About Us

Built by an athlete who has lived it

Phyba was created by founder James Newbury, a 5x CrossFit Games athlete, CrossFit Games team world champion, HYROX world relay champion, and lifelong multi sport enthusiast.

James has competed in some of the hardest events on the planet, from CrossFit and HYROX to Ironman, strongman, Olympic lifting, powerlifting, and even bobsled. He knows what it takes to perform, recover, and stay resilient when training is intense and life is full.

Phyba is the result of that lived experience, turned into supplements built for real output.

We build athletic superfood supplements for people who live in motion

Phyba exists for the people who train early, work hard, chase new goals, and want to feel clear and energised the next day.

We are here to create and master athletic superfood supplementation, then invent new product concepts that unlock new levels of health, function, and athletic performance.

Because performance is not just about stimulation.

It is about building a body that can keep showing up, week after week.

Health and performance are not separate

We believe the best supplements should support both:

• how you feel day to day

• how you perform when it counts

That means helping you run faster paces with less effort, lift heavier weights with more strength, recover quicker, think clearer, and sleep deeper.

We start where most brands do not

With the gut.

Your gut impacts digestion, absorption, inflammation, immunity, stress signals, and even how well you sleep. If your gut is not supported, everything else gets harder.

That is why we build every formula with a gut centric approach, designed around a clear outcome.

It is also why we take probiotic science seriously, using it in targeted ways across the range to support real health and performance, not marketing buzzwords.

Invented, not copied

The supplement space is loud and crowded with copy and paste formulas.

We do not do that.

We listen to an expert team including microbiologists, dieticians, and naturopaths, then build products based on what high output humans actually need.

Every ingredient has a job.

Every product has a reason to exist.

Built for high energy humans

Phyba is for runners, hybrid athletes, gym lovers, surfers, team sport athletes, and anyone who wants to live with more energy and vibrance.

Not just to be “well”.

To feel powerful.

Our mission

To help you feel ignited every day through athletic superfood supplements that support your gut, your cells, your brain, and your whole system.

Smarter formulas.

Clean ingredients.

Real outcomes.

Welcome to Phyba

If you are here, you are probably someone who likes doing hard things.

We made Phyba for you.