Nutra Holdings

What Nutra Holdings does

Nutra Holdings is a privately held Canadian holding company headquartered at 145 Aberdeen Ave, St. John's, Newfoundland and Labrador, that owns and operates a portfolio of sports nutrition and wellness brands. Founded in 2015 with the bootstrapped creation of Jacked Factory, the company expanded into a multi-brand organization through the acquisitions of Transparent Labs in 2019-2020 and Nested Naturals in 2023, and through the internal launch of Cira in 2021. The portfolio addresses four adjacent but distinct consumer segments — general sports nutrition (Jacked Factory), all-natural sports nutrition (Transparent Labs), women's active-lifestyle supplementation (Cira), and plant-based, USDA-organic wellness (Nested Naturals) — sharing a common formulation philosophy of clinically dosed ingredients, third-party lab verification, and full transparent labeling with no artificial sweeteners, dyes, preservatives, or fillers.

The underlying product technology is clean-label supplement formulation rather than a software or platform architecture: each brand is positioned around research-supported ingredient dosing, in-house proprietary formulas verified by independent lab testing, and presentation practices designed to expose the consumer to the full ingredient list. There is no public mention of patents, APIs, or proprietary software components; differentiation rests on formulation expertise, brand positioning, and vertically integrated brand-building infrastructure rather than on defensible IP.

Nutra Holdings operates a direct-to-consumer e-commerce model with each brand maintained as a distinct owned storefront (transparentlabs.com, jackedfactory.com, ciranutrition.com, nestednaturals.com), supplemented by wholesale distribution to retail partners including Walmart.com, Vitamin Shoppe, Fresh Thyme, and Amazon, where Jacked Factory is the #1 selling creatine brand in Canada. The go-to-market motion is therefore dual-channel DTC plus marketplace and retail, with a stated acquisition strategy targeting additional consumer brands that generate at least $2M in yearly profits. The company is founder-led under CEO John Williams, with Kate Boland serving as COO and CEO of the Cira brand and Lisa Wheeler as CFO. Pricing is not publicly disclosed; products are sold at varying price points across retail and DTC channels with no subscription or licensing model stated in the source material.

Name

Nutra Holdings

Legal name

Nutra Holdings

Website

https://nutraholdings.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Nutra Holdings is a privately held Canadian holding company that owns and operates a portfolio of sports nutrition and wellness brands — Jacked Factory, Transparent Labs, Cira, and Nested Naturals — selling clean-label, third-party-tested supplements to health and performance consumers through DTC storefronts, Amazon, and major retail partners.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Other Specialty Food Retailers (44529)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Retail-Nonstore Retailers (5960), Food And Kindred Products (2000)

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industry

Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)

Keywords

• Sports nutrition supplements
• Dietary supplements
• Active nutrition brands
• Clean label supplements
• Fitness supplements

Headquarters

HQ city

St. John's

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct-to-Consumer E-commerce: Revenue from owned e-commerce storefronts for Transparent Labs, Jacked Factory, Cira, and Nested Naturals brands selling sports nutrition and wellness supplements
2. Retail Distribution: Revenue from wholesale distribution through major retail partners including Walmart.com, Vitamin Shoppe, and Fresh Thyme, as well as Amazon marketplace sales

Go-to-market motion2 records

Distribution channels8 records

Marketing channels3 records

Core offering

Nutra Holdings is a multi-brand holding company that develops and operates a portfolio of active nutrition and dietary supplement brands, including Jacked Factory, Transparent Labs, Cira, and Nested Naturals. The company sells sports nutrition, women's wellness, and plant-based dietary supplement products directly to consumers through brand-owned e-commerce sites and through third-party retail partners such as Walmart.com, The Vitamin Shoppe, Fresh Thyme, and Amazon.

Product overview

Nutra Holdings operates as a multi-brand platform holding company in the sports nutrition and wellness industry. The portfolio consists of five distinct brands: Jacked Factory (founded 2015, flagship sports nutrition brand), Transparent Labs (acquired 2019, all-natural sports nutrition leader), Cira (launched 2021, women's-focused supplements), and Nested Naturals (acquired 2023, plant-based wellness products). These brands share common values around clean ingredients, label transparency, and science-backed formulations while maintaining distinct market positions and identities.

