Cellucor
Cellucor is a US sports nutrition brand owned by Nutrabolt, selling creatine, pre-workout, protein, fat burners, and cognitive supplements via DTC e-commerce, major retailers (GNC, Walmart, Vitamin Shoppe), and distributors across 50+ countries. It serves athletes, fitness enthusiasts, and active lifestyle consumers.
- Company typePrivate
- Founded2003
- HeadquartersBryan, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cellucor does
Cellucor is a US-based sports nutrition supplement brand founded in 2002 and operated by Woodbolt Distribution LLC under parent company Nutrabolt. Its portfolio centers on creatine monohydrate (Cor-Performance line), pre-workout products (C4 Original, C4 Sport, C4 Ultimate), whey and sparkling protein, BCAA/EAA amino acids (XTEND), fat burners (SuperHD, Super Thermo, Super Shred), and cognitive support (Super Brain). The brand differentiates through proprietary ingredients including CarnoSyn beta-alanine, NO3-T nitrate technology, Verisol collagen peptides, and an NAD+ support blend, with 12 products carrying NSF Certified for Sport designation enabling use by professional and collegiate athletes.
The business operates a hybrid go-to-market combining direct-to-consumer e-commerce (cellucor.com) with a Subscribe & Save subscription offering up to 30% off first orders and 20% recurring savings, alongside flagship retail partnerships with GNC, Walmart, and Vitamin Shoppe, and an international distributor network spanning 50+ countries across Asia Pacific, Europe, Latin America, MENA, and North Asia. Customer segments span athletes and fitness enthusiasts, professional and collegiate athletes, military and first responders (via GovX), and active lifestyle consumers seeking energy, mental clarity, and holistic wellness. Pricing for core SKUs ranges from $17.99 to $49.99 on subscription or one-time purchase, with bundle offerings (Lean Body Burn, Cognitive Boost, 360° Muscle Building) combining cross-brand products to drive multi-product attachment.
The brand is reinforced by official NBA partnerships (Boston Celtics, Miami Heat, New York Knicks), the Team C4 ambassador program, and CCPA-compliant privacy operations. Recent product expansion into longevity (NAD+ creatine) and beauty-from-within (collagen creatine) categories signals diversification beyond traditional sports nutrition. Cellucor's brand ladders under Nutrabolt alongside C4 Energy, Xtend, and Bloom, with Nutrabolt recently crossing $1 billion in portfolio sales and reportedly considering an IPO.
Cellucor firmographics
Firmographics- Name
- Cellucor
- Legal name
- Woodbolt Distribution LLC
- Website
- https://cellucor.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cellucor is a US sports nutrition brand owned by Nutrabolt, selling creatine, pre-workout, protein, fat burners, and cognitive supplements via DTC e-commerce, major retailers (GNC, Walmart, Vitamin Shoppe), and distributors across 50+ countries. It serves athletes, fitness enthusiasts, and active lifestyle consumers.
- Ownership category
- akta.pro rank
Cellucor industry classification
Industry- Product category
- Sports Nutrition Supplements
- NAICS
- Food Manufacturing (311), 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
- Weight Management & Metabolic Supplements (CRADAGAG), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Cellucor is headquartered
LocationHeadquarters
- HQ city
- Bryan
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cellucor business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure
Revenue model
- Consumer Product Sales: Direct-to-consumer and retail sales of sports nutrition supplements including pre-workout, creatine, protein, fat burners, and cognitive boosters. Products sold as one-time purchases or through subscription model with recurring revenue.
