What Bodylab does

Bodylab ApS is a Danish sports nutrition and fitness-lifestyle brand founded in 2003 and headquartered in Hadsund, Denmark, with a secondary office in Copenhagen. The company operates as a subsidiary of Jordanes (via The Feelgood Company / Scandza, acquired in summer 2018), with approximately 60 full-time employees.

Bodylab retails a broad portfolio of protein supplements, sports nutrition, functional foods, and fitness accessories to both amateur gym-goers and professional athletes across the Nordic region. Core SKUs center on whey, clear whey, vegan, and casein protein powders, complemented by creatine, EAA/BCAA, pre-workout, weight gainer, carbohydrates, electrolytes, energy gels, caffeine, collagen, vitamins/minerals, and fish oil. Differentiated formats include Clear Whey (80% protein, sugar-free, fat-free, 0.2% lactose), the Pro Series featuring BLG protein powder, and the Sports Nutrition Reimagined line repackaging pre-workout, electrolytes, and creatine into precisely dosed gummies, sticks, and tabs. The category also extends into apparel, shakers, home-training equipment, occlusion bands, and bags. A team of elite-athlete ambassadors (Jeanette Ottesen, Jack Hermansson, Leon Kofoed, Nicolas Dalby, Line Gude, Klaus Uggerh\u00f8j) supports brand credibility, alongside an affiliate program and a content library of 253+ articles and 756+ expert Q&A entries.

The business runs a hybrid direct-to-consumer and retail distribution model. Owned e-commerce storefronts operate across bodylab.dk, bodylab.no, bodylab.se, and bodylab.fi with next-day delivery and multiple payment options (MobilePay, cards, Google Pay, Apple Pay), augmented by listings in major Nordic retailers (Matas, Salling Group, Rema 1000, Coop, Dagrofa) and Nordic specialty fitness stores. Subscription/recurring purchase mechanics exist alongside one-time retail and export revenue streams, with exports flowing into Middle Eastern and Asian markets through local distributors. Bodylab claims the number one position in Denmark within sports nutrition and reports strong annual growth.

Name

Bodylab

Legal name

Bodylab ApS

Website

https://bodylab.dk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Bodylab is a Danish sports nutrition and fitness-lifestyle retailer founded in 2003, selling protein powders, supplements, functional foods, and fitness accessories via owned Nordic e-commerce sites, major retailers, and export distributors. It serves amateur fitness enthusiasts and professional athletes and ranks as the number-one sports nutrition brand in Denmark.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Weight Management & Metabolic Supplements (CRADAGAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Weight Gain & Muscle-Building Nutrition (HSADAFAC)

Keywords

• Sports nutrition
• Protein supplements
• Whey protein powder
• Dietary supplements
• Functional foods

Headquarters

HQ city

Hadsund

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned e-commerce websites (bodylab.dk, bodylab.no, bodylab.se, bodylab.fi) selling sports nutrition and fit lifestyle products directly to consumers. The company offers next-day delivery and subscription models.
2. Retail and Wholesale Distribution: Products sold through major Nordic retailers including Matas, Salling Group, Rema 1000, Coop, Dagrofa, and numerous Nordic fitness centers and specialty stores.
3. International Export: Export to several countries in the Middle East and Asia, contributing to revenue growth.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Bodylab manufactures and retails a broad portfolio of sports nutrition products for fitness-oriented consumers, including whey, plant-based, and casein protein powders, creatine, pre-workout, amino acids, protein bars and ready-to-drink shakes, as well as functional foods such as pancake mixes, energy gels, electrolytes, and vitamins. The company sells both entry-level daily-use nutrition and a Pro Series line targeted at competitive athletes, distributed via Nordic e-commerce sites and major grocery and pharmacy retail chains.

