Insane Labz

What Insane Labz does

Insane Labz is a privately held dietary supplement and lifestyle apparel company founded in 2015 and headquartered in Harrison, Arkansas. The company designs, markets, and sells fitness supplements under its own brand, including high-stimulant pre-workouts (the Psychotic line), protein powders (Insane Whey), pump enhancers (Insane Veinz), fat burners, hydration products (Psychotic Hydration), cognitive performance supplements (Psycho Focus XR), and single-ingredient supplements (Asylum Cabinet). The portfolio has also been extended into branded apparel, hydration, and a hot sauce line (Eat the Dead), with the company's "Mad Chemist" and "6IX the Clown" mascots central to its identity.

The business operates primarily through direct-to-consumer e-commerce on a Shopify-powered website, supplemented by authorized third-party retailers and international shipping. Product prices range from approximately $19.95 to $174.95+, with bundles and promotional tactical-bag deals. A subscription service, Mad Chemist's Monthly Mayhem, provides a recurring-revenue layer alongside one-off purchases. The serving customer base is the long tail of fitness enthusiasts, bodybuilders, and high-stimulant-seeking consumers, with 100,000+ verified customer reviews indicating a large installed base.

The business model is asset-light: formulation and branding are in-house, while manufacturing and fulfillment are outsourced, monetized through DTC margin capture, retail wholesale, and subscription recurring revenue. The brand has pursued entertainment IP licensing (notably a SAW horror-franchise co-branding collaboration) to reinforce its edgy positioning and create limited-edition demand events.

Name

Insane Labz

Legal name

Insane Labz

Website

https://insanelabz.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Insane Labz is a privately held dietary supplement and lifestyle apparel company founded in 2015 in Harrison, Arkansas, selling pre-workouts, protein, pump enhancers, fat burners, hydration, nootropics, and branded merchandise through DTC e-commerce, retail partners, international shipping, and a subscription service.

Ownership category

akta.pro rank

Headquarters

HQ city

Harrison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Supplement Product Sales: Primary revenue stream from direct sales of pre-workout, pump, protein, fat burner, and single-ingredient supplements through e-commerce website. Products sold in various sizes and flavors with prices ranging from $19.95 to over $300 for bulk/tactical bundles
2. Mad Chemist Monthly Mayhem Subscription: Monthly subscription service billed at $29.95/month delivering a new hand-selected pre-workout each month. Includes free priority shipping, no duplicates for first 12 months, and exclusive access to club-only product drops
3. Merchandise and Apparel: Sale of branded fitness apparel including t-shirts, hoodies, hats, as well as gym accessories like shaker cups, lifting straps, bags, and gym towels
4. Gift Cards: Digital gift certificates sold in denominations from $10 to $250, delivered via email for gifting purposes

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Insane Labz manufactures and sells a direct-to-consumer line of high-stimulant fitness supplements built around the Psychotic pre-workout family, Insane Veinz pump enhancers, protein powders (Insane Whey, Insane Iso, ProLean), a comprehensive Asylum Cabinet single-ingredient line, fat burners, hydration, BCAAs, branded apparel and merchandise, and Eat the Dead hot sauces. The company also operates the Mad Chemist's Monthly Mayhem recurring pre-workout subscription and distributes via authorized retailers alongside its own Shopify storefront.

Product overview

Insane Labz is a direct-to-consumer fitness supplement and apparel company offering a diversified portfolio of products centered around pre-workout supplements, protein powders, and fitness accessories. The core product line is the Psychotic pre-workout family (Psychotic, Psychotic Black, Psychotic Gold, Psychotic HELLBOY, Psychotic X, Psychotic Xtreme, Psychotic Test, Psychotic SAW, Psychotic Rated-R, Psychotic Diablo), which provides various stimulant levels and formulations for energy, focus, endurance, and pumps. Complementary products include Insane Veinz pump enhancers (standard, Gold, Xtreme variants), a comprehensive Asylum Cabinet single-ingredient line (creatine, beta-alanine, citrulline, agmatine, BCAAs, and more), Demon BCAA, protein supplements (Insane Whey, Insane Iso, ProLean, 100% Whey), and fat burners (Insane Cutz, SAW Fat Burner, Psychotic Diablo). Newer launches include Psychotic Hydration (electrolytes) and Psycho Focus XR (mental performance). The company also offers branded merchandise, Eat the Dead hot sauces, bundled stack deals, and the Mad Chemist's Monthly Mayhem subscription service. All products are manufactured in the USA at cGMP certified facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Psychotic: Flagship pre-workout supplement line with multiple variants including Psychotic, Psychotic Gold, Psychotic Black, Psychotic Hellboy, Psychotic SAW, Psychotic Xtreme, Psychotic Test, Psychotic Rated-R, and Psychotic X
• Insane Veinz
• Insane Whey
• ProLean
• Insane Iso
• Mother! Protein
• Demon BCAA
• Bloodbath
• I Am God
• SAW
• Dark Metal Series
• Asylum Cabinet Series
• Insane Cutz
• Psychotic Diablo
• Kill H2O
• Psychotic Hydration
• Psycho Focus XR
• Eat the Dead

