Ascent Protein
Ascent Protein is a Colorado-based clean-label sports nutrition company that designs and sells protein powders, Creapure creatine, hydration products, and functional iced coffees to athletes and health-conscious consumers via DTC e-commerce, major U.S. retailers, gyms, and wholesale channels, with international expansion underway through a UK/Europe partnership.
- Company typePrivate
- Founded2016
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ascent Protein does
Ascent Protein is a Colorado-based, privately held sports nutrition company that formulates and distributes clean-label protein powders, creatine, hydration products, functional iced coffees, and branded apparel. Founded in 2016, the company operates with a headcount of 11-50 employees and is headquartered in the Louisville/Denver area. Its core technical positioning centers on minimal-ingredient formulations using Native Whey Protein Isolate, Micellar Casein, Creapure creatine monohydrate (German-sourced premium creatine), and Coffeeberry Energy for clean caffeine, with zero artificial flavors or sweeteners across the product line. Every product carries Informed Sport third-party certification for banned substances, alongside gluten-free, rBST-free, vegan, GMO-free, sucralose-free, and soy-free certifications on applicable SKUs.
The company's product portfolio spans roughly 25 SKUs across Whey Protein (11 flavors), Micellar Casein (3 flavors), Clear Whey Protein Isolate (2 flavors), Iced Coffee + Protein (2 flavors), Clean Creatine (3 sizes including a 2026-launched portable stick pack), and Clean Hydration + Energy (3 flavors), plus an apparel and accessories line. The business operates a hybrid go-to-market: direct-to-consumer e-commerce at AscentProtein.com with a subscription option offering a 10% discount and an Ascent Rewards loyalty program; broad retail distribution through Whole Foods Market, Amazon, Walmart, Costco, and Target; specialty distribution through thousands of local gyms; and a B2B wholesale platform (wholesale.ascentprotein.com) for resellers. Marketing is anchored by professional athlete endorsements — notably NFL linebacker Fred Warner — supported by an ambassador program spanning mountain bikers, runners, and fitness enthusiasts, plus content marketing, social media, and PR placements in major fitness publications.
Revenue mechanics combine one-time and recurring consumer purchases across multiple channels, with the subscription program and wholesale channel providing the closest analogues to recurring revenue. The company's first major international expansion was announced in March 2026 through a partnership with UK-based health and wellness platform Healf, bringing 100% Whey, Clean Whey, and Clean Creatine to the U.K. and European markets. Active product innovation continued through 2026 with the April launch of a limited-time Key Lime Pie Whey Protein flavor and the June launch of Creapure Creatine Stick Packs in a single-serve portable format. No funding rounds, acquisitions, or institutional capital raises are disclosed in the source data.
Ascent Protein firmographics
Firmographics- Name
- Ascent Protein
- Legal name
- Ascent Protein
- Website
- https://ascentprotein.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ascent Protein is a Colorado-based clean-label sports nutrition company that designs and sells protein powders, Creapure creatine, hydration products, and functional iced coffees to athletes and health-conscious consumers via DTC e-commerce, major U.S. retailers, gyms, and wholesale channels, with international expansion underway through a UK/Europe partnership.
- Ownership category
- akta.pro rank
Where Ascent Protein is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ascent Protein business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Protein Supplement Sales: Primary revenue stream through AscentProtein.com direct-to-consumer sales of protein powders, creatine, and hydration supplements. One-time purchase and subscription options available with 10% subscription discount.
- Retail Distribution: Revenue through major retail partners including Whole Foods Market, Amazon, Walmart, Costco, and Target. Products also available at local gyms nationwide.
- Apparel and Accessories: Secondary revenue stream from branded merchandise including hoodies, shirts, tanks, hats, flags, and blender bottles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Whey Protein Powder - Multiple Size Options |
| Unit Pricing | Pay-as-you-go | Micellar Casein Protein Powder |
| Unit Pricing | Pay-as-you-go | Clear Whey Protein Isolate |
| Unit Pricing | Pay-as-you-go | Clean Creatine - Travel Packs |
| Unit Pricing | Pay-as-you-go | Clean Creatine - 45 Servings |
| Unit Pricing | Pay-as-you-go | Clean Creatine - 100 Servings |
| Unit Pricing | Pay-as-you-go | Iced Coffee + Protein |
| Unit Pricing | Pay-as-you-go | Caramel Iced Coffee + Protein |
| Unit Pricing | Pay-as-you-go | Hydration + Energy |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels8 records
Ascent Protein product offering
Product offeringCore offering
Ascent Protein manufactures and sells clean-label sports nutrition supplements including 100% Whey Protein powders (25g protein per serving), Micellar Casein for overnight recovery, Clear Whey Protein Isolate, Creapure Creatine Monohydrate, Iced Coffee + Protein, and Clean Hydration + Energy products, all formulated with zero artificial flavors or sweeteners and third-party Informed Sport certified. The company sells these products directly to consumers via its own e-commerce site (with subscription options), through major national retailers such as Whole Foods, Amazon, Walmart, Costco, and Target, at local gyms, and through a wholesale platform serving fitness businesses.
