotinamide Riboside (NR), a precursor the body converts into NAD+, alongside Trimethylglycine (TMG) and Vitamin C. The shots are available in Lemon & Ginger and Mixed Berry flavours and are manufactured in the UK.
The wellness shift we're seeing across the North
What's particularly interesting is how conversations around wellness are changing. Not that long ago, health products were often focused on weight loss or quick fixes. Increasingly, people are becoming interested in feeling better for longer, supporting recovery, improving everyday energy and taking a more preventative approach to wellbeing.
You only have to look at the growth of HYROX, running clubs and wellness communities across Leeds, Manchester, Sheffield and Newcastle to see how much attitudes have shifted.
People are investing in recovery just as much as performance. They're prioritising sleep, nutrition, movement and longevity in ways that feel far more sustainable than previous wellness trends. Products like NEU+ sit within that wider movement.
