What Transparent Labs does

Transparent Labs is a privately held, direct-to-consumer sports nutrition and dietary supplement brand founded in 2015, headquartered in New York with a shipping and returns warehouse in American Fork, Utah. The company sells a portfolio of 45+ rigorously formulated products organized into Protein, Pre-Workout, Strength, Core, Wellness, and Physique series — including grass-fed whey protein isolate, casein, plant-based proteins, creatine HMB, multiple pre-workout variants, recovery and hydration products, nootropics, longevity supplements (NMN, Longevity Complex), and gut health formulations. Its core technology proposition is evidence-based formulation with clinically dosed ingredients, 100% label transparency (no proprietary blends), and third-party testing through Informed Choice and Informed Protein certifications, with 2,000+ lab tests performed and 100+ clinical studies cited as formulation backing.

The business model is a multi-channel DTC operation: primary revenue comes from the owned e-commerce storefront at transparentlabs.com with a Subscribe & Save subscription program (10% discount, free shipping, 120,000+ active subscribers), supplemented by a B2B wholesale program and a retail partnership with Vitamin Shoppe (validated by a 2026 Suppies award). Customer segments span athletes and bodybuilders, fitness enthusiasts, and broader health-conscious consumers, served through content marketing, organic social, email, affiliate partnerships, and earned media in Forbes, Fortune, Men's Health, Healthline, and GQ. Pricing is positioned at mid-premium tier (e.g., Grass-Fed Whey Protein Isolate at $59.99/2LB, ~$2.00 per serving), and the brand is independent and founder-led with no disclosed venture funding or institutional ownership.

Name

Transparent Labs

Legal name

Transparent Labs

Website

https://transparentlabs.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Transparent Labs is a privately held direct-to-consumer sports nutrition and supplement brand selling clinically dosed, third-party tested, full-label-transparent products through its e-commerce site, subscription program, wholesale, and Vitamin Shoppe retail, serving athletes, bodybuilders, and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Weight Management & Metabolic Supplements (CRADAGAG), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Multivitamins & Daily Packs (CRADAGAC), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Sports nutrition supplements
• Protein powder products
• Dietary supplements
• Fitness supplements
• Clean label supplements

Headquarters

HQ city

New York

HQ country

United States

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, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue channel through transparentlabs.com selling supplements directly to consumers with one-time purchase and subscription options
2. Subscribe & Save Program: Recurring subscription model offering 10% discount, free shipping, and flexibility to skip, swap flavors, or cancel deliveries. 120,000+ active subscribers generating predictable recurring revenue.
3. Wholesale Distribution: B2B wholesale program supplying retailers and other businesses with Transparent Labs products
4. Retail Partnerships: Products sold through Vitamin Shoppe retail locations

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Transparent Labs manufactures and sells clean-label sports nutrition supplements directly to consumers through its e-commerce site and subscriptions. Its portfolio spans protein powders (whey, casein, vegan, beef, collagen), pre-workout and intra-workout formulas, muscle builders, hydration products, and health/wellness supplements (nootropics, probiotics, vitamins, sleep aids). Products are formulated with clinically dosed ingredients and verified through third-party testing by Informed Choice and Informed Protein.

Product overview

Transparent Labs is a direct-to-consumer sports nutrition company offering a comprehensive portfolio of clean-label dietary supplements. The product line is organized into distinct series: Protein Series (whey, casein, collagen, vegan, beef, and pea proteins), Pre Series (Bulk, Lean, Stim-Free, Pump, and Beast Bulk pre-workouts), Strength Series (Creatine HMB, Build, Growth), Core Series (BCAA Glutamine, Intra Workout EAA, Post Workout, Hydrate), Wellness Series (multivitamins, omega-3s, probiotics, nootropics, mushroom blends, testosterone support, sleep aids, and targeted botanicals), and Physique Series (fat burners and body recomp products). The company differentiates through complete label transparency, clinically dosed ingredients, grass-fed and organic sourcing, and third-party testing verified by Informed Choice and Informed Protein certifications. All products are free from artificial sweeteners, colors, and fillers, reflecting the brand's commitment to ingredient transparency as a competitive differentiator in the $30 billion global protein supplements market.

