Klean Athlete
Klean Athlete is a sports nutrition supplement brand founded in 2012, operated by Pure Encapsulations, LLC. It manufactures NSF Certified for Sport dietary supplements — protein, vitamins, electrolytes, and performance products — sold via DTC, Amazon, and resellers to professional and collegiate athletes.
- Company typePrivate
- Founded2012
- HeadquartersPittsburgh, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Klean Athlete does
Klean Athlete is a private U.S. sports nutrition supplement brand founded in 2012 and operated by Pure Encapsulations, LLC — a Massachusetts LLC that sits within the broader Atrium Innovations corporate structure, with cookie-consent branding indicating affiliation with Nestlé Health Science. The company manufactures and markets NSF Certified for Sport dietary supplements covering protein powders, vitamins and minerals, pre- and post-workout formulations, electrolytes and energy, creatine and aminos, and sleep and focus products, plus a Gear category of custom performance apparel fulfilled through partner Jakroo. The company's underlying technology is not digital but is rooted in certified manufacturing: NSF-GMP registered U.S. facilities, ISO 17025 accredited in-house laboratories, and a vendor certification program for raw materials. Every product is third-party screened for 290 banned substances under NSF International's Certified for Sport program, recognized by NFL, MLB, PGA, LPGA, NHL, NBA, and Canadian Centre for Ethics in Sport.
Klean Athlete monetizes through a multi-channel commerce stack: direct-to-consumer e-commerce at kleanathlete.com (pay-as-you-go unit pricing in USD and CAD), a dedicated Amazon storefront, and an authorized reseller network governed by strict MAP policies. A second revenue stream comes from the Professional Partner program, an enterprise field-sales motion targeting sports dietitians, strength and conditioning coaches, athletic trainers, and team staff under practitioner accounts, which drives team-level B2B supply for collegiate and professional programs. The brand is trusted by 200+ professional sports teams across baseball, hockey, football, and soccer leagues, and by 100+ collegiate athletic programs. Pricing is publicly disclosed; resellers receive up to 10% off MAP for automatic replenishment subscriptions. Marketing spans content (blog, Instagram, YouTube, webinars) and association sponsorships.
The company's strategic positioning is anchored by compliance, certification, and ecosystem credibility rather than digital differentiation. Distribution-side partnerships include NSF International, CPSDA (integrated sponsor), PBSCCS, PHATS, NBSCA, PSATS, and TerraCycle for sustainability; these collectively reinforce preferred-supplier status across elite sports communities. Operating geographies are the U.S. and Canada; international reselling is restricted. Revenue, funding history, and management team are not publicly disclosed in the available sources.
Klean Athlete firmographics
Firmographics- Name
- Klean Athlete
- Legal name
- Pure Encapsulations, LLC
- Website
- https://kleanathlete.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Klean Athlete is a sports nutrition supplement brand founded in 2012, operated by Pure Encapsulations, LLC. It manufactures NSF Certified for Sport dietary supplements — protein, vitamins, electrolytes, and performance products — sold via DTC, Amazon, and resellers to professional and collegiate athletes.
- Ownership category
- akta.pro rank
Klean Athlete industry classification
Industry- Product category
- Sports Nutrition Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL), Team Sports & On-Field Performance Apparel (CRAAAEAE)
Keywords
Where Klean Athlete is headquartered
LocationHeadquarters
- HQ city
- Pittsburgh
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Klean Athlete business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Klean Athlete generates revenue through direct-to-consumer online sales via their website kleanathlete.com, offering supplements across categories including vitamins, protein powders, electrolytes, pre/post-workout, creatine, and sleep/focus products.
- Marketplace Sales: Sales through Amazon storefront targeting athletes who shop on the Amazon platform. Products are sold directly to consumers through this channel.