Products and services

• Psychotic Pre-Workout Flagship high-stimulant pre-workout providing energy, focus, endurance, and strength with 400mg caffeine, Beta-Alanine, Creatine Monohydrate, DMAE, AMPiberry, OxyGold, and Huperzine A. Available in 35/60 servings plus capsules and stick packs. Targeted at gym-goers and serious fitness consumers.
• Psychotic Black Pre-Workout Lower-stimulant variant of the Psychotic pre-workout with 200mg caffeine, featuring Infinergy Di-Caffeine Malate, Caffeine, and Tyrosine. Designed for users wanting reduced caffeine without losing the Psychotic experience. Available in 35 and 60 servings, capsules, and stick pack variety packs.
• Psychotic Gold Pre-Workout Enhanced pre-workout combining Psychotic energy with vascularity boosters. Contains L-Citrulline Malate, Agmatine Sulfate, Beta-Alanine, DMAE Bitartrate with 325mg caffeine. For pumps, performance, and lean muscle gains.
• Psychotic Rated-R Pre-Workout Maximum-intensity pre-workout with 8,002mg L-Citrulline Malate 2:1 and aggressive stimulant complex. Features 424mg total caffeine (352mg Caffeine Anhydrous + 72mg Infinergy), 6mg Yohimbine HCl, 4mg Alpha Yohimbine. For experienced users seeking skin-splitting pumps and tunnel vision focus.
• Insane Veinz Pump Pre-Workout Caffeine-free pump pre-workout engineered for blood flow, vascularity, and muscle fullness with nitric oxide support ingredients. For users wanting skin-splitting pumps without stimulant crash.
• Insane Veinz Gold Enhanced pump pre-workout with added ingredients for extreme vascularity and muscle fullness compared to standard Insane Veinz.
• Insane Veinz Xtreme Maximum-intensity caffeine-free pump formula in the Veinz line for extreme blood flow without energy components.
• Manson (Dark Metal Series Pre-Workout) High-intensity pre-workout from the ultra-premium Dark Metal Series with Beta-Alanine, L-Tyrosine, L-Taurine, Caffeine Anhydrous, Infinergy DiCaffeine Malate, L-Carnitine L-Tartrate, AMPiberry, OxyGold, and Rauwolfia Vomitoria Extract. 35 servings per container.
• Possessed Pre-Workout High-stimulant pre-workout for experienced gym-goers with Beta-Alanine, Caffeine Anhydrous (250mg+), AMPiberry, and OxyGold. Designed for explosive energy, extreme focus, increased endurance, and strength.
• Psychotic Hydration Electrolyte hydration supplement with sodium, magnesium, potassium, chloride, vitamin B12, and OXYGOLD fulvic acid. Zero sugar, no artificial colors, 60 servings per container. For workouts, outdoor work, and travel hydration.
• Psycho Focus XR Mental focus and performance supplement with multi-source caffeine matrix (Caffeine Anhydrous, Caffeine Citrate, Infinergy Di-Caffeine Malate), CognatiQ Coffee Fruit Extract, L-Tyrosine, L-Taurine, D-Glucuronolactone, and OXYGold Fulvic Acid. 150mg caffeine. Designed for productivity, studying, gaming, and mental tasks.
• Insane Whey Protein Whey protein supplement with 25g protein per serving combining Whey Protein Concentrate 80% and Whey Protein Isolate 90%. Available in 30/60/120 serving sizes across Birthday Cake, Chocolate, Chocolate Peanut Butter, Cookies & Cream, Strawberries & Cream, and Vanilla flavors with a no-clumps guarantee.
• Insane Whey RIPPED Protein supplement with added fat-burning components for simultaneous muscle building and weight management. 60 servings, vanilla flavor.
• Insane Iso Premium Whey Isolate Premium whey protein isolate supplement. 60-serving size with chocolate and vanilla flavors.
• ProLean Premium Dual Protein Premium dual-source protein supplement combining two protein sources for sustained release, featuring Blueberry Muffin and other flavors as part of the Foundation Stacks lineup.
• Insane Cutz Fat Burner Fat burner supplement supporting weight management and fat loss. Available in capsule form.
• SAW Fat Burner High-stimulant fat burner from the SAW collaboration line with Niacin, L-Tyrosine, Alpha Yohimbine, and a unique caffeine matrix. Niacin may cause skin flushing.
• Demon BCAA Branched-chain amino acid supplement supporting muscle recovery and endurance. Available in Blue Raspberry and Fruit Punch flavors.
• Mad Chemist's Monthly Mayhem Subscription Monthly pre-workout subscription club delivering a new hand-selected Insane Labz pre-workout every month for $29.95/month billed monthly. Includes free priority shipping, no duplicates for 12 months, and exclusive access to club-only product drops. Cancel anytime.
• Asylum Cabinet Single-Ingredient Supplements Line of single-ingredient supplement staples including Beta-Alanine, Caffeine, Creatine, Agmatine Sulfate, L-Citrulline, Glutamine, HMB, D-Aspartic Acid, ZMA, Vitamin C + Zinc, L-Carnitine, Yohimbine HCL, Tribulus, L-Arginine, Creatine + HMB, Alpha Yo + Caffeine, and Crea-2. For users building custom stacks.
• ZERO Excuses Tactical Bag Deal Bundle All-in-one tactical gym bag bundle including Psychotic Pre-Workout, Insane Veinz pump product, Whey Protein, an Asylum Cabinet product, gym bag in multiple color options, towel, shaker, lifting straps, and t-shirt. $174.95 with customizable flavors and types.
• SAW x Insane Labz Kill Kit Bundle SAW horror franchise collaboration bundle including Psychotic SAW, SAW BloodBath pump pre-workout, SAW Fat Burner, gym bag, shaker cup, flag, stickers, and funnel. First 250 units signed and numbered by the Mad Chemist. $119.95.
• Insane Labz Branded Apparel and Merchandise Brand merchandise including t-shirts, hoodies, hats, gym bags, backpacks, sunglasses, shaker cups, water bottles, lifting straps, towels, bobbleheads, stickers, flags, and funnels featuring Insane Labz and 6IX the Clown branding.
• Eat the Dead Hot Sauce Line Eat the Dead branded condiment line including New Orleans Hot Sauce, BBQ Sauce, Psy-racha chili sauce, THE Sauce (mustard-based), and the TRIPLE THREAT variety pack. Starting at $14.95.
• Insane Labz Digital Gift Certificate Digital gift certificates available in $10, $25, $50, $100, $150, $200, and $250 denominations. Delivered via email with optional scheduled delivery date.

