Meet The Team

Founder & CEO

JJ Rinne

I opened my first Innovative Nutrition store in 2005 to honor Jesus Christ in all aspects of life and business. We focus on honesty, helping people with sustainable health and fitness solutions, unlike misleading promises from other stores and ads. For the past 22 years, I have enjoyed teaching and assisting people in their health and fitness journeys.

Tech Lead, Sales

Tiffany Long

I began working at Innovative Nutrition in 2014. With support from the owner, JJ, I went from 335 lb. to 205 lb. while maintaining muscle mass. I enjoy applying both Biblical and Nutritional knowledge, adjusting recipes for better nutrition, and sharing cooking advice. I'm a West Texas A&M graduate and a Commercial Arts Professional specializing in label and logo design. As the owner of Angel Corners Garden, I teach Urban Gardening and offer classes on food preservation, including baking, canning, and fermenting.

Sales Employee, Digital Media

Ethan Guerra

I began working at Innovative in 2021 after I graduated from Amarillo High School. I then attended Amarillo College, Texas Tech and now West Texas A&M seeking a degree in Business Marketing. I weighed 138lbs when I graduated high school and with the help of JJ and our own store I bulked up to 205 in a year. I now maintain a healthy lifestyle with only in store products which I've all tried to help give the best advice to customers. I enjoy the honesty and passion we all share in bettering the lives of our customers.