What FanFuel does

FanFuel Limited is a Glasgow, UK-registered affiliate marketing network (founded 2020) that operates as the dedicated performance-marketing arm of Wolfson Group Ltd, a diversified nutra product conglomerate with 15+ years of industry experience and $450m+ in cumulative global online sales. The company exclusively promotes its parent group's owned supplement brands — notably CrazyBulk (legal steroids, market leader since 2014, 500,000+ bottles sold), PhenQ (Phentermine alternative since 2015), and TestoPrime (testosterone support) — to a vetted network of organic-traffic affiliates operating blogs, SEO sites, social channels, and PR-driven content properties. FanFuel differentiates from generic affiliate networks through three structural choices: first-click attribution (preventing coupon and last-click review sites from capturing commissions), cookie-less lifetime repeat-customer tracking via an in-house order management system layered on EverFlow's third-party tracking infrastructure, and direct brand-to-affiliate economics that eliminate the traditional network intermediary. The company serves a long-tail of individual affiliates globally (top partners reportedly earning up to $40,000/month) across 16 country-localized markets with UK, US, and India warehouse fulfillment.

The business model is a transaction-based revenue share in which affiliates earn ~40% of sales (with promotional rates up to 50%) on first-time purchases and all subsequent repeat orders for the lifetime of the customer, plus a 10% multi-tier referral commission on recruited affiliates. Bi-weekly guaranteed payouts in GBP/EUR/USD with no minimum threshold, paid via bank transfer, PayPal, or Payoneer, are core to the value proposition. FanFuel is privately held, has 1-10 employees, and shows no external venture funding, operating as a self-funded subsidiary within the larger Wolfson Group structure. Technology, marketing support, and creative resources are provided to affiliates through in-house brand teams and the EverFlow-powered partner dashboard (with a mobile app launched in 2022), with GDPR-compliant data handling across European operations.

Name

FanFuel

Legal name

FanFuel Limited

Website

https://fanfuel.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

FanFuel is a Glasgow-based affiliate marketing network, wholly owned by Wolfson Group Ltd, that exclusively promotes its parent's nutra supplement brands (CrazyBulk, PhenQ, TestoPrime) to vetted organic-traffic affiliates worldwide via first-click attribution and lifetime repeat-customer tracking.

Ownership category

akta.pro rank

Product category

Affiliate Marketing Services

NAICS

Media Buying Agencies (54183)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Affiliate marketing network
• Performance marketing services
• Supplement brand affiliate
• Revenue share commissions
• Affiliate tracking platform

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Affiliate Revenue Share (Revshare): FanFuel operates a revenue share model where affiliates earn a percentage of sales they generate. Commission averages approximately 40% of total sale value per brand, with CrazyBulk offering up to 50% as a promotional rate. Affiliates earn commissions on first-time customer sales and on all repeat customer orders for life, tracked via the order management system rather than cookies. This is the primary revenue stream for the affiliate partners.
2. Referral / Multi-Tier Affiliate Commissions: FanFuel offers a tiered referral bonus program where affiliates who recruit other affiliates earn 10% on all sales made by referred partners, without reducing the referred partner's commission. Additional tiers allow earning commissions on second-level referrals, creating a multi-level passive income structure.
3. In-House Brand Sales (B2C): FanFuel's parent company Wolfson Group manufactures and sells nutra products (CrazyBulk, PhenQ, TestoPrime) directly to consumers via brand websites. The affiliate network funnels traffic to these owned brands, making the brands and the network operationally integrated.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FanFuel operates a dedicated organic-traffic affiliate marketing network connecting publishers and content creators with its parent company Wolfson Group's nutra supplement brands, including CrazyBulk, PhenQ, and TestoPrime. The network offers approximately 40% revenue share commissions on first-time and repeat customer sales, first-click attribution that rewards affiliates who introduce brands to customers, and cookie-less lifetime repeat-customer tracking via an in-house order management system layered on EverFlow tracking infrastructure.

Product overview

FanFuel operates as an affiliate network platform connecting publishers (affiliates) with Wolfson Group's owned nutra brands. The core offering includes the FanFuel Affiliate Network itself, supported by EverFlow-powered tracking infrastructure and a proprietary repeat customer tracking system. FanFuel's product portfolio consists of owned brands including CrazyBulk (natural legal steroids) and PhenQ (weight loss supplements), which affiliates promote through first-touch attribution tracking with lifetime customer assignment. The platform differentiates through direct brand partnerships eliminating middlemen, bi-weekly payouts, and commission rates averaging 40% on sales.

