What Ultimate Performance Shop does

Ultimate Performance Shop (legal entity: UP Fitness Limited) is a UK-based, Manchester-headquartered direct-to-consumer retailer of premium dietary supplements, fitness products, and wellness goods, operating primarily through its Shopify-powered storefront at uk.ultimateperformance.com. The company sells a curated range of branded products — protein powders (whey and vegan), creatine monohydrate, amino acids, multivitamins, probiotics, digestive enzymes, omega-3, curcumin, and bundled stacks — alongside accessories and founder-authored fitness books, serving fitness enthusiasts undertaking body-transformation programs, general health-conscious consumers, and vegan/vegetarian buyers.

The product line is differentiated by proprietary formulation IP rather than novel technology architecture: Longvida liposome curcumin delivery (claimed 50x bioavailability vs. standard curcumin), the DigeZyme multi-enzyme complex (amylase, protease, cellulase, lactase, lipase), and EasyMix protein blending technology. The company pairs its supplement DTC business with adjacent in-gym and online personal training services offered through a separate ultimateperformance.com domain, plus a content ecosystem (cookbook, muscle-building programme design book, blog, transformation-result imagery) that reinforces brand authority founded on founder Nick Mitchell's positioning as a leading personal trainer.

Revenue mechanics are predominantly DTC e-commerce (one-time purchase plus a subscription tier with 5% discount on monthly or bi-monthly auto-renewal) priced in GBP/USD across roughly $7–$183 SKUs, supplemented by personal-training fees and book sales. Distribution is exclusively direct — no marketplace, reseller, or third-party retail presence is identified. The company employs 450 people across multiple regions and secured a private equity investment from Inflexion in May 2024 (buyout of existing investors, undisclosed valuation and stake) to fund stated global expansion.

Name

Ultimate Performance Shop

Legal name

UP Fitness Limited

Website

https://uk.ultimateperformance.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ultimate Performance Shop is a UK-based direct-to-consumer retailer of premium fitness supplements, vitamins, and wellness products, serving health-conscious consumers and body-transformation clients through its Shopify e-commerce platform and integrated personal-training services.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Dietary supplements
• Protein powders
• Fitness nutrition
• Personal training
• Health and wellness

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Supplement Sales: The primary revenue stream is direct-to-consumer sales of health, wellness, and performance supplements through the company's UK e-commerce platform. Products include vitamins, minerals, protein powders, amino acids, creatine, bundles, accessories, and books. Both one-time purchase and subscription (auto-renew) options are available with 5% subscription discounts.
2. Personal Training Services: In-gym and online personal training services offered through ultimateperformance.com, leveraging the supplement business brand equity and client base.
3. Fitness & Nutrition Books: Sale of fitness and nutrition books authored by founder Nick Mitchell, including 'Ultimate Performance Cookbook' and 'Principles of Muscle Building Programme Design', providing educational content tied to supplement and training services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Ultimate Performance Shop sells a proprietary line of premium dietary supplements — including liposomal curcumin, protein powders (whey and vegan), creatine, amino acids, multivitamins, digestive enzymes, probiotics, magnesium, vitamin D3, omega 3 and greens powders — directly to consumers through its own Shopify-powered e-commerce storefront, with optional monthly or bi-monthly auto-renew subscriptions offering a 5% discount. The company also offers co-branded fitness accessories, bundle packs, authored fitness and nutrition books, and operates in-gym and online personal training services under a separate ultimateperformance.com domain.

