New CEO of ProSupps- Joe Oblas

New CEO of ProSupps- Joe Oblas


October 6th, 2023

PLANO, Texas— After over a decade of dedicated work in the Sports Nutrition Industry, the Hyde® Franchise by ProSupps® is receiving a much-anticipated overhaul.

The team at ProSupps ® has been hard at work giving the Hyde® Franchise, best known for its high-intensity, energy-boosting pre-workouts, a long-awaited facelift, spearheaded by original Founder, Joe Oblas. Consumers of the Hyde® Franchise can expect to see new packaging and a new brand message. Additionally, original lovers of Hyde® will be excited to know that each formula has also received an upgrade. Along with some new, innovative ingredients that will take consumers performance to the next level, all products have been re-formulated to remove artificial dyes.

Joe Oblas, Co-Founder and newly appointed Chief Executive Officer of ProSupps®, commented: “I am so excited to be welcomed back to ProSupps® and for the opportunity to be leading the brand and the Hyde® Franchise in this new and electrifying direction. I am committed to our new and loyal consumers; they can expect great things from the team, the products, and myself.” Oblas is also the founder of Stryve Foods, LLC, an emerging healthy snack disrupting the traditional consumer packaged goods (CPG) categories, and a leader in the air-dried meat snack industry in the United States. He founded the company in 2017 and took it Public in 2021 (NASDAQ: SNAX). Stryve Foods, LLC. Oblas is uniquely qualified, due to his success in the CPG categories and long history with ProSupps®, to take the brand to a whole new level!

One of Oblas’ first moves as CEO was to bring back one of the original founders, JP Lanza, as Director of Specialty Sales. In a big move for the company, ProSupps® is recommitting to the men and women who were the backbone, the foundation, and the very root of the success ProSupps® was able to achieve for many years. Lanza, who had spent the past few years elevating the Sports Nutrition Industry and being at the forefront of innovation, is excited to be back and help the company recommit to Specialty Sales all over the United States. “Building relationships and communicating with the people who are on the ground floor of the industry, talking day in and day out with consumers, is the only way to bring products and innovation to the marketplace that people want to see. I am excited to get back to my roots with ProSupps® and build back the trust and relationships that carried the brand for so many years.”

Vice President of Marketing, Priscila Prunella, who has been with ProSupps® since the beginning, is committed to bringing the absolute best to consumers. “This new direction is both thrilling and inspiring. Having been involved in all the major changes ProSupps® has gone through over the past 10 years, I can say without a doubt, this is the best direction for our brand and the best quality products we could ever bring to market. I am and always will be committed to the community we have built over the years and bringing the absolute best to the sports nutrition world.” Straight from the mouths of the marketing team: in addition to the new flavors and formulations in the Hyde® Franchise, fans of the brand can expect a new website, loyalty program, apparel collection, and more global brand appearances.

Even with these new and invigorating changes to the brand, the basic principles of ProSupps® and the Hyde® Franchise will not change. The ProSupps® team has always valued relationship-building and quality products above all else. The proof is here:

  • Major footprint within the U.S. Armed Forces stationed both domestically and abroad.
  • Ever-increasing worldwide distribution, most notably in Canada, Australia, India, the Middle East, and South America.
  • Long-standing relationship with specialty retailers such as Vitamin Shoppe, GNC, and local, privately-owned supplement stores.
  • Extensive Hyde® Franchise and other ProSupps® products online and in-store at Walmart and various other major grocers.
  • High availability at major gym chains such as LA Fitness, 24 Hour Fitness, and Golds Gym.

ProSupps® has prided itself on cultivating long-standing relationships that serve to increase availability to you, the consumer.

ProSupps® is, once again, striving for excellence and to be an example to other brands in the industry as well. As Steve Jobs once said, “Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”



Priscila Prunella     
Vice President of Marketing
5501 Headquarters Drive
Plano, Texas 75024