What Earthbar does

Earthbar is a vertically integrated functional-wellness retailer and consumer-products company founded in 1971 in Southern California (originally as Great Earth Vitamins) and operated today as Earthbar LLC out of Irvine, California. The company designs, sources, and sells proprietary nutrition formulations — most notably Earthfusion Plant Protein (a non-GMO sprouted oat, buckwheat, chia, and pea blend delivering 21g protein and 5g BCAAs per serving), Glow & Restore Collagen (built on three patented peptides — FORTIGEL, FORTIBONE, and VERISOL), and a line of housemade herbal tonics (Slim Down, Super Immune, It's Time To Detox) — alongside a retail smoothie, bowl, protein coffee, and grab-and-go menu served in physical locations. The product portfolio spans 38+ SKUs across supplements, herbal tonics, pantry items (e.g., Barebells protein bars), and branded merchandise (apparel and tumblers).

The business operates a hybrid retail-and-DTC model. The flagship channel is embedded retail inside Equinox fitness clubs — beginning with 4 locations in 2009 and growing to 29 California locations, with 2025 expansion into Manhattan and Brooklyn. Standalone stores in West Hollywood, Irvine, Newport Beach, Los Angeles, San Francisco, Berkeley, and San Diego supplement the Equinox footprint. Digital channels include a Shopify-powered e-commerce store (earthbar.com) and a Spendgo-integrated mobile app supporting order-ahead, a $5 flat delivery fee, and the Earthbar Rewards loyalty program. Subscription orders (auto-renewal, weekly to bi-monthly cadence) carry a 10% discount, providing a recurring-revenue layer on top of per-transaction retail and e-commerce sales. Pricing is premium tier: supplements range from $19.99 to $119.99, with smoothies, bowls, and grab-and-go items priced at point of sale and a $5 app-delivery fee on top.

Customers are exclusively individual consumers — segmented by the company as 'health-obsessed high achievers' (primary), Equinox fitness-club members, and convenience-oriented urban professionals — with no disclosed enterprise or B2B contracts. Customer concentration is therefore low. Earthbar is privately held with no disclosed funding rounds, no parent company, and a headcount of 251–500, operating in two US regions (Southern California and New York).

Name

Earthbar

Legal name

Earthbar LLC

Website

https://earthbar.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Functional Wellness Retail

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Smoothie & Protein Shake Bars (THAFAKAB)

akta.pro secondary industries

Health Food & Supplement Stores (CRAHAEAC), Functional & Wellness Beverage Shops (Shots, Adaptogens, Vitamin/Collagen Drinks) (THAFAKAJ)

Keywords

• Smoothies and bowls
• Dietary supplements
• Herbal tonics
• Protein powders
• Wellness retail

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Smoothie and Beverage Sales: Physical retail locations serving smoothies, bowls, protein coffee, and grab-and-go items. Sales at point of purchase in-store and through order-ahead mobile functionality.
2. E-commerce Product Sales: Online sales of supplements, herbal tonics, pantry items, and merchandise through earthbar.com. Products shipped directly to consumers with 1-2 business day fulfillment.
3. Earthbar Rewards Subscription: Loyalty program with 10% discount on subscription orders. Auto-renewal subscriptions for supplements with weekly, bi-weekly, monthly, or bi-monthly billing cycles.
4. Merchandise Sales: Branded apparel including hoodies, joggers, caps, socks, and tumblers sold through e-commerce.
5. Delivery Revenue: $5 flat delivery fee for mobile app orders, providing additional revenue stream on top of product pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Earthbar operates a functional wellness retail and e-commerce business selling smoothies, bowls, protein coffee drinks, and grab-and-go food items through physical stores inside Equinox fitness clubs and standalone retail locations, alongside an online catalog of proprietary supplements, herbal tonics, and branded merchandise. The company formulates its own protein blends, herbal tonics, and uses patented collagen peptides, with a 50+ year heritage (founded 1971) and operations concentrated in California with 2025 expansion to New York City.

