Vitafy
Vitafy is a German direct-to-consumer e-commerce platform operating five proprietary nutrition and fitness brands (GymQueen, BODYLAB, C.P. Sports, vom Achterhof, WYLD) targeted at health-conscious consumers, women fitness enthusiasts, sports nutrition users, and organic food buyers in Germany.
- Company typePrivate
- Founded2015
- HeadquartersMunich, Germany
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Vitafy does
Vitafy is a German direct-to-consumer e-commerce platform operating a portfolio of five proprietary food, nutrition, and fitness brands: GymQueen (women's fitness nutrition), BODYLAB (general sports nutrition), C.P. Sports (weight training accessories), vom Achterhof (certified organic natural products under BIO-Zertifizierung DE-ÖKO-001), and WYLD (natural breakfast and snacking, launched in 2015). The company was founded in 2015 by Georg Bader, Christian Böhm, Jürgen Englisch, and Olympic medalist Stefan Pfannmöller with the thesis of bringing "functional quality food" to non-professional athletes who lack access to elite sports nutrition expertise. The legal entity is ADDVANCE Consumer Health Group GmbH, headquartered in Munich.
The business model is pure direct-to-consumer branded e-commerce: products are sold and shipped directly to end consumers through vitafybrands.de and related online stores. Distribution and fulfillment are outsourced to Arvato distribution GmbH, with last-mile delivery via DHL. The company supports a broad payment stack (PayPal, Klarna, PAYONE, payolution, SOFORT, Barzahlen/cash) and a sophisticated marketing technology layer (Emarsys for email, Nosto for retargeting, Google AdWords/Bing/Facebook for paid acquisition, Sovendus for vouchers, idealo for price comparison). Operations are currently limited to Germany, with offices across Munich, Berlin, Duesseldorf, Hildesheim, and Uplengen and headcount of 251-500.
The company's strategic trajectory has shifted from its origins as a third-party marketplace to a multi-brand owner, reinforced by the 2019 acquisition of BodyLab24. Capital structure has included a $11.36M equity round led by Cipio Partners in 2018 and a smaller $4.96M facility from Deutsche Handelsbank in 2022. No proprietary AI/ML technology or disclosed revenue figures are available in the source materials.
Vitafy firmographics
Firmographics- Name
- Vitafy
- Legal name
- ADDVANCE Consumer Health Group GmbH
- Website
- https://vitafybrands.de
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Vitafy is a German direct-to-consumer e-commerce platform operating five proprietary nutrition and fitness brands (GymQueen, BODYLAB, C.P. Sports, vom Achterhof, WYLD) targeted at health-conscious consumers, women fitness enthusiasts, sports nutrition users, and organic food buyers in Germany.
- Ownership category
- akta.pro rank
Vitafy industry classification
Industry- Product category
- Sports Nutrition E-commerce
- NAICS
- Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)
- SIC
- Food And Kindred Products (2000), Sporting & Athletic Goods, Nec (3949), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Vitafy is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices5 records
Markets served
Vitafy business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-consumer branded food products: Vitafy Brands generates revenue by selling their own branded nutrition and functional food products directly to consumers through their online platforms. The company owns multiple brands including GymQueen (fitness for women), Bodylab (sports nutrition), C.P. Sports (training accessories), and vom Achterhof (organic products). Products are delivered directly to customers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Vitafy product offering
Product offeringCore offering
Vitafy Brands sells its own portfolio of branded functional food, sports nutrition and organic nutrition products directly to end consumers via its own e-commerce platforms. The portfolio includes five sub-brands (GymQueen, BODYLAB, C.P. Sports, vom Achterhof, WYLD) covering women's fitness, general sports nutrition, training accessories, certified organic and natural breakfast/snacking categories. Products are delivered directly to German consumers from the company's online stores, with order fulfillment handled by Arvato distribution GmbH.
Product overview
Vitafy Brands operates as a portfolio of food and nutrition brands focused on healthy lifestyle products, delivered through online platforms. The portfolio consists of multiple sub-brands: GymQueen (women's fitness), BODYLAB (general sports nutrition), C.P. Sports (training accessories), vom Achterhof (certified organic products), and WYLD (natural breakfast/snacking). The brands are managed under ADDVANCE Consumer Health Group GmbH and are sold directly to consumers through e-commerce.
Differentiator
Problem solved
Functional benefit
Brands
- GymQueen: The most innovative fitness brand for women only
- BODYLAB
- C.P. Sports
- vom Achterhof
Products and services
- GymQueen Women's-only fitness nutrition brand offering innovative fitness nutrition products designed specifically for women's needs, sold directly via vitafybrands.de.
- BODYLAB General sports nutrition brand offering products for everybody covering broad sports nutrition needs, sold directly via vitafybrands.de.
