Purus Labs

What Purus Labs does

Purus Labs is a privately held, vertically integrated sports nutrition supplement company operating under the legal name Purus Labs with founding documentation dating to 2003 and a primary presence in Kennesaw, United States, while its legal jurisdiction is Los Angeles County, California. The company designs, manufactures, and sells a focused portfolio of pre-workout/pump, creatine, protein, testosterone-support, amino-acid, and wellness supplements under sub-brands including NOXygen, D-Pol, Recycle, Myofeed, KetoFeed, MyoWhey, and ConDense. Core technology centers on a small set of proprietary branded ingredient systems: NO3-T (Sodium Nitrate/Betaine Nitrate) targeting the nitrate-nitrite-nitric oxide pathway for pump and endurance; HydroMax Glycerol for muscle cell hyperhydration and volumization; Peak ATP for direct cellular ATP delivery in the Creatine ATP product; and InnoSlim (Panax notoginseng + Astragalus membranaceus) in the Shuttle glucose disposal agent. All supplements are manufactured in-house at the company's Redefine Nutrition facility, described on site as GMP and FDA-inspected, with third-party testing (ClearFacts) and certifications including NSF, NSF Certified for Sport, GMP, UL, and ISO.

The product line is positioned primarily for serious athletes, lifters, and stimulant-sensitive pre-workout users, with secondary targeting of military and first-responder buyers (supported by GovX-powered discounts), low-carb/keto consumers (KetoFeed), and men seeking natural testosterone and hormone support (D-Pol, Recycle). Pricing spans $9.99 for entry-level creatine to $65.99 for the premium 2lb Myofeed protein, with a 10% Subscribe-and-Save subscription across most SKUs at a 30-day billing cadence and free shipping over $99. Revenue is generated through three channels: direct e-commerce via puruslabs.com (Shopify, with global shipping to North America, UK, EU, Australia, and Asia-Pacific), retail distribution across five major U.S. chains (GNC, Dick's Sporting Goods, Academy Sports + Outdoors, Meijer, and Holistic Heal), and a Team Purus affiliate/ambassador program run on goaffpro that pays commissions on referred sales. Apparel (t-shirts, hoodies, tank tops, shaker cups) and digital gift cards ($5-$200) provide ancillary revenue.

The company is founder-controlled with no disclosed institutional investors, parent entity, M&A activity, or leadership changes. Reporting headcount is 1-10 employees, and no revenue, ARR, or GMV figures are disclosed. Operating status is active with continuous product introductions, including Creatine ATP (September 2023) and the NOXygen Black launches (2025).

Name

Purus Labs

Legal name

Purus Labs

Website

https://puruslabs.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Purus Labs is a privately held, vertically integrated sports nutrition company that designs, manufactures in-house, and sells pre-workout, creatine, protein, and testosterone-support supplements through direct-to-consumer e-commerce and major retailers including GNC and Dick's Sporting Goods.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191), Food Manufacturing (311), Sporting Goods Retailers (45911)

SIC

Food And Kindred Products (2000), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

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

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Sports nutrition supplements
• Pre-workout supplements
• Protein powders
• Creatine supplements
• Testosterone support supplements

Headquarters

HQ city

Kennesaw

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, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through puruslabs.com, selling supplements and merchandise directly to consumers with both one-time purchase and subscribe-and-save subscription options. The company also generates revenue from apparel and gift card sales.
2. Retail Distribution: Revenue generated through distribution agreements with major national retailers including GNC, Dick's Sporting Goods, Academy Sports + Outdoors, and Meijer, where products are sold through physical store locations and retailer's e-commerce platforms.
3. Ambassador / Affiliate Program: Team Purus affiliate program generating revenue through commissioned sales referrals from brand ambassadors and affiliates who promote products to their audiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

Purus Labs manufactures and sells sports nutrition supplements — including pre-workout/pump formulas (NOXygen line), creatine (Creatine Monohydrate, Creatine ATP), protein powders (MyoFeed, KetoFeed, MyoWhey), testosterone support (D-Pol, Recycle), and wellness supplements (Organ Shield, Everyday Amino, Shuttle GDA) — directly to consumers through its puruslabs.com Shopify storefront and through national retailers including GNC, Dick's Sporting Goods, Academy Sports + Outdoors, and Meijer. All supplements are manufactured in-house at the company's Redefine Nutrition GMP and FDA-inspected facility using proprietary technologies such as NO3-T Nitrates, HydroMax Glycerol, Peak ATP, and InnoSlim.

Product overview

Purus Labs is a health and fitness supplement company offering a comprehensive portfolio of sports nutrition products centered around pre-workout/pump supplements, protein powders, creatine formulations, testosterone support, and wellness supplements. The core product line includes the NOXygen family (Powder, BLACK, Liquid Pump Serum, Liquid Capsules, RTD) featuring HydroMax Glycerol and NO3-T Nitrates for enhanced blood flow and hydration; Creatine ATP combining creatine monohydrate with Peak ATP for dual-fuel performance support; protein products (Myofeed, KetoFeed, MyoWhey) for muscle recovery and lean mass; D-Pol and Recycle for testosterone optimization; and Organ Shield for organ health protection. The company manufactures in-house at a GMP and FDA-inspected facility, offers military and first responder discounts, and sells through major retail partners including GNC, Dick's Sporting Goods, and Academy Sports + Outdoors.

