A1 Supplements

What A1 Supplements does

A1 Supplements is a US-based direct-to-consumer e-commerce retailer of sports nutrition and dietary supplements, founded in 1999 and operating from Fort Pierce, Florida. The company sells over 400 SKUs from more than 100 third-party brands (including NOW Sports, Optimum Nutrition, MuscleTech, Redcon1, Beverly International, Insane Labz, and Universal Nutrition) alongside three proprietary sub-brands (Ayone Nutrition, A1 Classic, A1 Plus), all merchandised on a BigCommerce-powered storefront at a1supplements.com. The technology stack is a standard hosted e-commerce platform; there is no proprietary software, mobile app, API, or disclosed AI/ML capability. Revenue is generated transactionally through one-time purchases, supplemented by a Subscribe & Save recurring-order program, BOGO promotions, and monthly deals, with pricing ranging from approximately $12 to over $90 per unit. The customer base consists of fitness enthusiasts and health-conscious consumers in the United States, segmented horizontally across protein, performance, diet and lifestyle, and health and wellness categories, with no disclosed enterprise or B2B customers. The business is privately held with no parent company, no funding rounds, no M&A activity, and a stated headcount of 1-10 employees, indicating a small, likely owner-operated retail operation.

Name

A1 Supplements

Legal name

A1 Supplements

Website

https://a1supplements.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

A1 Supplements is a privately held US direct-to-consumer e-commerce retailer founded in 1999, selling over 400 sports nutrition and dietary supplement SKUs from 100-plus brands and three proprietary sub-brands through its BigCommerce storefront, serving fitness enthusiasts and health-conscious consumers with one-time purchases and a Subscribe & Save program.

Ownership category

akta.pro rank

Product category

Sports Nutrition and Health Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456), Sporting Goods Retailers (45911)

akta.pro industry

PRIMARYCRAFADAJ

Sporting Goods & Outdoor Inventory-led Online Retailers

Consumer Products & Retail/E-commerce & Marketplaces/Online Retailers (Inventory-led)

SECONDARYCRAFACAJ

Sporting Goods, Outdoor & Fitness DTC

Consumer Products & Retail/E-commerce & Marketplaces/Direct-to-Consumer (DTC) Brand E-commerce

SECONDARYCRADAGAA

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAG

Weight Management & Metabolic Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Sports nutrition supplements
• Online supplement retail
• Whey protein powder
• Pre-workout supplements
• Health and wellness supplements

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: The company generates revenue through direct sales of sports nutrition and health supplements via their e-commerce platform. Products are sold at individual retail prices with various promotional offerings including BOGO deals, monthly specials, and Subscribe & Save discounts. Revenue is transactional with one-time purchase options and subscription models.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

A1 Supplements operates a direct-to-consumer e-commerce storefront selling over 400 sports nutrition and health supplement SKUs from more than 100 third-party and proprietary brands across categories including protein, performance, muscle builders, diet and lifestyle, health and wellness, and accessories. Revenue is generated through unit-priced individual product sales, promotional BOGO and monthly deals, and a Subscribe and Save recurring purchase program, shipped directly to U.S. consumers.

Product overview

A1 Supplements operates as an e-commerce supplements retailer offering over 400 sports nutrition and health products. The platform provides a diverse portfolio of branded supplements across categories including Protein (whey protein, plant protein, egg protein), Performance (amino acids, creatine, pre-workout, testosterone boosters), Muscle Builders, Diet & Lifestyle (keto supplements, meal replacements, weight management), Health & Wellness (vitamins, herbs, heart health, joint health), and Accessories (shaker cups, apparel). Products span multiple third-party brands including NOW Sports, Redcon1, Beverly International, ALLMAX Nutrition, Universal Nutrition, USN, Vitol, Zantrex-3, and Insane Labz, as well as proprietary brands under the A1 Select Badge program. The company emphasizes quality through its proprietary A1 Select Badge of Approval certification for select products meeting stringent manufacturing and ingredient standards.

Differentiator

Problem solved

Functional benefit

Brands

• A1 Classic: Proprietary sports nutrition brand offering products like creatine supplements
• Ayone Nutrition
• A1 Plus

