The Feed
The Feed is a Broomfield, Colorado-based direct-to-consumer e-commerce marketplace founded in 2013 that curates and sells sports nutrition, hydration, supplements, and gear across 250+ brands, serving over 1,000,000 athletes with a proprietary Feed Score rating system and growing private-label product lines.
- Company typePrivate
- Founded2013
- HeadquartersBroomfield, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What The Feed does
The Feed is a direct-to-consumer e-commerce company specializing in sports nutrition, founded in 2013 and headquartered in Broomfield, Colorado. The company operates a curated online marketplace at thefeed.com selling hydration, carbohydrate fuels, protein, supplements, gear, and superfoods across 250+ brand partnerships. The platform reports a customer base of over 1,000,000 athletes and 100,000+ verified reviews averaging 4.8 stars, and serves endurance athletes, general fitness enthusiasts, and competitive amateurs seeking third-party certified, quality-verified nutrition products. The Feed is led by CEO Brandon Dyksterhouse and operates with a staff in the 11-50 employee range.
The company differentiates through a proprietary Feed Score rating system that combines repurchase rate, customer reviews, sales rank, and likelihood-to-recommend to score products relative to category peers, alongside an emerging portfolio of private-label products including The Feed Race Day Bottle, The Feed Lab Maple Energy Gel, and The Feed Musette Bag. Key brand partners include Thorne (NSF Certified for Sport supplements), Rho Nutrition (liposomal supplements), Kenetik and Ketone-IQ/HVMN (ketone products), and O-Liv. The business generates revenue from one-time and subscription e-commerce sales with unit pricing ranging from approximately $2.75 to $77, free shipping on all U.S. orders, subscription renewal discounts at the $49+ threshold, and international shipping to over 100 countries. In July 2021, The Feed acquired Kyoku to extend its product portfolio, and the company has since expanded category breadth into broader performance, longevity, and recovery supplements.
The Feed firmographics
Firmographics- Name
- The Feed
- Legal name
- The Feed
- Website
- https://thefeed.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Feed is a Broomfield, Colorado-based direct-to-consumer e-commerce marketplace founded in 2013 that curates and sells sports nutrition, hydration, supplements, and gear across 250+ brands, serving over 1,000,000 athletes with a proprietary Feed Score rating system and growing private-label product lines.
- Ownership category
- akta.pro rank
The Feed industry classification
Industry- Product category
- Sports Nutrition Retail
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Weight Management & Metabolic Supplements (CRADAGAG)
Keywords
Where The Feed is headquartered
LocationHeadquarters
- HQ city
- Broomfield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Feed business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct sales of sports nutrition products including hydration, carbs, protein, supplements, gear, and superfoods. Revenue generated from one-time purchases and subscription orders. The company offers free shipping on all orders and operates a subscription model with renewal discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Direct e-commerce pricing with per-unit and multi-pack options |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
The Feed product offering
Product offeringCore offering
The Feed operates thefeed.com, a curated online retailer of sports nutrition products carrying 5,000+ SKUs from 250+ brands. The platform sells hydration, carbohydrate, protein, supplement, gear, and superfood products to endurance athletes, alongside a proprietary Feed Score rating system and a private-label product line.
Product overview
The Feed is an e-commerce sports nutrition store built on Shopify, offering a curated marketplace of sports nutrition products across six main categories: Hydration, Carbs, Protein, Supplements, Gear, and Superfoods. The platform operates as a multi-brand marketplace featuring over 250 brands, alongside a growing portfolio of proprietary private-label products including The Feed Race Day Bottle, The Feed Lab Maple Energy Gel, and The Feed Musette Bag. Key branded partners include Thorne (NSF Certified supplements), Rho Nutrition (liposomal supplements), Kenetik (ketone products), and Ketone-IQ (exogenous ketones). The platform features a proprietary product rating system called Feed Score that evaluates products based on repurchase rates, customer reviews, satisfaction scores, and sales rankings.
Differentiator
Problem solved
Functional benefit
Products and services
- Hydration Products
Quantifiable outcome
- 4.8/5 average rating from 100,000+ customer reviews
- +2 more outcomes
Companies that use The Feed
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
The Feed technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Feed partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- ThornecoreFeatured brand partner offering NSF Certified for Sport supplements including vitamins, minerals, protein, amino acids, and specialty supplements. Thorne is a key brand featured prominently across multiple product categories on the platform.
