The Whole Story
When we met as business students at Indiana University, it was love at first lecture. Like good business students, we moved to NYC where we worked long hours in investment banking.
Shortly after graduation, Nolan’s father passed away suddenly. This tragedy spurred an urgent and important shift in the food we put in our bodies. Our renewed passion for health led us to prioritize clean eating and fitness. Throughout the years, despite our incredibly grueling schedule, health remained our top priority.
A transformative trip through Asia in 2024 opened our eyes even further: fresh, simple, whole foods were the norm there; unlike the ultra-processed, hard-to-pronounce ingredient lists we found back home.
Mackenzie worked on a landmark deal in the better-for-you food space. While it deepened her interest in clean food, it was the public's reaction that stood out: many were upset that a beloved healthy brand was bought by a company known for junk food. It revealed a deeper truth, consumers do not trust Big Food. There was a clear gap: a truly clean brand at scale, not owned by a processed food giant. Mackenzie saw the opportunity to fill it.
Where to start? On the go, protein bars were always our go-to—convenient, affordable, nutritious (or so we thought). But we kept running into the same problem: clean bars lacked protein, and high-protein bars were full of junk. After searching with no luck, we hit the kitchen—and quickly realized we were onto something (though they’ve come a long way since that first recipe).
In 2025, we launched HOL Health Club™: the all natural, whole food protein bar with 20g of protein. Delicious, functional, and an ingredient list you actually recognize. We are pioneering the use of a new ingredient to the protein bar market that is highly nutritious…chicken bone broth.
We believe this is just the beginning as HOL Health Club™ is much more than a product. It’s a movement to bring honesty, quality, and wellness back to food, and remind everyone that being healthy does not have to be hard…it can be easy and enjoyable. We’re so excited to grow this with all of you.
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