What Bucked Up does

Bucked Up (DAS Labs LLC) is a U.S.-based performance supplement and functional beverage company headquartered in Orem, Utah, founded in 2016 by brothers Ryan Gardner (CEO) and Jeff Gardner (VP of Operations). The company builds and sells pre-workout powders (Woke AF, Mother Bucker, Bucked Up Pre-Workout, Black Ant), creatine supplements including chewable Creatine Candy, ready-to-drink functional beverages (Bucked Up Energy, Drive Hydration, Refreshers, Cotton Candy Energy, Summer Lemonades), protein snacks (Protein Popcorn, Bucked Up Lightly Carbonated Protein), curated stacks (Babe Stacks, Fat Loss Biohack, Beginner Stack), and apparel. Its technical foundation is formulation chemistry rather than software: nootropic blends combining AlphaSize, Dynamine, and TeaCrine, and an exclusive use of GeniusPure alpha-GPC from ingredient partner NNB Nutrition, marketed at 99% purity and 108% clinically validated focus improvement.

Bucked Up operates an omnichannel go-to-market spanning direct-to-consumer e-commerce at buckedup.com with a Subscribe & Save subscription program (15% discount, free shipping over $100), Amazon, TikTok Shop social commerce, and over 100,000 retail locations worldwide including GNC, Vitamin Shoppe, Walmart, CVS, Walgreens, Dick's Sporting Goods, and a growing convenience-store and gas-station footprint for RTD beverages. The company also recently entered Canada via a Varon Wellness channel partnership. Customer acquisition is driven by large national marketing campaigns (a nearly $5 million Castaway campaign in 2026), celebrity athlete endorsements (Bryson DeChambeau), fitness influencer partnerships (Alex Eubank), limited-edition seasonal product drops, and charity-linked sweepstakes, including a competition program that has raised over $4.9 million for the B+ Foundation.

The company is privately held and founder-controlled with no disclosed external venture capital, private equity, or parent ownership, and no disclosed revenue. It targets fitness enthusiasts, athletes, and performance-conscious consumers across the U.S. and Canada with a portfolio built around high-stimulant pre-workout formulas, zero-sugar functional beverages, and emerging adjacent categories such as protein-enriched snacks and performance hydration.

Name

Bucked Up

Legal name

DAS Labs LLC

Website

https://buckedup.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Bucked Up is a U.S.-based supplement and functional beverage brand (DAS Labs LLC) selling pre-workout powders, RTD energy and hydration drinks, creatine, protein snacks, and apparel through DTC, Amazon, TikTok Shop, and 100,000+ retail locations for fitness enthusiasts and athletes.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD), Weight Management & Metabolic Supplements (CRADAGAG)

Keywords

• Sports nutrition supplements
• Pre-workout supplements
• Functional energy beverages
• Creatine supplements
• Fitness supplement brand

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue through buckedup.com with product sales, subscription (Subscribe & Save 15%), and one-time purchases across pre-workouts, energy drinks, protein products, and apparel
2. Wholesale/Retail Distribution: Revenue through retail partners including GNC, Vitamin Shoppe, Walmart, and 100,000+ retail locations worldwide. Products distributed through convenience stores and gas stations for RTD beverages
3. International Expansion: Revenue from international markets through partnerships like Varon Wellness in Canada distributing Bucked Up Lightly Carbonated Protein

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Bucked Up is a sports nutrition and functional beverage brand that manufactures and sells pre-workout supplements, ready-to-drink (RTD) energy and hydration drinks, creatine products, and related fitness supplements under brands including Bucked Up, Woke AF, Mother Bucker, Black Ant, Babe, Deer Antler Spray, Drive Hydration, and Refreshers. The brand sells direct-to-consumer through its own e-commerce site (buckedup.com) with a Subscribe & Save program, and distributes through Amazon, TikTok Shop, and 100,000+ retail locations including GNC, Vitamin Shoppe, Walmart, CVS, Walgreens, and Dick's Sporting Goods.