Differentiator

Problem solved

Functional benefit

Brands

• NOXygen: Stimulant-free pre-workout accelerator product line featuring powder, capsules, liquid, and RTD formats for pump and endurance enhancement.
• KetoFeed
• MyoFeed
• D-Pol
• Recycle

Products and services

• NOXygen Powder - Pre-Workout Accelerator Stimulant-free, unflavored performance booster formulated with HydroMax Glycerol and NO3-T Nitrates to enhance blood flow, hydration, and muscular endurance. For athletes and serious lifters.
• NOXygen BLACK Pump Preworkout Accelerator + Creatine Stimulant-free preworkout combining Glycerol (HydroMax), Creatine Monohydrate (5g), and Betaine Nitrate (NO3-T) for enhanced muscle fullness, blood flow, and endurance. Available in Blue Raspberry and Unflavored.
• NOXygen Black Liquid Pump Serum Cutting-edge stim-free liquid pump formula delivering rapid-onset vascularity and cellular swelling through Glycerin (15g per cap) and Betaine Nitrate, designed for faster absorption than capsules or powders.

Quantifiable outcome

• Creatine supplementation can increase muscle creatine and phosphocreatine stores by 10–40%, leading to faster ATP resynthesis during high-intensity exercise
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• GNCcoreChannel Partner/ Reseller/ DistributorPurus Labs products are sold through GNC, a national specialty health and wellness retailer with hundreds of retail locations. GNC represents one of five major retail chains carrying Purus Labs, providing significant physical retail presence for the brand alongside e-commerce integration.
• Dick's Sporting GoodscoreChannel Partner/ Reseller/ DistributorDick's Sporting Goods, a national sporting goods retailer, carries Purus Labs products in physical stores. As a retailer targeting athletes and fitness enthusiasts, Dick's aligns well with Purus Labs' athlete-focused brand positioning.
• Holistic Heal (heB)minorChannel Partner/ Reseller/ DistributorHolistic Heal, a health and wellness retailer, is listed among the retail locations where Purus Labs products are available. Featured alongside other national chains in the 'Find Us At' section of the website.
• Academy Sports + OutdoorscoreChannel Partner/ Reseller/ DistributorAcademy Sports + Outdoors, a national sporting goods and outdoor retailer, is a distribution partner for Purus Labs products. The retailer targets athletes and outdoor enthusiasts, aligning with the brand's core demographic.
• MeijercoreChannel Partner/ Reseller/ DistributorMeijer, a major hypermarket chain with locations across the Midwest, carries Purus Labs products in its health and wellness supplement section. Represents broad mass-market retail distribution alongside specialty fitness retailers.
• GovXminorGTM or Marketing PartnerGovX-powered authentication platform enables Purus Labs to offer exclusive military and first responder discounts. The platform verifies eligibility and processes discount codes, serving as a targeted GTM channel to reach military and first responder segments.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BSN (Bio-Engineered Supplements & Nutrition): BSN produces N.O.-XPLODE pre-workout, Syntha-6 protein, and AMINOx BCAA — a directly overlapping product portfolio targeting the same bodybuilding/fitness consumer with similar pump and recovery positioning.
• MusclePharm: MusclePharm is a sports nutrition brand offering Assault pre-workout, Combat protein powder, and BCAA supplements — directly comparable product mix distributed through sporting goods and supplement retail channels.
• Cellucor (C4): Cellucor is a leading sports nutrition brand best known for C4 pre-workout. Directly comparable to Purus Labs as both brands compete in the pre-workout/pump category with stimulant-free line extensions and sell through GNC and sporting goods retailers.
• Performix (Performix House): Performix is a sports nutrition brand known for SST thermogenic, Pump, and ioPea pre-workout. Comparable mid-tier competitor with similar focus on stimulant-free and pump-focused formulations sold in GNC and online.
• RSP Nutrition: RSP Nutrition sells TrueFit protein, Quadricarn pre-workout, and AminoLean through similar D2C and retail channels including GNC. Comparable mid-sized sports nutrition brand with overlapping SKU set and channel strategy.

Emerging players

• Nutricost: Nutricost is a value-priced D2C supplement brand selling protein, creatine, BCAA, and pre-workout through Amazon and its own storefront. Comparable as a primarily-online sports supplement brand competing on price and convenience in adjacent SKUs.
• 1UP Nutrition: 1UP Nutrition offers Whey, Pre, BCAA, and testosterone support products through D2C and select retail. Closely comparable mid-sized sports supplement brand with overlapping testosterone and pre-workout categories.
• Klean Athlete: Klean Athlete targets competitive athletes with NSF Certified for Sport supplements. Directly comparable in its NSF Certified for Sport positioning, athlete-targeted marketing, and stimulant-free/clean supplement ethos that Purus Labs also emphasizes.
• Giant Sports Nutrition: Giant Sports is a smaller sports nutrition brand offering Delicious Protein, Pump, and various pre-workout formulations. Comparable niche competitor with similar D2C-leaning distribution and overlapping pump/pre-workout positioning.

Broad incumbents

• Optimum Nutrition (Glanbia): Optimum Nutrition is the dominant sports nutrition brand (Gold Standard Whey, Essential Amino Energy) and a category-defining incumbent. It is comparable as a mass-market protein and pre/intra-workout brand distributed through GNC and sporting goods retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/puruslabs
• Facebookfacebook.com/puruslabs

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Purus Labs