27th August 2026 | Cameron Jones - Director of Operations & Product Development
Asterion is aiming to become the UKs leading dedicated performance and recovery brand. Combining cutting edge facilities and knowledge and UK manufactured supplementation under one brand.
A New Era
It is something I have always wanted to do, go to work everyday and have something to call my own, see purely my own ideas come to life and have the power to shape it how I wanted to. But as I sit here finishing my first week doing exactly that, stepping away from the pharmaceutical industry, nothing about it feels real.
Asterion is the brainchild of me and my incredible business partner, Sam Alfieri, who currently occupies the role of Head of Recovery at a professional football club. It was initially set up as a CBD brand, but all this time later, it is so much more. We now have the support of the relentless Leigh Ablett, who is driving us to new heights, with our own facility on the horizon.
Bringing Elite Recovery to Everyone
This facility will be so much more than the manufacturing space we have so craved, it will be a novel concept in the fitness space. Aside to our brand-new capsule line for all the supplements to come, we will be operating a Performance & Recovery Hub alongside it. A lot of people probably see this as nothing new, gyms have always had any combination of saunas, steam rooms and hot tubs to jump in after your session and wellness clinics are popping up all over the country. But it is Sam’s knowledge and specialist role that will bring the facility to life; yes you can jump in the sauna after your gym session, yes you can go to the nearest wellness clinic for some red light therapy, but do you know how to structure the use of this equipment around your training plan? Is it optimising your recovery so your training plan doesn’t fall off?
One thing the fitness industry is pushing more than ever is specialism; PTs and coaches who specialise in certain lifestyles or sports. And this is something I love to see, why would you not want to go to a coach who has lived your lifestyle and competed at the highest level in your chosen discipline. By the same school of thought, if you want to optimise your recovery or rehabilitate from an injury, why would you not come to a facility with cutting edge equipment, run by an individual given the sole responsibility of rehabilitating and recovering multi-million-pound assets so they can complete at the highest level of professional sport. Too long has this equipment and knowledge been reserved for professional athletes, but no longer.
Building A New Standard For The UK Supplement Market
I don’t tend to like writing about myself, but to fulfil the title of this article, ill give myself a snippet. I have spent ten years in production and product development of injectable generic medicine, the cutting edge of quality in British manufacturing. Forget everything you know about production reject rates and six sigma, try explaining why that one in a million defective product has been injected into someone’s family member. It just can’t afford to happen in pharma, and that is the way my mind has been trained. I look at the supplement industry in the UK, from influencers designing their own products, to AI marketing, to compounds being shipped from the far east with the promise of limited third-party lab testing, the industry in seconds away from its own Thalidomide disaster (check it out by the way – if you don’t know already). I spoke above of specialism, this industry desperately needs some of it, at the helm of UK supplement manufacturing businesses, not sprinkled in where considered appropriate. I want Asterion to lead this shift, and restore faith in the market, with British manufacturing and pharma level standards of quality.
Doing The Rest
The brand is aiming to occupy a space no other single brand has yet occupied, a true recovery brand. We believe in doing the rest; a lot of people have a training plan, but little have a proper recovery plan. With the incredible shift in the amount of people now involved in fitness and wellness across the UK, the everyday athlete is now looking for every gain they can find, and we want to provide the tools, facilities, knowledge and world class supplements usually reserved for elite athletes, to everyone.
Writing this, I am under no illusion to just how challenging this will be, both for the brand and personally. So we want to connect with people, not just in Exeter, but across the UK. We invite questions, conversations, criticism from anyone, we want to be as transparent as we can be. Some brands will blind you with clever marketing, manufactured science or a social engine, and these things work so well to sell. But they aren’t always giving you the information or the experience you require to make informed decisions about what you are putting into your body or spending your hard-earned money on. So, I invite you pick me and us up on anything we produce and hold me and us to account for anything we bring to the table. More importantly we invite you to join us on this journey, to do the rest.