Product overview
Ascent Protein is a clean sports nutrition company offering a portfolio of protein powders, supplements, and branded apparel. Core products include 100% Whey Protein (11 flavors: Chocolate, Vanilla, Chocolate Peanut Butter, Strawberry, Mint Chocolate Chip, Lemon Sorbet, Peppermint Mocha, Unflavored, Brownie Batter, Fruity Cereal, Key Lime Pie) delivering 25g protein per serving; Micellar Casein (3 flavors: Chocolate, Chocolate Peanut Butter, Vanilla Bean) for slow overnight recovery with 25g protein; Clear Whey Protein Isolate (2 flavors: Orange Mango, Pineapple Coconut) delivering 20g light protein at 100 calories; Iced Coffee + Protein (2 flavors: Original, Caramel) combining 20g protein with 100mg caffeine; Clean Creatine Monohydrate (3 sizes: 15 Travel Packs, 45 Servings, 100 Servings) made with Creapure at 5g per serving; and Clean Hydration + Energy (3 flavors: Raspberry Lemonade, Orange Mango, Citrus) with 400mg electrolytes and 100mg caffeine. All products feature zero artificial flavors or sweeteners, are third-party tested for banned substances via Informed Sport, and are certified gluten-free. Products are available through direct-to-consumer e-commerce, major retail partners (Whole Foods, Walmart, Costco, Target), and wholesale channels.
Differentiator
Problem solved
Functional benefit
Products and services
- 100% Whey Protein Powder 100% Whey Protein Powder delivering 25g of clean, fast-digesting protein per scoop with zero artificial flavors or sweeteners, available in multiple flavors and sizes (1lb to bulk) for post-workout recovery. Includes 5.5g BCAAs and is Informed Sport certified and gluten-free.
- Micellar Casein Protein Powder Slow-digesting micellar casein protein powder providing 25g of protein over 6–8 hours, ideal for overnight muscle recovery. Available in Chocolate, Chocolate Peanut Butter, and Vanilla Bean flavors with 4.9g BCAAs and 10.7g essential amino acids. Informed Sport certified, gluten-free, and soy-free.
- Clear Whey Protein Isolate Light, refreshing clear whey protein isolate with 20g of clean protein per serving and 100 calories, in Orange Mango and Pineapple Coconut flavors. Zero artificial flavors or sweeteners; sucralose-free and soy-free.
- Clean Creatine Monohydrate Unflavored creatine monohydrate powder made with 100% Creapure (German-made premium creatine), delivering 5g per serving to build strength, endurance, and lean muscle mass. Available in three sizes: 15 Travel Packs (single-serve stick packs, June 2026 launch), 45 Servings, and 100 Servings (bulk). Informed Sport certified, vegan, and gluten-free.
- Iced Coffee + Protein Protein-infused iced coffee combining 20g of clean whey protein with 100mg of caffeine from Colombian coffee and Coffeeberry Energy. Available in Original and Caramel flavors. Zero artificial flavors or sweeteners; Informed Sport certified.
- Clean Hydration + Energy Hydration and energy powder combining 400mg of electrolytes for hydration with 100mg of caffeine from Coffeeberry Energy for natural energy. Available in Raspberry Lemonade, Orange Mango, and Citrus flavors. Zero artificial flavors or sweeteners, Informed Sport certified, vegan, gluten-free, GMO-free, and sucralose-free.
- Ascent Apparel Brand merchandise including flags, blender bottles, hoodies, shirts, tanks, and hats featuring Ascent Protein branding.
Quantifiable outcome
- 25g protein per serving equivalent to protein in 4 large eggs, 1 small chicken breast, or 3 cups of whole milk
- +3 more outcomes
Companies that use Ascent Protein
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Ascent Protein technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Ascent Protein partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HealfcoreFirst major international retail partnership for Colorado-based Ascent Protein with UK-based health and wellness platform Healf. Partnership enables launch of Ascent products in U.K. and across Europe starting March 2026. Initial product lineup includes 100% Whey Protein, Clean Whey Protein, and Clean Creatine. Represents significant milestone marking Ascent's initial international expansion.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
Ascent Protein competitors and assessment
Company assessmentDirect peers
- Optimum Nutrition: Optimum Nutrition (Glanbia) is the dominant legacy sports nutrition brand selling whey protein, casein, and creatine through mass retail, gyms, and DTC. Directly comparable to Ascent across core product categories, channels, and target athlete consumer.
- MyProtein: MyProtein (THG) is a global sports nutrition brand offering whey, creatine, and hydration products through DTC and Amazon. Ascent competes head-to-head on clean-label whey and creatine, and is now entering MyProtein's home UK/Europe market via Healf.
- Dymatize: Dymatize is a long-established sports nutrition brand competing in whey protein, casein, and creatine. Overlaps with Ascent's product portfolio and mass/gym retail channels, and competes for the same athlete and fitness enthusiast segment.
- Ghost Lifestyle: Ghost is a fast-growing lifestyle sports nutrition brand offering protein powders, creatine, and hydration. Targets similar young, fitness-oriented consumers with strong social media presence and mass retail distribution, directly overlapping Ascent's positioning.
- Klean Athlete: Klean Athlete is a clean-label sports nutrition brand focused on NSF Certified for Sport supplements including protein and creatine. Targets the same informed-sport-certified, professional-and-competitive-athlete segment as Ascent.
- Momentous: Momentous is a premium sports nutrition brand offering whey protein, creatine, and recovery products with third-party testing. Competes with Ascent in the premium clean-label athlete segment via DTC and select retail.
- MusclePharm: MusclePharm is a sports nutrition brand offering protein powders, creatine, and supplements through mass retail and Amazon. Directly comparable product portfolio and distribution footprint to Ascent in the core athlete segment.
- Transparent Labs: Transparent Labs is a premium clean-label sports nutrition brand offering whey isolate, creatine, and hydration with transparent ingredient disclosure. Directly comparable to Ascent's clean-label, third-party-tested positioning targeting health-conscious athletes.
Emerging players
- Orgain: Orgain is a clean-label protein nutrition brand spanning powders, RTD shakes, and nutrition bars in mass retail and grocery. Overlaps with Ascent on clean-ingredient whey positioning and Whole Foods/grocery distribution, though Orgain leans plant-based and family-skewed.
Broad incumbents
- Premier Protein: Premier Protein (BellRing/Post Holdings) is a mass-market protein shake and powder brand with dominant Costco and club-channel presence. Competes with Ascent's Clear Whey and Hydration SKUs at the same retail partners on price and visibility.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Ascent Protein social profiles
Digital presenceAscent Protein compliance and trust
Trust signalCompliance16 records
Ascent Protein financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ascent Protein leadership team
Management profileNumber of profiles
Ascent Protein funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ascent Protein M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ascent Protein
What does Ascent Protein do?
Ascent Protein manufactures and sells clean-label sports nutrition supplements including 100% Whey Protein powders (25g protein per serving), Micellar Casein for overnight recovery, Clear Whey Protein Isolate, Creapure Creatine Monohydrate, Iced Coffee + Protein, and Clean Hydration + Energy products, all formulated with zero artificial flavors or sweeteners and third-party Informed Sport certified. The company sells these products directly to consumers via its own e-commerce site (with subscription options), through major national retailers such as Whole Foods, Amazon, Walmart, Costco, and Target, at local gyms, and through a wholesale platform serving fitness businesses.
Is Ascent Protein a public or private company?
Ascent Protein is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ascent Protein founded?
Ascent Protein was founded in 2016. It employs 11 to 50 people.
Where is Ascent Protein based?
Ascent Protein is headquartered in Denver, United States, in the North America region.
How does Ascent Protein make money?
Three revenue lines are on record. Direct E-commerce Protein Supplement Sales are the primary driver. The others are retail Distribution and apparel and Accessories.
Who are Ascent Protein's main competitors?
Direct peers on record are Optimum Nutrition, MyProtein, Dymatize, Ghost Lifestyle, Klean Athlete, Momentous, MusclePharm and Transparent Labs. Orgain is listed as an emerging player. Premier Protein is listed as a broad incumbent.
Does Ascent Protein have an API?
No public API is recorded for Ascent Protein.