Maximum Human Performance

What Maximum Human Performance does

Maximum Human Performance (MHP) is a New Jersey-based sports nutrition company founded in 1997 that develops, manufactures, and sells dietary supplements targeting serious athletes, bodybuilders, and performance-oriented gym-goers. Its product catalog spans pre-workout formulas, protein powders, post-workout recovery, hydration, fat burners, testosterone and growth hormone support, bundled stacks, and complementary apparel. The company's technical differentiation is centered on proprietary branded ingredient technologies — Probolic-SR (time-released protein), ProSYNTHAGEN, WaxiMAX, HydroSIZE, and BIOSTRONG — combined with third-party certifications including GMP, Informed-Choice, and Informed-Sport, which together permit athlete-tested positioning.

MHP operates primarily through direct-to-consumer e-commerce at mhpstrong.com, with international shipping to the USA, Canada, Brazil, the UK, Italy, and Australia. Pricing ranges roughly $24-$70 per SKU, with stack-bundle discounts and a subscription option on select hydration products (Impact Hydration stick packs). Marketing is anchored by high-profile athlete endorsements, including UFC lightweight champion Charles Oliveira and elite powerlifter Julius Maddox. The company is privately held, has 11-50 employees, and has taken only one disclosed external funding round — a 2010 debt financing from Star Avenue Capital — with no reported follow-on equity rounds, indicating a self-sustaining, bootstrapped operating model.

Name

Maximum Human Performance

Legal name

Maximum Human Performance, LLC

Website

https://mhpstrong.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Maximum Human Performance (MHP) is a New Jersey-based, privately held sports nutrition company founded in 1997 that sells proprietary pre-workout, protein, hydration, and performance supplements direct-to-consumer to athletes and serious gym-goers globally.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL), Sports Nutrition & Performance Fueling (HSADAFAD)

Keywords

• Sports nutrition supplements
• Pre-workout formulas
• Protein powders
• Performance nutrition
• Fitness supplements

Headquarters

HQ city

Caldwell

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: MHP Strong generates revenue primarily through direct-to-consumer e-commerce sales via mhpstrong.com, selling sports nutrition supplements, apparel, and supplement stacks to athletes and fitness enthusiasts.
2. Subscription/Magazine Subscriptions: The company offers subscription options for certain products, allowing customers to subscribe and save up to 10% on recurring orders of products like Impact Hydration stick packs.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Maximum Human Performance (MHP) develops, manufactures, and sells sports nutrition supplements targeted at athletes, bodybuilders, powerlifters, MMA fighters, and fitness enthusiasts. Its product line spans pre-workout formulas, protein powders, post-workout recovery blends, hydration products, and fat burners, sold direct-to-consumer through its e-commerce storefront.

Product overview

Maximum Human Performance (MHP) is a sports nutrition company offering a comprehensive portfolio of supplements and nutritional products designed for elite athletes and fitness enthusiasts. The product lineup centers on scientifically-formulated supplements organized into core product categories: pre-workouts (STRONG AF, Hyper Crush), post-workout recovery (Dark Matter), proteins (Probolic-SR, Maximum Whey), weight gainers (UP YOUR MASS XXXL 1350), hydration/electrolytes (Impact Hydration), creatine supplements, fat burners (Anadrox, Super Fat Burner), testosterone/GH boosters (T-Bomb, Secretagogue), amino acids (EAA Strong), and carnitine products. MHP also offers bundled supplement stacks (Fighter Stack, MHP STRONG STACK, Pro Recovery Stack, Ripped Stack, Summer Stack) combining complementary products, plus branded apparel. The company emphasizes science-backed formulations, GMP-certified manufacturing in the USA, and partnerships with UFC athletes and other elite performers.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre-workout supplements
• Protein powders
• Post-workout recovery blends
• Hydration products
• Fat burners

Quantifiable outcome

• 360% increase in muscle protein synthesis (ProSYNTHAGEN)
• +4 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BSN (Bio-Engineered Supplements and Nutrition): Maker of Syntha-6, N.O.-XPLODE, and AMINO X. Direct competitor in protein blends, pre-workouts, and amino acids with comparable SKU breadth.
• Optimum Nutrition: Gold Standard whey and performance supplements. Closest direct competitor in protein, creatine, and pre-workout categories, with broader retail/Amazon penetration than MHP.
• Universal Nutrition: Long-standing sports nutrition brand with comparable heritage (founded 1977), protein, pre-workout, testosterone booster, and weight-management SKUs that overlap MHP's catalogue.
• Dymatize Nutrition: Premium protein (ISO100) and performance supplements. Competes with MHP's Probolic-SR and Maximum Whey SKUs in the same athlete and serious-recreational consumer segment.
• RSP Nutrition: Sports nutrition brand with overlapping protein, pre-workout, and BCAA/EAA portfolio. Comparable mid-sized competitor competing for similar price-conscious fitness consumer.
• MuscleTech: Performance and muscle-building supplements including protein, pre-workout, and creatine. Overlaps with MHP's core sports nutrition portfolio and competes for similar gym/fitness consumer segments.
• Cellucor (C4): C4 pre-workout and broader performance supplement line. Direct competitor in pre-workout and energy supplements with significantly larger brand awareness and marketing spend.
• Klean Athlete: Informed-Sport certified supplement line marketed to drug-tested athletes (NCAA, NFL, UFC). Closest competitor for the certified-banned-substance-free positioning that is core to MHP's differentiation.

Emerging players

• Ghost Lifestyle: Fast-growing DTC sports nutrition and lifestyle brand with strong Gen-Z/millennial positioning. Competes for the same gym/fitness consumer wallet with louder brand marketing and broader retail/Amazon presence.

Broad incumbents

• GNC Holdings: Mass-market supplement retailer with an extensive proprietary and third-party brand portfolio (including GNC Pro Performance). Competes as both a retail channel and a brand, dwarfing MHP's distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/mhpstrong
• Instagraminstagram.com/mhp_strong
• Facebookfacebook.com/TeamMHP
• LinkedInlinkedin.com/company/maximum-human-performance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Maximum Human Performance