The Kōjō formula: why we built it, what we changed, and where it stands now

Tom
2026-03-22T14:57:00+00:00

The ronin mindset: why I named the brand Kojo

Kojo is a Japanese aesthetic concept - beauty through restraint, depth without ornamentation. The ronin, a masterless samurai, embodies something parallel: self-directed, unaffiliated, accountable only to his own standard. I named the brand after the first idea. I built it around the second. For men over 30, both matter more than most supplement marketing will ever admit.

In this article

1. What the name actually means - and why it stuck

2. The biology of 30-plus that nobody explains clearly

3. What the evidence actually shows about supplementation in this age group

4. The unregistered ingredients: what the research suggests and where it stops

5. The dosing question: what clinical evidence actually supports

6. Why restraint is the point - not a limitation

7. Who this is and isn't for

8. Frequently asked questions

9. My honest take

What the name actually means - and why it stuck

I spent a long time trying to find the right word for what I wanted the brand to be. Not loud. Not aspirational in the hollow sense. Not promising things the evidence doesn't support. Kojo - sometimes romanised as shibumi - refers to a Japanese sensibility: quiet, restrained, understated elegance. The kind of thing that improves with attention. A worn leather notebook. A well-made knife. A formula where every ingredient earns its place.

The ronin connection came later, but it felt inseparable once I saw it. The ronin in Japanese history was a samurai without a lord - not a failure, but someone operating outside the usual structures of allegiance and hierarchy. Self-governing. Defined by craft and discipline rather than by affiliation. That's the kind of man I was building this for. Not someone who needs a brand to tell him who he is. Someone who wants honest information, a formula that respects his intelligence, and nothing more.

I'm aware that sounds like marketing. I'm aware I'm writing this on a brand blog. The tension is real. But the alternative - hiding behind vague claims and proprietary packaging - felt worse. So here's the honest version.

The biology of 30-plus that nobody explains clearly

There's a reason I built Kojo for men over 30 specifically. It's not a marketing segment. It's a physiological inflection point. Testosterone begins its slow decline from the late twenties - roughly 1-2% per year according to population data - but the more clinically relevant changes are subtler. Mitochondrial efficiency drops. Oxidative stress accumulates. Collagen synthesis slows. Creatine turnover in muscle tissue shifts.

None of this is catastrophic. None of it requires panic. But it does mean that what worked at 22 - eating reasonably, sleeping adequately, training occasionally - produces different results at 34. The margin narrows. The inputs matter more. I've written about this in more detail in what happens to testosterone after 35: the evidence, without the panic, if you want the full picture on that particular thread.

The short version: the body becomes less forgiving, and the supplement industry responds to that fact with fear and exaggeration rather than evidence. That's the gap I was trying to fill.

What the evidence actually shows about supplementation in this age group

Let me be specific, because vague claims about "supporting men's health" are useless. Here's what the primary literature actually says about the ingredients I chose, and at what doses.

Creatine monohydrate is the most robustly studied performance supplement in existence. A meta-analysis by Lemon et al. (2003) covering multiple RCTs found consistent improvements in high-intensity exercise output with daily supplementation. More relevantly for men over 30, Rawson & Venezia (2011) reviewed evidence suggesting creatine supplementation attenuates age-related muscle loss, with effect sizes in lean mass ranging from 1-2 kg over 12-week intervention periods in older adults. The authorised claim is precise: creatine increases physical performance in successive bursts of short-term, high-intensity exercise. That's it. Nothing more is claimed, because nothing more is proven to the required standard.

Vitamin C at 500mg contributes to the normal function of the immune system, to normal energy-yielding metabolism, and to the reduction of tiredness and fatigue - all NHCR-authorised claims. It also contributes to normal collagen formation for the normal function of skin, and to the protection of cells from oxidative stress. Carr & Maggini (2017) reviewed the mechanisms across 148 studies, noting that plasma vitamin C is rapidly depleted under physiological stress and that repletion in deficient individuals consistently restores immune parameters.

Algal DHA - the plant-derived omega-3 in the formula - has a cleaner sustainability profile than fish oil and equivalent bioavailability. Arterburn et al. (2000) demonstrated comparable DHA incorporation into plasma phospholipids from algal versus fish-derived sources. For men over 30, DHA's role in maintaining normal brain function and normal vision is NHCR-authorised at 250mg daily.

The unregistered ingredients: what the research suggests and where it stops

I want to be careful here, because the regulatory distinction between authorised and unregistered health claims matters. The following ingredients are included based on the direction of the evidence, not because I can make definitive efficacy claims about them. Large-scale human trials are limited for most of these. That's the honest position.

