Get To Know: Shivraj Bassi of Innermost

If, like many, you’ve kick-started 2022 with a fitness plan or wellbeing regime, Innermost may have just the thing to help make your goals that much more achievable. The London-based wellness company makes protein powders, boosters, capsules and other health products, each targeted at particular areas, such as weight loss, performance, digestion, relaxation, and focus. Since Innermost’s launch in 2016, it’s grown into a leading nutrition brand in the UK’s fitness studio scene.

We catch up with the brand’s founder, Shivraj Bassi, to hear about what makes Innermost special, plans for the company in 2022, and his tips for launching your own business.

Can you tell us about Innermost and why you decided to launch a wellbeing brand? 
‘Innermost is a wellness brand that combines science and nature, as well as best practices from Ayurvedic and Asian medicine to deliver tailored nutrition products that optimise everyone’s health and fitness. More people than ever want to be healthier, but with so much BS circulating on how to achieve better health, it isn’t as straightforward as it should be. We believe it doesn’t need to be complicated, so we’re on a mission to cut through the confusion so you can take control of your health and feel great.’

What are the three tips you wish you’d known before starting your company? 
‘Trust yourself. When you launch a business, every friend, acquaintance or person you meet at 1am at the bar at Greek Street is suddenly an expert. Listen to what people have to say, but trust yourself. Trust your research and don’t let yourself be led down rabbit holes by others who may not have as well-informed an opinion as you.

‘The journey is just as important as the destination. Starting a company is hard work – really hard work. Find ways to enjoy the process rather than constantly thinking about all the fun you’re going to have once you get the business to a certain size. Enjoy every single moment.

‘What are you waiting for? If you’re going to do it, do it. Don’t try to achieve perfection before launch. Instead, launch the damn thing already and iterate as you go along. The best way to learn is by doing, and that only happens once you get started. You’ll also end up uncovering lots of opportunities and new ideas when you’re in the trenches.’

You’re a Soho House and Soho Works member, and now have your products stocked in Soho Health Clubs. What does this mean to you and Innermost as a brand?
‘I’m delighted to see our products on the shelves and behind the counters. It was a long and rigorous selection process; we were up against many incredible brands, so I’m very grateful for the opportunity we’ve been given. We believe the brand alignment between Innermost and Soho House is really strong, and we’re excited to bring our science-backed nutritional supplements to fellow Soho House members.’

What does 2022 mean for Innermost? 
‘Growth. In the five years since launch, Innermost has become the leading nutrition brand in the boutique fitness studio space. We’ve acquired listings with many leading retailers, including Harrods, John Lewis and Selfridges; we’ve won awards for our products and brand, and expanded internationally with a strong presence across four continents. This year, we want to continue introducing the Innermost brand and product to as many people as possible.’

What’s your favourite Soho Works and why?  
‘I have to say the Soho Works at White City. Not least because I spend most of my time there and I’d be in huge trouble if I said any other. The truth is, just like every Soho House, each Soho Works has its own personality, so I do like to make my way around. That said, the Soho Works at White City holds a special place in my heart. The community is amazing and the views on the seventh floor early on a bright sunny morning are incredible.’