MuscleCare

What MuscleCare does

MuscleCare (legally Active and Innovative Inc., incorporated in Ontario, Canada) is a private specialty consumer health company that develops and sells all-natural topical analgesic products for muscle and joint pain relief. Founded by Dr. Chris Oswald, a chiropractor and operator of Canada's Centre for Fitness, Health and Performance (CFHP) — handling over 55,000 patient visits annually — the company was built to address dissatisfaction with surface-level topical analgesists available on the market.

The product line is built around three core formulation families — Extra-Strength Cold Gel, Maximum-Strength Ointment, and Unscented Massage Lotion — all powered by MyoDrive, a patented transdermal delivery technology designed to optimize ingredient interaction and penetrate magnesium and other actives through the skin to locked muscle fibers. Products are available in consumer retail sizes (3 oz roll-on, 4 oz ointment, 32 oz formats) and professional clinical sizes, are FDA-registered and Health Canada-approved, paraben/dye/drug-free, and are validated by three published clinical studies including randomized double-blind, placebo-controlled trials demonstrating superiority over BioFreeze and Icy Hot and comparable efficacy to Voltaren. Complementary assets include the My Pain University educational platform, an OFPT oral-facial pain certification program, and an eBook on stretching.

MuscleCare operates a hybrid go-to-market: direct-to-consumer e-commerce via shop.getmusclecare.com, professional healthcare channels via Fullscript and Meyer PT/DC/Spa distributors, and television retail via QVC, supplemented by condition-specific QR-code content on every bottle. Customer segments span general consumers, healthcare professionals (chiropractors, PTs, LMTs, dentists), athletes, seniors, and pregnant/breastfeeding women. Pricing is unit-based at approximately $29.99–$34.99 for retail SKUs, with bulk professional sizes, 4g sample sachets sold in 144-unit boxes, and a 60-day money-back guarantee. The company is founder-owned and bootstrapped with 1–10 employees, headquartered in Toronto.

Name

MuscleCare

Legal name

Active and Innovative Inc.

Website

https://getmusclecare.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MuscleCare (Active and Innovative Inc.) is a Toronto-based private company that sells FDA-registered, Health Canada-approved natural topical analgesics — Cold Gel, Ointment, and Massage Lotion — powered by its patented MyoDrive transdermal delivery technology, serving general consumers, athletes, seniors, and healthcare professionals (chiropractors, PTs, LMTs, dentists) via DTC e-commerce, professional distributors, and QVC.

Ownership category

akta.pro rank

Product category

Topical Pain Relief Products

NAICS

Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industry

Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

Keywords

• Topical pain relief
• Muscle care products
• Transdermal delivery
• Topical analgesics
• Magnesium skincare

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. Direct Product Sales - Consumer: MuscleCare generates revenue through direct-to-consumer sales of topical analgesic products including Extra-Strength Roll-on, Maximum-Strength Ointment, and Massage Lotion in various sizes, sold through e-commerce storefront.
2. Professional/Clinical Products: Bulk professional-sized products and sample sachets sold to healthcare practitioners (DCs, PTs, LMTs) for clinical use and retail to patients.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

MuscleCare manufactures and sells a line of all-natural topical analgesics (cold gels, ointments, massage lotions, roll-ons) for temporary relief of minor aches and pains of muscles and joints. Products are powered by the patented MyoDrive transdermal delivery technology, which is designed to deliver magnesium and other active ingredients through the skin to target locked muscle fibers, addressing the root cause of pain rather than masking it. The portfolio is sold in retail sizes to consumers through an e-commerce storefront and in professional sizes to chiropractors, physical therapists, massage therapists, and dentists for clinical use.

Product overview

MuscleCare is a line of natural topical pain relief products powered by MyoDrive, a patented transdermal delivery technology designed to deliver magnesium and other key ingredients through the skin to target locked muscle fibers. The portfolio consists of three core formulation families: Extra-Strength Cold Gel (16 ingredients, menthol 10%/camphor 4%) for acute pain and rapid cooling relief; Maximum-Strength Ointment (21 ingredients, menthol 4%/camphor 4%) for deeper, longer-lasting chronic pain relief; and Unscented Massage Lotion (24 ingredients) with bio-available magnesium for professional massage therapy use. These are available in both consumer retail sizes (3 oz roll-on, 4 oz ointment, 32 oz gel/ointment/lotion) and professional clinical formats. A Pain Relief Bundle combines the roll-on and ointment for comprehensive acute and chronic care. The products are complemented by My Pain University, an educational resource providing condition-specific stretch routines and ergonomic protocols accessible via QR codes on every product. All products are FDA-registered and Health Canada-approved, backed by 3 published clinical studies including randomized double-blind controlled trials.

Differentiator

Problem solved

Functional benefit

Products and services

• MuscleCare Extra-Strength Cold Gel (32 oz)

Quantifiable outcome

• Significantly greater pain relief compared to BioFreeze and Icy Hot in pressure pain threshold measurements
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• FullscriptcoreChannel Partner/ Reseller/ DistributorAuthorized distributor providing MuscleCare professional products to healthcare practitioners through the Fullscript platform for supplements and clinical products.
• Meyer PT, Meyer DC, Meyer SpacoreChannel Partner/ Reseller/ DistributorAuthorized distributor network for MuscleCare professional products serving physical therapy, chiropractic, and spa markets.
• James WaslaskiminorStrategic or Co-development PartnerRenowned author and international lecturer on integrated and orthopedic massage uses MuscleCare across seminar and training events; promotes MuscleCare through orthomassage.net educational platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bengay (Johnson & Johnson): J&J's heritage menthol/salicylate topical analgesic brand. Competes for the same consumer OTC muscle-and-joint pain use cases MuscleCare targets.
• Sombra Warm Therapy: Professional-channel topical analgesic brand widely used by chiropractors, massage therapists, and physical therapists - the same practitioner channel MuscleCare targets with its Pro line.
• Icy Hot (Chattem / Sanofi): Sanofi-owned mass-market menthol/camphor topical pain relief brand. Directly competes in OTC analgesics and is one of MuscleCare's head-to-head clinical comparators.
• Biofreeze (Performance Health): Performance Health's flagship topical analgesic brand. Closest direct competitor with menthol-based pain relief roll-ons, gels, and professional SKUs; one of MuscleCare's named clinical comparators.
• Tiger Balm: Iconic natural topical analgesic (camphor/menthol) brand sold globally. Comparable in positioning to MuscleCare as a natural, multi-indication pain relief alternative.
• Aspercreme (Chattem / Sanofi): OTC topical lidocaine-based pain relief line from Sanofi. Adjacent category competitor targeting the same OTC muscle/joint pain consumer.
• Voltaren (Haleon): Haleon's topical NSAID (diclofenac) brand for joint pain. Competes in the same musculoskeletal pain category; MuscleCare's clinical data benchmarks non-inferiority versus Voltaren without systemic NSAID exposure.

Emerging players

• CBD topicals (e.g., Medterra): Emerging cannabinoid-based topical pain relief brands addressing the same consumer demand for natural, non-opioid muscle/joint pain alternatives.
• Pennsaid / topical diclofenac generics: Topical NSAID alternatives that compete for prescription-grade musculoskeletal pain relief, representing the pharma-channel counterpart to MuscleCare's professional OTC play.
• RockTape: Kinesiology tape and recovery products brand. Already integrated with MuscleCare via stated product compatibility; serves the same professional sports-medicine and rehab audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/musclecarepainrelief
• Instagraminstagram.com/musclecarerelief
• Xx.com/getmusclecare
• LinkedInlinkedin.com/company/getmusclecare

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 MuscleCare