USN

What USN does

USN (Ultimate Sports Nutrition) is a privately held sports nutrition company that sells a broad portfolio of supplements directly to consumers through its own e-commerce storefront. Founded in 2000 and operated under the corporate entity AG Sports Nutrition Inc (Delaware), the company maintains a US-focused digital store at us.usn.global alongside a parallel international presence at usn.global, with corporate claims of distribution in more than 100 countries. The product portfolio spans proteins (IsoPro 100% Whey Protein Isolate, Premium Whey+), pre-workouts (3XT Max Energy), amino acids and BCAAs (AMINO Stim, BCAA Amino+, Pure Glutamine Powder), fat burners, mass gainers, testo boosters, a wellness range, and accessories such as shakers. The catalog is merchandised around consumer goals — Lose Weight, Build Lean Muscle, Get Hardcore Results, Boost Endurance, Plant Based, and Intermittent Fasting — rather than purely by chemistry.

The business model is direct-to-consumer e-commerce with unit-level retail pricing, pay-as-you-go billing, free shipping above a $35 threshold, and promotional "Regular price / Sale price" mechanics. There is no app, no API surface, and no subscription or loyalty program evident in the data; revenue is generated entirely through one-time consumer purchases on the company's own digital storefront. Go-to-market is product-led growth supported by a multi-channel digital marketing mix: company blog and recipe content for top-of-funnel, an email newsletter for mid-funnel retention, and organic social presence on Facebook, Instagram, TikTok, LinkedIn, and Vimeo. The company also publishes free training plans, eating plans, and educational content as a content-marketing layer intended to support customer fitness journeys.

At the time of observation, the US storefront is explicitly mid-transition, with the site announcing "Stay tuned for the exciting launch of our new website" and several core SKUs listed as "Out of stock." Leadership comprises founder and CEO Albe Geldenhuys and CMO Matthew Torneo. The company has no disclosed funding rounds, no institutional investors, no named enterprise customers, no disclosed revenue, and no certifications or regulatory disclosures in the available data — material gaps for any investment diligence.

Name

USN

Legal name

AG SPORTS NUTRITION INC

Website

https://usnfit.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

USN is a privately held sports nutrition company that sells protein, pre-workout, amino acid, and fat burner supplements directly to fitness consumers through its US e-commerce storefront, with a parallel international presence claiming distribution in 100+ countries.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Weight Management & Metabolic Supplements (CRADAGAG), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Sports nutrition supplements
• Protein supplements
• Pre-workout formulas
• Fat burner supplements
• Sports performance nutrition

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of sports nutrition supplements through e-commerce platform. Products include proteins, pre-workouts, fat burners, amino acids, and wellness supplements sold at unit/retail prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

USN manufactures and sells a range of branded sports nutrition supplements — whey protein isolates and blends, pre-workouts, BCAAs and amino acid formulas, glutamine, fat burners, mass gainers, testo boosters, and wellness supplements — directly to consumers through its US e-commerce storefront at us.usn.global. The catalog is organized by fitness goal (lose weight, build lean muscle, hardcore results, endurance, plant-based, intermittent fasting), supported by accessory products such as shakers.

Product overview

USN (Ultimate Sports Nutrition) is an e-commerce platform offering a comprehensive range of sports nutrition supplements. The product portfolio spans multiple categories organized by fitness goals including weight loss, lean muscle building, hardcore training results, endurance boosting, plant-based nutrition, and intermittent fasting support. Core product lines include pre-workouts (3XT Max Energy Pre-Workout), amino acid supplements (AMINO Stim, BCAA Amino+), protein supplements (IsoPro 100% Whey Protein Isolate, Premium Whey+), and specialty formulas (Pure Glutamine Powder). The platform also offers fat burners, mass gainers, testo boosters, wellness products, and accessories such as shakers, all available for direct consumer purchase through the online store.

