Table of Contents

1. Introduction
2. The Science Behind Creatine: Fueling Your Muscles
3. Does Creatine Make Muscles Bigger? Understanding the Gains
4. Who Benefits Most from Creatine Supplementation?
5. Choosing Your Creatine: Quality and Dosage
6. Beyond Muscle: Other Potential Benefits
7. Dispelling Myths: Creatine Safety and Side Effects
8. Maximizing Your Wellness Journey with Creatine
9. FAQ

Introduction

Imagine pushing through your toughest workout, feeling a surge of power that allows for that extra rep, that final sprint, or the heavy lift that truly challenges your limits. For many, this isn't just a dream; it's a reality supported by one of the most studied and effective supplements in the fitness world: creatine. Yet, despite its widespread use, a fundamental question persists: does creatine really make muscles bigger? This isn't just about superficial size; it’s about understanding the intricate dance between cellular energy, physical exertion, and muscle adaptation.

In the realm of wellness and athletic performance, creatine has been a cornerstone for decades, revered for its ability to enhance strength and power. But how exactly does this natural compound contribute to visible muscle growth, and what distinguishes its effects from mere water retention? We often hear conflicting anecdotes or encounter information that lacks scientific grounding, leading to confusion about its true impact and appropriate use.

At BUBS Naturals, we believe in a no-BS approach to wellness, providing clean, functional, science-backed supplements to support a life of adventure and purpose, inspired by the legacy of Glen “BUB” Doherty. This post aims to cut through the noise, offering a comprehensive, science-driven exploration into creatine's role in muscle development. We will delve into how creatine works at a cellular level, differentiate between short-term and long-term gains, identify who stands to benefit most, and discuss essential considerations for safe and effective supplementation. By the end, you'll have a clear understanding of creatine's power and how to thoughtfully integrate it into your pursuit of a stronger, more resilient self.

The Science Behind Creatine: Fueling Your Muscles

To truly understand how creatine influences muscle size, we must first appreciate its fundamental role as an energy powerhouse within the body. Creatine is an organic compound naturally synthesized by the body, primarily in the liver, kidneys, and pancreas, from the amino acids arginine, glycine, and methionine. Approximately half of our daily creatine supply comes from these internal processes, while the other half is obtained through our diet. Protein-rich foods like red meat, seafood (such as fish and shellfish), and animal milk are significant natural sources of creatine. Once produced or consumed, about 95% of creatine is stored in our skeletal muscles, with smaller amounts found in the brain, heart, and other tissues, where it stands ready to supply immediate energy.

The primary function of creatine in muscle cells is to aid in the rapid production of adenosine triphosphate (ATP), which is the body's main energy currency. During high-intensity, short-duration activities—think weightlifting, sprinting, or explosive movements—our muscles demand a quick burst of energy. ATP is broken down to release this energy, but our immediate stores are limited. This is where creatine steps in. Muscle cells convert creatine into phosphocreatine (also known as creatine phosphate). When ATP is depleted, phosphocreatine rapidly donates a phosphate group to adenosine diphosphate (ADP), regenerating ATP at an accelerated rate. This ingenious system allows muscles to sustain high-intensity efforts for longer periods before fatigue sets in.

Essentially, creatine acts as a crucial energy reserve, particularly for anaerobic activities. By increasing the available phosphocreatine in muscle tissue, supplementation boosts the capacity for rapid ATP resynthesis. This means you can perform more repetitions, lift slightly heavier weights, or sustain explosive movements for a few critical seconds longer. This enhanced energy availability is the bedrock upon which subsequent muscle growth is built, making creatine an invaluable tool for those committed to pushing their physical boundaries.

Does Creatine Make Muscles Bigger? Understanding the Gains

The question of whether creatine makes muscles bigger is complex, as it involves both immediate and long-term physiological changes. It's crucial to differentiate between the initial effects, often related to water retention, and the sustained growth in muscle mass that occurs over time with consistent training.

Initial Water Retention: The "Bloat" Effect

One of the most immediate and noticeable effects of creatine supplementation for many individuals is a temporary increase in body weight, often experienced within the first week. This phenomenon is frequently attributed to "water weight" or "bloating," and it’s a perfectly normal and, in fact, beneficial part of the process.

