Pure Vita Labs

What Pure Vita Labs does

Pure Vita Labs (PVL) is a Canadian sports nutrition company that formulates, manufactures, and distributes protein, hydration, creatine, and amino acid supplements, along with athletic apparel and accessories. The company operates a portfolio organized into three sub-brands, Natural Series (clean-label supplements), Gold Series (premium performance products), and PRO Series (advanced formulations for serious athletes), spanning roughly 20+ core SKUs including ISO CLEAAR, ISOGOLD Whey Protein Isolate, CAN-WHEY, PROH2O electrolytes, Creatine Chewz, DOMIN8 pre-workout, and EAA Complete+. Technical differentiation centers on proprietary formulation work, most notably the Leuvate™ amino complex used in ISO CLEAAR, a dairy-free clear protein drink format, and the use of Creapure® German creatine monohydrate in the creatine line. The company holds triple certification, Informed Choice/Informed Sport (banned substance testing), Strong Science (formulation validation), and Health Canada GMP (manufacturing compliance), positioning it for the drug-tested athlete segment.

PVL distributes exclusively through owned direct-to-consumer e-commerce on a Shopify storefront (ca.pvl.com), with a parallel US storefront (pvl.com) and a recently introduced Subscribe & Save subscription program offering 25% off first orders and 15% off recurring deliveries. Pricing ranges from approximately $20 CAD for entry-level creatine and amino products to $145 CAD for bulk whey protein, with frequent bundle promotions. Go-to-market relies heavily on athlete and team endorsements (CFL teams, WHL, Olympic athletes) and content marketing through its Playbook blog and YouTube channel. The business is privately held by founder Jim McMahon through the operating entity Fit Foods Limited, headquartered in Port Coquitlam, British Columbia, with 51-100 employees and approximately 30 years of operating history.

Name

Pure Vita Labs

Legal name

Fit Foods

Website

https://ca.pvl.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Pure Vita Labs (PVL) is a Canadian manufacturer and DTC retailer of sports nutrition supplements, hydration products, and athletic gear, serving fitness enthusiasts and professional athletes through its owned Shopify storefront with Informed Choice, Strong Science, and Health Canada certifications.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food Manufacturing (311), Sporting and Athletic Goods Manufacturing (33992), Food (Health) Supplement Retailers (456191)

SIC

Sporting & Athletic Goods, Nec (3949), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Sports & Isotonic Drink Production (AFAFAFAB), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports & Performance Actives (Creatine, Beta-Alanine, Citrulline, Nitrates) (AFAJAKAJ)

Keywords

• Sports nutrition supplements
• Protein powders
• Creatine supplements
• Pre-workout formulas
• Athletic apparel

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce sales of sports nutrition supplements and apparel through owned Shopify storefront. One-time purchase and subscription options available.
2. Subscription/Auto-Replenishment: Subscribe & Save program offering 25% off first order and 15% off recurring orders with monthly, 2-month, or 3-month delivery options. Minimum 2 orders required.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Pure Vita Labs (legal name Fit Foods) is a Canadian sports nutrition manufacturer that formulates, produces, and distributes protein powders, amino acid complexes, creatine monohydrate, pre-workout formulas, and electrolyte/hydration products, sold primarily direct-to-consumer through its Shopify-based e-commerce store (ca.pvl.com) and complemented by a small line of athletic apparel and gym accessories.

Product overview

Pure Vita Labs (PVL) is a Canadian performance nutrition company offering a portfolio of sports supplements, hydration products, and athletic gear. The product lineup centers on protein supplements (ISO CLEAAR, CAN-WHEY, ISOGOLD, WHEY GOLD, Sport Whey, Plant-Pro), performance products (PROH2O electrolytes, Creatine Chewz, DOMIN8 pre-workout, EAA Complete+), and recovery aids (creatine variants, BCAA, glutamine). Products are organized into three series: Natural Series (clean-label supplements), Gold Series (premium performance products), and PRO Series (advanced formulations). The company also offers bundles combining supplements with accessories, plus a line of apparel and gear including shakers, gym bags, and water bottles. PVL holds triple certification including Informed Choice, Strong Science, and Health Canada GMP compliance.

