At the forefront of Intrinsic is Matthew Friedberg, a Columbia University alum and a former competitive karate champion. With a unique blend of academic brilliance and athletic excellence, Matthew has been a pivotal force in shaping the company’s vision.

Matthew was accepted into Columbia's Masters of Human Nutrition program, demonstrating a dedication to impacting lives through better dietary choices. This passion led to the inception of Intrinsic. The brand's protein bars are a direct reflection of Matthew's philosophy: high-quality nutrition is key to optimal health and performance.

Under his guidance, Intrinsic stands as more than just a health food company; it's a testament to the belief that what we eat fundamentally shapes our health and capabilities.

Co-founder and head of creative and technology Intrinsic MRKT, is the visionary behind the brand's aesthetic and overall experience.

Drawing from his rich background at Google, he employs a nuanced understanding of user experiences and design to create a brand that perfectly melds luxury with nutrition.

His aesthetic sensibility is echoed throughout Intrinsic MRKT, from the minimalist packaging to the broader brand narrative that promotes an elevated lifestyle.

In Joshua's hands, a protein bar is transformed into a refined, guilt-free indulgence that effortlessly complements the high-end fitness consumer's quest for wellness and style. With Intrinsic MRKT, Joshua has brilliantly merged his tech background with his passion for health, offering more than just a protein bar - but a lifestyle choice that embodies the fusion of fitness, luxury, and sophisticated taste.

We are so thrilled to welcome @sophianichole as our newest brand ambassador! Sophia is a founding coach at @aarmy and embodies everything we at Intrinsic believe in.

“Between working in fitness full time and real estate, there is never a dull moment. I was immediately drawn to Intrinsic because I trust the ingredients, believe in the quality, and the taste speaks for itself. Intrinsic is a protein bar that has made my busy lifestyle, a little bit easier.” - Sophia tells us.

You can find Sophia at @aarmy weekly, with an Intrinsic bar in hand.

Photography @shotzbyalex

Sarah Dorough (@sarahndorough) is a fitness trainer who specializes in helping women gain confidence and achieve their fitness goals. Starting gymnastics at age three due to her boundless energy, Sarah learned discipline and resilience early on. Today, she applies these lessons in her personalized fitness and nutrition coaching, helping clients embrace a balanced and active lifestyle. Beyond coaching, Sarah enjoys dancing, cooking, and engaging with her followers through creative content. Her motto, "The Best Is Yet to Come," reflects her optimistic and empowering approach to fitness and life.