What F2C Nutrition does

F2C Nutrition Inc. is a privately held Canadian sports nutrition manufacturer headquartered in Maple Ridge, BC, that develops and sells an 18+ SKU portfolio of endurance and recovery supplements organized into two lines — Endurance (Organic Pharma-Greens, Hydra-Durance, Glyco-Durance, Glyco-Durance Raw, Endurance 5:1, Electro-Durance, Kre-Alkalyn Endurance Creatine, Sustalyn Powder) and Protein & Recovery (Amino-Durance Raw, Glutamine Powder, Natural Pharma-Pure, Organic Vegan-Pure, Pure-Collagen, Rehab 3:1 Complete, Rehab 3:1 Complete Vegan, Rehab Performance & Repair, Ultra-Durance). The portfolio is built around proprietary or patented ingredient platforms: Karbolyn Endurance® (multi-stage enzymatically milled homopolysaccharide from non-GMO potato and rice), Sustalyn® (L-Alanine/L-Glutamine enzymatic dipeptide), Kre-Alkalyn Endurance® (pH 12-14 buffered creatine monohydrate), GlutaZorb (enzymatically-modified buffered fermentation glutamine), and an 84-mineral electrolyte blend including magnesium bisglycinate and organic calcium from Lithothamnium Calcareum. All products are manufactured in a GMP-certified, Health Canada-regulated, FDA-approved plant with third-party WADA banned-substance testing on every batch and ingredient compliance for IOC, NCAA, NFL, NBA, NHL, MLB, ITU, UCI, and MLS standards. The company is led by founder/CEO Greg Cowan, who brings 30+ years of natural health industry experience from prior companies Pure Source (1986), Nature's Essence, Virox, and PhD Nutrition Inc., and who created F2C Nutrition out of personal frustration finding clean nutrition while training for Ironman Canada.

The company operates a hybrid go-to-market model with three distinct revenue streams. Direct-to-consumer sales run through two country-specific e-commerce storefronts (ca.f2cdistribution.com and us.f2cdistribution.com), with a US warehouse in Sumas, WA complementing the Canadian warehouse in Mission, BC. A structured application-based wholesale/B2B program serves specialty sporting goods, health food, pharmacy, grocery, and convenience retailers with MSRP and MAP pricing enforcement, free freight on orders over $300, 90-day guaranteed sale terms, and explicit contractual prohibition on third-party marketplace sales (Amazon, eBay, Facebook Marketplace, Walmart). A grassroots athlete sponsorship program called Team F2C enrolls approximately 200 athletes annually (the #f2cfamily) at $50 USD/$58 CAD in annual dues plus $20 USD/$24 CAD per month for 11 months, bundling premium racing or cycling kit, nutritional support, expert seminars, partner discounts, and product ambassador obligations. Brand awareness is built through sponsorship of 14+ North American endurance events including IRONMAN 70.3 Calgary, TransRockies, Gran Fondo Greenville, Barrelman Niagara Falls Triathlon, Paris2Ancaster, Banff Half, and the Triple Crown of Gravel, layered with email, organic social, and a private Facebook community. Recent offensive moves include the December 2025 launch of Rehab Performance & Repair (a clinically studied NMN + TMG 1:1 1,200mg longevity/recovery SKU) and the April 2026 launch of Pure-Collagen, both expanding the addressable market beyond traditional endurance fuel into cellular-repair and everyday wellness segments. The company does not disclose revenue, has no institutional funding rounds on record, and is classified as a privately held, founder-led business.

Name

F2C Nutrition

Legal name

F2C Nutrition Inc.

