dotFit
dotFIT is a privately-held nutritional supplement company selling science-based, NSF Certified for Sport products through direct e-commerce, health club partnerships (Crunch, 24 Hour Fitness, Jazzercise), and a fitness professional certification program.
- Company typePrivate
- Founded2008
- HeadquartersWestlake Village, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What dotFit does
dotFIT is a privately-held nutritional supplement company founded in 2008 and headquartered in Westlake Village, California, operating under the legal entity dotFIT, LLC. The company develops and sells a catalog of more than 30 science-based supplement SKUs spanning protein powders, multivitamins, pre-workout and performance formulas, weight management products, hydration, joint and cognitive health, and protein bars, with most performance and health products carrying NSF Certified for Sport designation. Its core technical differentiators include a controlled-release delivery system, third-party testing protocols (NSF and Eurofins), and a personalized nutrition platform that syncs activity and food data from Apple Health, Fitbit, Garmin, Polar, and Netpulse. Products are formulated by Registered Dietitians and nutrition scientists, and the company publishes a peer-reviewed practitioner reference guide.
The business operates across four GTM motions: direct-to-consumer e-commerce (dotfit.com), wholesale supply to health club franchisees (notably Crunch Fitness and 24 Hour Fitness), co-branded storefronts (Jazzercise), and a fitness professional channel built around a free 4.5-hour certification course, the fibrPRO commission program, and the Fit Pro Rewards loyalty scheme. Enterprise pricing includes revenue share with franchise partners, transaction-based club programs (top Crunch clubs averaging $10,032 monthly profit), and trainer incentives (40% product discount, up to $1,000 quarterly cash back). Consumer pricing ranges from $8.95 (Vitamin D-3) to $111.95 (Alln1 SuperBlend), with subscription free-shipping options at $6.95/month or $69.95/year. Recent strategic emphasis has been placed on the GLP-1/peptide medication support vertical via a partnership with NexGenRx, and the company has launched new hydration and flavor extensions in 2026 alongside a 2024 brand and packaging refresh.
The company is founder-led by Neal Spruce (Founder & CEO), has no disclosed outside funding, and reports an employee count of 11-50. Operating geographies are concentrated in the United States with limited service to Canada. Distribution leverages both physical in-club retail and digital storefronts, supplemented by content marketing, an "Ask the Experts" community platform, and ID.me-based identity verification for military, student, and first-responder discounts. No subsidiaries, acquisitions, or public listing are indicated in the source data.
dotFit firmographics
Firmographics- Name
- dotFit
- Legal name
- dotFIT, LLC
- Website
- https://dotfit.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- dotFIT is a privately-held nutritional supplement company selling science-based, NSF Certified for Sport products through direct e-commerce, health club partnerships (Crunch, 24 Hour Fitness, Jazzercise), and a fitness professional certification program.
- Ownership category
- akta.pro rank
dotFit industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Drugs and Druggists' Sundries Merchant Wholesalers (4242)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industries
- Multivitamins & Daily Packs (CRADAGAC), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
Keywords
Where dotFit is headquartered
LocationHeadquarters
- HQ city
- Westlake Village
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
dotFit business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Product Sales: Consumer purchases through dotfit.com website. Products include supplements, meal replacements, protein powders, vitamins, and accessories. Subscription/recurring order options available.
- Health Club/Partner Wholesale: B2B wholesale supply to fitness franchisees (Crunch Fitness, 24 Hour Fitness) with revenue share arrangements. In-club retail plus integrated online store, with automated reordering and member LTV programs.
- Co-branded Storefronts: Revenue from partner-branded stores (Jazzercise) with curated product selection and affiliate/referral arrangements.
- Elite/FibrPRO Commission Program: Fitness professionals (trainers) earn commissions on product sales to their clients. Up to 30% commission on purchases from team members through the fibr marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Free Shipping Threshold |
| Subscription | Monthly | Free Shipping Subscription - Monthly |
| Subscription | Annual | Free Shipping Subscription - Annual |
| Unit Pricing | Pay-as-you-go | Individual Product Pricing |
| Transaction based/ take rate | Pay-as-you-go | Crunch Franchisee Program |
| Subscription | Monthly | 24 Hour Fitness Trainer Benefits |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels9 records
dotFit product offering
Product offeringCore offering
dotFIT is a science-based nutritional supplement company that formulates, manufactures, and sells a broad portfolio of third-party-tested supplements, protein powders, meal replacements, vitamins, and protein bars. It sells direct-to-consumer via dotfit.com and wholesale through fitness franchise partnerships (Crunch Fitness, 24 Hour Fitness, Jazzercise), supported by a personalized nutrition platform and trainer certification program.
