What HealthSpan does

Healthspan UK Limited, founded in 1996 and headquartered in St Peter Port, Guernsey, is the UK's largest direct supplier of vitamins, minerals, and health supplements, serving over 2 million customers through a direct-to-consumer e-commerce model. The company markets more than 150 products across two principal brands: the core Healthspan range (vitamins, minerals, joint health, eye health, cardiovascular, probiotics, beauty, and pet supplements) and the Healthspan Elite sports-nutrition sub-brand, which carries Informed Sport/WADA-certified formulations co-developed with elite teams including the All Blacks, Black Ferns, British Athletics, Sale Sharks, and Bath Rugby, as well as UK and New Zealand national sports institutes. Healthspan's product differentiation rests on proprietary bioavailability platforms — notably NovaSOL® micellised curcumin (marketed as 185x more absorbable), Optiflex® glucosamine HCl (40% more glucosamine per gram than standard 2KCl), and the broader Opti range (Opti-Turmeric, Opti-Omega-3, Opti-Magnesium, Opti-C) — supported by GMP manufacturing, Friend of the Sea/MSC sustainable-sourcing certifications, and BRC/HACCP accreditation.

The company generates revenue through three channels: direct one-time e-commerce sales on healthspan.co.uk and healthspan.ie, a Subscribe & Save subscription programme offering up to 32% first-order discount plus £3–£5 off RRP on recurring orders with a Price Match Promise and free UK delivery, and an Awin-powered affiliate marketing programme. Pricing spans roughly £8.99 to £46.99 RRP per product, with subscription billing cadences ranging from 20 to 360 days. Healthspan operates under parent company Orkla Health (a Norwegian conglomerate), and recent strategic moves include the Opti premium range launch (February 2024), the Women's Health Program digital initiative (October 2025), and the Healthspan Horizons longevity-research partnership with the Buck Institute for Research on Aging (March 2026), signalling a gradual evolution from pure-play supplement retailer toward evidence-backed health and longevity brand.

Name

HealthSpan

Legal name

Healthspan UK Limited

Website

https://healthspan.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

Healthspan is the UK's largest direct-to-consumer supplier of vitamins, minerals, and supplements, serving over 2 million customers since 1996 with 150+ products across general wellness and an Informed Sport-certified Elite sports-nutrition range.

Ownership category

akta.pro rank

Product category

Vitamins & Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), All Other Health and Personal Care Retailers (456199)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Probiotics & Digestive Health Supplements (CRADAGAF), Multivitamins & Daily Packs (CRADAGAC)

Keywords

• Vitamins supplements
• Dietary supplements
• Health products
• Sports nutrition
• Mineral supplements

Headquarters

HQ city

St. Peter Port

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales (One-time Purchase): Healthspan sells vitamins, minerals, and supplements directly to consumers via healthspan.co.uk and healthspan.ie. Customers purchase individual products at listed retail prices, with discounts ranging from 18% to 37% during promotional sales. Prices range from approximately £8.99 (Vitamin D3) to £46.99 (Elite Opti-Turmeric 120 capsules).
2. Subscribe & Save (Subscription): Recurring subscription programme offering 32% off first subscription orders plus £3–5 off RRP on all recurring orders with free UK standard delivery. Customers select delivery frequency (20–360 days depending on product). Subscriptions can be cancelled anytime. This is the primary recurring revenue driver.
3. Affiliate Marketing: Healthspan operates an affiliate programme through Awin (Affiliate Window) with a 30-day validation period, daily updated data feed, and affiliate tracking across all payment gateways. Affiliates earn commissions for driving sales through deeplinks and banners.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Healthspan manufactures and directly supplies a range of over 150 vitamins, minerals, herbal medicines and health supplements to UK consumers through its own e-commerce websites (healthspan.co.uk and healthspan.ie). The offering is organised under two sub-brands: the core Healthspan consumer range covering vitamins, minerals, supplements, hair/skincare, pet health and general wellness, and Healthspan Elite covering sports nutrition products that are batch-tested by LGC's WADA-accredited laboratory and certified Informed Sport for athletes. A Subscribe & Save programme provides recurring subscription deliveries with up to 32% off the first order and a Price Match Promise.

Product overview

Healthspan is the UK's largest direct supplier of vitamins, minerals, and health supplements, operating since 1996 and serving over 2 million customers with over 150 products. Its offering is organized into two primary sub-brands: the core Healthspan consumer range covering vitamins, minerals, supplements, hair and skincare, pet health, and general wellness (including Opti premium bioavailability-enhanced formulations, MultiVitality age-targeted multivitamins, Super20 Probiotic, Retinex eye health, Ubiquinol Max, and Plant Sterols), and Healthspan Elite covering sports nutrition with WADA-tested, Informed Sport-certified products including protein powders, glucosamine, turmeric, magnesium, caffeine gum, and zinc lozenges developed in partnership with elite sports teams. All products are manufactured to pharmaceutical GMP standards, with many foil-sealed for freshness, and are sold primarily through the direct-to-consumer e-commerce platform with a Subscribe & Save subscription model. Healthspan also provides a free expert health advice platform (Health Hub) and a Women's Health Program digital menopause support initiative.