Website

https://f2cnutrition.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

F2C Nutrition Inc. is a privately held Canadian manufacturer of endurance sports supplements, selling an 18+ SKU portfolio of patented, WADA-tested nutrition products direct-to-consumer and through specialty retailers in Canada and the USA, targeting triathletes, runners, and cyclists.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food Manufacturing (311), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL), Sports Nutrition & Performance Fueling (HSADAFAD)

Keywords

• Sports nutrition supplements
• Endurance nutrition products
• Athletic recovery supplements
• Protein powders
• Hydration electrolyte formulas

Headquarters

HQ city

Maple Ridge

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Product Sales: One-time product purchases by individual athletes/consumers through country-specific owned e-commerce storefronts (ca.f2cdistribution.com for Canada and us.f2cdistribution.com for the US), including 18+ SKUs across endurance hydration, carbohydrates, protein, amino acids, creatine, glutamine, electrolytes, collagen, and recovery product lines.
2. Wholesale / B2B Distribution: Application-based wholesale program selling to retailers (cycling, triathlon, running, mountain bike, health food, pharmacy, sporting goods, convenience, grocery stores) with MSRP and MAP pricing tiers, free freight over $300, 90-day guaranteed sale terms, credit card payment processing (VISA, MASTERCARD, AMEX, PayPal, Google Pay), and credit-note-based return system rather than cash refunds.
3. Team F2C Athlete Membership Dues: Annual membership program for ~200 athletes requiring $50US/$58CAN dues plus $20US/$24CAN per month for 11 months (Jan-Nov); members receive premium racing/cycling kit (a $249.00US value), F2C swag, Facebook group access, personalized nutritional support, expert seminars, premium F2C discount, discount code credit, and partner discounts.

Pricing tiers

Go-to-market motion4 records

Marketing channels9 records

Core offering

F2C Nutrition is a Canadian manufacturer and distributor of clean, science-backed nutritional supplements formulated for endurance athletes (triathletes, runners, cyclists). Its portfolio spans 18+ SKUs across Endurance (carbohydrate fuels, hydration drinks, electrolytes, creatine, amino acids) and Protein & Recovery (whey/plant proteins, glutamine, collagen, BCAA, NMN+TMG longevity formulas) lines, sold direct-to-consumer through Canadian and US online storefronts and through an application-based wholesale channel. All products are manufactured in a GMP-certified, Health Canada regulated, FDA-approved plant with third-party WADA banned-substance testing on every batch.

Product overview

F2C Nutrition's offering is a portfolio of standalone sports-nutrition products rather than a single unified software platform: it is organized into two menu-level lines — an Endurance line and a Protein & Recovery line — that are designed to be used individually or stacked together around an athlete's training, racing and recovery windows. The Endurance line comprises fuel, hydration and electrolyte products including ORGANIC PHARMA-GREENS™, HYDRA-DURANCE™, GLYCO-DURANCE™, GLYCO-DURANCE RAW™, ENDURANCE 5:1™, ELECTRO-DURANCE™, KRE-ALKALYN ENDURANCE CREATINE and SUSTALYN POWDER™. The Protein & Recovery line comprises AMINO-DURANCE™ RAW, GLUTAMINE POWDER™, NATURAL PHARMA-PURE™, ORGANIC VEGAN-PURE™, PURE-COLLAGEN, REHAB 3:1 COMPLETE™, REHAB 3:1 COMPLETE VEGAN™, REHAB PERFORMANCE & REPAIR and ULTRA-DURANCE™. Several products are designed as building blocks — for example, Electro-Durance™ and Sustalyn™ can be added to Glyco-Durance™, while Rehab 3:1 Complete™ combines Glyco-Durance®, the F2C Protein Matrix™ and Electro-Durance™ into a single recovery shake, illustrating the modular portfolio architecture. All products are positioned as clean, naturally-sourced, science-driven nutritional supplements and are sold direct-to-consumer (Canada and US stores) and through a wholesale/B2B channel, with companion sponsorship programs (Team F2C, club and coach affiliates) bundled around the lineup.

Differentiator

Problem solved

Functional benefit

Brands

• Team F2C: Athlete sponsorship and community program supporting roughly 200 athletes who use F2C products; the #f2cfamily program with annual dues for premium racing or cycling kit and benefits.

