P2Life

What P2Life does

P2Life is a direct-to-consumer nutritional supplement company founded in 1985 in South Africa by Tim Shead (originally operating under the brands Ultima and Ultima Sport), which entered the U.S. market in 2011 at the request of Olympic swimming coach David Marsh and now operates commercially from Fort Lauderdale, Florida. The company develops and sells performance nutrition formulated specifically for swimmers and athletes in sports requiring an optimal power-to-weight ratio, with a portfolio spanning a complete nutritional protein shake (NutriBoost Shake), an adaptogen blend (EnduroBoost), a nootropic supplement (Brain Fuel), an amino acid and creatine blend (PowerBoost), and gender-specific sport multivitamins, plus bundled kits (Essentials Kit for Men/Women, Student Athlete Kit). All SKUs are batch-tested by the Banned Substances Control Group (BSCG) against 483+ substances including 272 WADA-prohibited drugs, a certification position that targets drug-tested competitive athletes as a distinct buyer segment.

The company operates a pure-play direct-to-consumer e-commerce model through a Shopify storefront, with no disclosed retail or wholesale distribution. Revenue is generated via one-time purchases and recurring subscriptions managed through Recharge Payments, the latter priced at a 10% discount and configurable on monthly, bi-monthly, or quarterly cadence; product prices range from $5.49 for a shaker accessory to $117.67 for comprehensive kits. The customer base is concentrated in the competitive and elite swimming community — including Masters swimmers aged 50+, collegiate and student athletes, and a Paralympic cohort — supplemented by an ambassador roster of 15+ elite swimmers whose combined results include 899+ world records, 18 Olympic medals, and 100+ national age-group records. The company ships globally to 40+ countries and is co-led by Tim Shead and Michael Shead, with a disclosed headcount of 1–10 employees.

Name

P2Life

Legal name

P2Life

Website

https://p2life.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

P2Life is a direct-to-consumer nutritional supplement company founded in 1985, specializing in BSCG-certified performance nutrition formulated for swimmers and other power-to-weight athletes, sold globally through a Shopify storefront with subscription options.

Ownership category

akta.pro rank

Product category

Swimming Performance Nutrition

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

akta.pro primary industry

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

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Multivitamins & Daily Packs (CRADAGAC), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Sports nutrition supplements
• Nutritional meal replacement shakes
• Adaptogenic herbal supplements
• Amino acid sports supplements
• Gender specific multivitamins

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: P2Life generates revenue through direct-to-consumer e-commerce sales of nutritional supplements via its Shopify storefront. Products include protein shakes, adaptogen capsules, multivitamins, and bundled kits. The company offers both one-time purchases and subscription options.
2. Subscription Model: Customers can subscribe to receive products monthly, bi-monthly, or quarterly with a 10% discount. Subscriptions are customizable and can be modified or cancelled at any time. This provides recurring revenue and customer lock-in.
3. Bundled Kit Sales: The company sells bundled product kits (Essentials Kit for Men, Essentials Kit for Women, Student Athlete Kit) at discounted prices compared to individual products, driving higher average order values.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

P2Life develops and sells sports nutrition supplements formulated primarily for swimmers and athletes, including nutritional shakes, adaptogens, amino acids, nootropics, multivitamins, and bundled nutrition kits. Products are sold directly to consumers online through P2Life's Shopify storefront, with international shipping and optional recurring subscriptions.

Product overview

P2Life is a performance nutrition company offering a portfolio of nutritional supplements primarily designed for swimmers and athletes. The core product lineup consists of four main supplements: NutriBoost (a complete nutritional protein shake), EnduroBoost (adaptogen supplement for endurance), PowerBoost (muscle recovery supplement with BCAAs and creatine), and Brain Fuel (nootropic for mental focus). Gender-specific Sport Multivitamins round out the core range. The company also offers bundled kits: Essentials Kits for Men and Women (combining NutriBoost, EnduroBoost, and the respective multivitamin), and a Student Athlete Kit (combining NutriBoost, EnduroBoost, and Brain Fuel). A shaker bottle accessory is also available. All products are BSCG Certified Drug Free, batch-tested for banned substances. The company sells direct-to-consumer via Shopify e-commerce with Recharge-powered subscription options.

