Power Life expands protein push with muscle health, vitality formula

Power Life is trying to sell more than protein powder. With High Impact Protein, the Tony Horton-backed brand is packaging whey and plant options as a broader performance system built around muscle strength, recovery, lean muscle preservation, body composition, and overall vitality.

The timing fits the playbook. Power Life used National Physical Fitness and Sports Month to frame the launch, and the line now comes in two versions: High Impact Whey Protein and High Impact Plant Protein. The whey formula is pitched as grass-fed whey protein isolate from ethically raised cows, while the plant side uses a multi-source vegan protein blend. That split matters in a market where shoppers want flexibility without backing away from performance claims.

The real tell is the ingredient stack. Power Life says the formula combines protein with myHMB, vitamin D3, digestive enzymes, chromium, and trace minerals. It also leans on Aquamin, which the brand describes as a source of calcium plus 72 other trace minerals, and ChroMax, which it identifies as chromium picolinate. This is the difference between a plain shake and a more engineered product: the brand is trying to build a case that the tub does more than deliver amino acids.

That pitch has some scientific gravity behind it, at least in the areas the brand is highlighting. A 2022 meta-analysis on HMB in older adults found statistically significant improvements in muscle strength across 9 randomized controlled trials involving 896 subjects. A 2025 systematic review and meta-analysis found whey protein combined with exercise significantly improved muscle protein synthesis in healthy adults, with stronger effects around exercise timing and dose. A 2015 review also linked vitamin D status with better muscle strength in adults, especially older adults. None of that turns a powder into a medical product, but it does explain why Power Life is aiming this formula at aging consumers as much as gym regulars.

The branding story is just as deliberate. Power Life launched in 2020 and marked its fifth anniversary in December 2024. Horton, the creator of P90X, has tied the brand to his own recovery from Ramsay Hunt syndrome, which left him with facial paralysis and vertigo. Brooke Burke, identified by the company as a wellness expert, TV host, Brooke Burke Body founder, and Power Life Wellness Ambassador, pushes the line further into lifestyle territory.

That is where mainstream sports nutrition is heading: away from a single protein number and toward a bundled promise of performance, recovery, and active aging. Power Life is betting that the winning product is not just high-protein, but high-context.