Creatine, being an osmotically active substance, has a natural tendency to draw water into the cells where it is stored. When you begin supplementing with creatine, especially during an initial "loading phase" designed to quickly saturate your muscles, your muscle cells absorb more creatine. This increased creatine concentration inside the muscle fibers creates an osmotic gradient, pulling more water from outside the cells into the muscle cells. The result is a temporary increase in intracellular fluid volume, making muscles appear fuller and, on the scale, leading to a gain of typically two to four pounds of water retention in that first week.

While some might find this initial water retention concerning, it’s important to understand that this isn't due to fat gain, nor is it merely cosmetic. This muscle cell swelling is believed to be a key stimulus for cell growth. Research suggests that this increased cellular hydration can initiate pathways related to muscle protein synthesis and reduce protein breakdown, essentially priming the muscles for growth. So, far from being an unwanted side effect, this initial water gain is an integral part of creatine’s mechanism for supporting subsequent muscle hypertrophy. It signals that creatine is effectively being taken up by your muscles, contributing to a more anabolic (muscle-building) environment.

Long-Term Muscle Growth: The Strength-Building Mechanism

Beyond the initial water retention, the true magic of creatine lies in its ability to facilitate long-term, tangible increases in muscle mass and strength when combined with consistent resistance training. Creatine doesn't directly build muscle tissue on its own; instead, it empowers you to train harder, smarter, and more effectively, which in turn drives muscle hypertrophy.

As we discussed, creatine enhances the body's ability to rapidly regenerate ATP. This means that during intense training sessions—like lifting weights—you have more energy available for short, explosive bursts of activity. This translates into:

• Increased Training Volume: You can perform more repetitions per set or add an extra set, accumulating a greater overall workload during your workouts.
• Greater Strength and Power Output: You might be able to lift slightly heavier weights or generate more power in explosive movements, like jumping or sprinting.
• Enhanced Recovery Between Sets: The faster regeneration of ATP can also mean quicker recovery times between high-intensity sets, allowing you to maintain performance throughout your workout.

This cumulative effect of increased training volume, strength, and power is the primary driver of muscle growth. When muscles are subjected to greater stress and workload than they are accustomed to, they respond by adapting, growing bigger and stronger to handle future demands. Creatine acts as a performance enhancer, enabling you to consistently deliver the necessary stimulus for these adaptations. It helps create the microscopic muscle fiber tears that, when repaired, lead to increased muscle protein synthesis and, ultimately, hypertrophy.

Numerous studies have consistently shown that individuals who combine regular creatine supplementation with resistance training experience greater gains in lean body mass and strength compared to those who only train. It's not a shortcut, but rather a powerful aid that amplifies the results of your dedication and hard work in the gym. For those looking to support their active lifestyle and push their physical limits, our Creatine Monohydrate is a go-to for supporting strength, power, and overall training performance.

Creatine and Training: The Synergistic Effect

It’s crucial to understand that creatine does not independently generate muscle growth without the fundamental component of physical training. Think of creatine as a premium fuel for a high-performance engine; without the engine running, the fuel alone won’t get you anywhere. The synergy between creatine supplementation and resistance exercise is where its true efficacy for muscle hypertrophy shines.

When your body has enhanced creatine stores, it means your muscles are better equipped to handle the demands of challenging workouts. This improved capacity translates into several key advantages during training:

• Breaking Through Plateaus: If you’ve hit a wall in your strength or muscle gain, creatine can provide the physiological boost needed to push past previous limits. By enabling an extra rep or two, or allowing for a slight increase in weight, you continuously challenge your muscles in new ways, forcing them to adapt and grow.
• Optimizing Workout Intensity: The faster ATP regeneration means you can maintain a higher level of intensity throughout more of your workout. This isn't just about raw strength; it's about sustaining peak performance, which is essential for stimulating comprehensive muscle development.
• Enhanced Muscle Fiber Recruitment: With greater energy availability, your body may be better able to recruit and activate a larger number of muscle fibers, especially the fast-twitch fibers responsible for power and strength. This more complete muscle engagement can lead to more thorough and effective training stimuli.

However, if you take creatine and do not engage in a consistent, progressive resistance training program, you won’t experience significant muscle growth. Creatine contains no calories and has no direct impact on fat metabolism, meaning it won't cause fat gain if you're inactive. In this scenario, while your muscles might hold a bit more water, you won't see the transformative gains in size and strength that come from leveraging creatine's energy-boosting properties during strenuous exercise. The real benefits emerge when creatine is paired with purposeful effort and a dedicated training regimen. It’s a tool for active individuals, designed to amplify the results of hard work and commitment.

