Most people over 40 assume declining muscle is inevitable. It isn't. What changes is the threshold your body needs to trigger muscle growth — a mechanism called anabolic resistance. That means you need more leucine per serving, more deliberate recovery, and targeted supplementation. Get those inputs right and the research is clear: meaningful muscle and strength gains are absolutely achievable, well into your 50s and beyond. Our latest post walks through the three questions people over 40 search for most — whether it's actually possible, what the best training program looks like, and exactly what to eat and supplement — with the science...

The pre vs post workout protein debate misses the bigger picture. While both timings can support muscle growth, the real drivers are leucine intake, carbohydrate pairing, and understanding how muscle protein synthesis works. With a limited 3-hour window and reduced sensitivity as we age, a well-structured protein strategy matters far more than timing alone—especially for those focused on strength, body shape, and long-term results.

Discover why not all protein is created equal. Emerging science reveals that tiny protein fragments—known as di- and tri-peptides—act as powerful biological signals that influence muscle growth, collagen repair, and even ageing. This article explores how key amino acids like glycine, proline, and leucine work together to rebuild the body from within, and why targeted formulations like 40up align with this cutting-edge research. A must-read for anyone looking to optimise strength, recovery, and long-term health.

A recent study has found that consuming artificial sweeteners during pregnancy may increase the risk of children becoming overweight, with effects appearing early in life. Supporting research from Nature, JAMA Pediatrics, and the World Health Organization raises further concerns about the metabolic and gut health impacts of these sweeteners. Many “healthy” products, including flavoured collagen supplements, contain artificial sweeteners that may carry hidden risks. Choosing cleaner, additive-free options may be a more cautious approach—especially during pregnancy.