Product overview

Bucked Up is a U.S.-based supplement and beverage brand founded in 2016 by Ryan and Jeff Gardner, headquartered in Orem, Utah, and distributed by DAS Labs LLC. The company offers a diversified portfolio spanning high-stimulant pre-workout powders (including Woke AF, Mother Bucker, Bucked Up Pre-Workout, and Black Ant), ready-to-drink functional beverages (energy drinks, hydration drinks like Drive Hydration, Refreshers, and seasonal lemonades), creatine supplements (including chewable Creatine Candy and standard monohydrate), and curated product stacks (Babe Stacks, Fat Loss Biohack Stack, Beginner Stack). The brand positions itself as the #1 pre-workout brand in the United States, available in over 100,000 retail locations including GNC and Vitamin Shoppe, with recent expansion into new categories like protein snacks (Protein Popcorn) and limited-edition beverages. The product ecosystem serves athletes and fitness consumers seeking high-performance supplements with nootropics and stimulant formulations.

Differentiator

Problem solved

Functional benefit

Brands

• BABE: A product line/sub-brand of Bucked Up.
• Deer Antler Spray

Products and services

• Woke AF - High Stimulant Pre-Workout High-stimulant pre-workout powder ($54.99) providing maximum energy, focus, and pump during workouts; formulated with extreme caffeine content for experienced users seeking intense stimulation.
• Mother Bucker Pre-Workout 400mg caffeine pre-workout supplement ($59.99) delivering sustained energy, focus, and workout intensity for serious athletes seeking high caffeine content.
• Bucked Up Pre-Workout Foundational pre-workout supplement ($49.99) providing energy, focus, and pump for men and women, available in multiple flavors including Miami (Strawberry/Mango/Pineapple).
• Black Ant Pre-Workout Strength-focused pre-workout ($49.99) combining creatine, nootropics, and traditional performance ingredients, positioned as a comprehensive performance stack for athletes and active individuals.
• Creatine Candy Chewable micronized creatine monohydrate supplement ($31.99) in multiple flavors (Cherry, Green Apple, Blue Raspberry, Strawberry Mango, Heart Shaped Variety) providing a convenient alternative to traditional creatine powder.
• Creatine Monohydrate Pure creatine monohydrate powder designed to enhance strength and recovery, available in Fruit Punch flavor and other flavors.
• FLOW Nitric Oxide Supplement Nitric oxide supplement powered by NOV8 technology, designed for users feeling over-caffeinated; provides pump and performance benefits with reduced stimulant content.
• Drive Hydration RTD Beverage 16 oz performance-focused ready-to-drink hydration drink with electrolytes and nootropics (including GeniusPure alpha-GPC); developed in collaboration with professional golfer Bryson DeChambeau for cognitive performance and hydration.
• Refreshers RTD Beverage 12 oz zero-sugar carbonated caffeinated functional beverage with 100mg caffeine, BCAAs, and L-Theanine; available in Lemonade, Pineapple Mango, Mango Dragonfruit, and Strawberry Acai flavors for lighter energy and recovery.
• Bucked Up Energy Drinks (RTD) Ready-to-drink energy beverages in 7.5 oz compact cans with zero sugar and no artificial colors; available in White Gummy Deer, Miami, Rocket Pop, and Frosted Lemonade flavors, containing nootropics including AlphaSize, Dynamine, and TeaCrine for cognitive performance and sustained energy.
• Protein Popcorn Protein-rich snack delivering 12g of protein per 2 oz bag at $5.99; available in Jalapeño Cheddar, Garlic Parmesan, Kettle Corn, and White Cheddar flavors, positioned as a protein-rich snack alternative available at convenience stores, gas stations, and buckedup.com.
• Cotton Candy Energy RTD Limited-edition ready-to-drink energy drink in Cotton Candy flavor with zero sugar and 300mg natural caffeine; produced in a single run with no restock planned.
• Summer Lemonades (Limited Edition Pre-Workout Lineup) Limited-edition seasonal pre-workout lineup in three lemonade flavors (Blackberry Lemonade, Dragon Fruit Lemonade, Peach Lemonade) across five pre-workout formulas plus an RTD energy drink option (Dragon Fruit Lemonade); available while supplies last.
• Bucked Up Lightly Carbonated Protein Functional lightly carbonated protein beverage with 25 grams of protein, no fat, no sugar, and no caffeine; distributed internationally through Varon Wellness in Canada.
• Babe by Bucked Up (Sub-Brand Product Line) Sub-brand product line (BABE) targeting female fitness consumers with curated supplement offerings; registered trademark under the Bucked Up portfolio.
• Bucked Up Apparel Summer performance workout apparel collection featuring lightweight gear in bright summer colors (orange, pink, red, blue) including men's and women's activewear designed for workouts.