Who Benefits Most from Creatine Supplementation?

While creatine is a broadly beneficial supplement, its effects can vary across different populations and activity levels. Understanding who stands to gain the most can help you determine if it's the right fit for your wellness journey.

Athletes and Active Lifestyles

Creatine is most celebrated among athletes and individuals engaged in physically demanding activities, particularly those involving short bursts of high-intensity effort. This includes:

• Strength and Power Athletes: Bodybuilders, weightlifters, powerlifters, and athletes in sports like football, rugby, and hockey find creatine invaluable for boosting strength, power, and muscle mass. The ability to perform more explosive movements and handle heavier loads directly translates to improved performance and growth in these disciplines.
• Sprint and Interval Athletes: Sprinters, cyclists, and participants in high-intensity interval training (HIIT) can leverage creatine's capacity to rapidly regenerate ATP, supporting repeated, maximal efforts.
• Anyone Pursuing Lean Muscle Mass: Even if you're not a professional athlete but are committed to building lean muscle, improving body composition, and enhancing your gym performance, creatine can be a highly effective ally. It helps you push through plateaus and achieve greater training adaptations.

Organizations like the International Olympic Committee (IOC) and the National Collegiate Athletic Association (NCAA) recognize creatine's benefits and permit its use, underscoring its established safety and efficacy in sports performance. Our Creatine Monohydrate aligns perfectly with this ethos, offering a clean, single-ingredient boost for your training.

Plant-Based Diets

Individuals following vegetarian or vegan diets may particularly benefit from creatine supplementation. Since creatine is primarily found in animal products like red meat and fish, those who abstain from these foods tend to have lower baseline creatine stores in their muscles. Studies have shown that supplementing with creatine can significantly increase muscle creatine levels in vegetarians, often leading to more pronounced improvements in strength, power, and lean muscle mass compared to meat-eaters who already have higher baseline levels. For these individuals, creatine supplements can help bridge a dietary gap and optimize their physical performance potential.

Considerations for Different Demographics

While creatine is generally safe and effective for many, it's important to acknowledge that its impact can vary:

• Age: Research strongly supports creatine's muscle growth benefits in healthy young adults (typically 18-30 years old). For those over 65, while creatine may offer cognitive benefits and help combat age-related muscle loss (sarcopenia), the direct muscle growth effects might not be as pronounced as in younger individuals. More long-term, well-designed studies are needed for definitive conclusions in older populations.
• "Non-Responders": It's true that some individuals are "non-responders" to creatine, meaning they don't experience the same degree of benefits as others. This is often attributed to genetic factors, where their muscles are already naturally saturated with creatine or their uptake mechanisms are less efficient. If you don't notice any changes in training volume or strength after about a week of consistent use, you might fall into this category.
• Under 18: Most experts recommend that individuals under the age of 18 avoid creatine supplementation. Children and adolescents are still in critical growth phases, and there isn't enough long-term research to fully understand creatine's potential impact on their developing muscles and bones.
• Pre-existing Health Conditions: Individuals with certain health conditions, such as kidney disease, liver disease, or bipolar disorder, should always consult a healthcare provider before taking creatine. While studies generally show creatine to be safe for healthy individuals, those with pre-existing conditions need personalized medical advice to ensure it's appropriate for their specific situation.

We at BUBS Naturals emphasize the importance of listening to your body and consulting with a healthcare professional to ensure any supplement fits your unique needs and health profile. Our commitment is to supporting your wellness journey safely and effectively, ensuring you feel confident in every choice you make.

Choosing Your Creatine: Quality and Dosage

Navigating the world of supplements can be overwhelming, but when it comes to creatine, the choice is remarkably straightforward. Our "no-BS" philosophy means we champion simplicity and efficacy, which is perfectly embodied by the most researched form: creatine monohydrate.