- Subscription Commerce: Subscription program offering 30% off first order and 20% recurring discounts on auto-delivery products. Delivers predictable recurring revenue through subscription model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | C4 Original Pre-Workout 30 servings |
| Subscription | Monthly | C4 Sport Pre-Workout 30 servings |
| Subscription | Monthly | C4 Ultimate Pre-Workout 20 servings |
| Subscription | Monthly | C4 Whey Protein Powder |
| Unit Pricing | Pay-as-you-go | Cor-Performance Creatine 72 servings |
| Unit Pricing | Monthly | Cellucor Longevity Creatine with NAD+ 25 servings |
| Subscription | Monthly | Cellucor Vitality Creatine with Collagen |
| Unit Pricing | Pay-as-you-go | SuperHD Fat Burner 60 capsules |
| Unit Pricing | Pay-as-you-go | The Lean Body Burn Bundle |
| Unit Pricing | Pay-as-you-go | The Cognitive Boost Bundle |
| Subscription | Monthly | C4 Sparkling Protein 12-pack |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Cellucor product offering
Product offeringCore offering
Cellucor manufactures and sells sports nutrition dietary supplements including creatine powders, pre-workout formulas, protein powders, fat burners, branched-chain amino acids (BCAAs), cognitive boosters, and ready-to-drink protein beverages. The product range is anchored by the C4 pre-workout franchise, Cor-Performance creatine line, XTEND amino acid products, and SuperHD fat burners, sold direct-to-consumer, via subscription, and through major retail and international distribution partners.
Product overview
Cellucor is a sports nutrition brand under Nutrabolt that offers a comprehensive portfolio of supplements organized around three main pillars: creatine-based muscle and strength products (including Cor-Performance Creatine, Longevity with NAD+, and Vitality with Collagen), weight management solutions (SuperHD, Super Thermo, Super Shred fat burners), and the C4/XTEND co-brand ecosystem of pre-workouts, proteins, and energy drinks. The company positions itself as backed by 20 years of sports nutrition expertise, with products ranging from foundational creatine powders to advanced formulas targeting cellular health, beauty-from-within benefits, and cognitive performance. Key differentiators include NSF Certified for Sport® options for athletes, AI-powered peptide technology in select C4 products, and specialized bundles (muscle building, fat burning, cognitive) combining multiple branded products. The subscription program offers up to 30% savings with free shipping, and the brand maintains global distribution through international partners across Asia Pacific, Europe, Latin America, MENA, and North Asia regions.
Differentiator
Problem solved
Functional benefit
Brands
- C4 Energy: Pre-workout and energy drink brand under the Nutrabolt/Cellucor portfolio
- C4 Supps
- XTEND
- COR-Performance
- SuperHD
- Super Brain
Quantifiable outcome
- 325+ customer reviews on Cor-Performance Creatine with 4.8/5 star rating
- +1 more outcomes
Companies that use Cellucor
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Cellucor technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Cellucor partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- GovXcoreGovX partnership provides exclusive discounts up to 25% for military personnel, first responders, government employees, and teachers. Verification through GovX ID enables real-time eligibility confirmation and single-use discount codes.
- Boston CelticsflagshipOfficial Partner of the Boston Celtics NBA team. C4 Performance Energy products featured as the official energy drink of the team.
- Miami HeatflagshipOfficial Energy Drink Partner of the Miami Heat NBA team.
- New York KnicksflagshipOfficial Energy Drink Partner of the New York Knicks NBA team.
- LAC Global BrandscoreExclusive and authorized distributor for Cellucor products across multiple Asia Pacific markets including Malaysia, Singapore, and Taiwan.
- Nutrition Systems (Australia)coreAuthorized Australian distributor for Cellucor products in the Australia market.
- Europa SportscoreListed as a current distributor for Cellucor, C4, and XTEND products.
- Muscle Foods USAcoreListed as a current distributor for Cellucor products.
- NYB DistributorsminorListed as a current distributor for Cellucor products.
- DNA Sports NutritionminorListed as a current distributor for Cellucor products.
- GNCflagshipMajor specialty retail chain carrying Cellucor, C4, and XTEND products across US locations.
- WalmartflagshipMajor retail partner for C4 Sparkling Protein and other Cellucor products.
- Vitamin ShoppecoreSpecialty retail partner for sports nutrition supplements.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Cellucor competitors and assessment
Company assessmentDirect peers
- Myprotein: Myprotein is a global DTC sports nutrition brand with extensive creatine, pre-workout, and BCAA portfolios at value pricing. Direct competitor to Cellucor in the online and international markets across creatine and pre-workout categories.
