Sporter.com
Sporter.com is a Dubai-based, privately held e-commerce retailer founded in 2012 that operates multi-country sports nutrition, vitamin, healthy food, and sportswear storefronts across seven GCC/MENA countries, selling third-party supplement brands, an expanding Sporter Brand private-label line, and curated supplement bundles to fitness enthusiasts and health-conscious consumers.
- Company typePrivate
- Founded2012
- HeadquartersDubai, United Arab Emirates
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Sporter.com does
Sporter.com is a Dubai-headquartered, privately held e-commerce retailer founded in 2012 that operates multi-category health, fitness, and wellness storefronts across seven GCC/MENA countries — United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Oman, Bahrain, and Jordan — each served by a country-localized subdomain with bilingual English/Arabic support and local-currency pricing. The platform spans 14 product categories, anchored on four super-categories: sports supplements (whey, isolate, plant-based, casein, mass gainers, creatine, aminos, pre-workouts, weight management, carbohydrates), vitamins and health (essential vitamins, multivitamins, bone & joint, beauty, fish oil, lifestyle, digestion, minerals), healthy food (grocery, ready-to-drink, protein snacks, spreads), and sports apparel & accessories.
The catalogue combines authorised resale of third-party international brands (Dymatize, MuscleTech, Quest Nutrition, Centrum, VitaBiotics, Grenade) with a growing proprietary "Sporter Brand" private-label line spanning protein powders, creatine, vitamins, herbal extracts, beauty supplements, and electrolytes. Technical architecture is a standard multi-country e-commerce stack (Next.js frontend per country domain, secure checkout verified by Norton VeriSign, multi-currency pricing) with curated merchandising layers on top: "Sporter Stacks" bundle targeted at named use cases (intermittent fasting, PCOS, keto, focus, power & glow) and a "Sporter Nutrition" personalized diet-planning service delivered by registered dietitians.
Sporter makes money through four revenue streams: (1) one-time product sales of third-party branded supplements at retail; (2) higher-margin sales of proprietary Sporter Brand SKUs; (3) recurring subscription revenue via Subscribe & Save monthly delivery; and (4) wholesale distribution to gyms, studios, and retailers. Go-to-market is direct-to-consumer via the owned e-commerce storefronts with a complementary B2B wholesale arm; customer acquisition is driven by social-media presence across Facebook, Instagram, X/Twitter, TikTok, Snapchat, and YouTube, an English-language health-and-fitness blog, email marketing, and promotional campaigns (Gym Buddies, BOGO, seasonal sales). Headcount is in the 51–100 range and the leadership team comprises CEO Firas Odeh and CTO/CXO Azzam Jarad.
Sporter.com firmographics
Firmographics- Name
- Sporter.com
- Website
- https://sporter.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sporter.com is a Dubai-based, privately held e-commerce retailer founded in 2012 that operates multi-country sports nutrition, vitamin, healthy food, and sportswear storefronts across seven GCC/MENA countries, selling third-party supplement brands, an expanding Sporter Brand private-label line, and curated supplement bundles to fitness enthusiasts and health-conscious consumers.
- Ownership category
- akta.pro rank
Sporter.com industry classification
Industry- Product category
- Online Sports Supplements and Vitamins Retail
- NAICS
- Sporting Goods Retailers (45911), Food (Health) Supplement Retailers (456191)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
- akta.pro secondary industries
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA), Athletic Footwear & Sport Apparel Retail (CRAMABAC)
Keywords
Where Sporter.com is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Markets served
Sporter.com 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, Infrastructure
Revenue model
- Product Sales - Third Party Brands: Revenue from selling third-party supplement brands (Dymatize, MuscleTech, Quest Nutrition, Centrum, VitaBiotics, etc.) through the e-commerce platform at retail prices
- Product Sales - Sporter Private Label: Revenue from proprietary Sporter-branded products including supplements, vitamins, and healthy snacks manufactured or sourced under the company's own brand
- Subscribe & Save Program: Subscription-based recurring revenue model for supplements with discounted pricing for committed customers
- Wholesale Distribution: Bulk sales to businesses through the wholesale program mentioned on the platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual supplement products with tiered pricing based on brand, size, and formulation |
| Subscription | Monthly | Subscribe & Save subscription program with recurring discounts |
| Unit Pricing | Pay-as-you-go | Pre-configured product stacks/bundles at discounted prices |
| Transaction based/ take rate | Pay-as-you-go | Wholesale pricing for bulk/business orders |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Sporter.com product offering
Product offeringCore offering
Sporter.com is an online retailer selling authentic sports supplements, vitamins, healthy snacks, and sportswear/apparel across the MENA and GCC region through seven country-specific e-commerce storefronts. The platform retails top international brands (Dymatize, MuscleTech, Quest Nutrition, Centrum, VitaBiotics) alongside its own proprietary Sporter Brand private-label supplements, and offers bundled Sporter Stacks for specific health goals, a Subscribe & Save recurring program, and a personalized nutrition planning service delivered by registered dietitians.