Why Creatine Monohydrate Reigns Supreme

Among the many forms of creatine available (liquid, ethyl ester, buffered, etc.), Creatine Monohydrate stands out as the gold standard. It is the most extensively studied and scientifically validated form, consistently demonstrating its effectiveness in increasing muscle creatine stores, enhancing strength, power, and contributing to lean muscle mass. Despite various marketing claims for other forms, research has shown that they often don't offer superior benefits and, in some cases, may even be less stable or effective. For instance, liquid creatine and creatine ethyl ester have been found to be unstable and break down in the bloodstream before reaching the muscles.

When selecting a creatine supplement, purity and third-party testing are paramount. At BUBS Naturals, our Creatine Monohydrate is rigorously tested and certified by third parties like NSF for Sport, ensuring what’s on the label is exactly what’s in the product—pure, effective, and free from contaminants. This commitment to quality reflects our dedication to your health and performance, mirroring the values of integrity and excellence embodied by Glen "BUB" Doherty.

Loading Phases vs. Consistent Dosing

There are two primary strategies for taking creatine:

1. Loading Phase: This involves taking a higher dose (typically 20 grams per day, divided into 4 doses of 5 grams each) for 5-7 days. The purpose of a loading phase is to rapidly saturate your muscle creatine stores, often leading to quicker initial performance improvements and muscle fullness due to water retention. After the loading phase, you transition to a lower daily maintenance dose.
2. Consistent Daily Dosing: This approach skips the loading phase, opting instead for a consistent daily dose of 3-5 grams from the outset. While it takes longer (around 3-4 weeks) to achieve full muscle saturation compared to a loading phase, the long-term benefits in terms of strength and muscle gain are ultimately the same. This method may also lead to less initial water retention, which some individuals prefer.

Both strategies are effective. The choice often comes down to personal preference regarding speed of saturation and managing initial water weight. The key is consistency; regular daily intake, whether through loading or consistent dosing, is essential for maintaining elevated muscle creatine levels and reaping the benefits. Our Creatine Monohydrate is designed to mix effortlessly, making it simple to incorporate into either strategy.

Mixing and Absorption Tips

For optimal absorption, it’s often recommended to take creatine with a carbohydrate-containing beverage, such as fruit juice or a sports drink. The carbohydrates stimulate an insulin response, which can help increase creatine uptake into muscle cells. A general guideline is about 70 grams of simple sugars for every 5 grams of creatine. However, simply mixing it with water or your post-workout shake is also effective, especially with the highly bioavailable creatine monohydrate.

Timing can be flexible, but many studies suggest that taking creatine post-exercise may be slightly more beneficial for absorption and muscle replenishment. The most important factor, however, is simply taking it consistently every day. Our Creatine Monohydrate is unflavored and mixes easily into any drink, making it a versatile addition to your routine.

Remember, more is not necessarily better. Exceeding the recommended 3-5 gram daily maintenance dose (after a potential loading phase) simply means your body will excrete the excess, as muscle stores have a saturation limit. Sticking to the recommended dosage ensures you get the full benefits without waste.

Beyond Muscle: Other Potential Benefits

While creatine is primarily renowned for its role in enhancing physical performance and muscle growth, a growing body of research suggests it offers a spectrum of benefits extending beyond the gym. These broader advantages reinforce creatine's standing as a valuable addition to a holistic wellness regimen.

Cognitive Support

The brain, much like muscles, has high energy demands and relies on ATP for optimal function. Creatine plays a similar role in the brain by supporting ATP regeneration, which is crucial for cognitive processes. Studies have indicated that creatine supplementation may help improve certain aspects of brain function, particularly in areas like:

• Short-term Memory: Enhancing the ability to recall recent information.
• Reasoning and Problem-Solving: Supporting cognitive flexibility and decision-making.
• Neuroprotection: There is emerging evidence suggesting creatine may help keep nerve cells safe from injury or damage, and researchers are even exploring its potential in managing cognitive conditions like dementia, or aiding recovery from brain injuries such as concussions.

This cognitive boost can be particularly noticeable during periods of sleep deprivation or mental stress, where the brain's energy reserves might be compromised. For those juggling demanding careers, intense training, and a full life, the mental clarity and focus supported by creatine can be a significant advantage.

Recovery and Performance

Creatine's benefits aren't limited to just during your workout; they extend into the crucial post-exercise recovery period. By enhancing cellular energy, creatine can contribute to:

• Reduced Muscle Damage: Some research suggests creatine may help mitigate muscle cell damage and inflammation that occurs after intense exercise.
• Faster Recovery from Muscle Overuse and Fatigue: By supporting ATP replenishment, creatine can help muscles recover more efficiently, preparing them for the next training session sooner. This means less downtime and a more consistent training schedule, which is vital for continuous progress.

