Calloway Cook founded Illuminate Labs with a mission to solve the transparency and safety issues in the U.S. dietary supplement industry. He's an avid consumer of supplements, and believes they can be a safer and more effective way to treat health conditions than pharmaceutical medications in some patients. He's passionate about increasing consumer awareness of medical research on natural compounds, and this passion drives much of Illuminate Labs' content strategy. Calloway is a serial entrepreneur and a problem solver.

Calloway's role with Illuminate Labs is to manage day-to-day operations and business development. He manages relationships with customers and suppliers, and oversees product and content development.