What XXL nutrition does

XXL Nutrition is a Dutch online and multi-channel retailer of sports nutrition, dietary supplements, vitamins, sportswear and fitness accessories, headquartered in Deurne, Netherlands. The company operates a direct-to-consumer e-commerce storefront (xxlnutrition.com) with dedicated mobile applications on iOS and Android, a separate B2B wholesale portal for business-account holders, and shelf placement through third-party retailers including sport clubs, supermarket chains and gas stations across Benelux, DACH, the UK, France, Italy, Spain, Luxembourg, Poland, the Czech Republic, Slovakia and Portugal.

The product catalog spans 3,500+ SKUs organised into proteins (whey, plant-based, casein, Clear Whey Isolate, Ready-to-Drink), amino acids (BCAAs, glutamine, L-carnitine), creatine, pre-workout boosters and bars, weight gainers, diet shakes and meal replacements, vitamins (A through K plus multivitamins), minerals (magnesium, zinc, calcium, iron, electrolytes), omega-3 fish oil, collagen, weight-loss and fat-burner supplements, nootropics, energy and isotonic sports drinks, men's and women's sportswear, and sports accessories (shakers, bags, lifting straps, gym belts, scales, massage tools), with goal-based value bundles (Voordeelpakketten) for muscle building, weight loss, performance and general health. Product quality is supported by a partnership with NutriControl, an independent food-analysis laboratory that verifies ingredients, nutritional values, amino acid profiles and screens for unwanted substances, and relevant SKUs carry NZVT anti-doping certification for competitive athletes.

Revenue is generated on a transaction-fee basis across three channels: (1) D2C e-commerce and mobile-app sales on a pay-as-you-go unit-pricing model with free shipping above €60, free gifts and samples above €40, and same-day dispatch for orders placed before 12:00; (2) B2B wholesale through a dedicated portal serving sport clubs, retailers and similar partners; and (3) physical retail distribution through sport clubs, supermarkets and gas stations across Europe. Marketing combines an email newsletter, content blog, an affiliate marketing programme, a customer community page, and the XXL Loyalty Club mobile-app loyalty programme, with customer service available via WhatsApp, email and phone. Pricing is presented as unit-based with periodic discounts (e.g., Green Protein reduced from €18.99 to €14.99) and a stated 9.4/10 customer rating across 13,000+ reviews. No funding rounds, M&A, regulatory actions, or leadership changes are disclosed in the available material.

Name

XXL nutrition

Legal name

XXL Nutrition

Website

https://xxlnutrition.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

XXL Nutrition is a Netherlands-based multi-channel retailer selling sports nutrition supplements, vitamins, sportswear and fitness accessories to consumers and wholesale partners across 13 European countries, operating its own e-commerce platform, mobile apps, a dedicated B2B wholesale portal, and physical retail distribution through sport clubs, supermarkets and gas stations.

Ownership category

akta.pro rank

Product category

Sports Nutrition Retail

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industry

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Sports nutrition supplements
• Protein powders retail
• Dietary supplements
• Sportswear apparel
• Fitness accessories

Headquarters

HQ city

Deurne

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Direct-to-Consumer E-commerce: Online sales of sports nutrition and supplements through company's own e-commerce platform and mobile app. Products sold as one-time transactions with volume-based free shipping threshold.
2. B2B Wholesale: Wholesale distribution to business partners including sport clubs, supermarkets, and tank stations. Dedicated wholesale portal available for business account registration.
3. Physical Retail Distribution: Products distributed through third-party retail channels including sport clubs, supermarkets, and gas stations across Europe.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

XXL Nutrition is an online and multi-channel retailer of sports nutrition, dietary supplements, sportswear, and fitness accessories, offering a portfolio of more than 3,500 products including protein powders, amino acids, creatine, pre-workout formulas, vitamins, minerals, ready-to-drink beverages, men's and women's sportswear, and goal-based value bundles. The company sells primarily direct-to-consumer through its own e-commerce platform and mobile app, and additionally supplies wholesale buyers through a dedicated B2B wholesale portal and physical retail partners such as sport clubs, supermarkets, and gas stations across Europe.

Product overview

XXL Nutrition is the largest sports nutrition and supplement retailer in the Benelux with 3,500+ products, operating both online across Europe and in physical retail locations (sport clubs, supermarkets, gas stations). The product portfolio is organized as a single unified e-commerce platform with integrated categories spanning: protein supplements (whey, plant-based, casein, Clear Whey Isolate, Protein Lemonade), amino acids (BCAA, glutamine, L-carnitine), creatine, pre-workout boosters (including Quake Pre-Workout, Pre-Workout Bar), weight gainers, diet shakes and meal replacements, vitamins (A through K, multivitamins), minerals (magnesium, zinc, calcium, iron, electrolytes), omega-3 fish oil and collagen for health, weight loss supplements and fat burners, nootropics, energy and sports drinks, sports apparel (men's and women's clothing), and sports accessories (shakers, straps, bags, gym equipment). The company also offers goal-based value bundles (Voordeelpakketten) combining complementary products for muscle building, weight loss, fitness/performance, and general health.

