The Longevity Store, a Dutch brand focusing on healthy ageing and sports optimisation, has launched in Europe. It is spearheaded by Tom van der Kolk, a former Managing Director at smart accessories firm Ekster, and features Dr Samefko Ludidi as its Chief Science Officer.
Dr Ludidi is known for his work as the former Head of Nutrition at the South African Team Qhubeka and for helping to make intermittent fasting more mainstream in Europe. According to The Longevity Store, he brings an approach that puts lifestyle first, with supplements as an addition for health optimisation.
The company’s offering includes the Longevity Complete, which it states is a new generation of supplement that is ‘dynamically updated’ with ingredients added or removed based on the latest science. This is designed to break with ‘static supplements’ that the company says stay the same for years.
The formula includes Nicotinamide Riboside (NR), which plays a role in cellular energy and mitochondrial health. Longevity Complete is also tested for banned substances, which allows it to be used in elite athletes’ nutrition programmes.
The brand’s strategy is led by Dr Ludidi, with an advisory panel including Prof Robert Lufkin of UCLA/USC, Elizabeth Parrish of BioViva, and Dennis Tsveiuk MD, of Non-Nocere Clinic.
In a statement about the new product, Dr Ludidi said “Unique to our approach is that we focus on bio-optimisation inside the cell. Restoring and maintaining energy with a new generation of supplement that optimises your cells’ powerhouses instead of being merely nutrient-driven.”
He added, “Among other things, we steer NAD+ – the cell’s energy currency – which roughly halves between your thirties and fifties. The formula continuously keeps pace with science: pioneering and evidence-based.”
Tom van der Kolk, co-founder of the company, said “Too often in this sector, supplements are pushed as a quick fix. We reverse that: we even advise against them if your basics aren’t in order.
“We value nutrition, movement, sleep and mental health – that is where healthy ageing begins. That honesty is our starting point.”
The Longevity Store aims for an ‘accessible, rather down-to-earth approach: behaviour and lifestyle as the foundation, and only then targeted supplementation.’
Dr Ludidi noted that the company is also exploring future collaborations in Africa, particularly in preventive health, lifestyle education, and athlete wellness.
