FINAFLEX

What FINAFLEX does

FINAFLEX is a privately held, minority-owned sports nutrition and healthy snack company founded in 2008 by Bryan Krause and Kyung Kim and headquartered in Alpharetta, Georgia. The company develops, manufactures, and markets a 30+ SKU portfolio spanning creatine (monohydrate powder, capsules, gummies, flavored, and Calypso® co-branded), pre-workout (STIMUL8® Original, HARDCORE, and with Creatine), fat burners (PX PRO XANTHINE, PX FOR HER, PX Night Burn, CLA), amino acids (BCAA 2:1:1, BCAA MAX PUMP, EAA Hardcore, glutamine, citrulline, beta-alanine, arginine), protein (Clear Protein, Mass Gainer), hydration (COCO IV with HydroMax® glycerol), general wellness (collagen, fish oil, NAD+, ashwagandha, berberine, vitamin D3+K2, caffeine, tribulus, yohimbe), and an expanded healthy snack category. All products are manufactured in-house at the Redefine Nutrition facility, which carries ISO/IEC 17025:2017, GMP, NSF/ANSI 455-2, NSF Certified for Sport, and UL National Brand certifications, and the same facility also produces contract-manufactured product for other brands.

Revenue is generated through three channels: direct-to-consumer e-commerce via the company's Shopify storefront with a 10%-discount subscription option; physical retail distribution in GNC, Vitamin Shoppe, Meijer, HEB, and CVS; and a Team FINAFLEX affiliate program operated through goaffpro.com targeting fitness professionals and athletes. Pricing is low-ticket, ranging from roughly $14.99 for accessories and single-ingredient SKUs to $44.99 for STIMUL8 HARDCORE. The customer base spans individual fitness enthusiasts and athletes (primary), weight-management consumers, general health-and-wellness buyers, and a B2B contract-manufacturing segment. Recent strategic activity includes the 2023 acquisition of Purus Labs, the 2025 Calypso® flavor licensing partnership, and the 2026 ISO/IEC 17025 accreditation, indicating a strategy of capability layering and category extension rather than category disruption.

Name

FINAFLEX

Legal name

FINAFLEX

Website

https://finaflex.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

FINAFLEX is a privately held sports nutrition and healthy snack company, founded 2008 and headquartered in Alpharetta, GA, that manufactures a 30+ SKU portfolio in-house and sells via Shopify D2C, major retail chains, and an affiliate network.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Sporting and Athletic Goods Manufacturing (33992), Food (Health) Supplement Retailers (456191)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Sports & Performance Actives (Creatine, Beta-Alanine, Citrulline, Nitrates) (AFAJAKAJ)

Keywords

• Sports nutrition supplements
• Creatine monohydrate
• Pre-workout formulas
• Thermogenic fat burners
• Amino acid supplements

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Supplement Product Sales: FINAFLEX generates revenue primarily through direct sales of sports nutrition supplements including creatine, pre-workout, amino acids, protein, fat burners, and hydration products. Products are sold through company e-commerce website (Shopify) and retail partners. Subscription model available for repeat purchases with 10% savings.
2. Healthy Snack Sales: Revenue from healthy snack category as mentioned in company description. The company expanded into healthy snacks and has found international success with both supplements and snacks.
3. Contract Manufacturing: FINAFLEX operates Redefine Nutrition manufacturing facility that produces products for other brands in the supplement industry, generating B2B revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

FINAFLEX manufactures and sells sports nutrition supplements including creatine, pre-workout, fat burners, amino acids, protein, hydration, and general health and wellness products. All products are produced in-house at the GMP, NSF, UL, and ISO/IEC 17025:2017 certified Redefine Nutrition facility in Alpharetta, GA, and sold via direct-to-consumer e-commerce, national retail chains, and an affiliate program.

Product overview

FINAFLEX is a sports nutrition and healthy snack company founded in 2008 by Bryan Krause and Kyung Kim, headquartered outside Atlanta, GA. The company operates as a GMP-certified in-house manufacturer through its Redefine Nutrition facility, producing a comprehensive portfolio of sports supplements including creatine products (Creatine Gummies, Creatine Monohydrate in powder/capsule/flavored forms, Creatine + Calypso™), pre-workout supplements (STIMUL8® Original, STIMUL8® with Creatine, STIMUL8® HARDCORE), fat burners (PX PRO XANTHINE, PX FOR HER, PX Night Burn, CLA), amino acids (BCAA 2:1:1, BCAA MAX PUMP, EAA Hardcore, Glutamine, Citrulline, Beta Alanine, Arginine), protein supplements (Clear Protein, Mass Gainer), and health & wellness products (Ashwagandha, Berberine, Collagen, Fish Oil, NAD+, Multi, Vitamin D3+K2, Yohimbe, Caffeine), plus hydration (COCO IV Hydration Drink). The company also offers branded apparel and accessories. FINAFLEX acquired Purus Labs in 2023 and launched Stimul8 and Creatine products with Calypso® flavoring in July 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Redefine Nutrition: The company's in-house manufacturing facility that produces all FINAFLEX supplements. It is ISO/IEC 17025:2017 certified and GMP certified.
• REDEFINE YOURSELF®