Differentiator

Problem solved

Functional benefit

Products and services

• Protein Powders Protein powder supplements including whey, lactose-free, plant-based, casein, and protein blends in various flavors and sizes, sold to fitness consumers seeking muscle-building nutrition.
• Amino Acids Amino acid supplements including BCAAs, essential amino acids, glutamine, L-carnitine, and loose amino acids for muscle recovery and performance.
• Creatine Creatine supplements in monohydrate powder and capsule forms for muscle performance and strength training.
• Pre-Workout Boosters Pre-workout supplements including stimulants, pump/NO formulas, and stimulant-free options designed to enhance training performance.
• Weight Gainers High-calorie protein supplements for muscle building and weight gain, targeted at athletes seeking to increase body mass.
• Energy Bars Natural energy bars with carbohydrates and fibers for sustained energy during physical activity.
• Diet Shakes and Meal Replacements Meal replacement shakes designed for weight loss, calorie control, and dietary management.
• Vitamins Vitamin supplements including multivitamins and individual vitamins A, B, C, D, E, and K for general health support.
• Minerals Mineral supplements including magnesium, zinc, calcium, iron, and electrolytes for nutritional balance and hydration.
• Omega-3 Fish Oil Fish oil supplements rich in omega-3 fatty acids for cardiovascular and overall health support.
• Collagen Collagen supplements for joint and bone health support.
• Weight Loss Supplements Weight loss and fat burning supplements including fat burners for consumers pursuing body composition goals.
• Nootropics Cognitive enhancement and brain health supplements for focus and mental performance.
• Energy and Sports Drinks Energy drinks, isotonic and hypertonic sports drinks for hydration and performance during exercise.
• Men's Sportswear Men's sportswear including shirts, shorts, tanktops, joggers, sweaters, hoodies, socks, accessories, and shoes for fitness activities.
• Women's Sportswear Women's sportswear including leggings, shorts, sports bras, tops, hoodies, jackets, joggers, socks, accessories, and shoes.
• Sports Accessories Sports accessories including shakers, water bottles, lifting straps, fitness accessories, kitchen accessories, sports bags, gym belts, fitness gloves, massage tools, body fat meters, and scales.
• Value Bundles (Voordeelpakketten) Pre-configured product bundles combining complementary items for specific goals: muscle building, weight loss, fitness/performance, and general health.

Quantifiable outcome

• 9.4/10 average customer rating based on 13,000+ reviews
• +1 more outcomes

Segments6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature1 record

Partnerships

One partnership is on record.

• NutriControlcoreStrategic or Co-development PartnerNutriControl is a leading laboratory specializing in food analyses that conducts comprehensive quality testing on XXL Nutrition products. Testing includes verification of ingredients, nutritional values, amino acid profiles, and screening for unwanted substances. This partnership ensures product quality and safety standards are maintained.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Body&Fit: Dutch online sports nutrition and supplement retailer headquartered in the Netherlands, offering proteins, pre-workouts, vitamins, and sportswear via DTC e-commerce — the closest direct domestic competitor to XXL Nutrition.
• Prozis: Large Portugal-based sports nutrition and supplements e-commerce brand with deep proprietary product lines and extensive European distribution, directly comparable in product breadth and channel mix to XXL Nutrition.
• Myprotein: UK-headquartered global sports nutrition pure-play with the broadest international footprint and proprietary brand portfolio in the category, competing head-on with XXL Nutrition across Benelux and other European markets.
• Bulk Powders: UK sports nutrition retailer offering proteins, creatine, vitamins, and activewear across multiple European countries — a similarly catalogued, multi-channel online specialist directly comparable to XXL Nutrition's assortment-led approach.
• Bodylab.nl: Dutch DTC sports nutrition and supplement retailer with comparable protein, pre-workout, and weight management offerings, serving Dutch and Belgian consumers in the same niche as XXL Nutrition.

Broad incumbents

• Holland & Barrett: Large UK-based health-food and supplement retailer with extensive physical store network across Europe. Overlaps with XXL Nutrition on the supplement side but operates as a broader health and wellness retailer rather than a sports nutrition specialist.
• Decathlon: Global sporting goods retailer with in-house nutrition/energy products alongside sportswear and equipment. Comparable in the apparel/accessories dimension of XXL Nutrition's mix but a much broader sporting goods incumbent.

Emerging players

• Vitamines.com: Dutch online retailer focused on vitamins, supplements, and sports nutrition. Has overlap with XXL Nutrition on the health and supplement product categories but a narrower sports performance focus.

Regional players

• De Online Drogist: Netherlands-based online health and supplement retailer. Competes with XXL Nutrition primarily in the Dutch market and does not have the same multi-country European footprint.

Others

• Notino: European e-commerce specialist operating across multiple Benelux and DACH countries with multi-category health-adjacent offerings. Not a direct sports nutrition competitor but an example of a comparable cross-border European DTC platform with similar logistics and localization complexity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/XXLNutrition

Compliance1 record

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 XXL nutrition