Beyond these direct impacts, creatine can indirectly support overall performance by allowing for a more consistent and higher quality training output. When you can consistently perform at your best, you naturally accelerate your progress towards your fitness goals. This comprehensive support—from fueling peak performance to aiding recovery and even bolstering cognitive function—makes Creatine Monohydrate a versatile supplement for anyone committed to an active and purpose-driven life.

Dispelling Myths: Creatine Safety and Side Effects

Creatine is one of the most rigorously studied supplements in sports nutrition, with over 50 years of research backing its efficacy and, crucially, its safety for the vast majority of healthy individuals. However, like many popular supplements, it has been the subject of various myths and misconceptions. Our "no-BS" approach means we rely on science, not speculation, to provide you with accurate information.

Kidney and Liver Health

Perhaps the most common myth surrounding creatine is that it causes kidney or liver damage. This concern often stems from the fact that creatinine, a waste product of creatine metabolism, is filtered by the kidneys. If creatinine levels are elevated in blood tests, it can sometimes be an indicator of kidney issues. However, in the context of creatine supplementation, increased creatinine levels simply reflect higher creatine intake and metabolism, not necessarily kidney dysfunction.

Extensive research, including numerous long-term studies, has consistently demonstrated that creatine supplementation, when taken at recommended dosages by healthy individuals, does not adversely affect kidney or liver function. Professional sports organizations, including the International Olympic Committee, allow its use because it has been proven safe and effective.

It is absolutely crucial to note: If you have a pre-existing kidney or liver condition, or any other underlying health issue, you must consult with your healthcare provider before starting creatine or any new supplement. Their guidance is essential to ensure safety and appropriateness for your specific health profile.

Hydration and Cramping

Another persistent myth is that creatine causes dehydration, muscle cramps, or pulls. This often arose from early, less-informed advice suggesting creatine users restrict water intake or that it somehow "pulls" water from other parts of the body, leading to dehydration.

In reality, creatine draws water into muscle cells, increasing intracellular hydration. This mechanism actually benefits muscle function and may even reduce the risk of cramping during intense exercise. Anecdotal reports of cramping are rarely substantiated by scientific evidence and are often attributed to inadequate overall hydration, electrolyte imbalances, or other factors unrelated to creatine itself. When taking creatine, especially during a loading phase, maintaining adequate fluid intake is more important than ever to support overall hydration and bodily functions. Pairing your creatine with a performance-focused electrolyte like Hydrate or Die can be an excellent way to support optimal hydration.

Who Should Consult a Professional

While creatine is safe for most healthy adults, certain groups should exercise caution and seek medical advice:

• Individuals with pre-existing medical conditions: As mentioned, kidney or liver disease, diabetes, or bipolar disorder necessitate a doctor's consultation.
• Pregnant or breastfeeding individuals: There is insufficient research to establish safety for these populations.
• Children and adolescents under 18: Due to ongoing growth and development, and a lack of long-term safety data, creatine is generally not recommended for this age group.

For anyone committed to an active and healthy lifestyle, using high-quality, third-party tested Creatine Monohydrate and adhering to recommended dosages, as we provide at BUBS Naturals, offers a safe and effective path to supporting strength, power, and muscle growth. We believe in empowering you with knowledge and clean products, so you can confidently pursue your adventures.

Maximizing Your Wellness Journey with Creatine

Integrating creatine into your daily routine is more than just about muscle size; it's about optimizing your body's potential for strength, performance, and overall wellness. At BUBS Naturals, we see creatine as a vital component of a comprehensive approach to living an adventurous, purposeful life, much like Glen “BUB” Doherty inspired us to do.

Integrating Creatine into Your Routine

For effective integration, consistency is key. Whether you opt for a loading phase or a steady daily dose, making Creatine Monohydrate a part of your daily ritual ensures your muscle stores remain saturated. It mixes easily into water, juice, or your favorite smoothie, making it a seamless addition to your morning routine or post-workout recovery drink. We recommend pairing it with a consistent resistance training program, as the synergy between the two is what truly drives physical adaptation and muscle development. Remember to stay well-hydrated throughout the day to support creatine's function and your overall health.

