Lean Body
- Company typePrivate
- Founded1995
- HeadquartersHouston, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lean Body does
Lean Body is a Houston-based, family-run ready-to-drink (RTD) protein shake and meal replacement brand operated by Labrada Nutrition, founded in 1995 by IFBB Pro Bodybuilder Lee Labrada. The company's core product is a 40g-protein, 0g-sugar RTD shake formulated from a milk protein isolate, calcium caseinate, and whey protein concentrate blend, fortified with 22+ vitamins and minerals and packaged in FSC-certified Tetra Pak cartons with plant-based caps. The portfolio extends to a plant-based vegan variant, a low-carb CarbWatchers line, meal replacement powders in jug and packet formats, a pre-workout energy drink (Charge!), and branded accessories.
The company serves health-conscious U.S. consumers across multiple personas — busy professionals, athletes, parents, weight-management users, and emerging GLP-1 medication users — with primary use cases centered on convenient high-protein nutrition, post-workout recovery, and meal replacement. Lean Body sells through a hybrid distribution model: a direct-to-consumer e-commerce channel (leanbody.com with a Subscribe & Save subscription program offering 20% off first order and 15% off subsequent orders) and a broad retail footprint spanning major grocery chains (H-E-B, Kroger), specialty retailers (The Vitamin Shoppe, Academy Sports), convenience stores (QuikTrip, Circle K, Valero), seven fitness gym chains, and Amazon.
Lean Body generates revenue primarily through one-time retail and D2C product sales, supplemented by a recurring Subscribe & Save subscription stream and complementary accessories (shaker cups, apparel, gym bags). The brand differentiates through third-party Informed Choice certification (monthly WADA-accredited lab testing for banned substances), 30+ years of founder-led brand equity, Forbes Best Tasting Protein Shake recognition for two consecutive years, and a long-standing charitable partnership with Smile Train. The company remains privately held with no disclosed institutional funding or M&A activity.
Lean Body firmographics
Firmographics- Name
- Lean Body
- Legal name
- Lean Body
- Website
- https://leanbody.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Lean Body industry classification
Industry- Product category
- Sports Nutrition / Ready-to-Drink Protein Shakes
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)
- akta.pro secondary industries
- Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH), Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN), Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ)
Keywords
Where Lean Body is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lean Body business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales (D2C): Direct-to-consumer sales through leanbody.com website and phone orders, including subscription-based Subscribe & Save program offering recurring delivery with discount incentives.
- Retail Distribution: Wholesale distribution through major retail chains including grocery stores (H-E-B, Kroger), specialty retailers (The Vitamin Shoppe), convenience stores (QuikTrip, Circle K, Valero), fitness gym retailers, and online marketplace (Amazon).
- Pre-Workout Product Line: Sale of Charge! Pre-Workout Ready-to-Drink products as part of complementary product ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | RTD Protein Shake 17oz 12-Pack - Standard |
| Subscription | Pay-as-you-go | RTD Protein Shake 8.45oz 16-Pack |
| Subscription | Pay-as-you-go | Plant-Based RTD Protein Shake 12-Pack |
| Subscription | Pay-as-you-go | All-in-One Protein Shake (Jug) |
| Subscription | Pay-as-you-go | Meal Replacement Shake Packets |
| Subscription | Pay-as-you-go | CarbWatchers All-in-One Protein Shake Packets |
| One time/ perpetual license | Pay-as-you-go | Charge! Pre-Workout Ready-to-Drink 12-Pack |
| One time/ perpetual license | Pay-as-you-go | Orange Creamsicle Limited Edition RTD |
| Unit Pricing | Pay-as-you-go | Labrada Nutrition T-Shirt |
| Unit Pricing | Pay-as-you-go | Labrada Premium Gym Bag |
| Unit Pricing | Pay-as-you-go | Lean Body Shaker Cup |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels10 records
Lean Body product offering
Product offeringCore offering
Lean Body manufactures and sells ready-to-drink (RTD) protein shakes and meal replacement products under the Labrada Nutrition brand. The core portfolio includes 17oz RTD protein shakes with 40g protein and 0g sugar, 8.45oz compact RTD shakes with 20g protein, plant-based vegan shakes, powdered All-in-One meal replacement shakes in jug and packet formats, and low-carb CarbWatchers packets. Products are sold direct-to-consumer through leanbody.com with a Subscribe & Save subscription model and through broad retail distribution including grocery, convenience, specialty, and fitness gym channels.
Product overview
Lean Body is a ready-to-drink protein shake and meal replacement product line sold primarily through e-commerce (direct-to-consumer) and retail partners. The core portfolio centers on RTD (ready-to-drink) protein shakes available in two sizes (17oz and 8.45oz), complemented by powdered meal replacement products in jug and single-serve packet formats. A plant-based vegan variant and a low-carb CarbWatchers line expand dietary options. The ecosystem also includes a pre-workout energy drink (Charge!) and branded accessories (shaker cup, gym bag, apparel). All RTD products feature Tetra Pak packaging with plant-based caps and FSC certification.
Differentiator
Problem solved
Functional benefit
Brands
- Charge!: Pre-workout ready-to-drink energy drink with caffeine and performance ingredients
- CarbWatchers
- All-in-One Protein Shake
Products and services
- Lean Body Ready-to-Drink Protein Shake (17oz) 12 Pack
Quantifiable outcome
- 40g protein per serving supporting 80% of daily protein needs
- +3 more outcomes
Companies that use Lean Body
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles4 records
Lean Body technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lean Body partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- H-E-BcoreMajor Texas-based grocery chain retail partnership for physical storefront distribution of Lean Body products.