Product overview
Sporter.com is a multi-category e-commerce platform and online marketplace for health, fitness, and wellness products operating across GCC countries (UAE, Saudi Arabia, Qatar, Kuwait, Oman, Bahrain, Jordan). The platform functions as both a retailer of third-party international brands (Dymatize, MuscleTech, Centrum, Quest Nutrition, Grenade, VitaBiotics) and a manufacturer of proprietary private-label supplements under the Sporter Brand. The core product portfolio centers on Sports Supplements (protein powders, creatine, amino acids, pre-workouts, weight loss, muscle growth) and Vitamins & Health (multivitamins, essential vitamins, minerals, beauty supplements, fish oil, healthy lifestyle products), complemented by Healthy Food categories (snacks, grocery, ready-to-drink) and Sports Apparel & Accessories. The platform differentiates through product authenticity guarantees, fast delivery service, and bundled Sporter Stacks combining complementary supplements for specific health goals. Additional services include personalized diet planning through registered dietitians.
Differentiator
Problem solved
Functional benefit
Brands
- Sporter Brand: In-house private-label brand offering vitamins, minerals, and supplements including creatine monohydrate, magnesium glycinate, whey protein, biotin, melatonin, and collagen.
Products and services
- Sports Supplements Catalog Multi-brand sports supplement catalog (protein powders, creatine, amino acids, pre-workouts, weight loss, muscle growth, recovery) sold to athletes and fitness enthusiasts across GCC and Jordan storefronts.
- Vitamins & Health Catalog Comprehensive vitamin and health supplement catalog for general wellness, beauty, women's health, prenatal, men's health, sleep, hormone balance, and digestion, sold to health-conscious consumers across the GCC and Jordan.
- Healthy Food & Snacks Online retail category of healthy grocery staples (syrups, breakfast, sweeteners, superfoods), ready-to-drink protein shakes and recovery drinks, and protein snack bars, cookies, chips, brownies, and spreads sold to health-conscious consumers.
- Sports Apparel & Accessories Online catalog of athletic apparel and training accessories for fitness enthusiasts, including gym wear, training equipment, boxing/MMA gear, and sports tech accessories sold to GCC and Jordan consumers.
- Sporter Brand Private Label Supplements Sporter's proprietary private-label line of supplements, vitamins, minerals, and wellness products (protein powders, creatine, magnesium, mass gainer, melatonin, biotin, collagen, beef protein, carbs, vegan protein, omegas, vitamin C, inositol, ginkgo biloba, ginseng, moringa, electrolytes, L-arginine) sold across GCC and Jordan markets as an alternative to third-party brands.
- Sporter Stacks (Curated Supplement Bundles) Curated multi-product supplement bundles (Sporter Stacks) assembled to address specific health goals such as intermittent fasting, PCOS wellness, keto, weight management, strength and energy, focus, beauty, and women's support, sold at discounted bundle pricing to consumers across GCC and Jordan markets.
- Sporter Nutrition (Dietitian Consultation) Personalized diet planning and nutrition consultation service provided by registered dietitians, offered to Sporter customers to support their fitness, weight management, and health goals through customized nutrition plans.
- Sporter Subscribe & Save Subscription-based recurring delivery program for supplements with discounted pricing for committed customers, enabling automatic replenishment of chosen supplements on a monthly cadence across GCC and Jordan storefronts.
- Sporter Wholesale Distribution Program Bulk-priced B2B wholesale supply program for gym owners, fitness studios, and retailers across the GCC and Jordan, providing supplements and health products in transaction-based bulk orders for resale or distribution to their members/customers.