Differentiator

Problem solved

Functional benefit

Products and services

• NutriBoost Shake A complete nutritional shake for athletes and active consumers, containing 27+ essential nutrients and formulated to provide 100% of daily nutritional needs in three servings. It is available in vanilla, chocolate, and strawberry flavors, with 30 servings in a 2.2 lb container, and is priced at $54.99 for a one-time purchase or $49.49 on subscription.
• EnduroBoost Adaptogens A caffeine-free, vegan-friendly adaptogen supplement for athletes and active adults, combining Rhodiola Rosea, Eleutherococcus senticosus (Siberian ginseng), and Schisandra Chinesis. The product is supplied in 90 vegetarian capsules and is priced at $32.99 for a one-time purchase or $29.69 on subscription.
• PowerBoost A caffeine-free, vegetarian-friendly sports supplement containing Branched-Chain Amino Acids, glutamine, and creatine. It is formulated to support lean muscle growth and strength, delay muscle fatigue, and support recovery, with 30 servings per container and a listed one-time price of $32.99.
• Brain Fuel A caffeine-free nootropic supplement containing Ginkgo Biloba, Rhodiola Rosea, L-Tyrosine, choline molecules, L-Carnitine, and phosphatidylserine. It is designed to support concentration, memory, focus, stress management, and mental fatigue and is supplied in 60 capsules at $29.69 for a one-time purchase or $26.72 on subscription.
• Sport Multivitamin For Men A caffeine-free, vegan-friendly multivitamin formulated for active men with B-vitamins, zinc, selenium, Panax Ginseng, and 36+ ingredients. It is supplied in 90 capsules at $27.49 for a one-time purchase or $24.74 on subscription.
• Sport Multivitamin For Women A caffeine-free multivitamin formulated for active women with B-vitamins, an antioxidant Beauty Blend, calcium, and iron. It is supplied in capsules at $27.49 for a one-time purchase or $24.74 on subscription.
• Essentials Kit For Men A discounted nutrition bundle for active men containing NutriBoost, EnduroBoost, and Sport Multivitamin For Men. It is listed at $115.47 regularly, $86.56 as a sale bundle, or $77.90 on subscription.
• Essentials Kit For Women A three-product nutrition bundle for active women containing NutriBoost, EnduroBoost, and Sport Multivitamin For Women. It combines nutrition, endurance, and performance products and is listed at a regular price of $115.47.
• Student Athlete Kit A vegetarian-friendly, caffeine-free bundle for student athletes containing NutriBoost, EnduroBoost, and Brain Fuel. It combines nutrition, endurance, recovery, and focus support and is listed at $117.67 regularly, $89.09 as a sale bundle, or $80.18 on subscription.
• P2Life Shaker A 700 ml shaker bottle designed for mixing P2Life nutritional supplements. It is listed as an individual accessory at $5.49.

Quantifiable outcome

• 899+ World Records broken by P2Life athletes
• +6 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Maurten: Maurten provides specialized sports nutrition for endurance performance and works closely with elite athletes. Its performance-oriented formulas, athlete credibility, and direct product sales make it comparable to P2Life's sports-nutrition platform.
• Momentous: Momentous sells science-led sports nutrition, recovery products, and supplements directly to athletes, including through subscriptions. Its athlete focus, premium positioning, and third-party-tested products closely overlap P2Life's core proposition.
• Klean Athlete: Klean Athlete provides sports supplements and nutritional support designed for competitive athletes. It is comparable through its athlete-centric product range, direct-to-consumer distribution, and emphasis on banned-substance testing.
• AG1: AG1 is a direct-to-consumer powdered daily-nutrition product positioned around comprehensive nutritional support and active lifestyles. It competes most directly with P2Life's flagship NutriBoost shake and shares a subscription-oriented e-commerce model.
• Transparent Labs: Transparent Labs sells protein, creatine, amino-acid, and other sports supplements primarily through direct-to-consumer channels. Its specialization, formulation-led branding, and online customer model closely parallel P2Life's core sports-nutrition range.
• Legion Athletics: Legion Athletics markets evidence-based sports supplements to strength, fitness, and athletic consumers online. It is comparable through a direct-to-consumer model, specialized formulas, and an emphasis on ingredient transparency and performance.
• Tailwind Nutrition: Tailwind Nutrition develops endurance and recovery nutrition for athletes and sells directly through its own storefront. It overlaps with P2Life's endurance, recovery, and power-to-weight use cases, especially among high-training-load consumers.
• Skratch Labs: Skratch Labs makes sports nutrition and hydration products for endurance athletes. Its training-focused nutrition portfolio and direct online distribution are relevant to P2Life's endurance, hydration-adjacent, and recovery offerings.

Emerging players

• Gainful: Gainful offers personalized supplement subscriptions based on customer goals and profiles. Its quiz-led, product-led acquisition model and recurring nutrition proposition closely resemble P2Life's recommendation and subscription mechanics, although it is less swimming-specific.

Broad incumbents

• Thorne: Thorne offers a broad supplement portfolio, including products for athletes, with rigorous quality-testing and direct-to-consumer distribution. It is comparable through sports nutrition and third-party testing, but serves a much wider set of health needs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/p2lifenutrition
• Xx.com/P2LifeNutrition
• Facebookfacebook.com/P2Life
• LinkedInlinkedin.com/company/p2life

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 P2Life