Differentiator

Problem solved

Functional benefit

Brands

• CrazyBulk: Largest natural legal steroid brand with over 500,000 bottles sold, established as market leader since 2014, featuring sponsored US Muscle Car Events and real athlete ambassadors.
• PhenQ
• TestoPrime

Products and services

• FanFuel Affiliate Network The core affiliate marketing network platform connecting experienced publishers with Wolfson Group's in-house nutra supplement brands, featuring first-touch attribution, lifetime repeat-customer tracking, bi-weekly guaranteed payouts, and dedicated affiliate manager support.
• CrazyBulk Natural legal steroid and muscle-building supplement brand, market leader since 2014, with over 500,000 bottles sold, real athlete ambassadors, and US Muscle Car Event sponsorships.
• PhenQ Natural Phentermine alternative weight loss supplement brand, established since 2015, offering nutritionist-approved products with an active blog of over 200 weight-loss posts.
• TestoPrime Testosterone support supplement brand promoted through the FanFuel affiliate network as part of Wolfson Group's nutra supplement portfolio.
• FanFuel App Mobile application for FanFuel affiliates providing access to tracking, performance data, and network tools on the go.

Quantifiable outcome

• Affiliates earn approximately 40% revshare on first-time and repeat customer sales, with CrazyBulk promotional rate of 50% through March 2021.
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• EverFlow (EverFlow.io)coreTechnology or IntegrationEverFlow is the tracking and partner management platform powering FanFuel's affiliate operations. FanFuel uses EverFlow's tracking fingerprinting technology, multiple tracking methods, and affiliate link management. The use of a third-party tracker ensures transparency and prevents 'sales shaving' — FanFuel cannot manipulate tracking numbers since EverFlow is an independent third party.
• Wolfson Group Ltd (Wolfson Brands Limited)coreOthersFanFuel is owned by Wolfson Group Ltd, a company with over 15 years of experience creating nutra products and over $450m in global online sales. FanFuel was created in 2020 to give affiliates direct access to Wolfson Group's brand portfolio. FanFuel operates as the affiliate network arm of Wolfson Group's brands.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• MaxBounty: Performance marketing affiliate network (now under brand.com) handling CPA offers across supplements, finance, and DTC verticals. Comparable as a direct rival in the global nutra/CPA affiliate space with similar revshare and traffic-vetting practices.
• Awin: Global affiliate marketing network operating across retail, travel, finance, and multiple verticals. Directly comparable as a third-party affiliate platform connecting publishers with brand offers via revshare commissions and EverFlow-style tracking infrastructure.
• Adcombo: Performance/CPA affiliate network with strong nutra and e-commerce supplement offers globally. Directly comparable on vertical (nutra/health), revshare model, and COD/global shipping logistics.
• PartnerStack: Partnership automation platform focused on SaaS B2B affiliate and referral programs with revshare, tier overrides, and lifetime value tracking. Comparable tech stack and affiliate-commission mechanics, though primarily serving SaaS rather than nutra/DTC brands.
• ClickBank: Digital marketplace and affiliate network specializing in health/wellness, supplements, and info-products with high revshare rates for affiliates. Closest peer in vertical mix, recurring-commission structures, and publisher-first positioning — also nutra-heavy.
• Impact (impact.com): Partnership/affiliate platform providing tracking, attribution, and payouts for brands and partners. Comparable to FanFuel as a modern SaaS-style affiliate platform with first-touch and recurring commission models.
• ShareASale: Long-established affiliate network (now under Awin group) connecting thousands of merchants with publishers. Directly comparable revshare, tracking, and self-serve publisher model to FanFuel's network approach.
• CrakRevenue: CPA-focused affiliate network specializing in nutra, health, and beauty verticals with high revshare offers and global geo coverage. Comparable to FanFuel in vertical mix (nutra/health) and revshare economics, though broader offer set without the in-house brand angle.

Broad incumbents

• CJ Affiliate (Commission Junction): One of the longest-running affiliate networks at global scale, supporting thousands of brand programs across categories. Comparable to FanFuel's affiliate-network-plus-third-party-brand model, though at much larger scale and without the in-house brand concentration.
• Rakuten Advertising: Affiliate network owned by Rakuten, focused on brand-retailer affiliate programs globally. Comparable infrastructure and business model to FanFuel's network, serving consumer brands rather than owned brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fanfuelco
• Facebookfacebook.com/fanfuelco
• Instagraminstagram.com/fanfuelofficial
• LinkedInlinkedin.com/company/fanfuel

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

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 FanFuel