Companies that use Sporter.com
Customer profileSegments4 records
Ideal customer profiles3 records
Sporter.com technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Sporter.com partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Sporter.com competitors and assessment
Company assessmentBroad incumbents
- Noon: Leading Middle East e-commerce marketplace covering UAE, Saudi Arabia, and Egypt. Competes with Sporter on convenience, selection, and delivery across the same GCC geographies but operates as a broad-line marketplace, not a supplements specialist.
- GNC: Global specialty retailer of health, wellness, and sports nutrition products with both physical and digital channels. Overlaps with Sporter on sports supplements, vitamins, and own-brand SKUs but operates at much greater scale.
- Holland & Barrett: Global health and wellness retailer with a strong own-brand supplement portfolio and growing e-commerce footprint entering MENA. Comparable in category focus, broader in geographic and channel coverage than Sporter.
- Amazon UAE: Amazon's UAE storefront with broad catalog including supplements, vitamins, and sports nutrition. Direct competitive overlap on assortment and delivery speed but lacks Sporter's specialist curation and private-label focus.
Direct peers
- Bulk Powders: UK-based D2C sports nutrition and supplements retailer emphasizing own-label products. Comparable business model to Sporter on sports nutrition DTC and own-brand strategy, though focused on UK/EU rather than MENA.
- Myprotein: Global sports nutrition and supplements brand with D2C e-commerce. Comparable to Sporter's core sports supplement category and own-brand strategy, though Myprotein is a manufacturer-first brand rather than a multi-brand marketplace.
- iHerb: Global online retailer of authentic supplements, vitamins, and sports nutrition serving MENA customers. Closest like-for-like competitor to Sporter's inventory-led DTC supplements model, though without Sporter's region-specific localization depth.
- Vitamin Shoppe: Specialty retailer of vitamins, minerals, and sports supplements with both e-commerce and physical stores. Mirrors Sporter's category breadth and private-label ambition at greater scale.
- The Protein Works: D2C sports nutrition brand selling protein, creatine, and supplements online. Comparable to Sporter in protein/creatine SKU depth and DTC e-commerce model, competing for the same cross-border GCC sports nutrition consumer.
Emerging players
- Care/of: D2C personalized vitamins and supplements brand with subscription-driven model. Comparable to Sporter's Subscribe & Save and dietitian personalization strands, though Care/of operates in a Western/premium positioning versus Sporter's regional mass positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Sporter.com social profiles
Digital presenceSporter.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sporter.com leadership team
Management profileNumber of profiles
Profiles2 records
Sporter.com funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sporter.com 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 Sporter.com
What does Sporter.com do?
Sporter.com is an online retailer selling authentic sports supplements, vitamins, healthy snacks, and sportswear/apparel across the MENA and GCC region through seven country-specific e-commerce storefronts. The platform retails top international brands (Dymatize, MuscleTech, Quest Nutrition, Centrum, VitaBiotics) alongside its own proprietary Sporter Brand private-label supplements, and offers bundled Sporter Stacks for specific health goals, a Subscribe & Save recurring program, and a personalized nutrition planning service delivered by registered dietitians.
Is Sporter.com a public or private company?
Sporter.com is a private company. It is classified as unknown and is currently operating.
When was Sporter.com founded?
Sporter.com was founded in 2012. It employs 51 to 100 people.
Where is Sporter.com based?
Sporter.com is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Sporter.com make money?
Four revenue lines are on record. Product Sales - Third Party Brands are the primary driver. The others are product Sales - Sporter Private Label, subscribe & Save Program and wholesale Distribution.
Who are Sporter.com's main competitors?
Broad incumbents on record are Noon, GNC, Holland & Barrett and Amazon UAE. Direct peers are Bulk Powders, Myprotein, iHerb, Vitamin Shoppe and The Protein Works. Care/of is listed as an emerging player.
Does Sporter.com have an API?
No public API is recorded for Sporter.com.
What industry is Sporter.com in?
Sporter.com's product category is Online Sports Supplements and Vitamins Retail. Its primary akta.pro industry code is CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers, with a secondary code of CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout). Its NAICS code is 45911 and its SIC code is 3949.