What Nugenix does

Nugenix is a men's health supplement brand founded in 2012 and operated by Direct Digital, LLC (d/b/a Adaptive Health), a privately held company affiliated with Healthy Directions, LLC. The brand is headquartered under Adaptive Health in Charlotte, NC, with research tied to Boston and fulfillment in West Valley City, UT, and a staff of 11-50 employees. Its product portfolio centers on testosterone boosters (flagship Total-T and the upgraded Total-T2) and has expanded into cognitive support (NeuroZone), HGH support (GH Boost), nitric-oxide and performance enhancers, thermogenics, and foundational vitamins, pricing individual SKUs between $19.99 and $169.99. Core formulations rely on proprietary ingredients such as Tesnor (developed by Boston researchers), branded compounds VegiSURGE, enXtra, S7, and clinically studied blends, with cognitive claims backed by 10+ clinical studies on specific ingredients.

The business model is a dual-channel DTC plus mass-retail distribution strategy. Nugenix sells direct via nugenix.com and a phone-order line, with a 14-day trial funnel that auto-converts to a $69.99-plus-shipping subscription on day 18, complemented by broad physical retail placement across Walmart, GNC, Walgreens, CVS, Target, Vitamin Shoppe, Meijer, and Publix in the U.S. and Canada. Marketing combines an educational blog, social media (Facebook, Twitter), email, radio direct response, and a celebrity endorsement from Frank "The Big Hurt" Thomas, with martech partnerships spanning Attentive, Five9, Rakuten Advertising, Microsoft Clarity, and Google Analytics. Customer concentration is diffuse; the primary target is men over 40 seeking to address declining testosterone, energy, and vitality, with secondary segments in fitness-oriented men and men over 45 seeking cognitive support, plus a women's sub-brand extending the addressable base.

Name

Nugenix

Legal name

Direct Digital, LLC d/b/a Adaptive Health

Website

https://nugenix.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Nugenix is a men's health supplement brand (founded 2012) operating under Adaptive Health, selling proprietary testosterone boosters, cognitive, HGH, and nitric-oxide supplements direct-to-consumer and through major U.S. and Canadian retailers to men over 40.

Ownership category

akta.pro rank

Product category

Men's Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL)

akta.pro secondary industries

Healthy Aging & Cognitive Support Supplements (CRADAGAM), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Men's health supplements
• Testosterone boosters
• Dietary supplements
• HGH boosters
• Male vitality supplements

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of individual supplement bottles ranging from $19.99 to $169.99 per bottle depending on product tier. Customers can buy directly from nugenix.com or through phone orders.
2. Subscription/Auto-Refill Program: Automatic refill subscription model where customers receive regular shipments and extra discounts. After 14-day trial, customers are billed $69.99 plus shipping on day 18 unless they cancel. Subscription can be cancelled anytime hassle-free.
3. Retail Distribution: Products sold through major retail chains including Walmart, GNC, Walgreens, CVS, Target, Vitamin Shoppe, Meijer, and Publix. Retail pricing varies by retailer.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Nugenix manufactures and sells a comprehensive line of men's health dietary supplements, with a primary focus on free testosterone boosters (Total-T2 and Total-T as flagship SKUs). The portfolio also includes cognitive support (NeuroZone), HGH support (GH Boost), nitric oxide boosters, fat burners (Thermo-X, Thermo), performance enhancers (Perform, Ready Stix), and foundational supplements (Multivitamin, Creatine, Shilajit). Products are sold directly through nugenix.com via a 14-day trial and subscription auto-refill model, and distributed across major U.S. and Canadian retail chains.

Product overview

Nugenix is a dietary supplement company offering a comprehensive portfolio of health products primarily targeted at men over 40. The core offering centers on testosterone boosters, with Total-T2 and Total-T as flagship products. The portfolio includes cognitive support (NeuroZone), growth hormone boosters (GH Boost), fat burners (Thermo-X, Thermo), nitric oxide boosters, performance enhancers (Perform, Ready Stix), and foundational supplements (Multivitamin, Creatine). Products are available through both direct-to-consumer online sales and major retail partners including Walmart, GNC, Walgreens, CVS, Target, Vitamin Shoppe, Meijer, and Publix.