Product overview

Earthbar is a functional wellness company (operating since 1971 as Great Earth Vitamins) offering a full-spectrum wellness experience centered around smoothies, bowls, protein coffee drinks, and grab-and-go items made with organic ingredients, housemade herbal tonics, and proprietary protein blends. The product portfolio is organized into three main categories: (1) Food & Beverage offerings including Smoothies, Bowls, Protein Coffee + Cafe Drinks, and Grab + Go items; (2) Supplements including Earthfusion Plant Protein, Glow & Restore Collagen, Performance BCAA, Power X, Sleep Potion, Calm & Happy, Calm the Crave, Focused Day, Time to Sleep, Energy Ginseng, and Gut + Microbiome; and (3) Herbal Tonics including Slim Down, Super Immune, It's Time To Detox, Get Up & Go-Go, and Sinus Blaster. Additionally, Earthbar offers Pantry items (Barebells protein bars) and Merch/Apparel (Earthling branded clothing and Earthbar tumblers). The company operates a loyalty program (Earthbar Rewards) with mobile app and online ordering capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Smoothies Earthbar's signature in-store smoothie offering featuring organic ingredients, housemade herbal tonics, and proprietary protein blends, available across the Earthbar retail and Equinox locations for individual consumers.
• Bowls Smoothie-inspired bowls made with organic fruits, nut milks, and nut butters without added sugars, including the Acai Superberry Bowl and PB Protein Bowl, served at Earthbar retail locations.
• Protein Coffee + Cafe Drinks Superfood coffees, organic teas, Protein Cold Foam toppings, and the Fit Frappe (a frozen iced coffee and smoothie blend providing caffeine, electrolytes, and protein) sold at Earthbar retail locations.
• Grab + Go Ready-to-eat items including chicken tenders, housemade Earthbites, fresh fruit, and canned beverages for on-the-go nutrition, available at Earthbar retail locations.
• Earthfusion Plant Protein A plant-based protein powder made from non-GMO sprouted oat, buckwheat, chia seed, and peas, featuring digestive enzymes and L-glutamine for post-workout recovery, available in vanilla and chocolate in 1 lb ($29.99) and 2 lb ($55.99) sizes.
• Glow & Restore Collagen A collagen supplement featuring three patented collagen peptides (FORTIGEL, FORTIBONE, VERISOL) to support skin elasticity, hair health, nail strength, bone health, and joint integrity, priced at $49.99.
• Performance BCAA A branched-chain amino acid powder combining leucine, isoleucine, valine, and L-glutamine in an orange-flavored formula to promote lean muscle development, reduce soreness, and support exercise recovery, priced at $49.99.
• Power X A pre-workout formula designed to promote stamina, focus, energy, and power for enhanced athletic performance.
• Sleep Potion A sleep support supplement formulated with magnesium and lavender to relax the body and mind for bedtime rest, priced at $44.99.
• Calm & Happy A calm and mood support supplement designed to help relax without losing focus or edge.
• Calm the Crave A supplement designed to keep appetite in check using targeted nutrients and botanicals for weight management support.
• Focused Day A nootropic supplement providing all-day energy and mental clarity through a powerful nootropic formula, priced at $59.99.
• Time to Sleep A sleep supplement with 60 capsules containing advanced ingredients and calming botanicals to deepen sleep, priced at $34.99.
• Gut + Microbiome A probiotic supplement providing 50 billion CFU per serving with 10 probiotic strains to support gut health and microbiome balance.
• Slim Down An herbal tonic containing bladderwrack, chickweed, fennel seed, and nettle leaf to support thyroid function, increase metabolic rate, and diminish appetite, priced at $19.99.
• Super Immune An immune support herbal tonic featuring lomatium root, astragalus, echinacea, and oregano leaf to optimize natural immune function and protect lung health, priced at $19.99.
• It's Time To Detox A detoxification herbal tonic containing burdock root, red root, red clover blossom, Oregon grape root, turmeric, and milk thistle to support blood and lymphatic detoxification and liver function.
• Energy Ginseng An herbal tonic providing a powerful dose of energy that also supports hormonal balance, in a 2 fl oz bottle format.
• Get Up & Go-Go An herbal tonic supporting endurance and energy production, designed as an everyday energy boost.
• Sinus Blaster An herbal tonic providing instant sinus relief through natural ingredients in a 2 fl oz dropper bottle.
• Barebells Protein Bars Third-party protein bars including Caramel Cashew, Cookies & Cream, and Salty Peanut flavors, each containing 20g protein with no added sugar, priced at $3.75 each.
• Earthling Apparel Earthbar branded clothing including pigment-dyed hoodies, joggers, kids eco hoodies, golf rope caps, and embroidered socks, priced from $24 to $74.
• Earthbar Tumblers Branded drinkware including insulated tumblers with straws (20 oz) and clear tumblers (16 oz), priced $24 to $32.