Differentiator

Problem solved

Functional benefit

Brands

• Healthspan Elite: Premium sports nutrition brand offering protein powders, supplements, and performance products tested by Informed Sport for athletes. Partners with elite sports organizations including All Blacks, Black Ferns, British Athletics, Sale Sharks, and Bath Rugby.

Products and services

• Opti-Turmeric Premium turmeric supplement using NovaSOL liquid curcumin via micellisation, delivering 185x better absorption and 7x faster action than standard powdered turmeric. Each capsule contains 500mg curcumin and 20mg vitamin C; 90% of users report joint benefits within three months. Targeted at adults seeking joint and inflammation support.
• Elite Opti-Turmeric Sports-specific turmeric supplement combining 500mg NovaSOL liquid curcumin with 20mg vitamin C, Informed Sport certified for use by professional and competitive athletes.
• Elite Joint Physio Glucosamine & Chondroitin Premium joint support supplement combining 500mg Optiflex Glucosamine HCl (40% more glucosamine per gram) and 400mg of 90% grade Chondroitin Sulphate, Informed Sport certified and Nutrition Awards 2025 winner. Targeted at athletes and active individuals.
• Ubiquinol Max Advanced heart health supplement combining 100mg ubiquinol (Kaneka-sourced, 3-8x more absorbable than standard CoQ10) with omega-3, tocotrienols and vitamins B1 and C. Developed with cardiologist input and targeted at adults over 50.
• Retinex Eye Health Vegan eye health supplement with 10mg lutein and 1000µg zeaxanthin from GACP-certified marigold extract plus vitamin B2 for normal vision.
• Super Strength Marine Collagen Complex 1000mg marine collagen supplement supporting joint and beauty outcomes; 80% of users felt benefits within three months.
• Plant Sterols 800mg 800mg cholesterol support supplement derived from Sunvasterol sunflower oil distillate; scientifically shown to lower cholesterol at 2-3 tablets daily.
• MultiVitality 50 Plus / 70 Plus Age-targeted multivitamin complexes formulated for adults over 50 and over 70 respectively, covering nutritional gaps with advanced ingredient levels.
• Super20 Probiotic High-potency probiotic delivering 20 billion live friendly bacteria from five strains; 70% of users saw improved gut and digestive health.
• Women's Health Biotic Women's probiotic with Lactobacillus acidophilus strains, enhanced with D-Mannose and cranberry for vaginal microbiome and hormonal balance; 6 billion live cultures per capsule.
• Elite All Blacks Ultimate Whey Protein Blend Premium whey protein blend (concentrate and isolate) co-developed with the New Zealand All Blacks, providing 24g protein and 5.7g BCAAs per serving with Actazin kiwi fruit enzymes. Available in chocolate, vanilla and strawberry. Targeted at athletes and fitness enthusiasts.
• ChondroMax Advanced Joint Support Best-selling glucosamine product offering max-strength glucosamine and chondroitin at 1800mg daily dose, for joint health.
• Super Strength Omega 3 1200mg High-strength 1200mg omega-3 fish oil with high DHA and EPA levels for brain, heart and eye support; Friend of the Sea certified for sustainable sourcing.
• Super Strength Cod Liver Oil 1200mg Sustainably sourced 1200mg cod liver oil from Greenland with Friend of the Sea certification, supporting brain, eye and heart health.
• Super Strength Vitamin D3 25 microgram Vitamin D3 supplement supporting bones, teeth, muscles and the immune system.
• Magnesium Glycinate Highly bioavailable magnesium glycinate supplement formulated to reduce tiredness and fatigue; recommended for evening use.
• Elite Kick-Start Caffeine Gum Fast-release peppermint energy gum delivering 100mg caffeine per piece to increase mental alertness; Informed Sport certified.
• Elite Zinc Defence Lozenges Peppermint-flavoured immune support lozenges with zinc for use at the first sign of cold and flu; Informed Sport certified.
• Women's Health Program Digital programme providing personalised support for menopause-related symptoms and long-term health risks, targeting women affected by menopause in the U.S. and globally.