Differentiator

Problem solved

Functional benefit

Brands

• Nugenix® Total-T2: Flagship testosterone booster upgraded with nitric oxide boost, priced at $79.99/bottle
• Nugenix® Total-T
• Nugenix® NeuroZone
• Nugenix® GH Boost
• Nugenix® Thermo-X
• Nugenix® Multivitamin
• Nugenix® Ultimate
• Nugenix® Total-T Maxx
• Nugenix® Perform
• Nugenix® Estro-Regulator
• Nugenix® PM-ZMA
• Nugenix® Thermo
• Nugenix® Shilajit
• Nugenix® Nitric Oxide Booster
• Nugenix® Creatine
• Nugenix® T-Booster
• Nugenix® Ready Stix
• Nugenix® Women's Balance

Products and services

• Nugenix Total-T2 Upgraded flagship testosterone booster in a 2-in-1 formula that ignites total testosterone production and triggers a nitric oxide boost starting in just 3 hours, targeted at men seeking energy, muscle, and performance.
• Nugenix Total-T

Quantifiable outcome

• 230% increase in nitric oxide levels in just 3 hours
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Rakuten AdvertisingminorGTM or Marketing PartnerMarketing partnership for targeted advertising using pixel tags. Rakuten may combine Nugenix customer data with third-party data for enhanced targeting.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Testogen: Testogen is a direct-to-consumer testosterone booster brand using proprietary blends (D-Aspartic Acid, fenugreek, zinc, B-vitamins) targeting men over 30 with the same energy, muscle, and libido claims as Nugenix. Same product category, same customer demographic, and similar subscription/auto-ship retail mechanics.
• Prime Male: Prime Male is a premium-priced men's vitality supplement marketed to men over 40 for testosterone, libido, and energy, competing head-to-head with Nugenix Total-T and Total-T2 in the same DTC testosterone booster niche with overlapping ingredient stories.
• Jacked Factory Authentic Tribulus: Jacked Factory markets testosterone-boosting and male-performance supplements through DTC and on Amazon, directly competing with Nugenix in the natural testosterone booster category for active, fitness-oriented men.
• Performix (Performix men's line): Performix sells men's testosterone and performance supplements through mass retail and DTC, often positioned next to Nugenix at GNC, Walmart, and Vitamin Shoppe. Comparable supplement format (capsules, powders) and demographic targeting.
• Zhou Nutrition: Zhou Nutrition is a DTC men's supplement brand with testosterone, energy, and performance SKUs sold via Amazon and its own site. Direct competitor to Nugenix in DTC testosterone and male-vitality formats at similar price points.
• Force Factor: Force Factor is a men's and performance supplement brand with testosterone and male-vitality SKUs distributed across Walmart, CVS, and Amazon directly overlapping with Nugenix's flagship testosterone booster category and price band.

Broad incumbents

• Hims & Hers Health (Hims men's health): Hims is a publicly-traded telehealth and wellness company offering supplements, ED treatment, hair, and testosterone-related services to the same men-over-40 demographic. Overlaps Nugenix's mission (men's vitality, testosterone support) but operates a broader care model including prescriptions.
• Roman Health (Ro Men's Health): Roman (part of Ro) provides men's health telehealth and supplements including testosterone support. Targets the same audience as Nugenix and competes both on OTC supplement shelves and DTC, with prescriptions as a competing alternative to supplement-only solutions.
• GNC (General Nutrition Centers): GNC is the largest specialty retailer of health and wellness supplements and Nugenix's flagship retail partner, where Nugenix claims the #1 men's vitality position. GNC also sells its own private-label testosterone boosters that compete directly with Nugenix on the same shelves.
• Life Extension Foundation: Life Extension is a long-standing premium supplement brand with a male hormone and vitality line that competes with Nugenix for the affluent, science-oriented men-over-40 buyer through its own catalog/DTC channel and select retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nugenix
• Facebookfacebook.com/NugenixSamples
• LinkedInlinkedin.com/company/nugenix-llc

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 Nugenix