The Importance of a Holistic Approach

While creatine is powerful, it’s one piece of a larger wellness puzzle. A holistic approach to health involves paying attention to nutrition, rest, mental well-being, and other foundational elements. Consider how other BUBS Naturals products can complement your creatine journey:

• Support for Joints, Skin, Hair, and Nails: Intense training puts stress on your body. Our Collagen Peptides, sourced from grass-fed, pasture-raised hydrolyzed collagen, provide essential building blocks to support not only your joints but also the health of your skin, hair, and nails. Integrating collagen can contribute to overall recovery and structural integrity, allowing you to train harder and recover smarter.
• Optimal Hydration for Performance: Performance and recovery are inextricably linked to proper hydration. Our Hydrate or Die electrolytes, available in refreshing Lemon and Mixed Berry, are formulated without added sugar to ensure fast and effective hydration, supporting muscle function and preventing fatigue during your most demanding workouts.
• Sustained Energy and Mental Clarity: For those seeking an extra edge in focus and energy, particularly in the morning, our MCT Oil Creamer offers clean, sustained energy derived from coconut oil. It’s an excellent addition to coffee or shakes, supporting mental clarity and helping you stay sharp and energized throughout your day, from your first workout to your last task.

Together, these supplements work in harmony with your training and diet to create a robust foundation for peak performance and enduring wellness.

Our Commitment to Quality and Purpose

At BUBS Naturals, our mission extends beyond providing premium supplements. We are dedicated to a life of adventure, wellness, and purpose. This commitment is reflected in our rigorous standards for clean, high-quality, natural ingredients, all third-party tested and certified by NSF for Sport. We believe in a transparent, no-BS approach—only simple, effective ingredients that truly make a difference.

Furthermore, our brand is built on the legacy of Glen “BUB” Doherty, a true American hero whose spirit of service and adventure continues to inspire us. In his honor, we proudly uphold our 10% Rule: donating 10% of all profits to veteran-focused charities. When you choose BUBS Naturals, you're not just investing in your own wellness; you're contributing to a larger purpose, supporting those who have sacrificed so much.

Embrace the power of Creatine Monohydrate as a cornerstone of your fitness regimen. See how our commitment to quality, science, and giving back can help you unlock your full potential and truly feel the BUBS difference.

FAQ

Q1: How quickly can I expect to see results from creatine in terms of muscle size? A1: You might notice initial weight gain, typically 2-4 pounds, within the first week of starting creatine supplementation, especially if you use a loading phase. This is due to increased water retention within your muscle cells, which also contributes to a fuller muscle appearance. True muscle growth (hypertrophy) will occur over several weeks and months as a result of consistently training harder, which creatine enables. The long-term gains in actual muscle mass are contingent upon a dedicated resistance training program.

Q2: Is creatine safe for long-term use, and are there any significant side effects? A2: Yes, creatine monohydrate is one of the most well-researched and proven-safe supplements for long-term use in healthy individuals when taken at recommended dosages. Extensive scientific studies have debunked common myths about kidney or liver damage. Minor side effects like mild gastrointestinal upset can occur, particularly during a loading phase or with excessive doses, but these are rare. Staying well-hydrated is important to support creatine's effects and general wellness. As with any supplement, if you have a pre-existing medical condition, consult your healthcare provider first.

Q3: Does creatine work for everyone, or are there "non-responders"? A3: While creatine is highly effective for most people, approximately 20-30% of individuals are considered "non-responders." This means their muscle creatine stores are already naturally saturated, or their body's uptake mechanisms are less efficient, leading to minimal or no noticeable benefits from supplementation. If you don't observe any improvement in strength, power, or training volume after consistently taking Creatine Monohydrate for about a week, you might be a non-responder.

Q4: Can I combine creatine with other BUBS Naturals supplements for better results? A4: Absolutely! Creatine synergizes well with other supplements as part of a comprehensive wellness strategy. For instance, pairing Creatine Monohydrate with Collagen Peptides can support overall joint health and recovery from intense training. Incorporating Hydrate or Die ensures optimal hydration for muscle function. For sustained energy and mental clarity, our MCT Oil Creamer can be a great addition to your morning routine. This holistic approach supports various aspects of your health and performance, aligning with our commitment to adventure and wellness.