Quantifiable outcome

• Opti-Turmeric is 185x better-absorbed and 7x faster-acting than standard powdered turmeric
• +5 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Buck Institute for Research on AgingminorStrategic or Co-development Partner · 5 March 2026Healthspan Horizons is a federated research initiative launched in partnership with the Buck Institute for Research on Aging. The project links real-world health data from wearables and lifestyle tracking with deep biological measurements to understand healthy aging. It uses a privacy-preserving federated architecture for cross-partner analysis, positioning itself as an open collaborative framework rather than a proprietary platform. This represents Healthspan's first major academic research partnership in the longevity space.
• All BlackscoreGTM or Marketing PartnerHealthspan is an official partner of the All Blacks, providing Elite sports nutrition products. The partnership includes co-development of the Elite All Blacks Ultimate Whey Protein Blend with All Blacks nutritionist and player input. The product is marketed under the All Blacks partnership with '25 years of nutrition experience' cited. The partnership positions Healthspan Elite as trusted by world-class athletes.
• Black FernscoreGTM or Marketing PartnerOfficial partner of the New Zealand Women's Rugby team (Black Ferns), receiving Healthspan Elite sports nutrition products for performance support.
• British AthleticscoreGTM or Marketing PartnerOfficial partner of British Athletics, providing Healthspan Elite sports nutrition products to support athletic performance.
• Sale SharkscoreGTM or Marketing PartnerOfficial partner of Premiership Rugby club Sale Sharks. Lead Performance Nutritionist Lauren Delany endorses Healthspan Elite products, specifically the Ultimate Whey Protein for recovery smoothies. Featured on product page testimonials.
• Bath RugbycoreGTM or Marketing PartnerOfficial partner of Bath Rugby, one of the oldest and most successful English rugby union clubs (founded 1865, never relegated from top tier). The club uses Healthspan Elite products for high-performance nutrition, combining heritage with innovation. Bath is described as 'a strong and values-aligned partner with Healthspan Elite's mission to enable every athlete to discover true performance.'
• English Institute of SportcoreStrategic or Co-development PartnerOfficial partner of the English Institute of Sport, providing sports nutrition support to Britain's elite athletes through the high-performance sports system.
• Sport Northern IrelandcoreStrategic or Co-development PartnerOfficial partner of Sport Northern Ireland, the lead agency for sport in Northern Ireland, receiving Healthspan Elite products for athlete support.
• Sport WalescoreStrategic or Co-development PartnerOfficial partner of Sport Wales, the national sport agency for Wales, receiving Healthspan Elite products for athlete support.
• HP Sports NZ (High Performance Sport New Zealand)coreStrategic or Co-development PartnerOfficial partner of High Performance Sport New Zealand, receiving Healthspan Elite products to support New Zealand's high-performance athletes.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Holland & Barrett: UK's largest health food and supplement retailer with hundreds of physical stores and a strong DTC channel. Direct competitor in vitamins, minerals, and herbal supplements, overlapping heavily on Healthspan's core product range.
• Vitabiotics: UK-based vitamin and supplement manufacturer with a comparable branded portfolio (Wellman, Wellwoman, Pregnacare) sold via pharmacy and DTC channels. Closely comparable on product breadth, UK market focus, and brand-led positioning.
• Solgar: Premium global vitamin and supplement brand selling through health food stores and DTC. Comparable on premium formulation positioning, broad vitamin/mineral range, and bioavailability messaging.
• Myprotein: UK-headquartered sports nutrition brand offering protein, creatine, and performance supplements via DTC. Direct competitor to Healthspan Elite on sports nutrition, with similar subscription mechanics and UK consumer base.
• PhD Nutrition: UK sports nutrition brand selling protein powders, performance supplements, and nutrition products DTC. Directly comparable to Healthspan Elite on sports nutrition product mix and UK-led digital distribution.

Emerging players

• BetterYou: UK-based premium supplement brand specializing in oral spray delivery (vitamin D, B12, magnesium). Comparable niche overlap with Healthspan on premium positioning and innovative delivery formats, though smaller scale.

Broad incumbents

• Boots Pharmaceuticals: UK's largest health and beauty retailer with an extensive own-brand vitamin/supplement range alongside third-party brands. Comparable in target market (UK health-conscious consumers) and category, but operates at much larger scale across broader categories.
• Centrum (Haleon): Global multivitamin leader owned by Haleon, sold through mass-market retail and pharmacy. Overlaps on multivitamins and broad vitamin/mineral range, with much wider geographic reach but less premium bioavailability positioning.
• Bioglan: Australian-established supplement brand offering vitamins, omega-3, joint and digestive health products. Comparable on broad category coverage and bioavailability messaging, though primarily distributed through pharmacy and mass retail rather than DTC.

Regional players

• Life Extension: US-based premium supplement brand focused on healthy aging and longevity, sold via DTC. Comparable on premium positioning and longevity-adjacent messaging, but US-centric and primarily a regional peer in the broader supplement landscape.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/healthspan
• YouTubeyoutube.com/user/HealthspanUK
• Facebookfacebook.com/healthspan.co.uk
• Instagraminstagram.com/healthspan.uk

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 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 HealthSpan