Product overview

Bodylab is a Danish sports nutrition and fit lifestyle company offering a comprehensive portfolio of protein supplements, sports nutrition products, food items, and fitness accessories. The core product line centers on various protein powders including Whey Protein (their flagship Whey 100 since 2003), Clear Whey, Vegan Protein, and Casein Protein. The company also offers an extensive range of supplements including creatine, amino acids (EAA/BCAA), pre-workout formulas, weight gainers, carbohydrates, electrolytes, energy gels, and caffeine products. Health supplements include collagen, vitamins/minerals, fish oil, and the Health Essentials series. Food products encompass protein bars, protein drinks, pancake & waffle mixes, breakfast items, and snacks. Bodylab has organized products into branded series including the premium Pro-series (with innovative BLG protein), Sports Nutrition Reimagined (gummies, sticks, and tablets), Daily Greens, Endurance, and Gummies. The company also sells fitness accessories like shakers, home training equipment, bags, and apparel. Products are available through their e-commerce platform at bodylab.dk and select retailers including Matas, Salling Group, Rema 1000, and Coop in the Nordic region.

Differentiator

Problem solved

Functional benefit

Products and services

• Whey Protein Powder (Whey 100)

Quantifiable outcome

• 4.7 stars with 41,500+ positive reviews on Trustpilot
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ScandzacoreOthers · 1 January 2018In summer 2018, Bodylab became part of Scandza, an international company with more than 1,000 employees across 20+ brands and 10+ production facilities. This partnership marked a new chapter in Bodylab's history and is considered a significant validation of the company's growth.
• JordanescoreOthersBodylab is part of The Feelgood Company, which is owned by Jordanes. Jordanes also owns brands like Berit, Camilla Pihl, and Glöd within wellness, beauty, and fitness. All ESG reporting and Norwegian transparency law compliance is handled at the Jordanes level.
• Daniel Risgaard (Personal Trainer)minorStrategic or Co-development PartnerBodylab partnered with Daniel Risgaard, one of Denmark's leading personal trainers, to develop a series of video guides focused on effective full-body training. 2026 training video series collaboration.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Bodystore: Danish sports nutrition and supplement retailer with strong local brand presence; competes directly with Bodylab in Denmark across protein, vitamins, and weight-management categories.
• Gymgrossisten: Swedish-founded Nordic sports nutrition and supplement retailer; one of Bodylab's closest direct competitors in the region with a similar mix of own-brand supplements, protein powders, and DTC plus retail distribution across the Nordics.
• MyProtein: Global sports nutrition brand owned by THG, offering whey protein, supplements and functional foods. Directly comparable on product range, pricing-led DTC model, and target athlete/lifestyle consumer.
• Optimum Nutrition: World-leading sports nutrition brand (owned by Glanbia) with gold-standard whey, pre-workout and BCAA products. Comparable in core protein and supplement offering to Bodylab's flagship Whey 100 and Pro Series.
• Prozis: Portuguese-headquartered DTC sports nutrition and supplements brand with very broad SKU range and aggressive EU pricing. Comparable as a pan-European, vertically integrated competitor targeting the same fitness enthusiast.
• ESN (Elite Sports Nutrition): German sports nutrition brand offering protein powders, creatine, and functional supplements with a strong European footprint. Comparable on product portfolio, quality positioning, and fitness-enthusiast target.
• Bulk Powders: UK-based sports nutrition brand (formerly Bulk Powders) offering proteins, supplements, and functional foods via DTC. Comparable in pure-play sports nutrition positioning and product breadth.

Regional players

• Unisport: Nordic sporting goods retailer with a meaningful sports nutrition and accessory category. Comparable as a Nordic omni-channel competitor though broader in football/team-sport equipment than Bodylab.

Broad incumbents

• GNC: Global specialty retailer of vitamins, supplements, and sports nutrition with broad SKU coverage. Comparable as a wider incumbent in the same nutritional supplement category rather than a Nordic specialist.

Emerging players

• Hol Nutrition: Scandinavian sports nutrition challenger brand with growing DTC presence. Comparable as an emerging Nordic peer with overlapping protein and supplement offerings targeting similar fitness enthusiasts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Bodylab