Products and services

• Organic Pharma-Greens Certified-organic, high-ORAC vegetable and fruit powder blend delivering 27 natural ingredients including antioxidants, herbs, enzymes, adaptogens, prebiotics and probiotics to support recovery, reduce oxidative stress and enhance cognitive and motor performance.
• Hydra-Durance All-natural, ultra-low osmolality sports drink with real-fruit flavoring combining performance-grade electrolytes and fuel elements to replace fluid and electrolytes lost in sweat while providing calories to working muscles.
• Glyco-Durance Endurance carbohydrate formula built on Karbolyn Endurance homopolysaccharide, combined with a scientifically developed electrolyte blend and Sustalyn to deliver 25 g of carbs and zero sugar per serving with rapid absorption and sustained glucose release.
• Glyco-Durance Raw Carbohydrate-only variant of Glyco-Durance delivering the same Karbolyn Endurance + Sustalyn profile (25 g carbs, zero sugar per serving) without electrolytes, allowing athletes to customize their electrolyte load with Electro-Durance.
• Endurance 5:1 5:1 carbohydrate-to-protein performance formula combining Glyco-Durance, F2C Protein Matrix, F2C Electro-Durance and Sustalyn to deliver fast-absorbing, sustained-release calories during long training sessions or ultra-distance races with the lowest serum osmolarity in the category.
• Electro-Durance 84-mineral electrolyte formula featuring sodium citrate, potassium citrate, magnesium bisglycinate and organic calcium (Lithothamnium calcareum from Irish coastal seaweed) to support hydration, prevent cramping, and replace minerals lost in sweat during prolonged exercise.
• Kre-Alkalyn Endurance Creatine Multi-patented pH-correct (pH 12–14) buffered creatine monohydrate delivered in a 1.5–3.0 g clinical dose with no loading phase, designed to enhance endurance, elevate VO2 max, support cognitive function (memory, attention, processing speed), and avoid bloating or digestive upset.
• Sustalyn Powder Patented enzymatically-fermented L-Alanine + L-Glutamine dipeptide in pH-correct form that increases hydration rates up to 27%, supports glycogen replenishment, muscle protein synthesis, and gastrointestinal integrity during training and racing.
• Amino-Durance Raw pH-correct, enzymatically fermented 2:1:1 BCAA (leucine, isoleucine, valine) formula that suppresses muscle breakdown, stimulates muscle-protein synthesis via mTOR activation, reduces fatigue and DOMS, and can be used pre- or post-training.
• Glutamine Powder GlutaZorb vegan-sourced, enzymatically modified, pH-corrected and buffered L-glutamine absorbed up to 4x better than free-form glutamine, supporting muscle repair, gut health and immune function during metabolic stress such as intense exercise, illness, injury or dieting.
• Natural Pharma-Pure High-protein lean-muscle whey protein isolate sourced from 100% Canadian grass-fed whey, delivering 26 g of protein per serving with 1 g carbs and 0 g fat, naturally occurring microfractions (lactoferrin, glycomacropeptides, immunoglobulins), BCAAs, L-glutamine, taurine and cystine.
• Organic Vegan-Pure 100% raw, organic, plant-based complete protein powder blending hemp, brown rice, pea, flax and chia proteins (21 g protein per 34 g serving) with 7 g carbohydrates (5 g soluble fiber, 2 g net carbs), zero fat/cholesterol, naturally flavored and sweetened.
• Pure-Collagen Grass-fed and pasture-raised hydrolyzed bovine collagen delivering 10 g per serving with 8 of the 9 essential amino acids, designed to support bone, joint, muscle and immune health, improve recovery time, and promote skin, hair and connective-tissue repair.
• Rehab 3:1 Complete Optimum 3:1 carbohydrate-to-protein recovery beverage combining Glyco-Durance (Karbolyn Endurance), F2C Protein Matrix (grass-fed whey, cage-free egg white), F2C Electro-Durance and Sustalyn to replenish glycogen, rebalance electrolytes and rebuild muscle within 20 minutes post-exercise.
• Rehab 3:1 Complete Vegan Vegan variant of Rehab 3:1 Complete using F2C Vegan-Pure Protein Matrix (organic hemp, brown rice, pea, chia and flax protein) combined with Glyco-Durance, Electro-Durance and Sustalyn to deliver the same 3:1 carb-to-protein recovery profile in a soy-free, dairy-free, gluten-free, non-GMO formula.
• Rehab Performance & Repair Flagship Performance & Recovery Range product delivering a clinically studied 1:1 ratio of NMN (Nicotinamide Mononucleotide) and TMG (Trimethylglycine) at the maximum 1200 mg dosage of each per serving to support cellular NAD+ production, oxygen utilization, ventilatory threshold, muscle repair and recovery.
• Ultra-Durance Vitamin-and-mineral endurance blend featuring a clinically studied 1.7 g dose of CarnoSyn beta-alanine plus a proprietary mineral complex, designed to increase muscle carnosine, reduce lactic acid by up to 18%, delay fatigue and improve aerobic threshold and recovery.