Differentiator

Problem solved

Functional benefit

Products and services

• Grass-Fed Whey Protein Isolate Premium protein supplement sourced from grass-fed cattle, providing 28g of protein per serving with no artificial additives, sweeteners, or fillers; available in 22 flavors and third-party tested for purity.
• Creatine HMB Combined creatine and HMB formula in 13 flavors designed to boost athletic performance, build lean muscle, and improve recovery while reducing muscle protein breakdown.
• Bulk Pre-Workout Comprehensive muscle-building pre-workout formula in 13 flavors providing energy, focus, and increased workout performance through clinically dosed ingredients.
• Lean Pre-Workout Advanced thermogenic pre-workout powder in 9 flavors designed to support fat-burning pathways while increasing athletic performance and energy.
• Bulk Black Pre-Workout Elite muscle-building pre-workout formula in 8 flavors with enhanced ingredient dosing for advanced athletes seeking maximum performance gains.
• Stim-Free Pre-Workout Stimulant-free pre-workout in 9 flavors providing strength, pumps, and focus without caffeine or other stimulants.
• Pump Pre-Workout Stim-free, fully-loaded pre-workout formula focused on delivering intense muscle pumps and vascularity through nitric oxide support.
• Beast Bulk Pre-Workout

Quantifiable outcome

• 58,934+ verified 5-star customer reviews
• +3 more outcomes

Named customers5 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

Seven partnerships are on record, tiered core and minor.

• Informed ChoicecoreTechnology or IntegrationThird-party certification organization for sports nutrition products, certifying Transparent Labs' products for banned substance testing and quality assurance
• Informed ProteincoreTechnology or IntegrationThird-party certification specifically for protein products, providing additional verification of protein content and purity for Transparent Labs' protein supplements
• Paul SklarminorOthersProfessional trainer and fitness influencer serving as TL Performance Partner, promoting clean supplement use
• Max HollowaycoreOthersUFC Fighter as TL Performance Partner, using TL supplements for training and recovery
• Hafþór Júlíus BjörnssoncoreOthersStrongman Athlete and former World's Strongest Man as TL Performance Partner
• Marcus FillyminorOthersPioneer of Functional Bodybuilding as TL Performance Partner
• Vitamin ShoppecoreChannel Partner/ Reseller/ DistributorMajor US specialty retailer of nutritional supplements offering Transparent Labs products in retail stores and online, winner recognition at The Suppies awards

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Optimum Nutrition: Category-leading sports nutrition brand selling whey, pre-workout, creatine, and performance supplements across global retail. Direct competitor that outsells TL in the same product categories and currently leads TL on AI citation share (~14% vs TL's ~9.5%) for clean protein queries.
• Legion Athletics: DTC sports supplement brand built around clinically dosed, naturally sweetened, fully disclosed formulations. Directly comparable to TL on positioning, target customer (lifters and athletes), and value proposition — TL explicitly benchmarks against Legion on pricing.
• Klean Athlete: Clean-label sports nutrition brand supplying NSF Certified for Sport supplements to athletes, teams, and practitioners. Comparable to TL on third-party testing, banned-substance screening, and the transparency-focused athlete customer segment.
• Ritual: Premium DTC supplement brand built on traceable ingredients, third-party testing, and clinical research. Comparable to TL on the clean-label, transparent-supplementation positioning; TL explicitly benchmarks against Ritual on whey protein pricing.
• Momentous: Premium sports and recovery supplement brand offering protein, creatine, and recovery products backed by clinical research and used by professional sports teams. Comparable to TL on premium positioning, science-led formulation, and athlete/professional customer base.
• Athletic Greens (AG1): Subscription-driven daily nutrition brand with a flagship greens product, heavy DTC and subscription emphasis, and premium pricing. Comparable to TL on subscription GTM, premium positioning, and the health-conscious, performance-minded consumer.
• Nutricost: Direct-to-consumer sports supplement brand focused on value-priced protein, creatine, and performance products. TL explicitly benchmarks against Nutricost on whey pricing; competes for the same sports nutrition consumer at a lower price tier.

Broad incumbents

• Onnit: Broad-based supplements and fitness brand offering protein, pre-workout, nootropics, and performance products through DTC and Amazon. Comparable to TL on overlapping supplement categories and the athlete/fitness consumer, though Onnit operates a wider portfolio and is not specialized in clean-label transparency.
• Cellucor (C4): Established sports nutrition brand best known for the C4 pre-workout franchise, selling across retail and DTC at scale. Comparable to TL on pre-workout and protein categories; competes in the same channels including mass retail and specialty supplement stores.
• MusclePharm: Long-standing sports nutrition brand offering protein, pre-workout, creatine, and recovery supplements across mass retail and DTC. Comparable to TL on core sports nutrition product mix and overlapping target consumer, though MusclePharm operates a broader, less transparency-focused brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCVZTzxFOTySeTpmzJ5ufgBQ
• Facebookfacebook.com/transparentlabs
• Instagraminstagram.com/transparentlabs
• Xx.com/labstransparent
• LinkedInlinkedin.com/company/transparent-labs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Transparent Labs