Performance Brands
Performance Brands, Inc. is a privately held, Sunrise, Florida-based consumer-products company founded in 1987 that markets professional-grade competition tanning products under Pro Tan® and sports nutrition products under SteelFit® to fitness and bodybuilding competitors.
- Company typePrivate
- Founded1987
- HeadquartersSunrise, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Performance Brands does
Performance Brands, Inc. is a privately held consumer-products company founded in 1987 and headquartered in Sunrise, Florida. It operates as a portfolio parent for two branded product lines targeted at fitness and bodybuilding competitors: Pro Tan®, a registered trademark covering competition tanning products, and SteelFit®, a registered trademark covering sports nutrition products. Each brand operates its own dedicated consumer-facing website (protanusa.com, steelfitusa.com), while performancebrands.com serves as a portfolio hub linking the two.
The company's product portfolio is its core asset: Pro Tan® supplies professional-grade tanning solutions used by competitors on stage, and SteelFit® supplies nutritional supplements for athletes and fitness consumers focused on physique development. The input data does not disclose proprietary technology, formulation IP, manufacturing footprint, or platform architecture; Performance Brands presents itself as a brand-parent operator managing distinct product lines rather than a unified technology platform.
The business model and revenue mechanics are not disclosed in the available data: pricing models, distribution channels (beyond the DTC websites), retail partnerships, and customer concentration are all unspecified. The company is privately held with no disclosed funding rounds, ownership structure, or investor base. Chet Baker is identified as Senior Vice President of Sales, indicating a senior commercial function, but no broader management team is documented. No AI/ML, API, or technology integrations are referenced, consistent with a traditional niche CPG brand operator.
Performance Brands firmographics
Firmographics- Name
- Performance Brands
- Legal name
- Performance Brands, Inc.
- Website
- https://performancebrands.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Performance Brands, Inc. is a privately held, Sunrise, Florida-based consumer-products company founded in 1987 that markets professional-grade competition tanning products under Pro Tan® and sports nutrition products under SteelFit® to fitness and bodybuilding competitors.
- Ownership category
- akta.pro rank
Performance Brands industry classification
Industry- Product category
- Sports Nutrition & Tanning Products
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Tanning Packages & Sessions (Single/Bundle) (HSALAJAE)
Keywords
Where Performance Brands is headquartered
LocationHeadquarters
- HQ city
- Sunrise
- HQ country
- United States
- HQ region
- North America
Markets served
Performance Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Performance Brands product offering
Product offeringCore offering
Performance Brands, Inc. manufactures and sells competition tanning products through its Pro Tan® brand and sports nutrition products through its SteelFit® brand. The company operates as a parent entity that manages a portfolio of two distinct consumer product lines serving athletes, bodybuilders, and fitness competitors since 1987.
Product overview
Performance Brands, Inc. is a family of fine products since 1987, specializing in competition tanning and sports nutrition. Their portfolio consists of two core brands: Pro Tan® (competition tanning products) and SteelFit® (sports nutrition products). The company operates as a parent brand managing these distinct product lines rather than a unified platform architecture.
Differentiator
Problem solved
Functional benefit
Brands
- Pro Tan®: Competition tanning products
- SteelFit®
Products and services
- Pro Tan® Competition tanning products designed for fitness and bodybuilding competitors. Pro Tan® is a registered trademark offering tanning solutions built for the stage and physique competition use cases.
- SteelFit® Sports nutrition products supporting athletic performance and physique development. SteelFit® is a registered trademark offering nutritional supplements targeted at athletes and fitness enthusiasts.
Companies that use Performance Brands
Customer profileSegments1 record
Ideal customer profiles1 record
Performance Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Performance Brands partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights2 records
Performance Brands competitors and assessment
Company assessmentDirect peers
- Jan Tana: Jan Tana is a long-established direct competitor in the competition tanning market, serving the same bodybuilding and fitness competitor demographic with spray tan solutions and bronzers similar to Pro Tan.
- Beverly International: Beverly International is a sports nutrition company focused specifically on bodybuilding supplements, directly competing with SteelFit in serving physique athletes and competitive bodybuilders.
- Dream Tan: Dream Tan is an Australian-based competition tanning products company specializing in stage bronzers and spray tan solutions for bodybuilding presentations, directly competing with Pro Tan in the competition prep market.
- Universal Nutrition: Universal Nutrition is a long-standing bodybuilding supplements brand with deep distribution in the physique sport community, directly competing with SteelFit in serving strength athletes and competitive bodybuilders.
Broad incumbents
- Designer Skin: Designer Skin is an established broader tanning products company serving salons and consumers with lotions and accelerators, overlapping with Pro Tan but with wider retail and salon distribution focus.
- Australian Gold: Australian Gold is a major tanning products brand with broad consumer and salon distribution, providing competition to Pro Tan across the wider sunless and indoor tanning category.
- Optimum Nutrition: Optimum Nutrition is a leading sports nutrition brand owned by Glanbia, with broad distribution and substantially greater resources, competing with SteelFit across mainstream and serious athlete segments.
- BSN (Bio-Engineered Supplements and Nutrition): BSN is a major sports nutrition brand producing protein powders, pre-workouts, and performance supplements, competing with SteelFit with significantly greater marketing and distribution scale.
- MusclePharm: MusclePharm is a sports nutrition brand serving fitness and bodybuilding consumers, offering broad product lines that overlap with SteelFit's positioning in performance nutrition.
- Cellucor: Cellucor is a sports nutrition brand best known for C4 pre-workout and related performance products, with broad distribution that competes with SteelFit for fitness-oriented consumers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Performance Brands social profiles
Digital presencePerformance Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Performance Brands leadership team
Management profileNumber of profiles
Profiles1 record
Performance Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Performance Brands 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 Performance Brands
What does Performance Brands do?
Performance Brands, Inc. manufactures and sells competition tanning products through its Pro Tan® brand and sports nutrition products through its SteelFit® brand. The company operates as a parent entity that manages a portfolio of two distinct consumer product lines serving athletes, bodybuilders, and fitness competitors since 1987.
Is Performance Brands a public or private company?
Performance Brands is a private company. It is classified as unknown and is currently operating.
When was Performance Brands founded?
Performance Brands was founded in 1987. It employs 11 to 50 people.
Where is Performance Brands based?
Performance Brands is headquartered in Sunrise, United States, in the North America region.
Who are Performance Brands's main competitors?
Direct peers on record are Jan Tana, Beverly International, Dream Tan and Universal Nutrition. Broad incumbents are Designer Skin, Australian Gold, Optimum Nutrition, BSN (Bio-Engineered Supplements and Nutrition), MusclePharm and Cellucor.
Does Performance Brands have an API?
No public API is recorded for Performance Brands.
What industry is Performance Brands in?
Performance Brands's product category is Sports Nutrition & Tanning Products. Its primary akta.pro industry code is HSALAJAE, Tanning Packages & Sessions (Single/Bundle). Its SIC code is 2000.