Wolfson Brands

What Wolfson Brands does

Wolfson Brands, operating through its legal entity Wolfson Group Limited, is a UK-based private limited company headquartered in Glasgow that runs a global portfolio of direct-to-consumer wellness and sports nutrition brands. The group controls the end-to-end customer journey from brand concept and creation through marketing, logistics and post-sale support, selling primarily through dedicated brand storefronts on .com domains.

The portfolio spans ingestible supplements (CrazyBulk, PhenQ, D-Bal MAX, TestoPrime, NooCube, Phen24, AirSnore, YourBiology, Crazy Nutrition), functional hydration (Good Salt, with its Mode-based hydration system comprising three electrolyte blends for moving, thinking, and slowing-down states priced at $34.99, $49.99, and $54.99), a Hyrox-style performance gym concept (CaveFit), an affiliate marketing platform (FanFuel) leveraging 13+ years of e-commerce experience, and a social enterprise (Wolfson Wellbeing) offering corporate wellness training under a buy-one-give-one charity model. Underlying technology is primarily e-commerce and brand marketing infrastructure; the Mode Hydration system represents a configurable product platform rather than a software platform.

The business model is multi-brand D2C ecommerce supplemented by affiliate-driven performance marketing (via FanFuel), B2I/corporate wellness contracts (via Wolfson Wellbeing) and in-person fitness services (via CaveFit). The company is privately held, employs 11-50 staff, has not disclosed funding rounds or revenue, and lists Jonas Fandrey as Chief Operating Officer.

Name

Wolfson Brands

Legal name

Wolfson Group Limited

Website

https://wolfsonbrands.com

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

11–50 employees

Short description

Wolfson Brands (Wolfson Group Limited) is a UK-based private ecommerce group that owns and operates a global portfolio of direct-to-consumer sports nutrition, supplement, hydration, fitness and affiliate-marketing brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Pricing tiers

Distribution channels1 record

Marketing channels1 record

Core offering

Wolfson Brands operates a portfolio of direct-to-consumer wellness sub-brands selling sports nutrition supplements, hydration products, fitness services, and a social-enterprise training programme. The company controls the complete customer journey from brand creation and product sourcing to marketing, logistics and customer support across brands such as CrazyBulk, PhenQ, D-Bal MAX, TestoPrime, Phen24, NooCube, AirSnore, YourBiology, Crazy Nutrition, Good Salt, CAVEFIT, FanFuel and Wolfson Wellbeing.

Product overview

Wolfson Brands (Wolfson Group) operates as a global wellness company controlling the complete customer journey from brand concept and creation to marketing, logistics and support. The portfolio consists of multiple sub-brands under a unified ecosystem: Good Salt (hydration/electrolytes), CAVEFIT (gym/fitness training), and FanFuel (affiliate marketing platform), alongside a range of health supplement brands including CrazyBulk (bodybuilding), PhenQ (weight management), D-Bal MAX (muscle building), Crazy Nutrition (nutritionals), NooCube (cognitive enhancement), TestoPrime (testosterone support), Phen24 (fat burning), AirSnore (sleep support), and YourBiology (general wellness). The company also operates Wolfson Wellbeing as a social enterprise for corporate training with charitable giving. The brands collectively target fitness, weight management, cognitive performance, and general wellness through nutritional supplements and fitness services.

Differentiator

Problem solved

Functional benefit

Brands

• Good Salt: Mode-based hydration system with electrolytes and functional ingredients for different daily states.
• CaveFit
• FanFuel
• Wolfson Wellbeing
• CrazyBulk
• PhenQ
• D-Bal MAX
• Crazy Nutrition
• NooCube
• TestoPrime
• Phen24
• AirSnore
• YourBiology

Products and services

• CrazyBulk Bodybuilding and muscle-building supplement brand offering performance and muscle-gain products for fitness-focused consumers.
• PhenQ
• D-Bal MAX
• Crazy Nutrition
• NooCube
• TestoPrime
• Phen24
• AirSnore
• YourBiology
• Good Salt
• CAVEFIT
• FanFuel
• Wolfson Wellbeing

Quantifiable outcome

• Products identified as top male fat burner supplements for 2026 by industry expert

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves4 records

Expansion highlights6 records

Direct peers

• MyProtein: Owned by THG Holdings, MyProtein is one of the largest UK-based DTC sports nutrition brands selling protein, fat-burner and performance supplements globally. Directly comparable to Wolfson's CrazyBulk, PhenQ and D-Bal MAX lines in product, customer and channel.
• Applied Nutrition: UK sports-nutrition brand offering protein, pre-workout and wellness supplements through DTC and retail. Closely overlaps Wolfson's supplement portfolio in product mix, target customer and UK e-commerce-led go-to-market.
• Bulk Powders: UK-based DTC sports nutrition brand with a wide supplement catalogue sold direct and via Amazon. Comparable to Wolfson on category, customer base and global e-commerce distribution model.
• Cellucor (C4): US sports nutrition brand best known for C4 pre-workout and a portfolio of performance and weight-management supplements. Comparable to CrazyBulk/D-Bal MAX on category, brand-led marketing model and global DTC+retail presence.
• Grenade: UK-founded sports nutrition brand with hero fat-loss and protein products sold globally through DTC and major retailers. Closely comparable to Wolfson's PhenQ line on positioning, customer and channel mix.
• Bio-Synergy: UK sports nutrition and wellness brand offering a broad supplement range via DTC and retail. Comparable to Wolfson on UK roots, multi-category supplements portfolio and consumer wellness positioning.
• Onnit: US supplements brand focused on nootropics, fitness and overall wellness, sold primarily DTC. Directly comparable to Wolfson's NooCube and YourBiology cognitive/wellness SKUs on product, customer and content-led marketing model.

Broad incumbents

• Optimum Nutrition: Glanbia-owned global sports nutrition brand and category leader (Gold Standard Whey). Broader incumbent competing with Wolfson's CrazyBulk/D-Bal MAX on shelf and DTC, with deeper capital and wider distribution.
• GNC: Large global supplement retailer and brand portfolio across vitamins, sports nutrition and wellness. Broad incumbent competing with Wolfson's brands across nearly every category, but more retail-weighted and less DTC-specialised.
• Herbalife: Global nutrition and weight-management company with a large branded supplement catalogue. Broad incumbent comparable to Wolfson's fat-loss and wellness lines, although distributed through MLM rather than DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wolfsonbrands
• LinkedInlinkedin.com/company/wolfson-brands

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries13 records

Funding overview

Funding rounds

Investors

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 Wolfson Brands