MuscleTech - Gracie Gold

MuscleTech® Releases “Strength Redefined” Video That Highlights The Mental Health Struggle of World Class Athletes

The spot features Gracie Gold, a U.S. national champion and 2014 bronze medalist who took time away from figure skating for three years to care for her mental health and well-being

Oakville, ON and New York, NY (August 9, 2021) – MuscleTech, the internationally recognized sports nutrition brand that brings active nutrition and human potential together for a greater purpose, has released a new video that spotlights the struggle of balancing the job of an elite athlete while also caring for their mental health.

The ad stars Gracie Gold, a two-time national champion, 2014 bronze medalist and member of Team MuscleTech®, whose unprecedented and inspiring comeback to competition following a three-year hiatus became news again after events that took place earlier this week in Japan during the gymnastics competition. 

Gold, who has battled depression, anxiety, and an eating disorder in a brutally competitive sport, shares the story of falling down and getting up. Noting that strength isn’t defined by how others see you, but how you see yourself and having the courage to do so in one’s darkest moments. 

“What does strength mean?” Gold asks.

“It’s not a golden smile. It’s not what you see posted on social media. It’s not the accomplishments we all love to boast about. 

“Strength is what happens when all those things don’t exist. When you’re alone. Only accountable to yourself. 

Strength is looking yourself in the mirror and being able to get up. To face the world. And yourself.

That’s how I found my strength. I’m Gracie Gold. And I am strength redefined.”

The spot features two end-tags, one that states “MuscleTech supports every athlete who continues to push and redefine strength for all of us” and another that says “Strength Redefined.”

“When we added Gracie to the MuscleTech family, we knew this message was already starting to resonate within many areas of the fitness and wellness community,” said Jarrod Jordan, Chief Marketing Officer at Iovate Health Sciences International Inc., the parent company of the MuscleTech brand. “What we’ve seen these past few weeks have been a milestone moment for how we look at mental health within all levels of our competitive athletic and fitness journey.”

In addition to the 30 second spot, Gold will also share her story on an upcoming episode of MuscleTech’s new podcast series “Stories of Strength” found on most major podcast providers. 

In 2014, Gold was an 18-year-old phenom who won her first national championship and a bronze medal at the Sochi 2014 Winter Games. Two years later, she took home a second U.S. title and finished first in the short program at that year’s World Championships in Boston. But behind the smiles and success was an athlete in pain, struggling with personal demons that would sideline her from the sport for three years, eventually returning to a standing ovation at the 2020 U.S. Championships.

Gold has now made it her mission to share her mental health battles with others in an effort to destigmatize mental illness. She has been open, honest, and real about her fight — willing to trade a perceived image of perfection for truth. As someone who has redefined what it means to be strong, Gold is an ideal partner for MuscleTech – the brand that is not just about personal bests, but about a better way for all of us. 

For more than twenty-five years, MuscleTech has fueled those who want to raise the bar, helping to optimize human performance. Whether you’re an elite athlete like Gracie Gold training to improve your strength, endurance, and power for the upcoming season, or simply someone who is trying to stay healthy, the brand’s innovative line of performance supplements meets the needs of everyone. 

Gold’s 2021-22 competitive season began last weekend at the Philadelphia Summer Championships, formerly known as the Liberty Summer Competition at the IceWorks Skating Complex in Aston, Pennsylvania where she currently trains. She has full intention of qualifying for the U.S. Championships and making a push towards Beijing in 2022. 

MuscleTech supplements are made with the highest quality ingredients in the world and the brand is dedicated to continuously researching, developing, patenting, producing, and globally marketing the safest, most effective diet and sports supplements to assist people in achieving their personal fitness goals. 

For more information on MuscleTech products, visit Also follow us at and @MuscleTech on Twitter and Instagram for product and athlete information, news and updates, diet and training tips, special promotions and more. 

About Iovate Health Sciences International Inc. 

Iovate Health Sciences International Inc. (“Iovate”) is a dynamic, leading-edge nutritional company that delivers some of the highest quality, most innovative and effective active nutrition products in the world. With brand innovations such as MuscleTech, Iovate is committed to being the number one active nutrition company in the world. MuscleTech was born out of an obsession to redefine the limits of science and human potential. 

Due to our commitment to research, development and innovation, we’ve been globally recognized as one of the leading sports nutrition brands in the industry, and continue to be one of the elite brands redefining performance through cutting-edge products and high-quality ingredients. 

Headquartered in Oakville, Ontario, Canada, Iovate is a family of more than 300 employees, six leading nutritional brands and growing, with effective products that can be found across the globe.


Jake Duhaime
Consumer Communications Lead