Body & Fit

What Body & Fit does

Body & Fit is a Dutch e-commerce retailer specializing in sports nutrition, dietary supplements, and fitness accessories, founded in 1995 and headquartered in Heerenveen, Netherlands. The company serves fitness enthusiasts, health-conscious consumers, and vegan consumers in the Benelux region through its localized Dutch-language storefront at bodyandfit.com. Its catalog combines an own-brand product line — including whey protein powders (Whey Perfection, Isolate Perfection, Whey Isolate XP), creatine products, pre-workouts (BF10, Crazy Pre-Workout), meal replacements, protein bars, and vitamins — with a third-party brand marketplace featuring Applied Nutrition, Barebells, BSN, Cellucor, Dymatize, Grenade, Muscle Tech, Mutant, Ghost, and others. Selected products carry NZVT certification, a Dutch sports nutrition quality standard.

The business operates a direct-to-consumer e-commerce model with unit pricing ranging from €6.99 to €41.99, frequent promotional discounts of up to 75%, and a €10 first-order incentive for newsletter signups. Distribution is supplemented by a wholesale trade partner program with a dedicated B2B login and an affiliate program, while marketing relies on email, social media (Instagram, Facebook, LinkedIn, TikTok), blog content, and partnerships. Body & Fit was acquired by Glanbia in 2017 for €43.7 million and divested by Glanbia between September and October 2025 as part of its exit from underperforming consumer nutrition brands; the identity of the new owner is not disclosed in available sources. The company employs 101-250 people and operates with no proprietary AI capabilities, mobile app, or disclosed API.

Name

Body & Fit

Legal name

Body & Fit

Website

https://bodyenfitshop.nl

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Body & Fit is a Dutch e-commerce retailer selling sports nutrition supplements, protein powders, vitamins, and fitness accessories to fitness enthusiasts, health-conscious consumers, and vegan buyers in the Benelux region through a direct-to-consumer online store and wholesale trade program.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Dietary Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sporting and Athletic Goods Manufacturing (33992)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRADAGAA

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAG

Weight Management & Metabolic Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRAMABAD

Fitness Equipment & Performance Accessories Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

Keywords

• Sports nutrition supplements
• Dietary supplements retail
• Protein powder supplements
• Fitness supplements online
• Nutritional supplements ecommerce

Headquarters

HQ city

Heerenveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Body & Fit generates revenue through direct online sales of sports nutrition products including protein powders, creatine, pre-workouts, protein bars, vitamins, meal replacements, and fitness accessories. Products are sold at various price points ranging from approximately €6.99 to €41.99 per unit, with regular promotional discounts of up to 75% off. The company also operates a wholesale channel for trade partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Body & Fit is a Dutch Benelux e-commerce retailer that sells sports nutrition and dietary supplements — including whey protein powders, creatine, pre-workouts, amino acids, vitamins, minerals, meal replacements, protein bars, snacks, energy drinks, and complementary sportswear and accessories — directly to consumers via its Dutch-language online storefront. The portfolio combines own-brand Body & Fit products with third-party brands (Applied Nutrition, Barebells, BSN, Cellucor, Dymatize, Grenade, Monster Energy, Muscle Tech, Mutant, Ghost, etc.), and is complemented by a wholesale trade partner program for B2B resellers.

