Among the exhibitors at the recent Dubai Muscle Show, few drew as much attention as James Smith – fitness coach, author, podcaster, and co-founder of Neutonic, a new “productivity drink” that merges neuroscience with lifestyle performance. While many founders hide behind marketing teams, Smith does the opposite: he gives out his personal email and, if a customer isn’t happy, refunds them directly from his own account.
“People get an alert that says James Smith sent you £28 (AED 130),” he laughs. “That builds trust. They realise there’s an actual human behind the brand.” It’s an approach that runs through everything he does – personal, direct, and often counter-intuitive.
From failure to focus
Smith’s entrepreneurial journey began with failure. “I moved to Australia with big dreams as a personal trainer, but it didn’t click,” he says. “The gym culture was hostile, and I couldn’t make ends meet.” Trapped in a one-year contract, he bought a whiteboard and started filming workouts on his iPhone, streaming live twice a day for his clients back in the UK.
“When I hit 50,000 followers, I bought a camera and taught myself to edit,” he recalls. “The worst moment of my career turned out to be the best. If that gym had worked out, I’d never have built this life.”
That online start led to bestselling books, sell-out speaking tours, and an audience of millions — but Smith never outsourced the personal connection. “I still reply to messages. I still use my real email. I don’t want people talking to a ‘team’. They’re talking to me.”
The spark behind Neutonic
The idea for Neutonic didn’t come from a marketing brainstorm. It came from Smith’s own struggle with focus. “When I was writing my first book, I was taking Modafinil (a prescription drug for narcolepsy) just to stay awake and concentrate,” he admits.
Realising that wasn’t sustainable, he began experimenting with nootropics: natural compounds like Alpha GPC and Lion’s Mane said to support cognitive performance. “If I could be cognitively primed, I’d write 10,000 words instead of 3,000. In my world, one good idea on one good day can change the entire month’s revenue.”
Eventually, those personal experiments became the blueprint for Neutonic, a drink that helps you focus without the chemical crash. “I wanted something legal, safe, and effective but also something people wanted to drink, not had to.”
From whiteboard to brand
The name merged nootropic and tonic, and the logo came from AI after hundreds of iterations. “Now I look back at the graveyard of bad ideas and I’m equally haunted and proud.”
Even the can design reflects his perfectionism. “We wanted it slightly less fizzy so you could drink it during a workout. The matte finish costs a fortune but feels premium. The dents in transit taught us that perfection has a price.”
Smith calls Neutonic a productivity drink – “energy, but smarter.” But what truly differentiates it is how he keeps the brand human. “If someone doesn’t like it, I refund them myself,” he says. “If they’re polite, I don’t even check the order number. I’ll banter a bit — sometimes I ask if they want more money to get their taste buds checked and then I send the refund.”
That playful honesty wins loyalty. “When customers realise I actually sent the money, not some bot, they tell their friends. Even the disappointed ones become advocates.”
It’s a philosophy that has built the company more effectively than any ad campaign. “If you gave me a $100,000 influencer budget, I’d spend it all on free stock,” Smith says. “I’d rather give cans to real people than pay someone to pretend they drink it.”
His instinct for marketing defies convention. “Everyone told me not to do a mystery flavour launch. I ignored them. We sold 1,000 cases in 24 hours. Sometimes the ‘wrong’ idea is the right one.”
Finding a second home in Dubai
Smith first came to Dubai years ago to play in the Rugby Sevens with a social team called the Pie and Pint Pilgrims – “we were better at fancy dress than rugby,” he laughs.
Today, he sees the city differently. “At first, I didn’t get it. But now I realise Dubai aligns with my values – ambition, respect, entrepreneurialism. It’s a hub of high achievers.”
One meeting sealed that bond: a training session with Sheikh Tarik Al Qassimi, a Jiu-Jitsu black belt. “He completely changed my perception of the region. The culture, the openness, the values. Every time I come back, it feels more like home.”
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