Quantifiable outcome

• Energy lasting up to 3 hours from pre-workout supplementation
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• SAW (Slaughter at the Zoo Horror Franchise)coreStrategic or Co-development Partner · 1 January 2023Licensing and co-development partnership with the SAW horror movie franchise. Products include SAW x Insane Labz Kill Kit bundle, SAW BloodBath pump pre-workout, SAW Fat Burner, SAW x IL Gym Bag, and branded merchandise (flag, patches, shaker cups, beanie). First 250 Kill Kit orders signed and numbered by the Mad Chemist. Flagship collaboration combining horror entertainment branding with fitness supplements.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cellucor (C4): Cellucor's C4 pre-workout is the category-defining high-stimulant supplement brand and Insane Labz's most direct competitor — same target customer (stim-tolerant gym-goers), same SKU architecture (pre-workout, pump, fat burner, protein), and overlapping flavor/positioning strategy.
• Bucked Up: Bucked Up is a D2C-native pre-workout and supplement brand with aggressive marketing and high-stimulant positioning that competes head-to-head with Insane Labz's Psychotic line across TikTok, Instagram, and bodybuilding.com demographics.
• Huge Supplements: Huge Supplements is a bootstrapped, founder-led D2C pre-workout brand (Wrecked, Huge Wreck, Bucked AF) with very similar size profile, brand voice (macho, character-driven), pricing architecture, and DTC-plus-retail GTM to Insane Labz.
• Black Magic Supplements: Black Magic is a smaller D2C high-stimulant pre-workout brand with overlapping target customer, similar pricing, and identical product categories (pre-workout, pump, fat burner) — making it a close niche competitor to Insane Labz.
• RYSE Supplements: RYSE is a D2C supplement brand featuring Godzilla-licensed pre-workouts and protein — a near-perfect peer given the comparable entertainment-IP licensing strategy (vs. Insane Labz's SAW partnership), price points, and TikTok-led acquisition model.
• Pre JYM: Pre JYM (JYM Supplement Science) is a premium pre-workout brand targeting serious gym-goers with full-clinical-dose formulations — directly comparable to Insane Labz's Psychotic Gold/Xtreme positioning on ingredient transparency and dosing.
• Ghost Lifestyle: Ghost Lifestyle is a lifestyle-branded supplement company with strong social/community presence, entertainment-IP collaborations (e.g., Oreo, Chips Ahoy!), and pre-workout, protein, and apparel SKUs that mirror Insane Labz's brand-plus-product model.

Emerging players

• Legion Pulse: Legion Pulse is a clinically-dosed, transparency-focused pre-workout brand that competes for the same gym-going supplement buyer, though with cleaner-label positioning versus Insane Labz's high-stimulant identity.

Broad incumbents

• GHOST (discontinued pharma-grade stimulant line) — Bang Energy: Bang Energy is a much larger D2C-and-retail high-caffeine energy/supplement brand that competes for the same high-stim consumer and commands substantially more shelf presence and distribution scale than Insane Labz.
• Onnit: Onnit (Unilever-owned) is a broader supplements-and-fitness brand with proprietary-branded ingredients, DTC e-commerce, subscription offerings, and a strong character-driven brand identity (Joe Rogan) — comparable business model to Insane Labz at significantly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UClzzJCGazT8qkJGmNyuMdNw
• Facebookfacebook.com/InsaneLabz
• Instagraminstagram.com/insanelabz
• TikToktiktok.com/@insanelabzofficial
• Xx.com/InsaneLabz
• LinkedInlinkedin.com/company/dustinlebleuceopodcast

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 Insane Labz