Quantifiable outcome

• 21g plant-based protein per serving with 5g BCAA
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• The Trevor ProjectminorGTM or Marketing Partner · 1 June 2025Earthbar partnered with The Trevor Project for Pride Month 2025. The partnership supports LGBTQ+ young people through the organization's 24/7 crisis support, peer community, and advocacy programs. Customers can donate through QR codes in stores or via website link.
• EquinoxcoreChannel Partner/ Reseller/ Distributor · 1 January 2009Earthbar launched its first 4 locations inside of Equinox fitness clubs in 2009. The partnership expanded to 29 Equinox locations across California before 2025 national expansion to New York City (Manhattan and Brooklyn). Earthbar operates as embedded wellness provider within Equinox facilities.
• ShopifycoreTechnology or IntegrationEarthbar uses Shopify to power its online store. Shopify handles e-commerce platform functionality including payment processing, order management, and customer data. Earthbar's privacy policy references Shopify as their processor for personal information.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Pressed Juicery: Pressed Juicery operates a national chain of juice, smoothie, and wellness shot bars with a complementary e-commerce and subscription model. Directly comparable to Earthbar in product mix (cold-pressed juice, smoothies, wellness shots, supplements) and premium D2C positioning.
• SunLife Organics: SunLife Organics is a Southern California-based smoothie bowl and wellness café chain with a similar premium, health-obsessed consumer target and Equinox-adjacent positioning. Comparable to Earthbar on menu (smoothie bowls, protein drinks, supplements) and California retail footprint.
• Nekter Juice Bar: Nekter Juice Bar is a multi-state juice and smoothie bowl franchise offering cleanses, acai bowls, and wellness shots. Closely comparable to Earthbar's smoothie/bowl/wellness-shot core menu and franchise-style retail expansion model.
• Vitality Bowls: Vitality Bowls is a franchise chain specializing in açai bowls, smoothies, and wellness-focused menus with proprietary superfood formulations. Directly comparable to Earthbar on functional smoothie/bowl offerings and multi-unit retail expansion.
• AG1 (Athletic Greens): AG1 is a premium daily nutritional supplement brand sold primarily via D2C subscription. Comparable to Earthbar's supplement business (proprietary blends, premium positioning, subscription model) and the same health-obsessed high-achiever customer segment.
• Frutta Bowls: Frutta Bowls is a multi-unit franchise specializing in açai bowls, smoothies, and wraps with a wellness-forward menu. Directly comparable to Earthbar on smoothie/bowl retail and franchise expansion in adjacent markets.
• Clean Juice: Clean Juice is a certified-organic juice and smoothie bar franchise with a wellness and supplement-adjacent menu. Comparable to Earthbar's organic ingredient focus and premium wellness positioning in a multi-unit retail format.

Emerging players

• Ritual: Ritual is a D2C supplement brand with a clinically-backed, traceable ingredient positioning and subscription model. Comparable to Earthbar's premium supplement offering, with overlapping customer base but a pure-play e-commerce model rather than retail.
• Momentous: Momentous is a premium D2C supplement and performance nutrition brand with clinical-grade formulations. Comparable to Earthbar's premium supplement portfolio and target customer (fitness-obsessed, performance-driven consumers), though it lacks retail bars.

Broad incumbents

• Smoothie King: Smoothie King is the largest U.S. smoothie franchise chain with broad national distribution and a fitness/performance nutrition positioning. Comparable to Earthbar as a broad incumbent in the smoothie category with similar performance-nutrition marketing and Equinox-adjacent demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/earthbar
• Instagraminstagram.com/earthbar
• TikToktiktok.com/@earthbar
• Xx.com/earthbar

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Earthbar