- C.P. Sports Brand of professional training accessories for the weight training scene, sold directly via vitafybrands.de.
- vom Achterhof Brand of high-quality, certified organic natural products, sold directly via vitafybrands.de and backed by BIO-Zertifizierung DE-ÖKO-001.
- WYLD Truly natural breakfast and snacking brand launched in 2015 as Vitafy's first proprietary brand, focused on quality, sustainable farming, taste and modern design.
Companies that use Vitafy
Customer profileSegments4 records
Ideal customer profiles4 records
Vitafy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
Vitafy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered founding and core.
- Stefan PfannmöllerfoundingOlympic medal winner who co-founded Vitafy Brands together with Georg Bader, Christian Böhm, and Jürgen Englisch. His involvement provides credibility and expertise in sports nutrition and athletic performance.
- Arvato distribution GmbHcoreOrder fulfillment and logistics partner. Processes online orders and coordinates shipping through external shipping providers like DHL. Based in Werner-Schroeder-Str. 1, 21035 Hamburg.
Scale indicators1 record
Recent moves7 records
Expansion highlights5 records
Vitafy competitors and assessment
Company assessmentDirect peers
- Prozis: Portuguese D2C sports nutrition and supplements platform serving European consumers including Germany. Comparable online model and product breadth to Vitafy's sports nutrition offering.
- Myprotein: Large UK-headquartered D2C sports nutrition brand selling protein, supplements, and activewear globally through owned e-commerce. Direct competitor to Vitafy's BODYLAB and GymQueen brands in the same online sports nutrition category.
- Bulk Powders: UK D2C sports nutrition brand selling protein, creatine, vitamins, and functional foods via owned e-commerce. Direct peer on online sports nutrition model with European reach overlapping Germany.
- Foodspring: Berlin-based D2C sports nutrition and functional food brand (now part of Mars). Closest direct peer to Vitafy given German origin, similar e-commerce model, and overlapping sports nutrition/healthy food positioning.
- ESN (German Sports Nutrition): German D2C sports nutrition brand founded by bodybuilders, selling protein, creatine, and supplements online. Direct competitor to BODYLAB with comparable target customer and product range.
- nu3: Berlin-based D2C brand focused on functional food, smart nutrition, and supplements. Comparable to Vitafy's vom Achterhof and WYLD brands in the German health food e-commerce category.
Emerging players
- Alpha Foods: D2C plant-based sports nutrition and functional food brand. Comparable to Vitafy's sports nutrition and natural food brands with a focused positioning that overlaps GymQueen, BODYLAB, and WYLD consumers.
Regional players
- Gymgrossisten: Nordic D2C sports nutrition retailer serving Scandinavia with similar product mix to Vitafy's BODYLAB and GymQueen. Comparable category and model but primarily operates outside Vitafy's German core market.
Broad incumbents
- PowerBar: Established incumbent sports nutrition brand owned by Post Holdings. Competes across energy bars, gels, and recovery products sold through retail and online, overlapping with Vitafy's functional food and sports nutrition ranges.
- Weider: Long-standing international sports nutrition brand offering protein and supplements. Comparable to BODYLAB as a broader-portfolio incumbent in the same supplement category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Vitafy social profiles
Digital presenceVitafy compliance and trust
Trust signalCompliance1 record
Vitafy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vitafy leadership team
Management profileNumber of profiles
Profiles7 records
Vitafy funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vitafy M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vitafy
What does Vitafy do?
Vitafy Brands sells its own portfolio of branded functional food, sports nutrition and organic nutrition products directly to end consumers via its own e-commerce platforms. The portfolio includes five sub-brands (GymQueen, BODYLAB, C.P. Sports, vom Achterhof, WYLD) covering women's fitness, general sports nutrition, training accessories, certified organic and natural breakfast/snacking categories. Products are delivered directly to German consumers from the company's online stores, with order fulfillment handled by Arvato distribution GmbH.
Is Vitafy a public or private company?
Vitafy is a private company. It is classified as venture growth investor backed and is currently operating.
When was Vitafy founded?
Vitafy was founded in 2015. It employs 251 to 500 people.
Where is Vitafy based?
Vitafy is headquartered in Munich, Germany, in the Europe region.
How does Vitafy make money?
One revenue line is on record: direct-to-consumer branded food products.
Who are Vitafy's main competitors?
Direct peers on record are Prozis, Myprotein, Bulk Powders, Foodspring, ESN (German Sports Nutrition) and nu3. Alpha Foods is listed as an emerging player. Gymgrossisten is listed as a regional player. Broad incumbents are PowerBar and Weider.
Does Vitafy have an API?
No public API is recorded for Vitafy.
What industry is Vitafy in?
Vitafy's product category is Sports Nutrition E-commerce. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2000.