Product overview
dotFIT is a science-based nutritional supplement company offering a comprehensive portfolio of research-backed supplements and nutritional products. The product line includes protein supplements (All Natural WheySmooth, WheySmooth, Plant Protein), comprehensive nutrition drinks (Alln1 SuperBlend), amino acid and recovery formulas (AminoFormula, GlutamineComplex), pre-workout and performance products (NO7 PreWorkout, First String, Creatine Monohydrate, Workout Extreme), weight management solutions (LeanMeal, CarbRepel, ThermAccel, LeanPak90), health supplements (Antioxidant, Brain Health, Omega-3 Fish Oil, Probiotics, Digestive Enzymes), minerals and vitamins (Calcium Complex, Vitamin D-3, Over50MV, WomensMV), specialty products (CollagenComplex, SleepAid, Electrolytes), and protein bars (Fudge Graham dotBAR, PB&J Bar dotBAR, Peanut Butter Crisp dotBAR, Trail Mix dotBAR, Vanilla dotWAFER). Products are third-party tested with most performance and health products carrying NSF Certified for Sport designation. The company also offers the GLP-1 Support Bundle for users on weight loss medications. dotFIT operates through health club partnerships (Crunch Fitness, 24 Hour Fitness, Jazzercise) and direct-to-consumer e-commerce.
Differentiator
Problem solved
Functional benefit
Products and services
- Alln1 SuperBlend Complete nutrition drink providing a full supply of daily vitamins and minerals plus two full servings of vegetables in a single supplement. For consumers seeking comprehensive daily nutrition. Available in flavors including Orange and Pineapple Swirl.
- All Natural WheySmooth Grass fed, non-GMO, rBGH & gluten free whey protein concentrate and isolate with no preservatives, flavors, colors or sweeteners. Supports lean muscle and recovery. Third-party tested and NSF Certified for Sport.
- WheySmooth Low-calorie protein supplement with a mix of slow and fast releasing proteins to help increase lean muscle, improve recovery, and reduce body fat. Third-party tested and NSF Certified for Sport.
- Plant Protein 21 grams of high-quality plant protein per serving with no dairy or soy, hypoallergenic, non-GMO and gluten free, with no preservatives, flavors, colors or sweeteners. Third-party tested.
- AminoFormula Blend of amino acids for consumption around workouts to trigger muscle repair, support muscle growth, reduce soreness, and improve recovery. Third-party tested and NSF Certified for Sport.
- Creatine Monohydrate Non-stimulant supplement that increases strength, power, muscle size, and performance while improving recovery from high-intensity exercise. NSF Certified for Sport.
- NO7 PreWorkout Pre-workout supplement designed to promote blood flow and maximize muscle pump, helping increase size, strength, and performance. Formerly known as NO7 Rage3.
- First String High-performance nutrition solution for athletes promoting gains in strength, size and performance. Contains whey protein, carbohydrates and essential fats. NSF Certified for Sport.
- GlutamineComplex Supplement designed to enhance recovery from prolonged, exhaustive exercise. Formerly known as Muscle Defender L-Glutamine.
- Workout Extreme 150-capsule supplement designed to increase mental and physical performance while reducing exhaustion.
- LeanMeal Shake mix designed to promote satiety and support weight loss by helping users feel fuller longer.
- CarbRepel Stimulant-free formula designed to reduce hunger and support weight loss by blocking carbohydrate absorption.
- ThermAccel Thermogenic formula designed to increase energy, calories burned, appetite control, and weight loss.
- LeanPak90 Complete weight loss kit including 90-day supply of WeightLoss & LiverSupport, CarbRepel, and ThermAccel plus Personal Weight Loss Planner.
- GLP-1 Support Bundle Nutritional products designed to complement GLP-1 weight loss medications, providing support during peptide-based treatment for appetite management and muscle preservation.
