Name

Jocko Fuel

Legal name

JOCKO FUEL, LLC

Website

https://JockoFuel.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Soft Drink Manufacturing (312111), Food (Health) Supplement Retailers (456191), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Sports Drinks & Hydration Beverages (CRADAHAK), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Weight Management & Metabolic Supplements (CRADAGAG), Sports Nutrition & Performance Fueling (HSADAFAD), Sports & Isotonic Drink Production (AFAFAFAB)

Keywords

• Sports nutrition supplements
• Protein powders
• Energy drinks
• Clean label supplements
• Performance nutrition

Headquarters

HQ city

Jay

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales (DTC): Direct-to-consumer sales of supplements, protein products, and functional drinks via JockoFuel.com. Products include protein powders, ready-to-drink shakes, energy drinks, hydration products, and daily supplements across multiple price points ($19.99-$99.99). Subscription model (Subscribe & Save) drives recurring revenue with 10% discount.
2. Amazon Marketplace: Sales through Amazon.com alongside DTC, with Combat Tested 3.0 and other products available via the platform.
3. Retail Distribution: Wholesale distribution through major retail chains including Walmart, The Vitamin Shoppe, GNC, 7-Eleven, Wawa, HEB, MAPCO, Publix, and Meijer, with dedicated wholesale inquiries page.
4. Affiliate/Referral Program: CJ Publisher affiliate network driving customer acquisition through third-party promoters who earn commissions on referred sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels7 records

Core offering

Jocko Fuel manufactures and sells a portfolio of clean-label sports nutrition supplements and beverages, including protein powders, ready-to-drink protein shakes, energy drinks, hydration products, pre-workout formulas, and specialized supplements (testosterone optimization, joint support, cardiovascular health, nootropics, and anti-aging). The company emphasizes clinically dosed ingredients, full label transparency with no proprietary blends, and third-party testing. Products are sold direct-to-consumer via JockoFuel.com with a subscription option, through Amazon, and via major retail chains.

Product overview

Jocko Fuel is a performance nutrition brand founded in 2017 by retired Navy SEAL Jocko Willink and co-founder Pete Roberts, headquartered in Maine. The company operates as a direct-to-consumer supplement business offering a broad portfolio of clean-label products organized into five main categories: Protein (including ready-to-drink shakes, protein powders, protein isolate, and protein cookies), Energy Drinks and Pre-Workout (energy drinks and pre-workout powders), Supplements (testosterone optimization, cardiovascular support, joint health, digestive enzymes, collagen + colostrum, fat burner, nootropics, anti-aging, vitamins, krill oil, magnesium, immunity, and sleep support), Nutrition (hydration drinks, electrolyte sticks, greens, and creatine), and Warrior Kid (kids protein shakes and gummy supplements). The product line features the Pro Series sub-brand offering clinical-strength formulations for elite athletes, and the Jocko Mölk sub-brand for protein products. All products emphasize full ingredient transparency, clinically dosed ingredients, third-party testing, and no proprietary blends, no fillers, and no artificial additives.

Differentiator

Problem solved

Functional benefit

Brands

• JOCKO GO: Clean energy drinks with 95mg caffeine, electrolytes, and nootropics, available in 10 flavors.
• JOCKO MÖLK
• Pro Series
• Warrior Kid
• Combat Tested

