Reflex Supplements

What Reflex Supplements does

Reflex Supplements is a privately held Canadian retail franchise founded in 1994 that sells sports nutrition supplements, vitamins, and adjacent health products through 21+ physical store locations across Western Canada — 12 in British Columbia, 7 in Alberta, 1 in Yukon, and 1 in Saskatchewan — and an e-commerce storefront at shop.reflexsupplements.com. The company operates a franchise model with single-store owner-operators, supplemented by a smaller "Reflex Express" store format located inside partner fitness facilities such as Evolve Sport n Cycle in Quesnel and Prince George. Its product mix centers on protein powders, pre-workouts, vitamins, sleep aids, omegas, essential oils, and activewear, sourced primarily from third-party brands including Optimum Nutrition, Nutrabolics, Magnum, Mutant, AllMax, PVL, and Progressive; the company does not list any proprietary technology, mobile app, public API, or AI capabilities.

The firm generates revenue through two primary streams: one-time retail sales of supplements and health products at physical locations and online (with free shipping offered on orders over CAD $99), and recurring franchise fees and royalties paid by owner-operators. Reflex positions its value proposition around qualified in-store staff — described as including IFBB pro bodybuilders, kinesiologists, naturopaths, and certified personal trainers — combined with content marketing through an "Expert Advice" blog and the #TeamReflex ambassador program. Target customers include fitness enthusiasts, competitive athletes and bodybuilders, and general health and wellness consumers in Western Canada; no international presence, institutional investors, parent company, funding rounds, or revenue disclosures are present in the available data.

Go-to-market is a mix of brand-led national marketing (Reflex Days promotions, a professional marketing agency, email capture with a 20% off first-purchase offer), local franchisee-led community engagement, social media, and the Expert Advice content hub. Pricing is unit-based and not publicly disclosed at the SKU level. Geographic footprint is strictly regional — Western Canada only — and operational ownership data, headcount, and audited financials are not disclosed, leaving material information gaps for any investor diligence.

Name

Reflex Supplements

Legal name

Reflex Supplements

Website

https://reflexsupplements.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Reflex Supplements is a privately held Canadian sports nutrition retail franchise, founded in 1994, operating 21+ stores across Western Canada plus an online shop. It sells protein powders, vitamins, and activewear to fitness enthusiasts, athletes, and general wellness consumers via owner-operators.

Ownership category

akta.pro rank

Product category

Sports Nutrition Retail

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Health and Personal Care Retailers (456)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Multivitamins & Daily Packs (CRADAGAC), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Sports nutrition retail
• Supplement franchise
• Fitness supplements
• Vitamin retail
• Activewear retail

Headquarters

HQ city

Surrey

HQ country

Canada

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Supplement Sales: Sale of sports nutrition supplements, vitamins, protein powders, pre-workouts, and health supplements through company-owned and franchise retail locations across Canada, plus online ordering with free shipping over $99.
2. Franchise Fees and Royalties: Revenue generated from franchise ownership model where franchisees pay to own and operate Reflex Supplements retail locations, with support services provided by head office including training, marketing, and supply chain.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Reflex Supplements operates a franchise-based retail chain selling sports nutrition supplements (protein powders, pre-workouts, vitamins, omegas, sleep aids, essential oils) and activewear through 21+ store locations across Western Canada plus a national e-commerce store at shop.reflexsupplements.com. The company pairs product retail with expert in-store advice from staff including IFBB pro bodybuilders, kinesiologists, naturopaths, and certified personal trainers, and positions itself as Canada's No. 1 Sports Nutrition Franchise.

Product overview

Reflex Supplements operates as a sports nutrition retail chain offering a diverse portfolio of products through 20+ physical store locations across Western Canada plus an online shop. The core offering centers on sports nutrition supplements including protein powders, pre-workouts, and bodybuilding products from leading brands. The company also carries vitamins, sleep aids, omegas, essential oils, cooking supplies, and activewear. They operate a smaller store format called Reflex Express inside partner fitness facilities, and offer franchise opportunities for entrepreneurs. Their stores provide expert advice through staff with backgrounds in bodybuilding, kinesiology, and personal training, supported by educational resources like the Contest Prep Guide.

Differentiator

Problem solved

Functional benefit

Brands

• Reflex Express: A smaller format store concept located inside other fitness facilities, such as Evolve Sport n Cycle in Quesnel and Prince George.

Products and services

• Sports Nutrition Supplements
• Vitamins
• Sleep Aids
• Omega Supplements
• Essential Oils
• Activewear
• Reflex Express Store Concept
• Reflex Supplements Franchise Opportunity

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Evolve Sport n CycleminorChannel Partner/ Reseller/ DistributorReflex Express operates inside Evolve Sport n Cycle fitness facilities in Quesnel and Prince George, BC. This partnership allows Reflex to reach customers directly within partner fitness locations.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Complete Nutrition: U.S. franchise-based sports nutrition retailer emphasizing personalized guidance from certified staff. Highly comparable to Reflex on franchise model, expert-advisor value proposition, and SKU mix across protein, vitamins, and performance supplements.
• Supplement King: Ontario-headquartered sports nutrition retailer with multiple brick-and-mortar locations across Canada. Direct competitor to Reflex for protein, pre-workout, and bodybuilding SKU sales, with similar expertise-driven staff positioning.
• Nutrishop: U.S.-based sports nutrition franchise focused on personalized supplement guidance and in-store consultations. Directly comparable to Reflex on franchise architecture, consultative sales model, and bodybuilding/fitness customer focus.
• Max Muscle Sports Nutrition: U.S. sports nutrition franchise chain offering protein, pre-workout, and wellness products through expert-staffed retail locations. Closely comparable to Reflex on franchise model, expertise-led positioning, and core customer segment.
• Popeye's Supplements: Canada's largest dedicated sports nutrition retail chain, with locations across multiple provinces. Directly comparable to Reflex as a multi-unit Canadian supplement franchise competing for the same fitness-enthusiast and bodybuilding customer base.
• Nutrition House: Canadian franchise-based health and sports nutrition retailer with mall-based locations nationwide. Highly comparable to Reflex on franchise architecture, multi-category supplement assortment, and Western/Eastern Canadian footprint overlap.

Broad incumbents

• GNC: Global mass-market supplement retailer with broad assortment and significant brand recognition. Competes with Reflex for the same consumer but at much larger scale, primarily through franchise and corporate stores across North America.
• The Vitamin Shoppe: U.S.-headquartered specialty retailer of vitamins, supplements, and sports nutrition. Comparable broad-line assortment and franchise-style growth history, though predominantly a U.S. retailer with limited Canadian footprint.

Others

• MuscleTech: Major sports nutrition brand/manufacturer. Comparable because MuscleTech (and similar brands like Optimum Nutrition) supply Reflex's shelves but increasingly pursue direct-to-consumer sales, representing both supplier and competitive threat.

Emerging players

• Bodybuilding.com (Retail/Online): Major online sports nutrition retailer carrying the same core brands (Optimum Nutrition, MuscleTech, BSN) sold at Reflex. Competes for the same end consumer via digital channel and represents the e-commerce substitute to Reflex's physical stores.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/reflexsupplements
• Facebookfacebook.com/ReflexSupplements
• Xx.com/CanadaReflex
• LinkedInlinkedin.com/company/reflex-supplements-stores

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 Reflex Supplements