Products and services

• Creatine Monohydrate - Unflavored Powder 100% pure creatine monohydrate powder, NSF Certified for Quality and Safety, providing 5g of creatine per serving to support strength, muscle size, and performance for fitness consumers.
• Creatine Gummies Creatine monohydrate delivered in a gummy format in Blueberry Lemon, Lemon Burst, and Orange Burst flavors for consumers who prefer a non-powder creatine option.
• Creatine + Calypso Creatine monohydrate featuring licensed Calypso flavoring in Ocean Blue Lemonade and Strawberry Lemonade varieties, combining performance benefits with flavored taste.
• STIMUL8 Original Pre-Workout Pre-workout supplement with eight active ingredients including IRISINXD, Beta-Alanine, Theacrine, Green Tea Extract, Guayusa Extract, Theobroma Cacao Extract, and Rauwolfia Vomitoria for energy, endurance, focus, and pumps.
• STIMUL8 with Creatine Pre-workout combined with 5g creatine monohydrate in Calypso Ocean Blue Lemonade and Strawberry Lemonade flavors, providing extreme energy, strength amplification, and focus.
• STIMUL8 HARDCORE High-intensity pre-workout supplement with an enhanced stimulant matrix for maximum energy and performance for advanced users.
• COCO IV Hydration Drink Advanced hydration performance formula with balanced electrolytes, betaine, HydroMax glycerol, and L-alanyl-L-glutamine, providing zero-sugar, 10-calorie hydration in Pineapple Coconut and Caribe Coconut flavors.
• PX PRO XANTHINE Original thermogenic fat burner with TeaCrine, Blueberry Powder, Caffeine, IRISINxd, and Theobromine supporting appetite suppression, concentration, and hours of clean energy.
• PX FOR HER Thermogenic fat burner formulated specifically for women, supporting weight loss with clean energy and appetite suppression.
• PX Night Burn Night-time thermogenic fat burner taken before bed to support metabolic function and fat burning during sleep.
• Clear Protein Light, refreshing protein supplement for building lean muscle with a clean physique.
• Mass Gainer High-calorie protein supplement designed for bulking up and supporting massive muscle gains.
• BCAA 2:1:1 Branched Chain Amino Acids in 2:1:1 ratio supporting muscle recovery, strength, and endurance.
• BCAA MAX PUMP Intra-workout BCAA formula supporting workout performance, muscular strength, endurance, pump, and muscle recovery.
• EAA Hardcore Essential Amino Acid formula with added Cutting and Energy Matrix for muscle health, recovery, and energy with lean physique benefits.
• Redefine Nutrition Family Hoodie Branded apparel hoodie from the Redefine Nutrition family collection for FINAFLEX community and brand fans.
• Island Energy Shaker Cup Branded shaker bottle for mixing and consuming FINAFLEX supplements.
• Creatine Monohydrate Capsules Creatine monohydrate in capsule form with 50 servings per container for consumers who prefer capsules over powder.
• Creatine Monohydrate - Flavored Flavored creatine monohydrate powder for consumers who prefer improved taste in their creatine supplementation.
• Glutamine Pure glutamine powder supporting muscle recovery for athletes and active consumers.
• Citrulline Pure citrulline supplement supporting workout performance and pump.
• Beta Alanine Pure beta-alanine supplement that buffers acid in muscles to delay fatigue and increase endurance.
• Arginine Pure arginine supplement supporting cardiovascular health and workout performance.
• Ashwagandha Ashwagandha extract supplement for stress management and overall wellness.
• Berberine Berberine supplement for metabolic health support.
• Pure Caffeine Pure caffeine supplement for energy and focus.
• CLA Conjugated Linoleic Acid (CLA) supplement that helps shuttle fat stores and supports weight loss.
• Collagen Grass-fed bovine collagen supplement supporting skin, nails, hair, joints, and overall wellness.
• Fish Oil Pure fish oil supplement with omega-3 fatty acids for heart health and overall wellness.
• NAD+ NAD+ supplement for cellular health and energy metabolism support.
• Multi (Pure Amino 5000) Multi-vitamin and amino acid supplement for muscle building and daily nutrition support.
• Tribulus Tribulus supplement for athletic performance and vitality support.
• Vitamin D3 + K2 Combined Vitamin D3 and K2 supplement for bone health, immune support, and calcium metabolism.
• Yohimbe Pure Yohimbe supplement with 90 servings per container for energy and performance support.
• Team FINAFLEX Affiliate Program Affiliate program through goaffpro.com recruiting fitness professionals, trainers, nutrition coaches, and athletes to promote FINAFLEX products.