- Professional Partner Sales: B2B sales to professional sports teams, collegiate athletic programs, coaches, trainers, and healthcare professionals through their practitioner account program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual consumers |
| Subscription | Monthly | Reseller subscription/automatic replenishment program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Klean Athlete product offering
Product offeringCore offering
Klean Athlete is a sports nutrition supplement brand that manufactures and sells NSF Certified for Sport dietary supplements for athletes. The product portfolio spans protein powders, vitamins and minerals, electrolytes, creatine and amino acid formulations, pre- and post-workout supplements, sleep and focus support, hydration products, collagen, and bundled sport packs, all produced in NSF-GMP registered U.S. facilities with ISO/IEC 17025 accredited in-house laboratory testing. The brand sells direct-to-consumer through its own website and Amazon storefront, while also serving professional sports teams, collegiate athletic departments, and licensed practitioners through a dedicated Professional Partner program.
Product overview
Klean Athlete is a sports nutrition supplement brand offering a comprehensive product line of NSF Certified for Sport dietary supplements. The product portfolio includes Protein Powders (such as Klean Isolate, Klean Plant-Based Protein), Vitamins & Minerals (including Klean B Complex, Klean Magnesium, Klean Iron, Klean-C, Klean Omega), Pre & Post-Workout products (Klean Recovery, Klean SR Beta-Alanine, Klean Creatine), Electrolytes & Energy (Klean Hydration, Klean Electrolytes), Creatine & Aminos (Klean BCAA + Peak ATP, Klean Essential Aminos + HMB), Sleep & Focus supplements (Klean Melatonin, Klean Focus), and specialty products like Klean Collagen+C. All products are GMO-free, formulated without wheat or gluten, and manufactured in NSF-GMP registered U.S. facilities with rigorous third-party testing.
Differentiator
Problem solved
Functional benefit
Products and services
- Klean Isolate
Quantifiable outcome
- 290 banned substances tested per product
- +3 more outcomes
Companies that use Klean Athlete
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Klean Athlete technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Klean Athlete partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- NSF InternationalcoreNSF International provides the NSF Certified for Sport certification program, which is the gold standard for sports supplement safety. Every Klean Athlete product undergoes rigorous testing for 290 banned substances and facility audits. This partnership is fundamental to Klean Athlete's brand positioning.
- CPSDA (Collegiate and Professional Sports Dietitians Association)coreKlean Athlete is an Integrated Sponsor and charter partner of CPSDA, the industry's leading membership-based organization of sports dietitians. This partnership provides access to professional sports nutrition leaders and validates Klean's commitment to the profession.
- QT2 SystemscoreQT2 Systems is one of the most successful coaching groups, offering complete endurance event preparation through multiple brands. QT2 coaches use Klean Athlete products because they are NSF Certified for Sport, providing confidence that athletes receive high quality, clean supplements.
- JakroominorKlean Athlete partnered with Jakroo, a leader in high-quality custom performance apparel, to offer premium custom training gear including running, riding, skiing and training apparel. Jakroo handles all gear fulfillment directly through their store.
- Professional Baseball Strength and Conditioning Coaches Society (PBSCCS)coreKlean Athlete partners with PBSCCS to support and enhance nutrition and performance for baseball athletes. Society members have access to trusted NSF Certified supplements.
- Professional Hockey Athletic Trainers Society (PHATS)corePartnership with PHATS to provide professional hockey athletic trainers with access to Klean Athlete's NSF Certified sports nutrition products for their athletes.
- National Basketball Strength & Conditioning Association (NBSCA)coreNBSCA partnership connects Klean Athlete with basketball strength and conditioning professionals who recommend supplements to athletes.
- Professional Soccer Athletic Trainers Society (PSATS)corePSATS partnership supports professional soccer athletic trainers with access to Klean Athlete's certified sports nutrition products.
- TerraCycleminorTerraCycle partnership enables recycling of hard-to-recycle packaging materials including bottle closures, inner seals, desiccants, plastic scoops, liquid droppers, sachets and blister packs. Part of Klean Athlete's sustainability initiatives.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Klean Athlete competitors and assessment
Company assessmentDirect peers
- Thorne: Thorne is a premium supplement brand with NSF Certified for Sport products across multiple categories, serving professional athletes, healthcare practitioners, and direct consumers. Most directly comparable peer due to overlapping NSF-certified sports nutrition positioning and practitioner channel strategy.
- Momentous: Momentous is a premium sports and human performance supplement brand founded by athlete-focused entrepreneurs, offering NSF Certified for Sport products and partnering with professional sports teams. Closely comparable on premium clean-label identity and pro-athlete customer base.