Products and services

• Jocko GO Energy Drinks Clean energy drink delivering 95mg of caffeine with electrolytes and nootropics, zero sugar, no artificial flavors or sweeteners, available in 10 flavors including Pink Lemonade, Orange, Black Cherry Vanilla, Blue Raspberry, Iced Tea Lemonade, Lemon-Lime, Mango Passionfruit, Pineapple Coconut, Sour Apple, and Watermelon. Targeted at fitness enthusiasts and consumers seeking clean energy.
• Jocko Mölk Protein Shakes (RTD) Ready-to-drink protein shakes providing 30g of grass-fed protein per serving with no added sugar, no artificial flavors, sweeteners, fillers, or additives, available in Chocolate, Vanilla, Sweet Cream Coffee (with 95mg caffeine), and Banana Cream flavors.
• Jocko Mölk Protein Powder Time-released protein powder blending whey protein, micellar casein, and egg protein with digestive enzymes and probiotics, sweetened with Jocko GOOD Sweetener (allulose, monk fruit extract, Reb-M), delivering 22g of protein per serving. Available in 8 flavors.
• Jocko Mölk Chocolate Chip Protein Cookies High-protein, soft-baked cookies delivering 14g of protein per cookie from whey protein isolate and milk protein isolate, with no added sugar, no artificial sweeteners, and no sugar alcohols, sweetened with monk fruit, allulose, and Reb-M.
• Jocko Hydrate Drinks Electrolyte hydration drinks providing all 4 essential electrolytes in clinical doses, zero sugar, no artificial flavors or sweeteners, available in Fruit Punch, Blue Raspberry, Island Orange, and Lemon Lime flavors.
• Jocko Hydrate Sticks Portable electrolyte stick format offering the same benefits as Jocko Hydrate Drinks for on-the-go hydration.
• Rapid Hydration+ Electrolyte stick supplement providing all essential electrolytes in a concentrated, portable format for rapid hydration.
• Jocko Greens Greens and adaptogens supplement supporting hybrid nutrition, functional wellness, and clean-label positioning.
• Jocko Creatine Creatine monohydrate supplement for strength and power support, available in 30-serving stick pack format.
• Combat Tested 3.0 Natural testosterone optimization supplement featuring TestFACTOR (patented botanical complex), Tongkat Ali, Shilajit, DIM, Boron, Vitamin D, Ginger Root, Aged Garlic Extract, and Calcium for supporting hormone balance, energy, and lean muscle growth.
• Pro Series Muscle Drive Dual-action muscle support supplement combining Di-Leucine (DL185) for muscle protein synthesis, HMB for anti-catabolic protection against muscle breakdown, and full-spectrum EAAs for recovery. Available in Mango Passionfruit and Orange Lychee flavors.
• Pro Series Protein Isolate High-purity, fast-digesting protein isolate providing 25g protein, 0.5g fat, 3g carbs, and 110 calories per serving from a dual-source blend of instantized whey protein isolate and HydroBeef hydrolyzed beef protein isolate, with digestive enzymes and probiotic. Over 90% protein by weight. Available in Chocolate, Vanilla, and Caramel flavors.
• Cardiovascular Support Advanced heart support supplement providing multi-pathway cardiovascular support targeting blood pressure (Olive Leaf Extract), cholesterol balance (Bergamonte citrus bergamia), circulation (Nattokinase 6,000 FU), and arterial health (Pomegranate extract), all at clinically relevant doses.
• Joint Warfare Joint support supplement combining seven science-backed ingredients including Glucosamine HCl, MSM, Turmeric Extract (95% curcuminoids), Boswellia Serrata Extract, Sea Cucumber Powder, Quercetin, and Hyaluronic Acid for cartilage integrity, inflammation support, and mobility.
• Digestive Enzymes Full-spectrum digestive enzyme supplement supporting breakdown of proteins, fats, carbs, fiber, dairy, and plant anti-nutrients including multi-stage protease complex with Betaine HCl, carb/dairy/fiber enzyme complexes, lipase, and phytase.
• Collagen + Colostrum Synergistic recovery supplement combining 15g hydrolyzed collagen (Types I, II, III) with 2g first-milking colostrum (25% IgG) for joint, tendon, and connective tissue support alongside gut lining repair and immune defense.
• Jocko Burner Fat burner supplement designed to support metabolic function and fat loss as part of a clean-label supplement lineup.
• Brain Power Nootropics Nootropic supplement combining Alpha GPC, Citicoline Sodium, caffeine, L-theanine, TeaCrine (Dynamine), Theobromine, Rhodiola Rosea, Beet Root Powder, and L-Carnitine for sustained mental energy, focus, memory, and cognitive clarity without jitters or crash.
• Time War Daily anti-aging multivitamin packet containing NAD3, PQQ, YUTH (spermidine) for cellular health and longevity, over 20 essential vitamins and minerals, adaptogens (KSM-66 Ashwagandha, Rhodiola), Lutemax for eye health, and Alpha GPC for cognitive function. Delivered as 4 capsules and 1 tablet per daily pack.
• Vitamin D3+K2 Vitamin supplement combining D3 and K2 for bone health and calcium utilization support.
• Vitamin B-Complex B-vitamin complex supplement supporting energy metabolism and overall health.
• Super Krill Oil Krill oil supplement providing omega-3 fatty acids and antioxidant support for cardiovascular and joint health.
• Jocko Magnesium Magnesium supplement supporting muscle function, recovery, and overall wellness.
• Cold War Immunity Immune support supplement designed to support immune function and resilience.
• Good Night 2.0 Sleep support supplement designed to promote restful sleep and recovery.
• Jocko Pre-Workout Pre-workout energy supplement combining caffeine, BCAAs, and clean ingredients designed to deliver energy and endurance without jitters or crash.
• Warrior Kid Protein Shakes Kids protein shake providing clean protein nutrition for children in Chocolate and other flavors.
• Warrior Kid Multivitamin Gummies Kids multivitamin gummy supplement providing essential vitamins and minerals for children's daily nutrition.
• Warrior Kid Focus Gummies Kids focus and cognitive support gummy supplement for concentration and mental performance in children.
• Warrior Kid Sleep Gummies Kids sleep support gummy supplement designed to help children wind down and get restful sleep.
• Jocko Drinks Bundle Bundled package of Jocko Fuel drinks combining energy drinks, protein shakes, and/or hydration drinks for savings and convenience.
• Jocko Fuel Merchandise Branded apparel and merchandise items bearing the Jocko Fuel brand, available in the merchandise collection.