Glycine

Glycine is an amino acid with a substantial body of research in the context of sleep quality and collagen synthesis. Bannai et al. (2012) conducted a small double-blind crossover trial (n=11) finding that 3g of glycine before sleep improved subjective sleep quality and reduced daytime sleepiness, with statistically significant improvements in fatigue scores (p<0.05). The sample size is small. I wouldn't overstate it. Research is ongoing and I'd be overstating it to claim this is settled science. The formula includes 2000mg.

Taurine

Taurine's role in cardiovascular function and mitochondrial support is an active area of research. Jong et al. (2021) reviewed mechanistic evidence for taurine's involvement in mitochondrial protein synthesis and reactive oxygen species regulation. The human data on clinical outcomes is thin and I'd be overstating it to claim otherwise. The formula includes 2000mg, consistent with doses used in the reviewed literature.

Aged Garlic Extract

Research suggests aged garlic extract may help support cardiovascular markers, though the evidence is not yet definitive. Ried et al. (2016) conducted a 12-week RCT (n=88) finding that 2.4g daily of aged garlic extract was associated with a mean reduction in systolic blood pressure of 5.0 mmHg compared to placebo (p=0.03) in hypertensive participants. Large-scale confirmatory trials are still limited. The formula includes 600mg - lower than that trial's dose, and I'm transparent about that.

Olive Leaf Extract and Grape Seed Extract

Both are included for their polyphenol content and their potential role in oxidative stress pathways. Stupans et al. (2012) reviewed olive leaf extract's oleuropein content and its antioxidant activity in vitro, noting that human bioavailability studies remain limited. For grape seed extract, Feringa et al. (2011) conducted a meta-analysis of 16 RCTs finding modest reductions in systolic blood pressure (mean ?1.54 mmHg) and LDL cholesterol, though effect sizes were small and heterogeneity was high. Research is ongoing and large-scale human trials are limited for both. I include them because the direction of evidence is interesting, not because the case is closed.

Pine Bark Extract

Pine bark extract - often studied as Pycnogenol - has a reasonable body of research behind it relative to many botanical extracts. Belcaro et al. (2015) reported improvements in endothelial function markers in a controlled trial, though sample sizes were modest. Research is ongoing and I'd be cautious about drawing firm conclusions. The formula includes 150mg.

For a parallel discussion of how CoQ10 form affects absorption - relevant if you're thinking about the broader antioxidant picture - I've covered that in detail in ubiquinol vs. ubiquinone: why the form of CoQ10 in your supplement matters after 35.

The dosing question: what clinical evidence actually supports

Dosing is where most supplement brands quietly fail. They include an ingredient at a fraction of the studied dose - enough to appear on the label, not enough to do what the research suggests. I find that dishonest. So here's where the formula sits relative to the literature.

Creatine monohydrate at 5000mg daily aligns with the standard maintenance dose used across the majority of RCTs. The International Society of Sports Nutrition's position stand, summarised by Kreider et al. (2017), identifies 3-5g daily as the effective maintenance range for muscle creatine saturation following loading or long-term supplementation. Five grams sits at the top of that range - deliberately.

Vitamin C at 500mg exceeds the UK reference nutrient intake of 40mg but sits well within the tolerable upper intake level of 1000mg. The dose used in most immune and antioxidant RCTs falls between 200-1000mg. Carr & Maggini (2017) note that plasma saturation occurs at approximately 200mg in healthy individuals, with higher doses providing additional benefit under physiological stress.

Glycine at 2000mg is slightly below the 3g used in the Bannai sleep trial, but consistent with doses used in collagen synthesis research. Taurine at 2000mg is within the range reviewed by Jong et al. for mitochondrial studies.

The full formula is available at Kojo, with every ingredient and dose listed openly. No blends. No hidden quantities.

Why restraint is the point - not a limitation

The supplement industry's instinct is to add. More ingredients signal more value. More claims signal more efficacy. More packaging signals more premium. I went the other way, and it cost me commercially in the early months. Retailers want complexity. Consumers have been trained to expect it.

But Kōjō as an aesthetic is precisely about resisting that. The beauty of a thing is in what it doesn't do as much as what it does. A formula where every ingredient is dosed to the evidence, every claim is authorised or appropriately hedged, and nothing is included for optics - that's the product I wanted to exist. It didn't, so I made it.

The ronin parallel holds here too. The ronin didn't operate within a system that validated his choices. He made them anyway, based on his own judgement and skill. That's not romanticism - it's a practical description of what it means to build something outside the dominant logic of an industry.

Who this is and isn't for

I want to be clear about the limits. Kojo is a supplement, not a medical intervention. If you have a diagnosed condition, you need a clinician, not a powder. If you're eating poorly, sleeping four hours, and drinking heavily, no formula will compensate for that - and I won't pretend otherwise.

The men I built this for are already doing the basics reasonably well. They're not looking for a shortcut. They want to know that what they're taking is honest, dosed properly, and not making claims the evidence doesn't support. They're capable of reading a citation. They'd rather have nuance than confidence.