Differentiator

Problem solved

Functional benefit

Products and services

• Longvida Curcumin Proprietary anti-inflammatory supplement using Longvida liposome curcumin, aimed at consumers seeking to reduce chronic low-grade inflammation, support fat loss, brain function and mood. Sold for $41 one-time or via subscription.
• Chocotrients Fruits & Greens Powder Chocolate-flavoured fruits and greens super-greens powder, marketed around a "guilt-free goodness" positioning with healthy eating. Sold for $51 one-time or via subscription, with 20+ servings.
• UP Complete Multi Multivitamin Daily multivitamin and mineral supplement (6 capsules per day), part of the essentials stack and a component of the Health & Wellbeing and Basic Essentials Platinum bundles. Sold for $32 one-time or via subscription.
• Whey Protein (1.5kg) Whey protein powder formulated with EasyMix technology for smooth shakes without bits, sold in a 1.5kg tub (50 servings) for $61 one-time or via subscription, supporting muscle growth and recovery.
• Vegan Protein Chocolate (1kg) Plant-based chocolate-flavoured protein powder (1kg / 31 servings) formulated for vegan, vegetarian and dairy-free consumers, sold for $53 one-time or via subscription.
• Creatine Monohydrate (500g) 100% Creatine Monohydrate powder (500g / 100 servings at 5g per serving) for muscle and strength support, sold for $49 one-time or via subscription and endorsed by named client testimonial Ben Thomas.
• Amplify Pre/Intra-Workout Amino Acids Pre/intra-workout amino acid formula with double the leucine content of leading BCAA competitors, delivered in a 30-serving tub for $41 one-time or via subscription, targeting workout performance and endurance.
• Essential Health Supplements (UltraMag, Gut Flora Probiotic, D3 Replenish, Omega 3) Foundational daily-health supplement line including UltraMag magnesium ($28), Gut Flora Probiotic ($36), D3 Replenish Vitamin D and Omega 3, sold individually or as part of the Longevity and Basic Essentials Platinum bundles.
• DigeZyme Digestive Enzymes Multi-enzyme digestive complex (amylase, neutral protease, cellulase, lactase, lipase) formulated to enhance digestibility and nutrient absorption from food and supplements, sold in a 90-serving tub for $34 one-time or via subscription.
• Longevity Essentials Bundle Curated three-product bundle (Curcumin + Omega 3 + D3) priced at $82, designed to remove decision friction for consumers seeking an anti-inflammation and longevity supplement stack.
• Health & Wellbeing Bundle Full-stack six-product supplement bundle (D3 Replenish, Chocotrients, Complete Multi, UltraMag, Digestive Enzymes, Omega 3) priced at $183 for consumers seeking comprehensive daily wellness support.
• Basic Essentials Platinum Bundle Five-product essentials bundle (Digestive Enzymes, D3 Replenish, UltraMag, Gut Flora, Complete Multi) priced at $136, targeting foundational daily supplementation.
• UP x BFA Backpack 25L Co-branded 25L fitness backpack with Built for Athletes featuring rip-proof, water-resistant fabric and YKK Japanese zips, sold for $149 one-time as a tactical accessory for training and everyday use.
• UP Basic Shaker Bottle Black Branded shaker bottle for mixing protein and supplement shakes, sold for $7 as a one-time purchase alongside water bottles and other accessories.
• Ultimate Performance Cookbook 320-page fitness cookbook with 190+ recipes authored by founder Nick Mitchell, sold for $28 one-time to complement the supplement and training programs.
• Principles of Muscle Building Programme Design Educational book (Volume 1 of the UP Encyclopaedia of Personal Training) authored by Nick Mitchell, sold for $21 one-time, covering programme design methodology for muscle building.
• Body Transformation Meal Prep Design Educational book on body transformation meal preparation authored under the UP brand, sold as a one-time purchase to support supplement and training customers.
• In-Gym Personal Training Face-to-face personal training delivered at UP gym locations, leveraging the same trainer network that curates the supplement range and credited with 25,000+ client transformation results.
• Online Personal Training Remote personal training programmes delivered globally via ultimateperformance.com, complementing the supplement e-commerce business and providing a recurring service-based revenue stream.

Quantifiable outcome

• Over 25,000+ exceptional body transformation results achieved with clients
• +3 more outcomes

Named customers2 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

Feature3 records

Partnerships

One partnership is on record.

• Built for AthletesminorGTM or Marketing PartnerCollaboration on the UP x BFA Backpack 25L - a co-branded gym backpack featuring rip-proof, water-resistant fabric with YKK Japanese zips. A tactical, ultra-durable 25L fitness backpack engineered for training and everyday use. Sold exclusively through Ultimate Performance's e-commerce platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Protein Works: UK DTC protein and supplements brand offering whey/vegan protein, creatine, and wellness bundles direct to consumer — overlapping customer base and DTC subscription mechanics with Ultimate Performance.
• Optimum Nutrition: Global premium sports nutrition brand (Gold Standard Whey, amino acids, creatine) widely distributed via own DTC site and third-party retail — directly comparable in protein/amino-acid SKU mix that anchors UP's catalog.
• The Vitamin Shoppe: US specialty retailer of vitamins, minerals, and sports nutrition supplements via store estate and e-commerce — comparable specialty supplement retailer model and customer base as UP's US-facing storefront.
• MyProtein: UK-headquartered DTC sports nutrition and supplements retailer selling protein, amino acids, vitamins, and bundles via its own e-commerce storefront with subscription — the most direct UK category competitor to Ultimate Performance's DTC model.
• Holland & Barrett: UK specialist health and wellness retailer (vitamins, supplements, sports nutrition) operating a large store estate plus an online storefront; competes with UP across the same health/supplement shopper with much broader mass-market reach.
• Bulk Powders: UK-based DTC bulk supplement and sports nutrition retailer selling protein, creatine, vitamins, and accessories direct to consumers — competing directly with UP's supplement SKU mix and subscription/DTC model.
• iHerb: Global online retailer specializing in vitamins, supplements, sports nutrition, and wellness products shipped internationally — directly comparable e-commerce-only supplement distribution model with international reach UP is targeting.

Emerging players

• Cellucor (C4): Sports nutrition brand built on its C4 pre-workout franchise, expanding into protein, creatine, and broader supplements sold via own DTC site plus retail — a premium trainer-adjacent brand competing for the same performance-oriented buyer.
• Applied Nutrition: UK-based sports nutrition and supplement brand selling protein, creatine, electrolytes, and wellness ranges DTC and via retail — comparable UK supplement portfolio with overlapping protein and performance SKU categories.

Broad incumbents

• GNC: Global incumbent retailer of vitamins, minerals, and sports nutrition supplements via a large store network plus online — broader assortment and category presence, but overlapping core supplement SKUs and consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UPFitness
• Facebookfacebook.com/LondonPersonalTrainers
• LinkedInlinkedin.com/company/ultimate-performance
• Instagraminstagram.com/ultimateperformance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Ultimate Performance Shop