Legacy in Every Tablet: How 10FT Is Helping a Generation Grow

In sports — and in life — height can be more than just a physical trait. For many, it opens doors, builds confidence, and creates a real edge in competitive environments. In the Philippines, where height is often tied to opportunity, one homegrown brand is trying to level the playing field.

Meet Daniel Coo, the founder and president of 10FT Vitamins, a Bacolod-born supplement startup that’s quickly become an indie phenomenon. In just over a year, 10FT has landed in Mercury Drug stores and gained a loyal following across Shopee, Lazada, and social media — not just among athletes, but among students, parents, and everyday young Filipinos.

But 10FT’s origin story doesn’t begin in a boardroom. It starts with a family remedy.

10FT has worked with athletes such as Angel Canino of La Salle, Kristian Porter of UST, and Jordi Gomez De Liaño of San Sebastián.

A Legacy in Every Tablet

Daniel grew up with a unique advantage — a natural formula passed down by his grandfather, one that helped him shoot up to 6’4”. But it wasn’t until he reconnected with an old friend, Kyan Andrada, that he realized the formula’s real potential.

“Kyan’s parents were 5’4”. He started taking the formula at 12—and now he’s 6’1”,” Daniel shares. “That moment made me realize that height isn’t just genetic. Growth can be nurtured.”

The transformation wasn’t just physical—it changed Kyan’s outlook and confidence. That inspired Daniel to bring the family formula to market. He partnered with a local lab, secured FDA approval, and in 2024, launched 10FT nationwide.

Engineered for Growth—On and Off the Court

10FT is designed for individuals aged 8 to 23, when the body is still developing and most receptive to growth support. Its main ingredient, Panax notoginseng, is known for supporting growth, circulation, and bone health.

Originally developed as a bitter powder, Daniel reformulated it into small, easy-to-take tablets—a major win for taste and consistency. The change helped fuel its rapid adoption.

And while it’s used by kids and teens from all walks of life, it’s no surprise that athletes have taken notice.

“Height matters in sports—basketball, volleyball, even swimming and martial arts,” Daniel explains. “But we also want to promote the discipline that comes with training. Growth doesn’t come from one thing. It comes from routine, good nutrition, proper sleep, and belief.”

Athletes understand that mindset. Many have partnered with 10FT not just to endorse it, but to embody what the brand stands for: growth with purpose.

Real Results. Real Stories.

10FT’s rise wasn’t fueled by ads. It was powered by testimonials — photos, progress updates, and word-of-mouth from real users seeing real change.

One standout? Allen Miguel de Paula, who reportedly grew seven inches in just a few months. Others include the Laborte twins, now 5’11” at just 14 years old. “Their stories are more than height — they’re about confidence, energy, and momentum,” Daniel says.

Parents also share how their kids now eat better, sleep deeper, and engage more actively in sports and school life. These side benefits — appetite, energy, alertness — add to the supplement’s appeal, especially for families invested in their children’s performance and development.

“We’re not just selling height,” Daniel claims. “We’re helping parents make their kids the best version of themselves.”

More Than a Supplement—A Movement

10FT is attempting to redefine what a growth supplement can be. Beyond the tablets, the brand offers tools like a Growth Checker — a wall-mounted chart that tracks height progress month by month.

It’s part of a larger mission: to inspire young Filipinos to grow — not just taller, but stronger, healthier, and more confident.

“We want to shift the narrative,” Daniel says. “Height isn’t about vanity. It’s about potential — whether it’s making a team, chasing a dream, or just walking a little taller.”

That message resonates with athletes who’ve faced height-based rejection, and with kids who’ve been teased for being the smallest in class. 10FT offers them something tangible: a chance to change the story.

What’s Next?

With national demand climbing, Daniel and his team are expanding operations, exploring partnerships with sports programs, schools, and youth organizations. Future plans include new product lines focused on holistic health and recovery.

But at its core, the mission remains the same.

“Height can shape how people see you. But confidence shapes how you see yourself,” Daniel says. “We’re not promising miracles—we’re offering momentum. We’re helping the next generation grow into who they were always meant to be.”

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