Dr. Habib Noorbhai (Mr South Africa 2017) is a Researcher in Sports Science, a presenter, speaker and humanitarian. He completed a BA in Sport Psychology (UJ), Honours in Biokinetics (UKZN), MPhil in Biokinetics (UCT) and a PhD in Exercise Science at UCT.

In 2013, he was among South Africa’s top 100 brightest young minds and in 2015, he was nominated among Mail and Guardians top 200 young South Africans. He was also included in Fast Company South Africa’s Top 30 creative people in business for 2017.

Habib has been featured on a variety of television shows, both as a professional and as Mr South Africa. Some of these included: Top Billing, Mela, thrice on Expresso, eNCA and SABC News. In 2015, he had his own sport and health show on OpenViewHD and a radio show on Hashtag Radio. He is also a frequent expert guest on Cape Talk and Radio702 discussing relevant topics on sports science, exercise, health, community engagement and leadership.

Habib also founded a non-profit organisation in 2013 called The Humanitarians, a volunteer-based organisation, whereby various community projects and programmes are conducted through sport, health, education, sustainability and innovation. These programmes are also conducted through Habib’s current reign as Mr South Africa 2017 to spearhead change and making a difference in society.



Habib Noorbhai - Top Quote

Nutritional Supplements (The Health Industry’s “transformer”)

Most of the nutritional supplement products are developed and manufactured according to scientific formulas that are apparently scientifically researched and tested. But it is not clear whether these procedures have adhered to prescribed criteria for testing and whether these are legitimate scientific studies. Another challenge is that research shows that industry is not appropriately regulated, and claims that are made on products may not always be accurate. These containers merely manifest innovative ideas led by business-minded entrepreneurs.

As more nutritional supplement brands and products are released, both locally and internationally, the scale of the problem increases daily. This is especially a concern in first world countries where such supplements are the driving force of performance optimisation. Globally, up to 88% of athletes use supplements and in the United States, more than three million people use, or have used, ergogenic supplements at some point.

Sport performance

Do supplements work?

Athletes, students and the general population have asked me the same questions: “How long should one consume supplements?” “When are the appropriate times to consume supplements?” “Are supplements safe and effective for my adolescent child?”

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The dilemma of using or abstaining from supplements has been debated for more than 30 years, and the debate around using certain supplements or ergogenic aids persists. A study focusing on college athletes and their use of supplements showed that elite athletes who use supplements notice significant differences in their performances. These include increased speed, strength and endurance. However, the study found that supplement use amongst high school and college students experienced no differences in their performances. This difference can be explained by their diets.  Overall, supplements cannot be a substitute for a nutritious meal.

A majority of nutritionists and dietitians worldwide hold the view that common nutritional supplements can’t provide the same nutrients as certain foods, which are paramount to achieving performance or health goals. Before the 1980s when the supplement industry was born, athletes and the health conscious individual (mostly) followed a correct diet and exercise routine without the use of supplements (except for steroids in certain circumstances). Aside from leading a more active lifestyle, people in the early era cooked more and purchased less from outlet stores and food franchises. They were also not as consumed and influenced by social media and the internet. These changes in lifestyle have created a ready market for supplements today.

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What has changed?

‘Nutriwise’ and avoid ‘Scamformance’

Firstly, the industry has blossomed into this huge balloon of promising elevated ‘scamformance’ (a word I like using to describe how athletes have been scammed to improve their performance). A great deal is at stake because there is much more money to be made. This translates into continued aggressive marketing from supplement companies in which adverts are designed to attract consumers to buy the product and motivate athletes to achieve their goals during enhanced performances. As a result, clinical research for nutritional supplements is induced by commercial concerns. However, there is a need for more trials to assess the efficacy and safety of these nutritional supplements is paramount.

Secondly, the arrival of the world wide web has also had an impact. Currently, there is easy access to nutritional supplements on the Internet that lacks adequate medical information. This misleading information leads to improper use by both healthy individuals and the general population. Better quality control of these websites, more informed physicians and greater public awareness of these widely used products are greatly needed.

A third challenge is the increased competition by the athletes. In sport, health and fitness, professionals are faced with the dilemma of their athletes doping and experiencing supplement abuse. One could argue that it is the responsibility of the doctor, trainer or conditioning specialist to guide athletes whether certain products are safe or not to use. Research shows that more than 80% of supplements on shelves contain a substance or element that can cause athletes to test positive when tested by anti-doping agencies. Both athletes and professionals lack the education about these supplements and should not be used as an excuse to enhance performance. 