Differentiator

Problem solved

Functional benefit

Brands

• Natural Series: Product line featuring natural ingredients and clean-label supplements
• Gold Series
• PRO Series
• Statement Series

Products and services

• Whey Protein Powders
• ISO CLEAAR (Clear Whey Protein Isolate)
• Creatine Monohydrate (Creapure®-sourced)
• Creatine Chewz
• Leuvate™ BCAA / EAA Amino Complex
• Pre-Workout Formulas
• Electrolyte and Hydration Products
• PVL Athletic Apparel and Accessories

Quantifiable outcome

• 3g of Leuvate can stimulate MPS at levels comparable to significantly larger amounts of traditional protein
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• BC LionscoreGTM or Marketing PartnerElite CFL (Canadian Football League) team partnership. BC Lions are a professional football team based in British Columbia.
• Winnipeg Blue BomberscoreGTM or Marketing PartnerProfessional CFL football team partnership.
• Vancouver GiantscoreGTM or Marketing PartnerWestern Hockey League (WHL) ice hockey team partnership.
• CFLPAcoreGTM or Marketing PartnerCanadian Football League Players Association partnership.
• Halifax Tides FCminorGTM or Marketing PartnerWomen's Professional Soccer team partnership.
• UFV CascadesminorGTM or Marketing PartnerMen's College Basketball team (University of the Fraser Valley).
• Brandie WilkersoncoreGTM or Marketing PartnerOlympian/Pro Beach Volleyball athlete. World Beach Volleyball Silver Medalist. First Black woman to represent Canada in Olympic beach volleyball. Currently women's World Beach Volleyball Silver Medalist and AVP's top blocker for 2021 and 2022 seasons.
• Brent HaydencoreGTM or Marketing PartnerOlympic Medalist Swimmer.
• Justin KrippscoreGTM or Marketing PartnerOlympic Bobsleigh Racer.
• Sylvia AtkinsonminorGTM or Marketing PartnerPowerlifter / World Record Holder in Squat & Deadlift.
• Adam BighillminorGTM or Marketing PartnerPro Football Player.
• Jane ChannelleminorGTM or Marketing PartnerOlympic Skeleton Racer.
• Scott MackenzieminorGTM or Marketing PartnerWBC Muay Thai Champion.
• Beyond Fitness & MovementminorGTM or Marketing PartnerFitness partner studio.
• Innerstrong FitnessminorGTM or Marketing PartnerFitness training partner.
• Top Draft HockeyminorGTM or Marketing PartnerElite Hockey Program partner.
• Pro-X Rugby AcademyminorGTM or Marketing PartnerRugby Academy partner.
• Toronto Professional Hockey SchoolminorGTM or Marketing PartnerElite Hockey School partner.
• Angus ReidminorGTM or Marketing PartnerChampion Athlete, Author, and Speaker partnership.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dymatize Nutrition: Established sports nutrition brand known for ISO100 hydrolyzed whey and creatine. Direct category overlap with PVL's protein and creatine SKUs, operating at broader retail and global scale.
• Optimum Nutrition (Glanbia): Global sports nutrition leader (Gold Standard Whey, creatine, EAAs) owned by Glanbia. Overlaps with PVL on every core SKU but operates at vastly greater scale, broader retail, and heavier marketing spend.
• GNC Holdings: Large specialty retailer and brand portfolio (including its own AMP and Pro Performance lines) in vitamins, minerals, and sports nutrition. Adjacent competitor through both branded products and the retail channels PVL does not currently access.
• Cellucor (C4 Energy): Major US sports nutrition brand behind C4 pre-workout and Alpha Amino. Comparable on performance supplement focus and athlete-driven marketing, with materially larger distribution and brand awareness.

Direct peers

• Mutant: Canadian sports nutrition brand focused on protein, BCAAs, and pre-workout, sold through DTC and global distribution. Similar size and Canadian origin, directly comparable to PVL on product, customer, and geographic profile.
• Allmax Nutrition: Canadian sports nutrition brand offering protein isolates, creatine (Creapure-based), EAAs, and pre-workouts via DTC. Comparable to PVL on ingredient sourcing (Creapure), category mix, and Canadian DTC distribution.
• Iovate Health Sciences (MuscleTech): Canadian-headquartered sports nutrition brand (MuscleTech, SIX Star, Hydroxycut) selling protein, creatine, pre-workout and performance supplements through mass retail and DTC. Most direct comparable to PVL given Canadian origin, product mix, and category focus.
• BodyTech (BPI Sports): Sports nutrition brand with protein, BCAA, and performance supplements sold across North America through retail and DTC. Directly comparable on product line-up and supplement positioning to PVL.

Emerging players

• Myprotein: DTC-first sports nutrition and supplement brand (owned by THG) with very broad SKU range, aggressive subscription pricing, and global e-commerce. Comparable DTC-led, format-diverse model with a much larger global footprint.
• RSP Nutrition: DTC-focused sports nutrition brand covering protein, BCAA, pre-workout, and apparel. Comparable mid-sized DTC operating model and category mix to PVL, though US-centric.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/purevitalabs
• YouTubeyoutube.com/c/PureVitaLabs
• Facebookfacebook.com/PureVitaLabs
• Instagraminstagram.com/purevitalabs
• TikToktiktok.com/@purevitalabs

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pure Vita Labs