Andy Salter

DIRTEA launches in Tesco today!! How did my brother and I go from blending mushrooms with coffee in our kitchen, and trying to convince friends this actually mattered… to now seeing it on shelves across the country? Tesco is where everyday life happens. Where habits are formed. Where things stop being “niche” and start becoming part of people’s routines. So this one feels different. Bigger. More real. We never set out to build something niche. We set out to build something better - better ingredients, better rituals, better daily choices. The journey was never linear. There were so many moments this felt too early, too ambitious, or wildly uncertain. Seeing DIRTEA in Tesco today feels like one of those quiet turning points. Not loud. Not flashy. Just… real. Huge thank you to everyone who believed before it made sense. 
BIG love to the DIRTEA community. We have you to thank the most 🤍 Andrew & Simon X

Inside the Virgin StartUp Community this week, we’re creating space for founders to pause, reset, and check in with themselves 💛 Here’s what’s happening 👇 🧠 Mentor Office Hours x Andrew Salter (DIRTEA) A special Mental Health Awareness Week edition of Mentor Office Hours for Premium members. @andrewpsalter co-founded @dirteaworld following his own experience with burnout, and founders selected through our ballot will get the chance to speak with him 1:1 about wellbeing, growth, creativity, and building a business sustainably. 💬 The 1% Action We’re inviting founders to share one small action they can take to support their mental wellbeing moving forward. Because big change often starts with small shifts. 🧘‍♀️ The Reset Room x Virgin Active An in-person founder reset at Virgin HQ, featuring breathwork, meditation, a restorative sound bath, and meaningful conversations around wellbeing. A reminder that you can’t pour from an empty cup. 🎙️ Founder to Founder x Alex Partridge This week inside Community, we’re also spotlighting our conversation with @alex_partridge_100 founder of @ladbible and @unilad where he opens up about mental health, ADHD, neurodiversity and the realities of building under pressure. 🏋 Virgin Active Day Passes Community members can also claim a limited number of free @virginactiveuk day passes - because taking action for your wellbeing doesn’t always have to look like doing more. We’ll also be sharing additional founder resources, wellbeing support and exclusive offers throughout the week inside the app. Join the Virgin StartUp Community to take part (link in bio). There’s a free version to get started, plus Premium for deeper mentoring, events and support. #MentalHealth #FounderWellbeing #Entrepreneurship #Startups #UKStartups

I wish there was a way to know you’re in the good old days before you’ve left them.

A longevity clinic hidden behind a coffee shop @living.unbound

Thank you to the man who stopped us for this photo

Paris 💌

Good morning we’re engaged

Creatine isn’t just for bigger lifts… it’s for your brain too. If you’re constantly tired, mentally foggy, or running on empty by 3pm, your brain might literally be low on quick energy. Creatine helps regenerate ATP, the energy your cells use, and that includes the cells in your brain. More cellular energy can mean better mental performance, improved resilience to fatigue, and sharper thinking. So no, creatine isn’t just a “gym supplement.” It’s an energy support system for your whole body.

10 Lies You Were Told About Creatine (and the truth) 1. “Creatine is just for bodybuilders.”Truth: Creatine fuels ATP, the energy system used by your muscles and brain.Outcome: Better strength, power, and mental performance. 2. “Creatine just makes you look bloated.”Truth: Creatine pulls water into muscle cells, not under the skin.Outcome: Muscles look fuller, stronger, and perform better. 3. “Creatine is bad for your kidneys.”Truth: In healthy individuals, research consistently shows it’s safe at normal doses.Outcome: You get the performance and cognitive benefits without risk when used correctly. 4. “You have to load creatine.”Truth: Loading is optional.Outcome: Just 3-5g daily builds creatine stores over time. 5. “Creatine is basically a steroid.”Truth: Creatine is a natural compound your body already produces and is found in foods like meat and fish.Outcome: A safe way to increase cellular energy capacity. 6. “Creatine will make you bulky.”Truth: Creatine doesn’t build muscle by itself.Outcome: It helps you train harder, recover faster, and build lean muscle more effectively. 7. “Creatine is only useful for workouts.”Truth: Your brain is one of the most energy-demanding organs in your body.Outcome: Creatine supports focus, mental clarity, and reduced fatigue. 8. “Women shouldn’t take creatine.”Truth: Women naturally produce 20% less creatine than men.Outcome: Benefits energy, strength, and cognitive function. 9. “Timing matters.”Truth: Timing matters far less than daily consistency.Outcome: A simple daily ritual that supports performance and energy. 10. “Creatine is a niche gym supplement.”Truth: Creatine is one of the most researched supplements in the world and is now being studied for brain health and healthy aging. #creatine #creatinepowder #dirtea #suppliments #wellness

Introducing the next chapter of DIRTEA. From the beginning, we’ve focused on clean ingredients, real transparency, and science-backed rituals that fit into everyday life. No fillers. No unnecessary extras. Nothing hidden. If it doesn’t belong in the body, it doesn’t belong in the jar. Pure Essentials builds on that belief. Creatine - for energy and output. Collagen - for structure and recovery. Two ingredients your body already uses every day. This is Pure Essentials. The next chapter of DIRTEA. Available now. Link in bio.

DIRTEA is in Tesco!

Seeing our first-ever billboard at a bus stop!!! @dirteaworld @healf