- KrogercoreNational grocery chain retail partnership for broad physical distribution of Lean Body products across the United States.
- The Vitamin ShoppecoreSpecialty health and supplement retailer partnership for premium product placement in health-focused retail environment.
- QuikTrip, Circle K, ValerominorConvenience store chain partnerships for impulse purchase occasions and on-the-go protein consumption occasions.
- Academy Sports + OutdoorscoreAthletic and sporting goods retailer partnership targeting active consumers in fitness retail environments.
- 24 Hour Fitness, Gold's Gym, Blink Fitness, Crunch Fitness, Retro Fitness, Fitness Connection, YouFitcoreFitness gym chain retail partnerships for in-gym product sales targeting members at point of workout completion.
- AmazoncoreE-commerce marketplace partnership for online retail sales with Amazon subscription integration.
- Smile Trainminor15-year charitable partnership supporting the Smile Train organization to create smiles worldwide through donations and community engagement. Labrada Nutrition has partnered with customers to support this cause through donations and social media sharing using hashtag #LABRADASMILES.
- Informed ChoicecoreThird-party quality assurance certification program that tests products monthly for banned substances at WADA-accredited laboratories. Provides certified finished products, certified raw materials, and certified manufacturing sites verification.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Lean Body competitors and assessment
Company assessmentEmerging players
- OWYN: OWYN produces plant-based, high-protein RTD shakes distributed in US grocery, convenience, and club channels. Comparable to Lean Body's Plant-Based Vegan RTD sub-line on ingredients and shopper.
- Koia: Koia is a plant-based, high-protein RTD brand with strong D2C and retail presence. Comparable to Lean Body's Plant-Based Vegan line and the broader functional RTD shake category.
- Iconic Protein: Iconic Protein makes grass-fed, lactose-free RTD protein drinks distributed in US grocery and online. Directly comparable to Lean Body on dairy-free, high-protein, low-sugar positioning.
- Svelte: Svelte is a plant-based, high-protein RTD shake brand focused on functional nutrition. Comparable to Lean Body on convenient protein shakes for on-the-go and weight-management occasions.
Direct peers
- Orgain: Orgain makes organic RTD protein and meal replacement shakes sold through retail and D2C. Overlaps with Lean Body on protein-forward, on-the-go nutrition for adults and active consumers.
- Fairlife Core Power: Fairlife Core Power is a high-protein RTD shake owned by Coca-Cola, distributed widely in US grocery, convenience, and fitness channels. Comparable dairy-based protein formulation and target athlete/fitness consumer.
- Premier Protein: Premier Protein is the leading ready-to-drink protein shake brand in the US, owned by BellRing Brands. It directly competes with Lean Body on shelf at Kroger, Amazon, and c-stores with overlapping high-protein / low-sugar positioning.
- Muscle Milk: Muscle Milk is a long-standing RTD protein shake brand (now under Hormel/Abbott's portfolio) competing in the same athletic-recovery occasion as Lean Body with a similar protein-forward positioning.
Broad incumbents
- Ensure: Ensure (Abbott) is the dominant clinical/medical nutrition RTD brand. It competes with Lean Body's meal-replacement positioning for older and weight-management consumers, with broader portfolio scale and pharmacy distribution.
- BodyArmor: BodyArmor (under Coca-Cola) is a sports/functional beverage brand sold through US grocery, c-stores, and mass channels. Adjacent comparison for distribution scale and convenience-store placement of Lean Body's RTD shakes and Charge! pre-workout.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Lean Body social profiles
Digital presenceLean Body compliance and trust
Trust signalCompliance1 record
Lean Body financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lean Body leadership team
Management profileNumber of profiles
Profiles1 record
Lean Body funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lean Body 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 Lean Body
What does Lean Body do?
Lean Body manufactures and sells ready-to-drink (RTD) protein shakes and meal replacement products under the Labrada Nutrition brand. The core portfolio includes 17oz RTD protein shakes with 40g protein and 0g sugar, 8.45oz compact RTD shakes with 20g protein, plant-based vegan shakes, powdered All-in-One meal replacement shakes in jug and packet formats, and low-carb CarbWatchers packets. Products are sold direct-to-consumer through leanbody.com with a Subscribe & Save subscription model and through broad retail distribution including grocery, convenience, specialty, and fitness gym channels.
Is Lean Body a public or private company?
Lean Body is a private company. It is classified as family owned and is currently operating.
When was Lean Body founded?
Lean Body was founded in 1995. It employs 11 to 50 people.
Where is Lean Body based?
Lean Body is headquartered in Houston, United States, in the North America region.
How does Lean Body make money?
Three revenue lines are on record. Direct Product Sales (D2C) is the primary driver. The others are retail Distribution and pre-Workout Product Line.
Who are Lean Body's main competitors?
Emerging players on record are OWYN, Koia, Iconic Protein and Svelte. Direct peers are Orgain, Fairlife Core Power, Premier Protein and Muscle Milk. Broad incumbents are Ensure and BodyArmor.
Does Lean Body have an API?
No public API is recorded for Lean Body.
What industry is Lean Body in?
Lean Body's product category is Sports Nutrition / Ready-to-Drink Protein Shakes. Its primary akta.pro industry code is AFAFAFAD, Protein & Meal-Replacement Beverage Production (RTD Shakes), with a secondary code of AFAFAEAH, Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy). Its SIC code is 2090.