Vitafy

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.

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

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

• Sports nutrition e-commerce
• Fitness food brand portfolio
• Organic nutrition products
• Women's fitness supplements
• Training accessories retail

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

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

1. 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

Core 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.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration27 records

Partnerships

Two partnerships are on record, tiered founding and core.

• Stefan PfannmöllerfoundingStrategic or Co-development PartnerOlympic 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 GmbHcoreImplementation/ SI/ Consulting PartnerOrder 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

Direct 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

• Xx.com/vitafyofficial
• Facebookfacebook.com/vitafy.de

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vitafy