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What needs to be done?

The reality is that not all supplement brands commit to nutritional supplement “best practice” manufacture policies. Manufacturers should be held responsible for their business decision practices that cause adverse or unintended consequences to the consumer when discovered.

South Africa’s National Health Act incorporates the Medicine Control Council, which ensures the efficacy, quality and effectiveness of medicines, and related through its clinical research. Although regulation has been underway, the challenge still remains with the implementation of regulation and its legislation among nutritional supplements that remains as the focal concern.


It is said that South Africa’s Consumer Protection Act should promote greater levels of policy development, regulatory enforcement and consumer education of the supplement industry. However, education, legislation and regulations of such may not be enough, transparency and tax rebates of the supplements are also needed (similar to the sugar tax situation) for stepping in the desired direction.


  1. Covolo L, Capelli M, Ceretti E. Nutritional supplements for diabetes sold on the internet: business or health promotion? BMC Public Health 2013, 13: 777
  2. Darvishi L, Askari G, Hariri M, Bahreynian M, Ghiasvand R, et al. (2013) The use of nutritional supplements among male collegiate athletes. Int J Prev Med 4: S68-72.
  3. Fabry B, Ernst H, Langholz J. Patent portfolio analysis as a useful tool for identifying R&D and business opportunities—an empirical application in the nutrition and health industry. World Patent Information  2006; 28: 215–225
  4. Gabriels G, Lambert M, Smith P. Information on nutritional supplement labels: time for legislation? S Afr J Clin Nutr 2012; 25(1): 22-26
  5. Gabriels G, Lambert M, Smith P. Will the new Consumer Protection Act prevent harm to nutritional supplement users? S Afr Med J 2011, 101: 543-545.
  6. Nestle M. Food politics: How the food industry influences nutrition and health. North Point Press: Farrar, Straus & Giroux, 2011: 1 - 16
  7. Noorbhai, MH. A public health approach to increase physical activity and health education: The Biokinetic Humanitarian Project. African Journal for Physical, Health Education, Recreation and Dance 2013, 19(4:2), 993-998.
  8. Noorbhai MH, Gabriels G (2016). The enterprising business of nutritional supplements: An eye-opener. Int J Drug Dev & Res 2016, 8:1 

Dr. Habib Noorbhai (Mr South Africa 2017) is a Researcher in Sports Science and a Health and Wellness consultant. He is also a speaker and presenter. He completed a BA in Sport Psychology (UJ), Honours in Biokinetics (UKZN), MPhil in Biokinetics (UCT) and a PhD in Exercise Science at UCT.

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  • It was a great pleasure to supervise Habib Noorbhai. He has unique abilities that I have not previously experienced in any of the PhD students I have assisted. I have not ever experienced this combination of personal abilities and drives in any other student. Other characteristics that I appreciated are his ability to be fearless – he is not daunted by any task he sets himself – and his desire to push the boundaries of knowledge, regardless of the personal consequences.

    ~ Prof Tim Noakes, Emeritus Professor, University of Cape Town

  • Habib was warmly welcomed by the Redbacks team and staff and fitted in well. He carried out his duties diligently and efficiently. The players and staff had only had praise for his experise and enthusiasm during the CLT20 tournament and this was much appreciated by all. Habib also showed initiative outside his core duties by assisting the support staff on training days and always doing this to the best of his abilities. During this time, Habib had been well-organised, reliable and responsible.

    ~ Simon Cain, South Australian Redbacks Cricket, 2010

  • The service that I received from Habib Noorbhai was more than satisfactory. Habib was considerate about the fact that I had limited assistance with very limited time. He was more than helpful in terms of structuring my work, checking the content, and all other features of my work. I would recommend his assistance to any other person who needs guidance in similar tasks. Mr Noorbhai was patient, understanding and encouraging at all times. I would like to thank Mr Noorbhai for his assistance with my thesis completion.

    ~ Nicholas Christelis, University of Cape Town student, 2014.

  • Whomever Habib speaks or presents to, he does so with such enthusiasm, practically and is highly adaptable to his audience and the genre. It is a pleasure to listen to his unique insights and perspectives. One can't help but feel inspired to do and be more after interacting with him.

    Taahira Goolam Hoosen, University of Cape Town, 2016