Elite Nutrition

What Elite Nutrition does

Elite Nutrition (legal name Elite Nutrition Vitamins and Supplements) is a privately held specialty retailer of vitamins, supplements, and sports nutrition products headquartered in the Milwaukee, Wisconsin metropolitan area. The company sells across 12 health verticals including bone health, diabetes, weight loss, sports supplements, immune support, brain health, and women's health, anchored by its own Evergreen Vitamins brand and a curated set of third-party brands (Razor Nutrition Labs, Lively Vitamin, Apollon Nutrition, Terry Naturally, Nature's Way). Its catalog of 129+ SKUs spans price points from roughly $7 to $190, with bundled systems such as the Heat Stack Weight Loss System, Virus Protector Kit, and Anti Aging Kit positioned as flagship offerings.

The business runs an omnichannel model: an e-commerce storefront at envitamins.com (with free shipping on orders over $100 and price matching) supplemented by four physical retail/showroom locations in Glendale, Mequon, and West Bend, Wisconsin plus Aurora, Colorado, along with a Smoothie Bar that doubles as a customer engagement touchpoint. Distribution is supported by educational content including a blog, email newsletter with discount mechanics, and a YouTube channel (Guru of Truth). The company also operates a wholesale program for the Evergreen Vitamins brand through a separate domain, extending reach to third-party retailers.

Elite Nutrition generates revenue through direct product sales to individual consumers via both online and in-store channels, with no subscription or recurring contract mechanics disclosed. Customer segments span health-conscious consumers, athletes and fitness enthusiasts, and condition-specific buyers. The company is privately held under owner/founder Andrew Kandel, employs 11-50 people, and shows no disclosed funding, management team beyond the founder, or financial reporting.

Name

Elite Nutrition

Legal name

Elite Nutrition Vitamins and Supplements

Website

https://envitamins.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Elite Nutrition is a privately held Wisconsin-based specialty retailer selling vitamins, supplements, and sports nutrition through an e-commerce site, four retail showrooms in Wisconsin and Colorado, and smoothie bars, targeting health-conscious consumers, athletes, and condition-specific buyers.

Ownership category

akta.pro rank

Product category

Nutritional Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191), Diet and Weight Reducing Centers (812191)

SIC

Retail-Food Stores (5400), Retail-Eating Places (5812)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA), Smoothie & Protein Shake Bars (THAFAKAB)

Keywords

• Vitamin supplements
• Sports nutrition
• Weight loss supplements
• Natural supplement retail
• Multivitamin products

Headquarters

HQ city

Greendale

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Elite Nutrition generates revenue through direct product sales of vitamins, supplements, and sports nutrition products. The company sells third-party brands as well as their own Evergreen Vitamins brand. Revenue is generated through one-time purchase transactions on their e-commerce platform and at physical retail locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Elite Nutrition is a direct-to-consumer retailer of vitamins, supplements, and sports nutrition products operating an e-commerce storefront at envitamins.com alongside four physical retail locations in Wisconsin and Colorado plus an in-store Smoothie Bar. The company sells its own Evergreen Vitamins brand along with third-party brands such as Razor Nutrition Labs, Lively Vitamin, Apollon Nutrition, Terry Naturally, and Nature's Way. Customers can purchase supplements online with free shipping over $100 or visit retail locations for personalized consultation and smoothie bar service.

Product overview

Elite Nutrition is a vitamins and supplements retailer operating primarily in Wisconsin (Milwaukee, Delafield, Glendale, Mequon, Pewaukee, West Bend) and Colorado (Aurora). The company offers an extensive portfolio of health supplements across 12 major health categories: Bone Health, Diabetes, Weight Loss, Sports Supplements, Eye Health, Prostate Health, Pain, Immune Support, High Cholesterol, Brain Health, Women's Health, and Stress. Their product portfolio centers around their own brand Evergreen Vitamins alongside established third-party brands including Razor Nutrition Labs, Lively Vitamin, Apollon Nutrition, Terry Naturally, and Nature's Way. Key product lines include their signature Little Big Multi multivitamin (marketed as their most bioavailable option), the Virus Protector Kit (immune support bundle), the Heat Stack Weight Loss System (combining Burn, Tone, and Trim formulations), and various sports nutrition products including pre-workout supplements and whey proteins. The company also operates smoothie bars at their retail locations and offers wholesale opportunities through Evergreen Vitamins.

