What Swolverine does

Swolverine is a privately held, US-domiciled direct-to-consumer sports performance and wellness supplement brand founded by Walter Hinchman. The company sells 28 listed SKUs spanning sports performance (creatine monohydrate, Kre-Alkalyn®, beta-alanine, BCAA, INTRA EAA, citrulline malate, L-glutamine, PRE non-stim, VOX® high-stim pre-workout), proteins (whey isolate, plant protein, collagen), fat-loss and hormonal support (Incivra®, Clean Carbs®, ZMT®, Equilone®, DHEA), and daily wellness (multivitamin, Greens+Reds, Probiotix, krill oil, CoQ10, vitamin D3, magnesium bisglycinate, ashwagandha gummies, colostrum, B-vitamin complex, Liversol®), plus accessory gear (shakers, apparel).

The core technology is formulation: full-disclosure dosing (no proprietary blends), branded ingredient sourcing (Kre-Alkalyn®, MitoBurn, Equilone®, Incivra®, VOX®, ZMT®), and third-party batch testing by Light Labs and Eurofins, with test dates displayed publicly on product pages. There is no proprietary software platform or AI/ML component disclosed; the company is a CPG business differentiated by transparency, formulation rigor, and content marketing rather than by technology IP.

The business model is DTC e-commerce on swolverine.com as the primary channel, supplemented by Amazon marketplace (selected SKUs), Faire wholesale, and a creator/influencer affiliate program. Pricing is hybrid: subscription (Subscribe & Save, 15% recurring discount, monthly billing) combined with stack bundling (5–20% off for 2+ products), yielding up to ~30% combined savings and free shipping over $75. Unit prices range from $9.99 (Vitamin D3) to $62.99 (Whey Protein Isolate). The customer base consists of competitive and recreational athletes, bodybuilders, and high-output training individuals seeking performance, recovery, and hormonal support, acquired primarily through content (148+ blog articles on supplements, training, nutrition, recipes, workouts, wellness) and organic social channels (Facebook, YouTube, Instagram, TikTok). The company is founder-led, bootstrapped (no disclosed funding rounds or institutional investors), and operates as a private entity with no subsidiaries or parent company.

Name

Swolverine

Legal name

Swolverine

Website

https://swolverine.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Swolverine is a US-based, founder-led DTC sports performance and wellness supplement brand selling 28 SKUs (proteins, pre/intra-workouts, fat-loss, hormonal support, and daily wellness) via owned storefront, Amazon, and Faire, with subscription and stack-bundle pricing.

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

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Sports & Performance Actives (Creatine, Beta-Alanine, Citrulline, Nitrates) (AFAJAKAJ), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Weight Management & Metabolic Supplements (CRADAGAG)

Keywords

• Sports nutrition supplements
• Performance supplements
• Wellness supplements
• Pre-workout formulas
• Protein supplements

Headquarters

HQ city

Reno

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct e-commerce product sales: One-time and subscription-based online sales of performance and wellness supplements via swolverine.com. Subscription (Subscribe & Save) provides recurring revenue with 15% recurring discount; stacking multiple products provides additional 5-20% discounts.
2. Marketplace sales (Amazon): Selected products (e.g., DHEA) sold via Amazon, reaching customers on the Amazon marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Swolverine is a direct-to-consumer supplement brand that formulates, markets, and sells a portfolio of research-backed sports performance and daily wellness supplements. Its core offering comprises individually formulated products across proteins (whey, plant, collagen), performance enhancers (creatine monohydrate, Kre-Alkalyn, beta-alanine, citrulline malate, BCAA, EAA), pre-workout formulas (PRE non-stim, VOX high-stim), fat-loss support (Incivra, Clean Carbs), hormonal products (ZMT, Equilone, DHEA), and daily wellness items (multivitamin, greens+reds, probiotics, krill oil, CoQ10, vitamin D3, magnesium, ashwagandha, colostrum, Liversol), sold individually or bundled into themed "Stacks" with subscription savings.

