By: Elowen Gray

A Leader with Business Depth

Brian Lazuardi Tjahyanto is no ordinary executive. For over a decade, he has held leadership positions in Indonesia’s fast-moving consumer goods arena — notably at PT Wahana Kosmetika Indonesia, where he has served as Managing Director. His business acumen is well documented, including his recognition in the Prestige Indonesia “40 Under 40” list.

What distinguishes Brian is how he is evolving his professional identity: not only as a CEO managing a multi-business portfolio, but also as someone making his own health, movement, and lifestyle transformation central to his brand and mission.

A Personal Transformation Drives a New Mission

In recent years, Brian turned his attention inward, committing to a complete transformation of his body and lifestyle. He significantly reduced his body fat percentage, achieving a remarkable level of physical change. This kind of transformation is demanding — nutritionally, physically, and mentally — and he has also competed in an international bodybuilding competition to prove that the goal was more than cosmetic.

That journey catalysed his mission: to build a brand that speaks to active, aspirational lifestyle-seekers, especially Millennials and Generation Z, through clean, premium nutrition and wellness products.

Introducing FUELIN: “Fuel Your Active Lifestyle”

From that personal paradigm shift came the birth of FUELIN — the nutrition & supplement brand with the tagline “Fuel your active lifestyle.” Brian’s vision is clear: launch a trusted, high-quality nutrition brand that serves not only elite athletes but also a broader audience of young adults with middle-to-high purchasing power who care deeply about their lifestyle.

Key aspects of FUELIN:

• Target market: Millennials and Gen Z who prioritise lifestyle, wellness, and performance rather than just aesthetic bodybuilding.
• First product offering: FUELIN Fusion-W, a blend of whey and isolate protein, enriched with natural papaya and pineapple extracts (for digestive enzymes) and high-glutamine content (to support joints).
• Certifications & credibility: The brand carries a Halal certification (broadening its global and Muslim-market appeal) and does external testing with an explicit “lactose-intolerant friendly” claim.
• Brand momentum: Within six months of its launch, FUELIN garnered recognition from MURI (the Indonesian National Record Body) for hosting a large-scale event where hundreds of participants joined in drinking the protein shake together, setting a memorable milestone.
• Distribution: Already available across Indonesia in modern trade channels such as Watsons, Nature’s Farm, and other retail outlets. The international rollout is planned for Vietnam, Malaysia, and the Middle East.

Photo Courtesy: Fuelin / Brian Lazuardi

Why This Matters in Today’s Nutrition Market

The global nutrition and supplement market is crowded. But many brands still speak almost exclusively to hardcore bodybuilders or purely aesthetic goals. FUELIN is deliberately reframing the narrative: protein is not just for bodybuilders—it’s for everyone who lives actively. Brian emphasises that message: nutrition should support movement, longevity, recovery, and lifestyle—not just size.

For Millennials and Gen Z, the wellness economy is about authenticity, transparency, and meaning. A brand built on the founder’s own fundamental transformation resonates more deeply than a typical “fit spo” pitch. Moreover, by offering Halal certification and lactose-friendly options, FUELIN addresses important global segments often overlooked in premium nutrition.

Brian’s business background gives him an edge. He understands manufacturing, distribution, branding, and consumer behaviour at scale. By leveraging that expertise in a new category (sports nutrition + lifestyle wellness), he is positioning FUELIN as a credible challenger brand with global ambitions.

From Business Executive to Lifestyle Advocate

What makes Brian’s story compelling is that he embodies the lifestyle he now promotes. After years of leading businesses, he chose to lead himself. The shift of body fat didn’t happen overnight—it required discipline, coaching, focus, and a fundamental mindset change. By stepping onto an international bodybuilding stage, he made his transformation public, accountable, andhonestl.

That authenticity supports his role as a brand founder. When he talks about protein, digestion, joint health, or performance, he speaks from personal experience—not just from the boardroom. That authenticity can help FUELIN stand out in a market where many brands make broad claims without verified stories to back them up.

What’s Next for FUELIN

Looking ahead, Brian and his team plan to expand the FUELIN portfolio beyond the initial protein blend:

• Launching pre-workout formulas, muscle-active creams, protein bars, collagen isolate, electrolyte supplements—all under the “active lifestyle” umbrella.
• Geographic expansion: building presence in key Southeast Asian markets (Vietnam, Malaysia) and the Middle East, leveraging Halal certification for Muslim-majority markets.
• Athlete and sports partnerships: forging relationships with athletes from different sports disciplines—local and international—to validate and endorse the brand.
• Community education: undertaking campaigns and content to shift perceptions about protein and wellness—for example, showing that nutrition is a daily lifestyle choice, not reserved for gym champions.

Why Partners and Consumers Should Pay Attention

For business partners or distribution partners, FUELIN offers multiple advantages:

1. Differentiated positioning: bridging lifestyle wellness and performance nutrition with a credible founder narrative and premium quality.
2. Global scalability: Halal certification, plus lactose-intolerant-friendly credentials, create export potential in large markets (Middle East, Southeast Asia).
3. Track record: founder with proven business leadership and track record in FMCG (cosmetics), leveraging his know-how into a new category.
4. Strong consumer insight: the brand speaks to Millennials/Gen Z who value lifestyle, purpose, aesthetics, and trust—which are high-growth segments in wellness.
5. Brand story & authenticity: Brian’s personal transformation offers a compelling narrative for media, marketing, and community building.

For consumers, FUELIN stands out because it connects with the everyday active person—not just elite athletes—and offers transparency and quality standards that many brands lack.

Final Word

Brian Lazuardi Tjahyanto is redefining what it means to be a modern CEO: one who leads businesses, transforms himself, and builds a brand that aligns with purpose and performance. With FUELIN, he is not simply entering the nutrition market—he is aiming to shift its mindset. If his journey—from business executive to transformed athlete to global brand founder—is any indication, the future of active lifestyle nutrition may look very different than before.

For Millennials and Gen Z who demand more from their nutrition, their brand,s and their stories, FUELIN is a brand to watch. And Brian’s evolution is a reminder that leadership isn’t only about profits—it can be about health, transformation, and meaning.

Disclaimer: The products discussed in this article have not been evaluated by the Food and Drug Administration (FDA). These products are not intended to diagnose, treat, cure, or prevent any disease. The information provided is for educational purposes only and is not a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition.