1st Phorm

What 1st Phorm does

1st Phorm is a private U.S. sports nutrition and supplement company founded in 2008 and headquartered in the St. Louis metropolitan area (Fenton, Missouri). It sells a broad portfolio of more than 30 branded supplements — including whey protein isolate (Phormula-1), micronized creatine, BCAAs/EAAs, pre-workouts (Megawatt, Project-1 Pro), fat burners, greens and reds powders (Opti-Greens 50, Opti-Reds 50), multivitamins (M-Factor line), testosterone support (Primal-T), joint and prostate formulas, prenatal and kids supplements, and bundled stacks — alongside apparel and accessories. Products are manufactured in SQF-certified, FDA-inspected facilities and carry NSF Certified for Sport and Informed Choice certifications, recognized by USADA, MLB, and the NHL.

The company's go-to-market is primarily direct-to-consumer e-commerce via 1stphorm.com, supported by an auto-delivery subscription program with recurring discounts, a Legionnaire brand ambassador affiliate program, a personalized supplement quiz, and broad social media presence. In 2025 the company expanded into the energy drink category through a joint venture with Anheuser-Busch, launching Phorm Energy (backed by UFC CEO Dana White), which secured exclusive distribution across 7-Eleven's nearly 10,000 convenience store locations. Additional commercial growth has been driven by a multi-year Hendrick Motorsports sponsorship through 2027 and an Instacart AI-powered advertising partnership. Pricing spans roughly $32 to $83 per SKU, with subscription pricing offering $5+ discounts and a 110% money-back guarantee.

1st Phorm's customer base spans fitness enthusiasts, bodybuilders, men and women seeking weight management, parents, plant-based consumers, and corporate/organizational buyers, with named enterprise partners including 7-Eleven, Hendrick Motorsports, and Instacart. Headcount is in the 251–500 range and revenue is not publicly disclosed; no venture funding rounds, M&A activity, or institutional investors were identified, suggesting the business is operating on cash flow supplemented by partner-driven distribution economics.

Name

1st Phorm

Legal name

1st Phorm

Website

https://1stphorm.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

1st Phorm is a private U.S. sports nutrition and supplement company selling protein, creatine, pre-workouts, fat burners, vitamins, and stacks direct-to-consumer via 1stphorm.com with subscriptions, and through 7-Eleven retail for its Phorm Energy JV with Anheuser-Busch.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Multivitamins & Daily Packs (CRADAGAC), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Sports nutrition supplements
• Fitness supplements
• Energy drinks
• Pre-workout supplements
• Protein powders

Headquarters

HQ city

Fenton

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, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through 1stphorm.com website. Products include supplements, apparel, and accessories. Orders over $150 qualify for free shipping. 110% money-back guarantee on all products.
2. Subscription Model: Subscription program offering recurring deliveries with discounted pricing (e.g., $5 off Phormula-1). Customers can customize delivery frequency from every 2 to 12 weeks. Cancel anytime through customer portal.
3. Retail Distribution: Distribution through convenience stores including 7-Eleven's nearly 10,000 locations for Phorm Energy drinks. Partnership with Anheuser-Busch for broader retail distribution.
4. Advertising Revenue: Partnership with Instacart for AI-powered advertising campaigns, reporting measurable results including increases in new-to-brand sales and sales lift.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

1st Phorm is a sports nutrition and supplement company that manufactures and sells protein powders, pre-workouts, amino acids, creatine, fat burners, vitamins, superfoods, and hormone/joint support supplements direct-to-consumer. In 2025 the company expanded into the energy drink category with Phorm Energy, launched in partnership with Anheuser-Busch and UFC CEO Dana White. Products are sold through 1stphorm.com, retail convenience stores (7-Eleven), subscription auto-delivery, and corporate wellness programs.

Product overview

1st Phorm is a sports nutrition and wellness company offering a comprehensive supplement portfolio centered around its core post-workout recovery protein (Phormula-1), alongside a broad range of products spanning pre-workout (Megawatt, Project-1 Pro), creatine (Micronized Creatine Monohydrate), amino acids (BCAAs, EAAs), fat burners (1-Db Overdrive, 1-Db Goddess), superfoods (Opti-Greens 50, Opti-Reds 50), vitamins and minerals (Micro Factor, M-Factor lines), and testosterone support (Primal-T). The company recently launched Phorm Energy Drink (2025) in partnership with Anheuser-Busch. Additional offerings include hormone support (Harmony), joint health (Joint Mobility), prenatal vitamins (Prenatal Plus), kids supplements (Opti-Kids, M-Factor Kiddos), and bundled supplement stacks (Post Workout Stack, weight loss stacks, sports performance stacks). Services include subscription auto-delivery and a personalized supplement quiz. The portfolio includes ready-to-drink options (Phorm Protein) and gift cards. Products are primarily sold direct-to-consumer via 1stphorm.com.

Differentiator

Problem solved

Functional benefit

Brands

• Phorm Energy: Energy drink brand launched in partnership with Anheuser-Busch and Dana White, featuring natural caffeine from green tea, zero sugar, nootropics, and electrolytes. Available in four flavors including Grape Smash, Orange Fury, Blue Blitz, and Screamin' Freedom.

Products and services

• Phormula-1 Post-workout recovery protein using whey protein isolate for rapid absorption and muscle repair; targeted at fitness enthusiasts and serious lifters.
• Phorm Energy Low-calorie, sugar-free energy drink with natural caffeine from green tea and nootropics for focus support; available in 12oz and 16oz sizes.
• Opti-Greens 50 Superfood greens powder blending 50 fruits, vegetables, and grasses with probiotics for digestive, immune, and energy support.
• Level-1 Daily protein powder using slower-digesting protein concentrate for sustained amino acid release between meals.
• Post Workout Stack Bundled stack combining Phormula-1 whey protein isolate and Ignition carbohydrate for post-workout recovery and glycogen replenishment.
• Megawatt Pre-workout supplement combining caffeine, electrolytes, nootropics, and B vitamins for training energy and mental focus.
• Micronized Creatine Monohydrate Micronized creatine monohydrate powder supporting ATP production for strength, power, and improved workout performance; NSF Certified for Sport.
• Ignition Fast-acting glycogen replenishment formula that supports recovery and shuttles amino acids into muscle tissue.
• Core-21 Nighttime recovery and stress support formula for sleep-time recovery.
• Micro Factor

Quantifiable outcome

• Significant sales lift through Instacart AI-powered advertising campaigns
• +1 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles5 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 minor and core.

• Folds Of HonorminorGTM or Marketing Partner · 6 November 2025Cherry Slush Phorm Energy flavor launched as collaboration with nonprofit Folds Of Honor, which provides scholarships to families of fallen or disabled military members. Limited edition flavor exclusively available at 7-Eleven.
• 7-ElevencoreChannel Partner/ Reseller/ Distributor · 1 November 20257-Eleven serves as exclusive retail distribution partner for Cherry Slush Phorm Energy flavor across nearly 10,000 convenience store locations nationwide.
• Hendrick MotorsportscoreStrategic or Co-development Partner · 5 June 2025Multi-year partnership through 2027 featuring primary sponsorship of the No. 24 Chevrolet team for select races and associate sponsorship across multiple Hendrick Motorsports teams. Includes branding presence in the team's new 35,000-square-foot athletic center opening in 2026.
• Anheuser-BuschcoreStrategic or Co-development Partner · 1 May 2025Phorm Energy is a partnership between Anheuser-Busch and 1st Phorm, with backing from UFC CEO Dana White. The energy drink brand was developed to compete in the $74.5 billion energy drink market, combining Anheuser-Busch's beverage distribution expertise with 1st Phorm's sports nutrition formulation capabilities.
• InstacartminorGTM or Marketing Partner · 20 March 20251st Phorm participated in Instacart's AI-powered advertising pilot program, using Universal Campaigns and AI-Powered Landing Pages that resulted in measurable increases in new-to-brand sales and significant sales lift.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Celsius Holdings: Energy drink brand with mass C-store distribution and heavy use of AI-powered retail media on Instacart. The most direct comparable to Phorm Energy's positioning in the convenience channel, and a reference point for 1st Phorm's measured Instacart-driven sales lift.
• Cellucor (C4): C4 Energy and C4 pre-workout brand; a leading sports nutrition and energy competitor with overlapping pre-workout, BCAA and energy SKUs that compete directly with 1st Phorm's Megawatt, Project-1 Pro and Phorm Energy.
• MusclePharm: Sports nutrition brand with protein, pre-workout, BCAA and recovery lines sold through specialty retail and DTC. Direct competitor across 1st Phorm's core bodybuilding/lifter SKUs such as Phormula-1, BCAAs and creatine.
• Transparent Labs: Premium DTC sports nutrition brand built on clinically-dosed, third-party-tested formulations. Closely comparable to 1st Phorm on premium positioning, supplement quiz-led funnel, and subscription-based DTC model.
• Optimum Nutrition: Gold Standard brand and one of the largest sports nutrition protein/whey manufacturers globally (owned by Glanbia). Directly competes with 1st Phorm's Phormula-1 and Level-1 in protein powders and broader sports supplements across DTC and retail.
• Klean Athlete: NSF Certified for Sport sports nutrition brand focused on tested, banned-substance-free supplements for professional and collegiate athletes. The closest comparable to 1st Phorm on the NSF Certified for Sport positioning and athlete-grade positioning.

Emerging players

• Alani Nu: Women's-leaning energy and nutrition brand that has rapidly scaled in C-stores and DTC. Comparable to 1st Phorm on energy drink expansion (Phorm Energy) and women's wellness/fat-management SKUs (1-Db Goddess, Harmony).
• Orgain: Plant-based and clean-label nutrition brand with strong retail and DTC presence in protein, nutrition shakes and kids nutrition. Comparable to 1st Phorm on Opti-Kids, M-Factor Kiddos, and clean-ingredient positioning across women's and family segments.

Others

• Anheuser-Busch (partner/distribution comparable): Not a competitor but the distribution partner behind Phorm Energy; relevant as the comparable for beverage-distribution-driven scale economics and C-store relationships that determine Phorm Energy's growth trajectory.

Broad incumbents

• GNC Holdings: Mass-market supplement retailer and brand portfolio owner. Competes with 1st Phorm across protein, pre-workout, vitamins and weight management, and represents the broad incumbent benchmark for category scale and retail shelf competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/1stphorm
• YouTubeyoutube.com/channel/UCYP3SNRRm0Z_NQhkoVOmI0A
• Facebookfacebook.com/1stPhorm
• Instagraminstagram.com/1stphorm
• TikToktiktok.com/@1stphorm

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 1st Phorm