Brands Built By Women: WAM

A brand-new series has arrived - Celebrating emerging female-founded brands you'll want to know.

Since November, we’re spotlighting inspiring consumer brands built by incredible women from all walks of life - founders who are creating a positive impact through their businesses.

We started Mindful Brand to support women succeed in business. Not just through what we do, but also in how we shop.

Deciding which businesses to support is a personal choice.

If, like us, you prefer to champion female-owned brands, we hope you enjoy this series.

Today, we’re featuring WAM, founded by Anna Falk in 2024 in Spain.

About the Brand

WAM (We Are More) creates high-quality vegan protein and creatine powders that fuel strength - not stereotypes. It’s for anyone who’s felt overlooked by mainstream fitness marketing.

Formulated by a PhD chemist and certified sports nutritionist, each product is science-backed, gently flavoured, and made in Germany with premium 100% vegan ingredients.

Different by design, WAM doesn’t sell diets or quick fixes - it fuels strength, performance, and well-being while building a community that welcomes Every Body.

Meet the Founder

Anna is an organic chemist (PhD) and certified sports nutritionist from Germany, now living in Barcelona, Spain.

Before founding WAM, she worked in product development and management for several supplement and wellness brands.

A dedicated CrossFitter and vegan foodie, Anna combines her scientific expertise with a passion for inclusive fitness.

How She Started

Anna founded WAM after growing frustrated with a supplement industry that overlooked women like her - those in their late 30s who lift, care deeply about their health, and don’t relate to “gym bro” or “detox girl” marketing.

She set out to create a protein brand that celebrates strength at every age and stage, built on integrity and real science rather than hype.

Believing the future is plant-based, Anna also wanted to prove that sustainable nutrition can taste incredible - and with most of her clients not even being vegan, she’s done exactly that.

What She Learned

Anna has learned not to wait for permission, the perfect moment, or the perfect plan. She believes in starting small, staying flexible, and building the brand you wish existed - trusting that the right people will find you, even if it takes time.

Where to shop

WAM is available at www.wamfit.com and selected small retail partners across Europe.

Follow on Instagram: @wam.fit

Support brands built by women. Don’t just say it. Shop it.