- Antioxidant Contains lycopene, lutein, zeaxanthin, Co-enzyme Q10, alpha lipoic acid, Astra Real and Meso-zeaxanthin to support health, energy, vitality, skin, and eye tissue protection. NSF Certified For Sport.
- Brain Health 240-tablet formula designed to naturally support memory, focus and concentration.
- Omega-3 Fish Oil 60 softgels of omega-3 fatty acids (EPA & DHA) from sustainable wild-caught Alaskan Pollock to support cardiovascular, brain, vision and immune health. NSF Certified For Sport.
- Probiotics 30 capsules containing probiotics and prebiotics to support beneficial microflora balance in the gut.
- Digestive Enzymes 90-capsule enzyme complex designed to assist digestion and improve non-clinical digestive irregularities such as bloating, gas, cramps and constipation.
- CollagenComplex 60 capsules featuring BioCell Collagen II to minimize fine lines and wrinkles while supporting healthy joints and skin.
- SleepAid 120-capsule sleep aid featuring dual-action melatonin blend, calming botanicals, magnesium, and 5-HTP to support restorative sleep.
- Electrolytes - Tropical Splash 30-stick pack electrolyte supplement designed for rapid hydration, replenishment, and recovery.
- Calcium Complex 120 tablets with calcium, vitamin D, magnesium, vitamin K1/K2, and boron to support bone growth and density. Formerly SuperCalcium+.
- Vitamin D-3 100 softgel capsules of vitamin D-3 that is NSF Certified For Sport.
- WomensMV Multivitamin and mineral formula for women with Vitamin D-3, magnesium, and B complex for bone, energy, and cardiovascular support. Uses controlled-release delivery.
- Over50MV Multivitamin and mineral formula for adults over 50 with vitamin D-3, magnesium, B-6, B-12, folic acid and choline. Uses controlled-release delivery.
- KidsMV Children's multivitamin in 60 chewables (noted as discontinued).
- Pre & Post Workout Formula Versatile formula usable as a meal replacement or before/after workouts, with carbohydrates, protein and fat at fewer calories.
- dotBAR Protein Bars Line of nutrient-rich protein bars made in small batches, including Fudge Graham, PB&J, Peanut Butter Crisp, and Trail Mix flavors with 15g protein and fiber.
- Vanilla dotWAFER Light, crispy vanilla wafer providing a good source of calcium and protein. 8 bars per box.
- dotFIT Certification Free 4.5-hour certification course for fitness professionals granting CEUs and access to the personalized nutrition platform, keeping trainers within their scope of practice while enabling product recommendations and commission earnings.
- Personalized Nutrition Program (Nutrition Platform) Software platform providing personalized nutrition and supplement recommendations for clients, with wearable data syncing (Apple Health, Fitbit, Garmin, Polar) and supplement screener, used by individuals and authorized trainers.
Quantifiable outcome
- Top-performing Crunch clubs averaging $12,644 monthly profit
- +3 more outcomes
Companies that use dotFit
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
dotFit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
dotFit partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Crunch FitnesscoreTurnkey supplement program for Crunch franchisees. Higher-margin products, automated reordering, and member programs that drive PT sales and retention. Dedicated Crunch-branded e-commerce site, monthly funded sampling events, and email/social campaigns. Top-performing clubs average $10,032 monthly profit.
- 24 Hour FitnesscoreTrainer certification and personalized nutrition platform. 4.5-hour free certification course with CEUs for participating trainers. Software provides personalized recommendations keeping trainers within scope of practice. Exclusive trainer perks including 40% discount, free products, and up to $1,000 quarterly cash back.
- JazzercisecoreCo-branded supplement partnership with dedicated Jazzercise storefront (jazzercise.dotfit.com). Curated products aligned with workouts and mission of wellness. Supplement quiz and member discounts for active lifestyle support.
- NexGenRxminorTrusted partner for GLP-1 and peptide medications. dotFIT directs users to NexGenRx for medication needs while providing nutritional support products.
- NASM (National Academy of Sports Medicine)corefibrPRO program integration. Fitness professionals can share dotFIT supplements through the fibr marketplace and earn commissions. NASM preferred provider for dotFIT certification.
- AFAA (Aerobics and Fitness Association of America)minorPartnership for fitness professional education and certification. Referenced in contact page navigation.