Quantifiable outcome

• 18% reduction in lactic acid levels during clinical beta-alanine trials
• +7 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Clif Bar & Company: Clif is a large, established sports nutrition brand (bars, gels, chews, hydration) sold across mass grocery, convenience and specialty channels, providing the broader-portfolio incumbent that F2C competes against for shelf space at cycling, running and triathlon retailers.
• Gatorade / PepsiCo Sports Nutrition: Gatorade is the dominant global sports hydration and fueling brand with a deep endurance-sport presence (IRONMAN partnership, Gatorade Endurance Formula, large athlete endorsement roster) — the mass-market incumbent whose marketing spend sets the bar F2C must beat for athlete mind-share.

Direct peers

• Tailwind Nutrition: Tailwind Nutrition makes endurance-specific fueling, hydration and recovery powders (carbohydrate, electrolyte and protein blends) sold DTC and through specialty retailers — directly overlapping F2C Nutrition's Glyco-Durance, Electro-Durance and Rehab 3:1 line for triathletes, runners and cyclists.
• Nuun Hydration: Nuun produces effervescent electrolyte and sports hydration tablets and powders sold through DTC and wholesale into running, cycling and triathlon — overlapping F2C's Electro-Durance and Hydra-Durance SKUs in the specialty endurance channel.
• Honey Stinger: Honey Stinger markets honey-based energy gels, chews, waffles and hydration products targeted at endurance athletes, with race-sponsorship and specialty-retail distribution similar to F2C Nutrition's GTM.
• Skratch Labs: Skratch Labs designs clean-label sports hydration, fueling and recovery mixes built around real fruit and sodium citrate, mirroring F2C's clean-ingredient, low-osmolarity hydration philosophy for endurance athletes.
• GU Energy Labs: GU is a long-standing endurance nutrition brand selling gels, hydration, energy chews and recovery mixes into running, cycling and triathlon channels — overlapping F2C's endurance fueling and recovery product lines across the same specialty retail and event ecosystem.
• Maurten: Maurten sells premium hydrogel-encapsulated carbohydrate fueling and hydration products built around patented biopolymer technology for endurance athletes, competing head-to-head with F2C's Karbolyn Endurance-based Glyco-Durance line in triathlon and long-distance running.
• Precision Hydration (PH): Precision Hydration sells electrolyte concentrates and personal sweat-test-driven hydration plans for endurance athletes, directly comparable to F2C's Electro-Durance 84-mineral electrolyte blend.

Emerging players

• Klean Athlete: Klean Athlete is a NSF Certified for Sport line of vitamins, minerals, protein, creatine and hydration products marketed to athletes seeking drug-tested, clean-label supplementation — a positioning model closely paralleling F2C Nutrition's WADA-tested, GMP-certified, all-natural story.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights8 records

Customer concentration

• Xx.com/f2cnutrition

Compliance2 records

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 F2C Nutrition