- Rho NutritioncorePremium liposomal supplement brand offering products for energy, longevity, and performance including D3K2, berberine, and magnesium bisglycinate. Featured as a top brand partner.
- KenetikcoreKetone performance drink brand offering ketone concentrates and performance shots for mental clarity and energy. Featured brand with multiple product offerings including patent-backed ketone technology.
- Ketone-IQ (HVMN)coreKetone drink product trusted by Tour de France champions, Navy SEALs, and Ironman World Championship podium finishers. Awarded $6 million U.S. military contract. Key product partner for performance ketones.
- O-LivminorHigh phenolic olive oil supplement brand offering anti-inflammatory capsules with patented shelf-stable encapsulation technology.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
The Feed competitors and assessment
Company assessmentDirect peers
- Bodybuilding.com: Long-established online sports nutrition and supplement retailer offering multi-brand assortment, gear, and content. Closely comparable as a curated e-commerce marketplace serving athletes with similar product categories.
- Muscle & Strength: Online sports nutrition and supplement retailer carrying 200+ brands across protein, pre-workout, recovery, and accessories. Directly comparable multi-brand e-commerce model with similar athlete target audience.
- Tiger Fitness: Sports nutrition e-commerce retailer selling supplements, protein, pre-workout, and gym gear from multiple brands. Comparable curated marketplace model with strong D2C positioning.
- Hammer Nutrition: Endurance-focused sports nutrition brand and online retailer specializing in fuels, hydration, and recovery for endurance athletes. Comparable target customer (runners, cyclists, triathletes) and product overlap.
Broad incumbents
- GNC: Largest specialty retailer of vitamins, minerals, and sports nutrition supplements with broad omnichannel presence. Established incumbent competing in the same supplement categories with broader mass-market positioning.
- Vitamin Shoppe: National supplement and wellness retailer with extensive sports nutrition assortment across physical stores and e-commerce. Comparable e-commerce channel and overlapping product categories though broader health focus.
- Onnit: Premium supplements, nootropics, and fitness brand with strong e-commerce D2C presence and content-driven marketing. Comparable positioning around quality, third-party testing, and athlete/performance focus.
Emerging players
- Momentous: Premium sports nutrition brand with NSF Certified for Sport supplements and strong D2C e-commerce presence. Comparable focus on elite athlete trust signals and quality verification, though emerging in scale.
- Skratch Labs: Sports hydration and nutrition brand founded by exercise physiologists, focused on endurance athletes. Comparable target customer and emphasis on real-food sports nutrition with strong D2C channel.
Others
- Thorne: Key brand partner and NSF Certified for Sport supplement manufacturer selling directly to consumers. Comparable as a high-trust supplement brand, but functions as a supplier to The Feed while also operating its own competing D2C storefront.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
The Feed social profiles
Digital presenceThe Feed compliance and trust
Trust signalCompliance9 records
The Feed financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Feed leadership team
Management profileNumber of profiles
Profiles1 record
The Feed funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Feed M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Feed
What does The Feed do?
The Feed operates thefeed.com, a curated online retailer of sports nutrition products carrying 5,000+ SKUs from 250+ brands. The platform sells hydration, carbohydrate, protein, supplement, gear, and superfood products to endurance athletes, alongside a proprietary Feed Score rating system and a private-label product line.
Is The Feed a public or private company?
The Feed is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Feed founded?
The Feed was founded in 2013. It employs 11 to 50 people.
Where is The Feed based?
The Feed is headquartered in Broomfield, United States, in the North America region.
How does The Feed make money?
One revenue line is on record: E-commerce Product Sales.
Who are The Feed's main competitors?
Direct peers on record are Bodybuilding.com, Muscle & Strength, Tiger Fitness and Hammer Nutrition. Broad incumbents are GNC, Vitamin Shoppe and Onnit. Emerging players are Momentous and Skratch Labs. Thorne is listed as an others.
Does The Feed have an API?
No public API is recorded for The Feed.
What industry is The Feed in?
The Feed's product category is Sports Nutrition Retail. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 456191 and its SIC code is 2090.