Products and services

• A1 Supplements E-Commerce Storefront Online retail storefront at a1supplements.com offering over 400 sports nutrition and health supplement products from 100+ brands across protein, performance, muscle builders, diet and lifestyle, health and wellness, and accessories categories, with Subscribe and Save recurring delivery.
• Protein Supplement Catalog (Whey, Plant, Egg, Blends) Catalog of protein supplements including whey protein powder, whey protein isolate, plant protein, egg protein, and protein blends, marketed to athletes and fitness consumers for muscle building and recovery.
• Performance Supplement Catalog (Pre-Workout, Creatine, BCAAs, Amino Acids) Catalog of performance supplements including pre-workout, creatine, BCAAs, amino acids, caffeine, post-workout and recovery, testosterone boosters, pump and vascularity supplements, and stimulant-free options for athletic performance enhancement.
• Diet and Lifestyle Supplement Catalog Catalog of diet and lifestyle supplements including detox, fish oil and omegas, food supplements, keto supplements, meal replacements, sleep aids, stimulant-free fat loss, and weight management products including thermogenic fat burners.
• Health and Wellness Supplement Catalog Catalog of health and wellness supplements including brain health, digestive health, probiotics, joint health, hair, skin and nails, collagen, heart health, CLA, L-Carnitine, herbs, ashwagandha, green tea, immune support, liver support, men's health, mental focus, mood support, multi-minerals, multi-vitamins, sexual health, and vitamins (B, D, E).
• Supplement Accessories and Apparel Supplement accessories and apparel including shaker cups and branded apparel items retailed alongside supplement products.
• Subscribe and Save Recurring Delivery Program Subscription recurring purchase program allowing customers to schedule ongoing delivery of selected supplements at discounted pricing compared to one-time purchases.
• A1 Select Badge of Approval Quality Program Proprietary quality verification program for A1 Supplements' proprietary brands (Ayone Nutrition and A1 Classic Sports Nutrition) requiring cGMP certified, FDA registered, and USA-made manufacturing standards.

Quantifiable outcome

• Over 400 products available from 100+ brands
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bodybuilding.com: Bodybuilding.com is the largest dedicated online retailer of sports nutrition supplements, protein powders, and fitness products, competing head-on with A1 Supplements on assortment of brands like Optimum Nutrition and MuscleTech. Highly comparable: multi-brand inventory-led DTC selling 400+ supplements to fitness enthusiasts.
• iHerb: iHerb is a major global online retailer specializing in supplements, vitamins, and sports nutrition across thousands of brands. Directly comparable to A1 Supplements as an inventory-led online supplement retailer targeting health-and-fitness consumers, though iHerb operates globally and at much larger scale.
• The Vitamin Shoppe: The Vitamin Shoppe is a multi-channel specialty retailer of vitamins, minerals, and sports nutrition supplements with both physical stores and a robust e-commerce site. Comparable to A1 Supplements on product assortment (sports nutrition, protein, vitamins, weight management) and target consumer (fitness and health enthusiasts).
• GNC: GNC is one of the largest specialty retailers of health and wellness products including sports nutrition, vitamins, and supplements, with a strong e-commerce channel. Comparable to A1 Supplements on product mix (protein, creatine, pre-workout, vitamins) and customer base (athletes and health-conscious consumers).
• Piping Rock: Piping Rock is an online supplement and vitamin retailer offering a broad range of sports nutrition, vitamins, and wellness products across its own brands. Comparable to A1 Supplements as an online-only, multi-brand supplement retailer competing on assortment, pricing, and value-pack deals.
• Swanson Health Products: Swanson is a long-running online retailer of vitamins, supplements, and sports nutrition products, operating with a value-oriented catalog similar in spirit to A1 Supplements. Comparable as a multi-brand, online-first supplement retailer targeting health-conscious and budget-conscious consumers.

Emerging players

• Nutricost: Nutricost is a DTC sports nutrition and supplement brand that sells direct through its own website and on marketplaces, competing with A1 on value-tier protein, creatine, and pre-workout products. Overlap is partial: A1 carries Nutricost as one of its 100+ brands, but Nutricost's DTC site competes directly with A1 on price and assortment.
• Transparent Labs: Transparent Labs is a premium DTC sports nutrition brand selling protein, pre-workout, and supplements through its own e-commerce site, emphasizing quality and clinically-dosed formulas. Comparable to A1 on fitness consumer targeting and supplement categories, though Transparent Labs competes upstream as a brand that A1 could carry on its platform.

Broad incumbents

• Amazon: Amazon is the dominant online retailer carrying virtually every supplement brand A1 sells (Optimum Nutrition, MuscleTech, NOW, Redcon1, etc.), often at competitive or lower prices with Prime shipping. Functions as the primary competitive incumbent in DTC supplement retail for A1 Supplements' assortment.

Others

• Optimum Nutrition: Optimum Nutrition is one of the largest sports nutrition brands carried by A1 Supplements (Gold Standard Whey, etc.) and sells DTC through its own site. Relevant as a key supplier whose brand-direct pricing, exclusive SKUs, and distribution policy directly affect A1's assortment and margins.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/a1supplementsco
• Facebookfacebook.com/A1Supplements
• Instagraminstagram.com/a1supplementsusa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 A1 Supplements