- Designs for Health: Designs for Health is a practitioner-channel premium supplement brand offering NSF Certified for Sport products. Comparable on practitioner/professional recommendation channel and clean-label formulations, though it spans clinical nutrition more broadly than Klean's sports-only focus.
Broad incumbents
- Optimum Nutrition (Glanbia): Optimum Nutrition is the largest mass-market sports nutrition brand (Gold Standard 100% Whey, etc.) under Glanbia Performance Nutrition. Comparable product categories (protein, amino acids, creatine) but competes on mass-market scale and Amazon distribution rather than premium clean-label certification.
- MusclePharm: MusclePharm is an established sports nutrition brand offering protein, pre-workout, and BCAA products across mass and specialty retail. Comparable on sports nutrition product mix and athlete-targeted marketing but competes primarily on mainstream positioning rather than NSF-certified premium.
- GNC: GNC is the largest specialty retailer of sports nutrition and supplements with owned AMP and Pro Performance lines. Overlaps broadly in sports nutrition assortment and serves athletes, though via retail distribution rather than direct professional partnerships.
- NOW Sports (NOW Foods): NOW Sports is the sports nutrition line of NOW Foods, a large natural products manufacturer offering NSF Certified for Sport products. Comparable on NSF certification and product breadth, though positioned at mainstream rather than premium price points.
Emerging players
- Athletic Greens (AG1): AG1 is a fast-growing DTC daily nutritional supplement brand with heavy athlete and professional team endorsements. Comparable on premium athlete-targeted positioning and subscription model, though AG1 leads with foundational nutrition rather than full sports supplement line.
- Cellucor / C4: Cellucor (C4) is a major sports nutrition brand specializing in pre-workout and performance products with strong athlete marketing. Comparable on athlete-targeted pre-workout and energy positioning, though Cellucor competes on energy/performance branding rather than NSF clean certification.
Others
- Pure Encapsulations: Pure Encapsulations is the parent/operator brand (Atrium Innovations/Nestlé Health Science) under which Klean Athlete is sold. Comparable as a sister premium supplement brand with practitioner-channel distribution, focused on clinical nutrition rather than sports-specific certification.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Klean Athlete social profiles
Digital presenceKlean Athlete compliance and trust
Trust signalCompliance4 records
Klean Athlete financial estimates
Financial estimateRevenue estimate
Valuation estimate
Klean Athlete leadership team
Management profileNumber of profiles
Klean Athlete funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Klean Athlete 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 Klean Athlete
What does Klean Athlete do?
Klean Athlete is a sports nutrition supplement brand that manufactures and sells NSF Certified for Sport dietary supplements for athletes. The product portfolio spans protein powders, vitamins and minerals, electrolytes, creatine and amino acid formulations, pre- and post-workout supplements, sleep and focus support, hydration products, collagen, and bundled sport packs, all produced in NSF-GMP registered U.S. facilities with ISO/IEC 17025 accredited in-house laboratory testing. The brand sells direct-to-consumer through its own website and Amazon storefront, while also serving professional sports teams, collegiate athletic departments, and licensed practitioners through a dedicated Professional Partner program.
Is Klean Athlete a public or private company?
Klean Athlete is a private company. It is classified as corporate owned and is currently operating.
When was Klean Athlete founded?
Klean Athlete was founded in 2012. It employs 251 to 500 people.
Where is Klean Athlete based?
Klean Athlete is headquartered in Pittsburgh, United States, in the North America region.
How does Klean Athlete make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales and professional Partner Sales.
Who are Klean Athlete's main competitors?
Direct peers on record are Thorne, Momentous and Designs for Health. Broad incumbents are Optimum Nutrition (Glanbia), MusclePharm, GNC and NOW Sports (NOW Foods). Emerging players are Athletic Greens (AG1) and Cellucor / C4. Pure Encapsulations is listed as an others.
Does Klean Athlete have an API?
No public API is recorded for Klean Athlete.
What industry is Klean Athlete in?
Klean Athlete'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 CRAMAEAL, Team Sports Training Aids & Coaching Equipment Retail. Its NAICS code is 456191 and its SIC code is 3949.