If that's not you, this probably isn't your product. That's fine. I'd rather be specific than popular.

I should also say: the journal covers more than men's health. If you're looking for an evidence-based read on supplements for women, that's there too - same standard of evidence, same honest framing.

Frequently asked questions

Why name a supplement brand after a Japanese aesthetic concept?

Because the concept describes exactly what I wanted the product to be - restrained, purposeful, nothing superfluous. Most supplement branding is loud and overclaiming. Kojo is the opposite of that. The name is a constraint as much as an identity.

Is there actual evidence behind the ronin mindset framing, or is it just branding?

It's a framing, not a clinical construct. But the psychological research on autonomous motivation - self-determination theory, as reviewed by Deci & Ryan (2000) - does support the idea that intrinsically motivated behaviour produces more consistent outcomes than externally driven compliance. The ronin framing is consistent with that, even if it wasn't derived from it.

Why is creatine included in a formula aimed at men over 30 rather than athletes?

Because the evidence for creatine extends well beyond sport. Rawson & Venezia (2011) reviewed data showing attenuation of age-related muscle loss in older adults supplementing with creatine. Muscle mass and strength are meaningful health markers at any age, not just in competitive contexts.

How long before I'd expect to notice anything?

Creatine muscle saturation takes roughly 3-4 weeks at 5g daily without a loading phase, per Kreider et al. (2017). Glycine's sleep effects in the Bannai trial were observed within days. Other ingredients operate on longer timescales. I'd suggest a minimum of 8 weeks before drawing conclusions.

Why no loading phase for creatine?

Loading (20g/day for 5-7 days) saturates muscle creatine faster but produces equivalent long-term saturation to 3-5g daily over 3-4 weeks, per Kreider et al. (2017). Loading increases GI discomfort in some individuals. I opted for the steadier approach.

Is the formula suitable for vegetarians or vegans?

Yes. The DHA is algal-derived - the original marine source - rather than fish oil. Creatine is synthesised, not animal-extracted. All other ingredients are plant-derived or synthesised. No animal products are used.

My honest take

I started building this brand because I couldn't find what I wanted. I was 33, reading primary literature on creatine and glycine and polyphenols, and every product I found either underdosed the interesting ingredients, overclaimed the effects, or hid the quantities behind "proprietary" language. That last one particularly irritated me. If you won't tell me how much of something is in your product, I don't trust anything else you say.

The ronin framing isn't self-aggrandisement. It's a reminder - to me as much as anyone - that building something outside the dominant logic of an industry means accepting that the usual metrics of success don't apply in the usual way. I'm not trying to be the biggest supplement brand. I'm trying to be the most honest one in the space I occupy.

Whether the formula works for you depends on factors I can't control - your baseline nutrition, your training, your sleep, your genetics. What I can control is whether the doses are right, whether the claims are honest, and whether the ingredients are what I say they are. Those things I'm confident about.

The uncertainty I sit with is whether the unregistered ingredients - the aged garlic, the pine bark, the olive leaf - will prove out in larger trials. The direction of the evidence is interesting. The effect sizes in existing studies are modest. I think they're worth including. I might be wrong. I'll update my position if the evidence changes.

That's the best I can offer. It's more than most brands will give you.

References (11 studies)

1. Lemon et al. (2003) - Creatine supplementation and exercise performance: a brief review. Journal of Sports Science and Medicine.

2. Rawson & Venezia (2011) - Use of creatine in the elderly and evidence for effects on cognitive function in young and old. Amino Acids.

3. Carr & Maggini (2017) - Vitamin C and immune function. Nutrients.

4. Arterburn et al. (2000) - Bioequivalence of docosahexaenoic acid from different algal oils in capsules and in a DHA-fortified food. Lipids.

5. Bannai et al. (2012) - New therapeutic strategy for amino acid medicine: glycine improves the quality of sleep. Journal of Pharmacological Sciences.

6. Jong et al. (2021) - Mechanism of action of taurine as cytoprotector. Biomolecules.

7. Ried et al. (2016) - Aged garlic extract lowers blood pressure in patients with treated but uncontrolled hypertension: a randomised controlled trial. Maturitas.

8. Stupans et al. (2012) - Olive leaf extract: a natural source of oleuropein and antioxidant activity. Food Chemistry. [Note: PMID approximate - verify against current PubMed record.]

9. Feringa et al. (2011) - The effect of grape seed extract on cardiovascular risk markers: a meta-analysis of randomized controlled trials. Journal of the American Dietetic Association.

10. Belcaro et al. (2015) - Pycnogenol and endothelial function: a controlled study. Minerva Cardioangiologica.

11. Kreider et al. (2017) - International Society of Sports Nutrition position stand: safety and efficacy of creatine supplementation in exercise, sport, and medicine. Journal of the International Society of Sports Nutrition.