Product overview

Body & Fit is a Dutch/Benelux e-commerce retailer specializing in sports nutrition and dietary supplements. The company operates both as a direct seller of its own branded products and as a marketplace for third-party sports nutrition brands. The product portfolio centers on Body & Fit's proprietary supplement line including whey protein powders (Whey Perfection, Isolate Perfection, Whey Isolate XP), creatine products (Creatine Monohydrate, Creapure® Creatine, Micronised Creatine), pre-workouts (BF10 Pre-workout, Crazy Pre-Workout), meal replacements, protein bars (Clean Protein Bar, Smart Bar Crunchy, Perfection Bar Deluxe, Smart Protein Chips), vitamins and minerals (Multi Men, Vitamin D3, ZMA, Ashwagandha), and sports accessories. The company also retails third-party brands including Applied Nutrition, Barebells, BSN, Cellucor, Clif Bar, Dymatize, Fulfil Nutrition, Grenade, Monster Energy, Muscle Tech, Mutant, and Ghost. Products are categorized by fitness goals including muscle building, weight loss, endurance improvement, and healthy lifestyle. The company was acquired by Glanbia in 2017 for €43.7 million and sold in August 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Whey Perfection Own-brand whey protein powder supplement formulated for muscle building and post-workout recovery, targeted at fitness enthusiasts and athletes.
• Isolate Perfection Own-brand whey protein isolate supplement positioned for high protein content with low fat, aimed at advanced athletes and physique-focused users.
• Whey Isolate XP Own-brand premium whey protein isolate positioned for advanced athletes seeking high-end protein supplementation, priced from €41.99.
• Creatine Monohydrate Own-brand creatine monohydrate supplement formulated to support enhanced athletic performance and strength training outcomes.
• Creapure® Creatine Premium creatine monohydrate supplement made with Creapure® branded ingredient, marketed to athletes and serious trainers seeking higher-purity creatine.
• Micronised Creatine Powder Own-brand micronised creatine powder engineered for improved mixability and absorption compared with standard creatine monohydrate.
• Weight Gainers High-calorie mass gainer supplements designed to support muscle building for hardgainers and strength athletes.
• Meal Replacements Convenient meal replacement shakes and drinks marketed for weight management and on-the-go nutrition.
• Meal Replacement Drink Single-SKU meal replacement drink marketed for convenient nutrition and weight management, priced at €6.99 (originally €11.99).
• Vegan Protein Shakes Plant-based vegan protein shake range formulated without animal-derived ingredients, targeted at vegans and plant-based dieters.
• Vegan Perfection - Special Series Own-brand special-series vegan protein supplement priced at €19.99 (originally €38.99), targeted at vegan and plant-based consumers.
• Collagen Supplements Collagen supplement range positioned for joint health, skin elasticity, and beauty-from-within benefits.
• BF10 Pre-workout Own-brand pre-workout supplement priced at €14.99 (originally €29.99), marketed for energy and focus during training.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Regional players

• Vitakruid: Vitakruid is a Dutch supplement brand and retailer offering vitamins, sports nutrition, and specialty supplements through its own Dutch e-commerce channel, comparable in target market and supplement focus.
• De Muscleshop: De Muscleshop is a Dutch sports nutrition retailer offering whey, creatine, pre-workout, and accessories to the same Dutch consumer base, making it a regional D2C peer to Body & Fit.

Direct peers

• Bulk Powders: Bulk Powders is a UK-based D2C sports nutrition retailer with a comparable own-brand-plus-marketplace model serving European fitness consumers, directly competing with Body & Fit on protein, creatine, and supplements.
• XXL Nutrition: XXL Nutrition is a Dutch-based sports nutrition e-commerce retailer with a very similar assortment (whey, creatine, pre-workout, bars) and D2C positioning, making it the closest in-country competitor to Body & Fit.
• Prozis: Prozis is a Portuguese D2C sports nutrition and supplements brand operating across Europe with an extensive own-brand range and aggressive pricing, directly comparable to Body & Fit's assortment and promotional pricing model.
• Myprotein: Myprotein is the largest European D2C sports nutrition brand and the most direct competitor to Body & Fit, offering its own-brand whey, creatine, pre-workout, bars, and activewear through multi-country localized e-commerce sites across Europe including the Netherlands.
• The Protein Works: The Protein Works is a UK-based D2C sports nutrition brand with a similar premium-priced whey, creatine, and supplement range and European shipping footprint, comparable in assortment and channel strategy to Body & Fit.

Broad incumbents

• Holland & Barrett: Holland & Barrett is a large health and wellness retailer with Dutch operations selling vitamins, supplements, sports nutrition, and health foods — a broader incumbent that overlaps with Body & Fit's supplement assortment.
• Kruidvat: Kruidvat is a major Dutch drugstore and health retailer carrying an entry-level assortment of sports nutrition, vitamins, and meal replacements at competitive prices, serving the same Dutch consumer with overlapping category products.

Emerging players

• Gymshark: Gymshark is a UK-based fitness apparel and emerging sports nutrition brand with growing D2C reach across Europe; while apparel-led, its expanding nutrition line and brand-led D2C model make it an adjacent emerging peer to Body & Fit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bodyenfitshop
• LinkedInlinkedin.com/company/body-en-fitshop
• Instagraminstagram.com/bodyandfit_nl
• TikToktiktok.com/@bodyandfit
• Xx.com/bodyenfitshopnl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Body & Fit