Quantifiable outcome

• Creatine supplementation can increase muscle creatine stores by 20-40%
• +1 more outcomes

Named customers3 records

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

Partnerships

Eight partnerships are on record, tiered core, major, regional and acquisition.

• Calypso®coreOEM/ Whitelabel/ Licensing Partner · 1 July 2025FINAFLEX partnered with Calypso® to launch Stimul8 Pre-Workout and Creatine products featuring Calypso Strawberry Lemonade and Ocean Blue Lemonade flavors. The collaboration represents a strategic flavor licensing deal under the tagline 'Ultimate Summer Flavor Collab'. Products areSelect flavors made with Calypso® branding.
• GNCmajorChannel Partner/ Reseller/ DistributorMajor retail distribution partnership with GNC, one of the largest specialty retailers of nutritional supplements in the United States. GNC carries FINAFLEX products including best sellers like Creatine Gummies and COCO IV Hydration.
• Vitamin ShoppemajorChannel Partner/ Reseller/ DistributorNational retail partnership with Vitamin Shoppe, a major vitamin and supplement retailer. Products featured include Creatine Monohydrate and other sports nutrition supplements.
• MeijerregionalChannel Partner/ Reseller/ DistributorRegional retail partnership with Meijer, a major Midwestern retail chain. Meijer features FINAFLEX brand products in their health and wellness sections.
• HEBregionalChannel Partner/ Reseller/ DistributorRegional retail partnership with HEB, a Texas-based grocery company with significant presence in the Southwest. HEB carries FINAFLEX brand supplements.
• CVS PharmacyregionalChannel Partner/ Reseller/ DistributorNational pharmacy chain partnership with CVS Pharmacy, providing retail distribution for FINAFLEX supplements through pharmacy locations nationwide.
• Purus LabsacquisitionStrategic or Co-development PartnerFINAFLEX acquired Purus Labs, a supplement company, as part of strategic expansion. The acquisition was announced January 13, 2023. Purus Labs content continues to appear on FINAFLEX website (e.g., recipe blog posts authored by Purus Labs team).
• Redefine NutritioncoreTechnology or IntegrationFINAFLEX's in-house manufacturing subsidiary, Redefine Nutrition operates the company's state-of-the-art ISO/IEC 17025:2017 certified laboratory and production facility. Produces all FINAFLEX supplements plus products for other brands in the industry.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Optimum Nutrition: Market-leading sports nutrition brand (owned by Glanbia) selling protein, creatine, pre-workout, and BCAAs across mass retail and gyms. Highly comparable to FINAFLEX's product mix but at materially greater scale and global distribution.
• NOW Sports (NOW Foods): Long-established supplement manufacturer with a large sports nutrition (NOW Sports) line sold across Vitamin Shoppe, Sprouts, and Amazon. Comparable to FINAFLEX on the GMP/quality positioning but with far broader category and channel reach.

Direct peers

• Cellucor (C4): Sports nutrition brand best known for C4 pre-workout and a creatine/BCAA portfolio sold in GNC, Vitamin Shoppe, and major mass retailers. Directly competes with FINAFLEX STIMUL8 and creatine lines through the same specialty and mass channels.
• BSN (now part of Glanbia Performance Nutrition): Sports nutrition brand behind Syntha-6, N.O.-XPLODE pre-workout, and AMINOx BCAAs. Competes head-on with FINAFLEX in creatine, pre-workout, and amino categories through similar retail and D2C channels.
• MusclePharm: Sports nutrition brand offering protein, pre-workout (Combat), creatine, and BCAA products across GNC and mass retailers. Comparable mid-sized challenger brand profile to FINAFLEX, also publicly traded at one point.
• Transparent Labs: DTC-focused sports nutrition brand built around fully disclosed formulations, third-party testing, and a premium positioning. Closely matches FINAFLEX's transparent-ingredient, certification-forward value proposition.
• Klean Athlete: NSF Certified for Sport supplement line serving athletes and sports teams with creatine, protein, hydration, and recovery products. Comparable to FINAFLEX on certification-led differentiation and performance positioning.
• Legion Athletics: DTC sports nutrition brand emphasizing clinically dosed, third-party-tested formulations. Competes with FINAFLEX for the same evidence- and certification-conscious fitness consumer online.
• Myprotein: Global DTC sports nutrition brand (owned by THG) offering creatine, pre-workout, protein, and BCAAs at value price points. Competes with FINAFLEX online, particularly with the value-tier creatine and amino SKUs.

Others

• GNC Holdings: Largest US specialty nutrition retailer and also a portfolio of owned supplement brands (including AMP and Pro Performance). Acts both as a key FINAFLEX distribution channel and as a competitor through its private-label lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/finaflex
• Xx.com/FINAFLEX
• Facebookfacebook.com/finaflex.official

Compliance4 records

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 FINAFLEX