Advanced Performulations (API) was developed from a passion, a passion to be the best in all areas of life, including health and happiness. We wanted to create products that are of the highest quality and efficacy in the industry, regardless of our cost. We wanted to create products that would help people achieve their goals in life. As founders of API, we are athletes, personal trainers, nutrition store owners, supplement distributors and writers. We have been successfully involved at every level of our industry and because of this we recognize how expensive it can be to buy the best products. We have observed over the years that many of the finest companies in the industry pay athletes millions of dollars for endorsements, present huge costly trade show booths, and sponsor massive shows. While we understand and appreciate this type of marketing, the reality is that this simply makes their products more expensive.