- fibr AppcorefibrPRO program enables fitness professionals to recommend and sell dotFIT products through the fibr marketplace. Trainers receive 40% product discount, commission on team member purchases (up to 30%), and discovery placement in the app.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
dotFit competitors and assessment
Company assessmentDirect peers
- Cellucor (C4): Performance nutrition brand built on pre-workout and sports supplements. Direct overlap on target buyer (gym-goers, performance athletes), distribution through fitness specialty, and continuous product innovation cadence.
- Optimum Nutrition: Industry-leading sports nutrition brand (owned by Glanbia) with a comparable whey protein, pre-workout, and supplement portfolio. Sells through fitness specialty, mass retail, and online — the same omnichannel dotFIT targets.
- MusclePharm: Sports nutrition brand offering protein, pre-workout, and recovery products aimed at athletes and fitness enthusiasts. Closely overlaps with dotFIT's product categories and gym-channel GTM.
- Dymatize: Sports nutrition brand owned by Post Holdings with a flagship protein and supplement line. Comparable product mix (whey, EAAs, creatine) and gym-channel distribution to fitness consumers.
- Klean Athlete: NSF Certified for Sport supplement line targeting professional and collegiate athletes. Closest peer on credentialing and 'science-based sports nutrition' positioning, with similar trainer/professional endorsement strategy.
- BSN (Bio-Engineered Supplements and Nutrition): Performance nutrition company behind Syntha-6 and N.O.-XPLORE pre-workout. Directly comparable in protein, pre-workout, and recovery categories sold through fitness specialty and online.
Regional players
- BodyTech: Sports nutrition brand primarily serving Canada and select international markets with whey, amino acids, and performance supplements. Comparable product mix and fitness-channel distribution; geo-overlap limited to dotFIT's Canadian shipping footprint.
Emerging players
- Momentous: Premium sports and recovery nutrition brand emphasizing third-party testing and professional-athlete endorsement. Comparable in science-driven positioning and NSF Certified for Sport-style credibility, though broader retail footprint.
Broad incumbents
- Onnit: Supplements and fitness brand (Unilever-owned) with a broad sports nutrition, nootropic, and recovery portfolio. Comparable on the science-plus-lifestyle positioning and DTC-heavy model.
- GNC: Mass-market supplement retailer and house brand portfolio. Overlaps on virtually every dotFIT product category but at much larger scale, broader SKU range, and physical-retail-led distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
dotFit social profiles
Digital presencedotFit compliance and trust
Trust signalCompliance3 records
dotFit financial estimates
Financial estimateRevenue estimate
Valuation estimate
dotFit leadership team
Management profileNumber of profiles
Profiles1 record
dotFit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
dotFit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about dotFit
What does dotFit do?
dotFIT is a science-based nutritional supplement company that formulates, manufactures, and sells a broad portfolio of third-party-tested supplements, protein powders, meal replacements, vitamins, and protein bars. It sells direct-to-consumer via dotfit.com and wholesale through fitness franchise partnerships (Crunch Fitness, 24 Hour Fitness, Jazzercise), supported by a personalized nutrition platform and trainer certification program.
Is dotFit a public or private company?
dotFit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was dotFit founded?
dotFit was founded in 2008. It employs 11 to 50 people.
Where is dotFit based?
dotFit is headquartered in Westlake Village, United States, in the North America region.
How does dotFit make money?
Four revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are health Club/Partner Wholesale, co-branded Storefronts and elite/FibrPRO Commission Program.
Who are dotFit's main competitors?
Direct peers on record are Cellucor (C4), Optimum Nutrition, MusclePharm, Dymatize, Klean Athlete and BSN (Bio-Engineered Supplements and Nutrition). BodyTech is listed as a regional player. Momentous is listed as an emerging player. Broad incumbents are Onnit and GNC.
Does dotFit have an API?
Yes. dotFIT offers an API for developer access. The company has a dedicated API documentation page at /content-42509.html. Further details about API type, authentication, rate limits, or available endpoints are not specified in the available source data. Developer documentation is at www.dotfit.com/content-42509.html.
What industry is dotFit in?
dotFit's product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of CRADAGAC, Multivitamins & Daily Packs. Its NAICS code is 456191 and its SIC code is 2000.