- MusclePharm: MusclePharm is a sports nutrition brand offering creatine, pre-workout, BCAA, and recovery products positioned in mass and specialty retail. Direct competitor to Cellucor across multiple sub-categories and channels.
- MuscleTech: MuscleTech is a sports nutrition brand with a broad creatine, pre-workout, and fat-burner portfolio under the Iovate Health Sciences umbrella. Closely comparable to Cellucor across core categories and retail positioning.
- BSN (Bio-Engineered Supplements & Nutrition): BSN produces flagship pre-workouts (N.O.-XPLODE, AMINO X) and mass gainers and competes directly with Cellucor's C4 line on the same specialty retail shelves and athlete endorsement platforms.
- Klean Athlete: Klean Athlete is a sports nutrition brand specifically positioned around NSF Certified for Sport supplements for professional and collegiate athletes, overlapping directly with Cellucor's certified-for-sport SKUs and athlete-targeted marketing.
- Optimum Nutrition (Glanbia): Optimum Nutrition (owned by Glanbia) is a leading sports nutrition brand best known for Gold Standard Whey and a broad creatine/EAA lineup. Direct competitor to Cellucor's C4 and Cor-Performance lines in both retail (GNC, Vitamin Shoppe) and online channels.
Broad incumbents
- GNC: GNC is the largest specialty retailer of vitamins and sports nutrition in the US and simultaneously operates its own private-label and branded supplement lines. Both a major retail partner and a competing brand for Cellucor's C4 and XTEND products.
Emerging players
- Bucked Up: Bucked Up is a DTC and convenience-channel sports nutrition brand with a strong pre-workout lineup. Comparable to Cellucor's C4 line as a fast-growing challenger targeting similar athlete and active lifestyle consumers.
- Ghost Lifestyle: Ghost is a fast-growing lifestyle-flavored sports nutrition brand with partnership-driven marketing and strong social media presence. Competes directly with Cellucor for younger athlete consumers and increasingly in pre-workout and protein formats.
- Transparent Labs: Transparent Labs is a premium DTC sports nutrition brand focused on clinically-dosed, fully disclosed label supplements. Comparable to Cellucor as a digitally native challenger in the creatine, pre-workout, and wellness categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Cellucor social profiles
Digital presenceCellucor compliance and trust
Trust signalCompliance2 records
Cellucor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cellucor leadership team
Management profileNumber of profiles
Cellucor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cellucor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cellucor
What does Cellucor do?
Cellucor manufactures and sells sports nutrition dietary supplements including creatine powders, pre-workout formulas, protein powders, fat burners, branched-chain amino acids (BCAAs), cognitive boosters, and ready-to-drink protein beverages. The product range is anchored by the C4 pre-workout franchise, Cor-Performance creatine line, XTEND amino acid products, and SuperHD fat burners, sold direct-to-consumer, via subscription, and through major retail and international distribution partners.
Is Cellucor a public or private company?
Cellucor is a private company. It is classified as corporate owned and is currently operating.
When was Cellucor founded?
Cellucor was founded in 2003. It employs 11 to 50 people.
Where is Cellucor based?
Cellucor is headquartered in Bryan, United States, in the North America region.
How does Cellucor make money?
Two revenue lines are on record. Consumer Product Sales are the primary driver. The others are subscription Commerce.
Who are Cellucor's main competitors?
Direct peers on record are Myprotein, MusclePharm, MuscleTech, BSN (Bio-Engineered Supplements & Nutrition), Klean Athlete and Optimum Nutrition (Glanbia). GNC is listed as a broad incumbent. Emerging players are Bucked Up, Ghost Lifestyle and Transparent Labs.
Does Cellucor have an API?
No public API is recorded for Cellucor.
What industry is Cellucor in?
Cellucor's product category is Sports Nutrition Supplements. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADAGAG, Weight Management & Metabolic Supplements. Its NAICS code is 311 and its SIC code is 2090.