We recently had the chance to connect with Jennifer Quezada and have shared our conversation below.
Good morning Jennifer, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What are you being called to do now, that you may have been afraid of before?
Honestly? Being in the public eye. All eyes on me. I’ve always been a private person — never really chased the spotlight, kind of like Prince. He was super famous but kept his personal life behind the curtain (RIP to the legend 🙏). But this mission we’ve created with ArmBar is bigger than my comfort zone. If that means stepping into the spotlight, I won’t cower. Growth happens in uncomfortable places — so I’ll take the stage, even if my natural instinct is to stay backstage
Can you briefly introduce yourself and share what makes you or your brand unique?
My name’s Jennifer Quezada, and I’m the founder of ArmBar — a protein-packed bakery that was born right here in Texas, but made for athletes and everyday warriors everywhere. We’re best known for cookies that look sinful but are actually macro-friendly, along with protein marshmallow treats, brownies, loaves, and even cake cups in color-changing souvenir cups.
What makes us unique? We fuse the world of jiu-jitsu and fitness with the joy of old-school baked goods. Think of it as mat-ready fuel disguised as dessert. Our motto is simple: respect the gains, respect the cookie.
ArmBar started from my own kitchen experiments, but it’s grown into a movement — building community, fueling athletes, and making people laugh while chasing their goals. I didn’t set out to create just a brand; I set out to create a family around fuel that feels good. And what we’re working on now? Pushing boundaries — from new products to athlete collabs — and proving that discipline can still taste delicious
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What’s a moment that really shaped how you see the world?
In my world, it’s a melting pot. I don’t believe just one moment shapes us — it’s the mix of highs, lows, challenges, and wins that refine us into who we’re becoming. We’re forever learning, forever shedding old versions of ourselves and coming out of the fire stronger.
For me, if I had to sum it up in one word, it would be: people. I watch, I observe, I listen more with my eyes than my ears. The greatest growth has come through self-reflection — pointing the finger inward instead of outward. Blaming the world is easy; owning your part takes real strength.
Honesty is my best policy, especially when I’m in the wrong. Those lessons, and the people who cross my path, continue to shape me every day. I’m okay with change — in fact, I welcome it. What I’m not okay with is staying the same
What did suffering teach you that success never could?
Suffering has taught me more than success ever could. Challenges aren’t designed to keep you comfortable — if you’re comfortable, you’re not pushing hard enough. Failures are just attempts, and every attempt is a move to level up. Success feels good, but it doesn’t shape you the same way failure does.
Sitting in what’s easy or common isn’t my mission. I decided I’d rather be that 1% who keeps swinging, or die trying. Most people quit when things get hard. But here’s the truth: if you quit when it gets hard, life will always stay hard. If you keep pushing through, YOU get stronger.
If I could say one thing to the reader — it would be: go fail more. If you want to understand someone’s success, look at their failures. We can’t be refined without walking through the fire that burns off our imperfections. Suffering is a gift. It shapes you. It levels you up. And it reminds you: the possibilities are yours — you just have to go get them
Go fail more. Success is just the highlight reel — the real growth comes from walking through the fire
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What’s a belief or project you’re committed to, no matter how long it takes?
For ArmBar, the belief I’m committed to is simple: quality over shortcuts. So many protein companies crank out products that can sit on shelves for months or even years. And let’s be real — some even fudge their nutrition labels to make things look better than they really are. Why? For money. That’s not us.
We bake fresh, we fuel real, and we’re here for the long haul — no matter how big or small this journey gets. I’m fully committed to taking ArmBar wherever it leads. There are no limits. I’m not forcing the path — I’m letting it unfold, driven by the people who matter most: our community. Because at the end of the day, consumers don’t just drive a business — they shape it.
So buckle up. Our mission is huge, but it’s only possible because of you all. Every order, every repost, every laugh we share — that’s the engine behind ArmBar. Together, we’re building something that doesn’t just feed muscles… it feeds movement
Okay, so before we go, let’s tackle one more area. What light inside you have you been dimming?
The light I’ve been guilty of dimming is my kindness. It sounds simple, but being nice and compassionate isn’t always easy in a world where negativity can spread fast. It’s tempting to match energy, to let emotions run the show — but that’s not who I want to be.
I’ve learned that not everyone deserves full access to your light. We all have a table, but that doesn’t mean everyone gets a seat. You can love and be kind from a distance, without agreeing with or accepting everything someone brings. People reveal themselves through their choices, and I let them.
For me, choosing kindness isn’t being fake — it’s showing compassion. A stranger’s anger might land on me, but I don’t know the weight they’re carrying at home. Maybe they’re battling something far bigger than a lost shipment. I refuse to take that personally.
So yes, I protect my kindness, I guard it — but I don’t extinguish it. Because even in the face of negativity, choosing love and compassion keeps my light alive
Contact Info:
- Website: https://www.armbaratx.com/
- Instagram: https://www.instagram.com/armbaratx/
- Other: tiktok: Armbaratx
Image Credits
All photos were taken by ME, the cartoon one was created using AI