Differentiator

Problem solved

Functional benefit

Brands

• Transparent Labs: All-natural sports nutrition brand committed to science-backed formulas without artificial sweeteners, dyes, preservatives or fillers. Market leader in all-natural sports nutrition in the United States.
• Jacked Factory
• Cira
• Nested Naturals

Products and services

• Jacked Factory Jacked Factory is a Nutra Holdings portfolio brand offering sports and fitness dietary supplements, including pre-workout, protein, and performance products for active consumers and gym-goers. Sold direct-to-consumer online and through retail partners.
• Transparent Labs Transparent Labs is a Nutra Holdings portfolio brand offering premium, natural sports nutrition supplements with transparent ingredient labeling and third-party lab testing, targeted at health-conscious and performance-focused consumers. Sold direct-to-consumer online and through retail partners.
• Cira Cira is a Nutra Holdings portfolio brand offering women's nutrition and wellness dietary supplements, formulated and marketed specifically for female consumers. Sold direct-to-consumer online.
• Nested Naturals Nested Naturals is a Nutra Holdings portfolio brand offering plant-based and natural dietary supplements focused on general wellness, targeted at consumers seeking naturally derived wellness products. Sold direct-to-consumer online.

Quantifiable outcome

• One of the industry's fastest-growing sports nutrition brands since 2015
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Walmart.comcoreChannel Partner/ Reseller/ DistributorMajor retail partner offering high-quality, in-demand products with exclusive access to new releases, marketing collateral, and collaborative growth opportunities. Part of Nutra Holdings' retail network focused on expanding brand distribution.
• Vitamin ShoppecoreChannel Partner/ Reseller/ DistributorSpecialty health and vitamin retailer partner carrying Nutra Holdings' premium sports nutrition products. Provides access to health-conscious consumers seeking quality supplements.
• Fresh ThymeminorChannel Partner/ Reseller/ DistributorRegional health-focused grocery chain partner offering Nutra Holdings' supplement brands to consumers seeking natural and wellness products.
• AmazoncoreChannel Partner/ Reseller/ DistributorPrimary e-commerce marketplace partner, particularly significant for Jacked Factory brand which is the #1 selling creatine brand in Canada on the platform. Provides broad consumer reach and e-commerce distribution.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Athletic Greens (AG1): Premium, science-backed daily nutritional supplement brand sold primarily via DTC and Amazon. Directly comparable to Nutra's Transparent Labs and Nested Naturals on clean-label positioning, third-party testing emphasis, and digital-first consumer acquisition.
• Orgain: Plant-based nutritional supplement and protein brand sold via DTC, retail (incl. Vitamin Shoppe and major grocers), and Amazon. Closely aligns with Nested Naturals and Cira on clean/plant-based positioning and similar retailer footprint.
• Momentous: Premium sports and recovery nutrition brand with clinically dosed, NSF-certified supplements. Comparable to Transparent Labs and Jacked Factory on clinically-dosed premium sports nutrition positioning and high-end athlete endorsement.
• Onnit: Lifestyle supplements and performance nutrition brand sold DTC and via Amazon. Comparable to Nutra on lifestyle-positioned sports supplements and multi-channel (DTC + marketplace) go-to-market.
• Garden of Life: USDA Organic, third-party certified supplement and sport nutrition brand. Closely comparable to Nested Naturals on certified-organic, plant-based, third-party-verified supplementation.
• Thorne: Premium wellness and sports nutrition supplement brand sold DTC and via practitioners. Directly comparable on third-party tested, science-backed positioning across active nutrition and broader wellness SKUs.
• Klean Athlete: NSF Certified for Sport clean-label sports nutrition brand. Closely mirrors Transparent Labs and Jacked Factory on clinically dosed, third-party-verified, no-artificial-additive sports supplements.
• Cellucor (C4 Energy): Sports nutrition and energy brand best known for C4 pre-workout. Directly comparable to Jacked Factory on performance supplement positioning, retail distribution, and energy/pre-workout category competition.

Others

• Celsius Holdings: Functional fitness/energy beverage company with strong retail and Amazon presence. Adjacent peer via 'active nutrition' positioning and large retailer (incl. Walmart/club) partnerships that overlap with Nutra's distribution model.

Broad incumbents

• Optimum Nutrition (Glanbia Performance Nutrition): Mass-market sports nutrition incumbent under Glanbia, the global leader in performance nutrition. Comparable as the established category leader Nutra's brands (Transparent Labs, Jacked Factory) are scaling against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/nutra-holdings

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 Nutra Holdings