When Daniel Wallace founded Force Factor in 2009, his goal was not only to sell supplements but also to create a brand that helps people unlock their full potential. Sixteen years later, that mission has evolved into one of the most trusted names in performance nutrition, available through all major U.S. retail outlets and recognized for its commitment to quality, innovation and authenticity.
“I founded Force Factor right after graduating from college,” Wallace recalled. “We’ve been focused on expanding the company and the brand ever since.” From its base in Boston, the company has steadily broadened its reach, supported by a team that shares Wallace’s long-term vision. “The business is built to be a long-term project and to develop something special over many years,” he said. “Our mission is to help consumers unlock their potential and to be a dependable partner to our retail customers and suppliers who make that possible.”
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That sense of purpose runs deep in Wallace’s story. Growing up in St. Petersburg, Fla., he came to Harvard in 2004, where he studied English and American Literature and competed on the heavyweight rowing team before taking on a leadership role at Harvard Student Agencies. Managing the Harvard Shop, he gained his first experience in entrepreneurship, learning not only how to run a business but also how to serve a community. Wallace later earned his MBA from Harvard Business School, deepening his focus on leadership and long-term brand building.
“That was my early business experience,” he said. “I was selling T-shirts, sweatshirts, diploma frames, simple items, but it taught me how to build something that people connect with.” He added, “It also gave me an appreciation for teamwork and accountability. When you’re in college, running a small business that supports other students, you realize quickly that how you show up every day matters.”
Wallace’s interest in performance and health began early, first as an athlete and then as a consumer. However, his move into the supplements industry was fueled by digital innovation.
“I learned about the category from a business perspective by being an early advertiser on Facebook ads in 2008, when it first launched as a platform,” he said. “I helped market other people’s products while I was still in college. That led me down the path of wanting to own what I was selling and to build a brand with better products.”
That focus on ownership, quality and connection became the foundation for Force Factor’s growth. Over the past 16 years, Wallace has guided the company through a changing retail landscape while staying true to its core values. “We’ve always believed that performance and integrity go hand in hand,” he said. “We want to make products that work, that people trust and that retailers are proud to stock.”
He continued, “Innovation has been central from the very beginning. We continually explore new ingredients, delivery systems and innovative ways to communicate science to consumers. The goal is to make performance nutrition more approachable and to help people see the real benefits in their everyday lives.”
As the company continues to grow, Wallace remains committed to building for the long term, rather than chasing trends, and strengthening relationships. “We think about our brand not as a short-term opportunity but as a long-term commitment to consumers,” he said. “That’s what makes the work meaningful.”
Wallace attributes the company’s success equally to its people, culture and products. “We have an incredible team of smart, dedicated people who care deeply about what we do,” he said. “That shared sense of purpose is what allows us to grow while staying true to our values.”
For Wallace, making a difference means staying true to that mission by helping people reach their potential through each product and partnership. “We’ve been lucky to grow with amazing retail partners,” he said. “But what really drives us is seeing the impact we have on consumers’ lives. That’s what it’s all about.”
He paused for a moment before adding, “At the end of the day, success isn’t just about numbers or distribution. It’s about knowing that what you’ve built actually helps people. That’s what keeps me excited to come to work every day.”