Differentiator

Problem solved

Functional benefit

Products and services

• 3XT Max Energy Pre-Workout
• AMINO Stim An amino acid supplement formulated to support muscle recovery and stimulation during workouts, sold through USN's US direct-to-consumer storefront to fitness and bodybuilding consumers.
• BCAA Amino+ A branched-chain amino acid (BCAA) supplement designed to support muscle building and recovery, sold through the USN US online store under the Build Lean Muscle collection.
• IsoPro 100% Whey Protein Isolate 4lb A 100% whey protein isolate supplement in a 4-pound container providing high-quality protein for muscle building and recovery, sold through the USN US storefront under the Build Lean Muscle collection.
• Premium Whey+ 5LB A premium whey protein supplement in a 5-pound container providing comprehensive muscle support, sold through USN's US online storefront in the Build Lean Muscle collection.
• Pure Glutamine Powder A glutamine powder supplement designed to support muscle recovery and immune function, sold through USN's US online store in the Build Lean Muscle collection.
• Fat Burners A category of supplements sold through the USN US storefront under the Fat Burners collection, designed to support weight loss and fat metabolism goals for fitness-conscious consumers.
• Mass Gainers A category of high-calorie supplements sold through the USN US storefront under the Mass Gainers collection, designed to support muscle mass gain and weight increase for consumers seeking to bulk up.
• Testo Boosters A category of supplements sold through the USN US storefront under the Testo Boosters collection, designed to support testosterone levels and muscle development for fitness consumers.
• Wellness Range A line of supplements sold through the USN US storefront under the Wellness Range collection, focused on general health and wellness support beyond athletic performance for everyday consumers.
• Shakers Branded shaker bottles and mixing containers sold as gear on the USN US storefront, used by consumers to prepare and consume USN nutritional supplements.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• MusclePharm: Sports nutrition brand competing in proteins, pre-workouts, and BCAAs across both DTC and retail. Comparable mid-tier peer to USN with similar positioning and product breadth.
• Optimum Nutrition: Owned by Glanbia, Optimum Nutrition is the US gold-standard whey protein (Gold Standard 100% Whey) and sports nutrition brand. Directly comparable to USN across proteins, BCAAs, and pre-workouts, with much deeper US retail distribution.
• Myprotein: THG-owned global sports nutrition brand built on a DTC e-commerce model, with a product range (Impact Whey, BCAAs, pre-workouts, fat burners) almost identical to USN's. Most direct comparable in go-to-market and product breadth.
• Cellucor (C4): Cellucor's C4 Original is the leading pre-workout brand in the US. Direct peer to USN's 3XT Max Energy pre-workout and broader performance line, competing for the same bodybuilder and performance-athlete consumer.
• BSN (Bio-Engineered Supplements and Nutrition): BSN (now part of Glanbia) markets SYNTHA-6, N.O.-XPLODE, and other sports supplements. Closely comparable to USN across proteins, pre-workouts, and BCAAs in the bodybuilding segment.
• MuscleTech: Iovate Health Sciences-owned performance sports nutrition brand with a comparable product range across proteins, pre-workouts, and fat burners. Competes head-to-head with USN at specialty retail and online.
• Transparent Labs: Premium DTC sports nutrition brand known for clinically dosed, third-party tested formulations. Directly comparable to USN's positioning but differentiated by clean-label and certification messaging that USN currently does not emphasize.
• Ghost Lifestyle: Lifestyle sports nutrition brand targeting the same millennial/Gen Z fitness consumer as USN with proteins, pre-workouts, BCAAs, and wellness SKUs, plus strong social-media-led brand building.
• Legion Athletics: DTC sports supplement brand built on no-frills, clinically-dosed formulations with strong content marketing. Closely comparable to USN's content-plus-DTC GTM in the natural and lean-muscle segments.

Broad incumbents

• GNC Holdings: US specialty retailer and supplement brand with a sports nutrition private-label assortment. Broad incumbent competing with USN for the same consumer across protein, pre-workout, and recovery categories, primarily through retail rather than DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/usnfit
• LinkedInlinkedin.com/company/usn-usa-ultimate-sports-nutrition
• Instagraminstagram.com/usnfit
• TikToktiktok.com/@usnfit
• Xx.com/USNfit

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 USN