Quantifiable outcome

• Up to 19% increase in total testosterone and up to 20% increase in free testosterone levels (Combat Tested 3.0 with TestFACTOR, based on 4 randomized placebo-controlled clinical studies)
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• PLT Health SolutionscoreTechnology or Integration · 1 April 2026PLT Health Solutions provides TestFACTOR, a patented botanical complex derived from Mangifera indica bark and Sphaeranthus indicus, as a key ingredient in Jocko Fuel's Combat Tested 3.0 testosterone optimization supplement. TestFACTOR is backed by four randomized, placebo-controlled clinical studies demonstrating efficacy. The partnership enables Jocko Fuel to differentiate Combat Tested 3.0 with a clinically validated, human-tested ingredient.

Scale indicators3 records

Recent moves5 records

Direct peers

• Transparent Labs: Transparent Labs is a DTC sports nutrition brand built on full ingredient transparency, clinically dosed formulations, and no proprietary blends — a near-direct comparable to Jocko Fuel's clean-label positioning, with overlapping customer bases in fitness and performance.
• Legion Athletics: Legion Athletics sells clinically dosed, all-natural sports supplements direct-to-consumer with a science-first brand voice that mirrors Jocko Fuel's "no proprietary blends, full disclosure" approach, targeting similar performance-focused athlete and lifter personas.
• Bucked Up: Bucked Up is a lifestyle sports nutrition brand with pre-workouts, BCAAs, protein, and energy drinks sold DTC and via retail — comparable to Jocko Fuel in product portfolio breadth, retail distribution model, and motivational/athletic branding.
• Onnit: Onnit sells a broad clean-label supplement portfolio (protein, pre-workout, nootropics, testosterone support) anchored by a strong founder brand (Joe Rogan affiliation) and DTC-plus-retail distribution — directly comparable in go-to-market and clean-label positioning.
• Ghost Lifestyle: Ghost Lifestyle is a supplements and lifestyle brand combining protein, pre-workout, and energy drinks with crossover apparel and a strong social/community identity — closely aligned with Jocko Fuel's premium lifestyle + community-led GTM motion.
• Myprotein: Myprotein is one of the largest DTC sports nutrition brands globally with protein, vitamins, and performance supplements; comparable to Jocko Fuel in DTC-led scale, broad SKU breadth across protein and functional supplements, and subscription mechanics.

Broad incumbents

• Optimum Nutrition (Glanbia): Optimum Nutrition is the established category leader in sports nutrition (Gold Standard whey, serious mass) with deep mass-market retail penetration; a comparable incumbent against which Jocko Fuel positions its premium clean-label alternative.
• Cellucor (C4 Energy): Cellucor / C4 is a large incumbent in pre-workout and energy drinks with major retail distribution (Walmart, 7-Eleven, GNC), directly comparable to Jocko Fuel's Jocko GO and Pre-Workout lines and convenience-channel strategy.
• Celsius Holdings: Celsius is a leading better-for-you energy drink brand with nationwide retail and convenience-store placement; a relevant incumbent comparable to Jocko Fuel's Jocko GO energy drink line and shared 7-Eleven/Wawa distribution footprint.
• GNC Holdings: GNC is a major nutritional supplements retailer and brand portfolio; comparable as both a distribution partner (Jocko Fuel products are sold at GNC) and a competitive incumbent in the broader supplements category.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/jockofuel
• YouTubeyoutube.com/@jockofuel
• Facebookfacebook.com/jockofuel
• Instagraminstagram.com/jockofuel
• TikToktiktok.com/@jockofuel
• LinkedInlinkedin.com/company/originusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

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

M&A

Investments

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

Frequently asked questions about Jocko Fuel