Gym-goers may soon be offered an unusual alternative to protein shakes and bars: a hookah-style device that claims to let users “smoke” protein as part of their post-workout routine.
In a product aimed at blending fitness trends with social habits, GymNation says it has created a nicotine-free shisha concept that’s intended to deliver protein while users relax.
The “protein shisha bars” are set to launch in Riyadh, Saudi Arabia, and are being marketed toward health-conscious members looking to unwind after training. According to the concept, users could absorb up to 25g of protein during a 45-minute session.
“Shisha culture is a huge part of social life across the region, just as gym culture has become,” said GymNation’s marketing boss Rory McEntee. “This concept brings those two worlds together in a way that aligns with our values – no tobacco, no nicotine, and no compromise on the gym environment.”
The company says the “smokable protein” is made from a blend of herbs and molasses, designed to resemble traditional shisha while removing nicotine from the equation. Even the flavor names lean into supplement culture, with options like “The Whey Cloud”, “Macro Mist” and “BCAA Breeze”.
GymNation is positioning it as part of a broader push in fitness toward spaces that combine exercise with community and socialising—an area the Middle East-based brand appears keen to expand within.
The hookah concept was developed with Dr. Sami Al-Banna, who works in aerosolised nutrition. He argues that inhalation could offer a different route for protein delivery altogether.
He said: “When protein is delivered via inhalation, it bypasses traditional digestive breakdown and can enter circulation far more efficiently.
“This delivery method enhances bioavailability, resulting in faster uptake, reduced metabolic loss and superior functional benefits compared to conventional protein consumption.”
However, not everyone is convinced by the scientific claims behind inhaled protein, with at least one doctor publicly disputing whether the approach is feasible.
Los Angeles-based cancer specialist Paul Hanona, MD, criticised the idea on LinkedIn, arguing that the basic biology doesn’t add up. He began with a blunt summary: “Let me save you the membership fee.”
He then outlined why he believes the lungs aren’t designed for this kind of nutrient intake: “Your lungs evolved for gas exchange, not nutrient absorption. Drugs work nasally because they’re tiny, lipid-soluble molecules engineered to cross membranes.
“Whey protein is 20,000 daltons — it physically cannot diffuse across your airway epithelium. There’s no amino acid transport system in your lungs. That’s your gut’s entire job.”
Beyond questions of effectiveness, Hanona also warned that repeatedly inhaling particles for up to 45 minutes could pose risks—especially if the body can’t meaningfully use what’s being inhaled.
“At best you’re inhaling expensive particles that irritate your airways,” he said. “At worst, hypersensitivity reaction.”
While he acknowledged the rollout might succeed on hype alone, he remained dismissive of its medical basis, calling the promo strategy strong but the research weak. In his view, the simplest approach still wins: “Eat your protein.”