Product overview

Swolverine is a scientifically proven performance supplement company offering a comprehensive portfolio of sports performance and daily wellness products. The core offering consists of individually formulated supplements including protein powders (Whey Protein Isolate, Plant Protein, Collagen Protein), performance enhancers (Creatine Monohydrate, Kre-Alkalyn, Beta-Alanine, Citrulline Malate, L-Glutamine, BCAA, INTRA EAA), pre-workout formulas (PRE Non-Stim, VOX High-Stim), fat loss support (Incivra, Clean Carbs), hormonal products (ZMT, Equilone, DHEA), and daily wellness items (Multivitamin, Greens+Reds, Probiotix, Krill Oil, CoQ10, Vitamin D3, B-Vitamin Complex, Magnesium Bisglycinate, Ashwagandha Gummies, Colostrum, Liversol). These products are available as individual purchases or bundled through customizable stacks (Build Stack, Body Recomp Stack, Post Cycle Stack, Wellness Stack). The company differentiates through research-backed formulations, transparent dosing, and third-party testing via Light Labs and Eurofins, with a subscription model offering 15-30% savings.

Differentiator

Problem solved

Functional benefit

Brands

• Clean Carbs®: Carbohydrate supplement product line
• Kre-Alkalyn®
• Liversol®
• Equilone®
• Incivra®
• ZMT®
• VOX®
• MitoBurn®
• Probiotix

Products and services

• Whey Protein Isolate

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Light LabscoreTechnology or IntegrationLight Labs is an independent third-party testing laboratory that verifies supplement quality and substance purity. Swolverine products are tested by Light Labs for quality assurance, with test dates displayed on product pages (e.g., tested in May 2026 for Krill Oil, April 2026 for Probiotix, January 2026 for Ashwagandha Gummies). 4-6 substances tested per batch.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bucked Up: Sports and pre-workout supplement brand sold DTC and through marketplace/retail, addressing bodybuilders, CrossFit, and high-output athletes — directly comparable customer segment, comparable stimulant pre-workout and amino-acid SKUs to Swolverine's VOX and intra-workout line.
• Transparent Labs: DTC sports/wellness supplement brand built on full-dose transparency and clinically researched formulations — Swolverine's value proposition (no proprietary blends, research-backed ingredients, third-party testing) is structurally identical.
• Onnit: DTC supplements and fitness brand spanning protein, pre-workout, testosterone support, nootropics, and daily wellness via an owned e-commerce storefront — overlapping catalogue breadth, customer persona (athletes/fitness enthusiasts), and bundled subscription model.
• Ritual: DTC multivitamin/wellness brand built on clean ingredients, third-party testing, transparent dosing, and subscription; directly comparable to Swolverine's daily-wellness positioning, transparency narrative, and Subscribe & Save motion.
• Thorne: Premium supplement brand with third-party testing, NSF certifications, and practitioner endorsement; comparable to Swolverine's transparency-led, science-backed wellness positioning across multivitamin, probiotics, omega-3, and recovery SKUs.
• Cellucor (C4): Sports nutrition brand built around the C4 pre-workout franchise with broad sports/performance and wellness SKUs sold DTC and through mass retail; comparable product taxonomy (pre-workout, amino acids, recovery) and overlapping athlete buyer.
• Legion Athletics: Transparency-led sports supplement brand using clinically-dosed ingredients and independent lab testing to compete against proprietary blends — same playbook (research, full disclosure, third-party testing) as Swolverine for similar fitness-buyer segments.
• Momentous: Premium performance and recovery supplement brand selling DTC with third-party testing and NSF-style certification; directly comparable in athlete-targeting, transparency-led positioning, and sport-driven product mix to Swolverine.
• AG1 (Athletic Greens): Daily-wellness greens + multivitamin subscription powder sold DTC to athletes and high-performers with subscription stack mechanics — Swolverine's Greens+Reds, Multivitamin, and Wellness Stack overlap with the same daily-wellness subscription thesis.

Broad incumbents

• GNC: Established mass-market sports nutrition and supplement retailer with broad catalogue including protein, pre-workout, vitamins, and wellness — relevant incumbent benchmark for category scale, retail/wholesale distribution, and competitive intensity facing Swolverine.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/swolverine
• Facebookfacebook.com/swlverine
• Instagraminstagram.com/swolverine
• TikToktiktok.com/@swolverine
• Xx.com/SWLVERINE

Compliance4 records

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 Swolverine