About Us
Built by an athlete.
Built for
everyone.
PHYBA wasn't born in a boardroom or a marketing meeting. It was born out of 18 years of competitive sport, a deep frustration with an industry that prioritised addiction over nutrition, and an absolute conviction that nature holds the answers — when you know where to look.
A frustration that became
a calling
James Newbury has been competing at the highest level of sport for almost two decades — track and field, schoolboys rugby league, CrossFit, Ironman, strongman, bobsled, and HYROX. He has stood on the start line against the fittest humans on the planet, represented Australia across multiple disciplines, and done it all on plants.
But through every phase of that journey, he kept running into the same wall: an industry that was selling stimulant dependency instead of nutrition. Pre-workouts designed to get young athletes hooked on high-stim formulas. Products padding labels with impressive-sounding ingredients at doses too small to do anything. A complete disconnect between what was being sold and what the body actually needs to perform — and recover, and age well.
Nobody was talking about the gut. Nobody was connecting performance, recovery, longevity, and gut health as the single interlocking system they actually are. Nobody was asking: what does nature already have that makes the body extraordinary?
James spent 18 years asking that question from inside elite sport — and PHYBA is the answer. Formulated on the Gold Coast, blended and fermented locally, built around the whole picture of human performance rather than the quick fix.
"I didn't want to build another supplement brand. I wanted to build the supplement brand I wish had existed for the last 18 years — one that actually understood what a serious, plant-based athlete needs to perform, recover, and keep going."
— James Newbury, FounderForged across every arena
What we're here to do
Four principles that govern every decision we make — from formulation to how we talk about our products.
Create the world's most nutritious supplements
Not the most stimulating. Not the most aggressively marketed. The most genuinely nutritious — formulated around mechanisms that actually improve how the body performs, recovers, and ages. Every ingredient must earn its place.
Put gut health at the centre of everything
The gut is the foundation of performance, immunity, mental health, and longevity. No other sports nutrition brand treats it as the non-negotiable baseline it is. We do — in every single formula, without exception.
Prove nature is enough
James has competed at world-championship level for 18 years as a plant-based athlete without career-ending injury or debilitating illness. PHYBA is the living proof that nature's performance enhancers — when properly understood and dosed — are not second-best. They are the best.
Build performance that lasts decades, not sessions
We are not interested in products that make you feel something for an hour and leave you worse off tomorrow. PHYBA is built for the long game — for athletes and humans who want to be performing at the highest level of their life in their 40s, 50s, and beyond.
The things we will nevercompromise on
Every brand has things it says it stands for. These are the things PHYBA has actively chosen not to do — even when it would have been easier, cheaper, or more commercially obvious.
Small team.
Deep expertise.
PHYBA is still a small, tight-knit operation — and that's intentional. Every formula is the result of genuine collaboration between James and a dedicated team of specialists who care about getting things right, not getting things out fast.
Made on the Gold Coast
Every PHYBA product is locally blended and fermented on the Gold Coast, Australia. We're not outsourcing our formulas to offshore factories — we know exactly what goes into every batch, because we're there when it happens. That's not a marketing line. It's how James insists on operating.
Locally Blended & Fermented
People who found PHYBA
and never went back
PHYBA doesn't have customers in the traditional sense. It has a community of people who found something that actually worked — and then told someone else. That's how we've grown: not through aggressive advertising, but through the genuine results of people who care about their performance, their gut health, and their long-term wellbeing.
We have over 180 affiliates across Australia — gym owners, coaches, athletes, naturopaths, and health practitioners who've integrated PHYBA into their ecosystems because they believe in what we're building. And that number keeps growing, one honest conversation at a time.
If you have a passion for what PHYBA stands for — if you coach athletes, run a gym, practice as a health professional, or simply live the lifestyle — you can be part of it.
Become a PHYBA Affiliate — Join over 180 people who've built PHYBA into their community.
Get In Touch
"We're not here to tell you what you want to hear.
We're here to give you what actually works."
Eighteen years of elite competition across five sports. A world-championship résumé built entirely on plants and whole-body nutrition. PHYBA is what happens when someone who has lived it decides to build it.