Differentiator

Problem solved

Functional benefit

Brands

• Evergreen Vitamins: Proprietary brand of natural supplement products including multivitamins, antioxidants, and specialty formulations.
• Heat Stack

Products and services

• Little Big Multi Multi-Vitamin A high-bioavailability multivitamin featuring TRAACS chelated minerals and naturally sourced vitamins, positioned for consumers seeking a non-synthetic daily multivitamin. Marketed by Elite Nutrition as having over 90% absorption.
• Virus Protector Kit A 3-pack immune support bundle containing Little Big Multi, Country Life Zinc Lozenges, and EverGreen NAC 500mg for comprehensive virus protection.
• Heat Stack Weight Loss System (Women's 3-Pack) A comprehensive weight loss kit combining Burn (thermogenesis/fat burning), Tone (CLA/Sesamin for stubborn fat), and Trim (thyroid support/metabolism) formulations marketed for body fat reduction.
• EverGreen Antioxidant Formula An antioxidant formula combining Alpha-Lipoic Acid, CoQ10, Resveratrol, Astaxanthin, Grape Seed Extract, Pine Bark Extract, Vitamins C and E, and Selenium to support immune function and anti-aging.
• Metabolic Nutrition Protizyme Whey Protein An ultra-microfiltered whey protein with digestive enzyme coating marketed as providing 300%+ increased protein absorption, fortified with 24 vitamins and minerals, available in peanut butter cookie flavor.
• EverGreen Glucose Support A blood sugar support supplement designed to maintain healthy glucose levels and promote overall well-being, available in a 120-capsule bottle.
• EverGreen Pain FREE A pain relief supplement featuring anti-inflammatory ingredients intended to support joint and muscle comfort.
• EverGreen Omega 3 Fish Oil A high EPA/DHA pure fish oil supplement with enteric coating for enhanced absorption, supporting heart and brain health.
• EverGreen Bone Doctor A bone health supplement designed to support calcium absorption and skeletal wellness.
• EverGreen Virus Protector An immune support supplement combining Quercetin and Zinc for broad-spectrum antiviral protection.
• Core Vitality Brain Support A cognitive support supplement featuring Acetyl-L-Carnitine (ALC) intended to enhance neurotransmitter function and support brain circulation.
• Apollon Assassin Pre-Workout A clinically dosed pre-workout supplement available in multiple flavors including Black Tulip Cherry Lemonade, Pineapple Orange, Killer Guava Matcha Tea, Ninja's Carnage, and Tigers Blood.
• Aventador Pre-Workout A fat-burning pre-workout supplement available in Blue Ice and Tropical Strawberry flavors.
• Absolute Pure Whey Protein A premium whey protein available in Chocolate, Vanilla, Cinnamon Bun, and Strawberry flavors, offered in 2lb and 5lb sizes.
• Razor Labs Creatine A creatine supplement intended to support muscle building and performance enhancement.
• BPC 157 A peptide supplement intended to support recovery and healing.
• Bionox CardioGo A nitric oxide supplement available in Berry and Grape flavors intended to support circulation.
• EverGreen Anti Aging Kit A bundle combining Little Big Multi, Antioxidant Formula, and Pain FREE intended to provide comprehensive anti-aging support.
• Smoothie Bar Service An in-person smoothie bar service operated at Elite Nutrition's Milwaukee area retail location, offering smoothies alongside supplement consultations.
• Evergreen Vitamins Wholesale Distribution A wholesale distribution channel operated through evergreenvitamins.com enabling independent retailers and resellers to carry the Evergreen Vitamins brand of cGMP-certified, non-GMO nutritional supplements.

