There’s a new plant-powered player making serious moves in Australia’s fitness scene, and it’s got the backing of some of the fittest bodies in the country. Phyba, an Australian sports supplement brand founded by CrossFit legend James Newbury, is on a mission to shake up the protein game, and it’s calling on everyday Aussies to get involved through a fresh $200,000 crowdfunding push.
At a time when more people are swapping whey (milk-based proteins) for plants and paying closer attention to what goes in their gut, Phyba has carved out a niche with its signature plant-based protein powder that it says is easy on the stomach and big on performance.
Phyba wants consumers to forget the chalky shakes and bloat-inducing blends. The formula is packed with 23 grams of plant protein per serve, plus a clever mix of pre-, pro- and post-biotics to support digestion, recovery, and muscle growth. It’s designed to fuel serious training while keeping your insides happy. And from all accounts, it actually tastes good too. 
Since launching, Phyba’s had a wave of interest from the health and fitness community, with nearly 100 people signing up to its affiliate program and dozens of athletes wanting to come on board as ambassadors. It’s a strong signal that people aren’t just buying the product, they’re backing the brand.
Phyba is now giving those who enjoy and support the brand a chance to literally get in on the action, opening up its business to public investors through crowdfunding, with a goal of raising $200K to fuel the next phase of growth. That includes scaling up production and expanding its range of supplements.
Newbury isn’t just a face on a label, he’s a four-time fittest man in Australia who’s been trialling and tweaking this formula for years.
While the protein is the flagship right now, Phyba has big plans to roll out a range of plant-based performance supplements, from greens powders to adaptogens, all built around the same philosophy: good for your gut, great for your goals.
If you’ve ever looked at a supplement label and wondered what half of it meant, or felt wrecked after a shake that was meant to help you recover, Phyba’s trying to change that.
This isn’t just another protein powder. It’s a brand built on function, flavour, and feel-good fuel, and with the crowdfunding campaign now live, it’s inviting everyday investors to be part of its story.
