Meet Dr Max Gowland

Max started out with a PhD in biochemistry from the University of Nottingham before becoming the MD of a sports supplement company and developing a passion for nutrition. “Being a bit geeky, I really wanted to understand supplement formulations and why certain ingredients do what they do.”

“Being a bit older myself, I also thought about our nutritional needs as we age.” Max did a deep dive into the science of ageing and UK nutrition data. He saw that few supplement brands acknowledge or understand how the body can start to change after 50 – in strength, mobility, energy, recovery or balance. Even fewer explain what this means in a way that feels simple and human. Max founded Prime Fifty to change that. 

As Chief Scientific Officer, Max works closely with the team to shape and refine the product range, making sure everything is grounded in solid science and practical benefit. You may also recognise Max from QVC, where he regularly talks about supplements and nutrition in a straightforward, no-nonsense way, helping viewers understand what they’re taking and why it matters.

“There's so much to look forward to as we get older, from grandkids to more time and freedom to do the things you love doing," says Max. "Prime Fifty exists to help you embrace all of that.”