Quantifiable outcome

• Lose 10-15lbs in one month with Women's Heat Stack 3-Pack
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, major and minor.

• Evergreen VitaminscoreTechnology or IntegrationEvergreen Vitamins is a key brand partner whose products are prominently featured and sold through Elite Nutrition. The brand is highlighted as having cGMP-certified nutritional supplements with quality, non-GMO ingredients including TRAACS minerals and naturally sourced vitamins.
• Razor Nutrition LabscoreTechnology or IntegrationRazor Nutrition Labs is featured as a top brand, committed to highest quality products with no adulteration or contamination. Products are clinically dosed and undergo identity testing on all raw materials.
• Lively VitaminmajorTechnology or IntegrationLively Vitamin is sold through Elite Nutrition, offering products like Solar Power Vitamin D3 with K2, Adrenal Boost, and UTI support supplements.
• Apollon NutritionmajorTechnology or IntegrationApollon Nutrition is a top brand partner featuring pre-workout supplements including Assassin pre-workout products in various flavors.
• Super Fun GummiesminorGTM or Marketing PartnerAffiliate/sister company mentioned in footer - 'Super Fun Gummies' product line.
• Wholesale Evergreen VitaminsminorChannel Partner/ Reseller/ DistributorElite Nutrition offers wholesale distribution of Evergreen Vitamins through evergreenvitamins.com for retailers interested in carrying the brand.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• GNC: Largest US specialty retailer of vitamins, minerals, and sports nutrition supplements with both physical stores and e-commerce. Directly comparable in category assortment (weight management, sports nutrition, multivitamins) and omnichannel model.
• The Vitamin Shoppe: Specialty vitamin/supplement retailer with national store base and strong e-commerce presence. Closest direct peer to Elite Nutrition in terms of category mix (weight loss, sports nutrition, condition-specific supplements) and pricing/promotion tactics.
• iHerb: Large online-only supplement and natural products retailer offering deep brand assortment at competitive prices. Comparable in product breadth (multi-brand, sports nutrition, condition-specific supplements) but operates at much greater scale internationally.
• Lucky Vitamin: Online supplement and natural products retailer with broad multi-brand assortment and discount positioning. Closely matches Elite Nutrition's hybrid of third-party brands plus own offerings across weight management and sports nutrition.
• Swanson Health Products: Online supplement retailer with its own Swanson-branded products plus third-party brands. Highly comparable business model of curated third-party plus own-brand across vitamins, sports nutrition, and condition-specific supplements.
• Puritan's Pride: Direct-to-consumer supplement retailer with deep own-brand portfolio across multivitamins, fish oil, sports nutrition, and condition-specific supplements. Comparable assortment strategy and DTC orientation.
• Bodybuilding.com (now part of Tailwind): Major online retailer of sports nutrition, supplements, and fitness products. Highly comparable to Elite's Apollon/Razor/Absolute Pure assortments and serves overlapping athlete/fitness-enthusiast customer segments.

Broad incumbents

• Smoothie King: Largest US smoothie chain with optional retail of sports nutrition products. Directly comparable to Elite Nutrition's in-store Smoothie Bar concept and intersection of beverage/foodservice with supplement retail.
• Costco: Mass-market warehouse club offering Kirkland Signature and branded vitamins and sports nutrition at deep discounts. Represents the structural competitive threat Elite faces on price-sensitive supplement SKUs.
• Amazon (Vitamins & Dietary Supplements store): Dominant online marketplace for third-party supplement brands including many Elite Nutrition carries (Nature's Way, Terry Naturally, etc.). Defines the scale and shipping-economics benchmark Elite must compete against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@guruoftruth
• Facebookfacebook.com/eNmequon
• LinkedInlinkedin.com/company/envitamins

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 Elite Nutrition