Quantifiable outcome

• 108% increase in focus with GeniusPure™ alpha-GPC (clinically validated)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core, flagship and growth.

• Colossal / Ms. and Mr. Health & FitnesscoreStrategic or Co-development Partner · 22 April 2026Bucked Up sponsors the Ms. and Mr. Health & Fitness competition organized by Colossal, generating nearly $5 million for The Andrew McDonough B+ Foundation's childhood cancer research and family assistance programs. The event showcases everyday athletes and drives charitable impact through community engagement.
• NNB NutritioncoreTechnology or Integration · 16 April 2026NNB Nutrition provides GeniusPure™ alpha-GPC ingredient powering Bucked Up Drive Hydration product. The ingredient offers clinically validated 108% increase in focus and 99% purity for clean-label RTD formulations. This partnership supports Bucked Up's positioning in the functional beverage market with cognitive performance benefits.
• Bryson DeChambeauflagshipGTM or Marketing Partner · 6 April 2026Professional golfer Bryson DeChambeau collaborated on Drive Hydration product development and endorsement. The athlete-branded partnership positions Bucked Up in the performance hydration market targeting serious athletes.
• Varon WellnessgrowthChannel Partner/ Reseller/ Distributor · 17 March 2026Varon Wellness expanded Bucked Up's presence in Canada by launching Bucked Up Lightly Carbonated Protein beverage. This partnership represents Bucked Up's international distribution strategy through regional partners familiar with local markets.
• Alex EubankcoreGTM or Marketing Partner · 7 November 2025Fitness influencer Alex Eubank partnered with Bucked Up for Black Friday campaign and sweepstakes promotion. The partnership includes charitable component supporting veteran mental health alongside commercial promotional activities.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ghost Lifestyle: Direct competitor across sports nutrition and functional beverages, offering pre-workouts, protein, and lifestyle supplements with brand-led marketing and broad retail distribution. Recently partnered with Keurig Dr Pepper to accelerate retail scale, providing a directly comparable omnichannel playbook.
• Celsius Holdings: Direct peer in fitness-positioned functional beverages with mass retail distribution and zero-sugar positioning. Comparable RTD strategy targeting the same active-lifestyle consumer base as Bucked Up's Refreshers and Energy Drinks.
• Alani Nu: Direct peer in female-leaning functional beverages and supplements with pre-workout, energy drink, and protein product lines. Sells via DTC and mass retail, mirroring Bucked Up's category mix and channel strategy.
• Cellucor / C4: Established pre-workout brand (C4 Original) with broad retail distribution and energy drink line. Owned by Monster Beverage, providing a direct head-to-head competitor in pre-workout supplements and functional beverages.
• G Fuel: Direct competitor in powdered energy supplements and RTD energy drinks with creator-led marketing and influencer endorsement model that closely parallels Bucked Up's partnership-driven GTM.
• Bang Energy: Direct competitor in high-caffeine RTD energy drinks with performance-positioned branding and broad retail distribution, including convenience and club channels comparable to Bucked Up's RTD rollout strategy.

Broad incumbents

• Optimum Nutrition (Glanbia): Large incumbent sports nutrition brand (Gold Standard Whey, ESSENTIAL AMIN.O.ENERGY) owned by Glanbia with broad mass-market distribution. Overlapping supplement portfolio and similar shelf presence at GNC, Vitamin Shoppe, and Walmart.
• MUSCLEPHARM (Rogue Fitness): Broader incumbent in fitness and performance with sports supplements sharing the gym/fitness-lifestyle audience. Comparable positioning across performance protein, pre-workout, and recovery products.
• Red Bull: Established incumbent in the energy drink category with extreme-sports and athlete sponsorship model. Comparable sponsorship-driven brand-building approach to Bucked Up's DeChambeau partnership, but at materially greater scale.

Others

• GNC Holdings: Major retail distribution partner for Bucked Up's supplement SKUs and an adjacent retailer with exclusive and proprietary brands. Functions as both a key sales channel and a partial competitive overlap in-store.

Market position

Strengths4 records

Weaknesses4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Buckedup

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Bucked Up