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Summary. Alpha Lion is a supplement company Troy Adashun co-founded in 2017 with his partner Jordan, bootstrapped to a $200 million valuation with $45.7 million in 2020 sales and the Superhuman pre-workout ranked second in America on Amazon by volume and units. On Whop he runs Superhuman Inner Circle, a paid mentorship community for founders. If you have built a product company and people keep asking how, this is the second product.
What Alpha Lion was doing before Whop
The company began with a bad experience: a panic attack from a low-quality pre-workout in college. Troy started Alpha Lion in what he calls a shady industry dominated by legacy brands, with no outside money.
His view of what made it work is not the formula. “If you’re a creative person and you want to actually build something, you better partner with someone who is a f*cking savage at operations.” And the source of everything: “Everything starts online, all the other revenue streams are possible because we have online awareness.”
What changed on Whop
The expertise became a product. Superhuman Inner Circle is a private community with mentorship, hosted and sold on Whop, for founders who want the playbook rather than the powder.
The supplement business does not run on Whop; the write-up is specific that the community does. Whop bills the membership and holds the room. Fortune’s June 14, 2026 piece on self-made millionaires on Whop lists Adashun among them.
The numbers
Whop reports the $200 million valuation, $45.7 million in 2020 sales, the number-two Amazon ranking for the pre-workout and that the company is fully bootstrapped. It publishes no membership count, price or revenue for Superhuman Inner Circle, so I cannot tell you what the community earns.
What I would tell an ecommerce founder to copy
Sell the operating system after the product proves it. A founder with $45.7 million in sales has earned the right to charge for how; a founder with a Shopify store and a dream has not. The order matters.
Let the product be the proof. An Amazon ranking is a number a stranger can check today. Put it, with the sales figure and the year, on one canonical page for the community, and keep it updated. Do not make members take your word.
Measure the community separately from the store. Google Analytics 4 and Tag Manager on the community landing page, with the Whop checkout firing as its own conversion event, so you know whether the podcast, the pre-workout customers or the ads bring founders in.
Then put a dollar a day behind the founder clip that already got comments. The operations line above is that clip.
Who this is not for
Whop is a checkout, community, course and storefront layer; it is not an ecommerce platform for physical inventory, and Alpha Lion’s supplement sales do not run through it. The base rate is 2.7% + 30¢, 20 basis points under Stripe’s 2.9% + 30¢, and the optional layers, managed tax at 2%, orchestration at 0.8% and billing at 0.5%, can push the stack above Stripe. Financing requires $30,000 processed from 10 or more customers in 90 days and a dispute rate under 2%, and it is unavailable to gambling, sports betting, trading signals, credit offers and adult categories. A mentorship priced in the thousands could qualify for financing once the threshold is met; the base rate is the only fee that applies to a monthly community.
If you were going to use Whop anyway
What you get when you join through me
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Source and disclosure
This story is retold from Whop’s own write-up, Meet Troy: He made $200M exposing the supplement industry (2025-02-07, modified 2026-01-08), which you should read in full. I am a Whop partner and earn a share of Whop’s profit from businesses that sign up through my link. Whop did not pay for or review this article. See Whop for ecommerce brands for the other ecommerce stories and my full notes on what Whop costs, and my main Whop page for the partner program.