Wilderness Athlete

What Wilderness Athlete does

Wilderness Athlete is a family-owned US nutritional supplement company specializing in sports performance, hydration, recovery, and outdoor-oriented nutrition products. Its portfolio spans over 40 SKUs across hydration (Hydrate & Recover packets/tubs, Rescue Hydration), energy (Energy & Focus, Edge), pre-/post-workout (Brute Force, Brute Strength, Creatine-HMB, Midnight Build), daily essentials (multi-vitamin, Peak Immunity, Omega-3, Joint Advantage, Precision Vision, Daily Strength, Collagen Peptides, Fiber+, Green Infusion), nootropics (At Ease, Unplug, Mastermind Combo), hunting-specific fuels (Pack Out Bar, Altitude Advantage, Wild C8 MCT Powder), apparel/gear, and a dedicated canine supplement sub-brand (K9 Athlete). The company also offers a Paleo(ish) clean-label line and eight goal-oriented bundled solutions including the 28 Day Reboot program.

The company sells primarily through direct-to-consumer e-commerce at wildernessathlete.com with a $149 free-shipping threshold and a 30-day money-back guarantee, complemented by an authorized dealer and outfitter wholesale network with a dedicated dealer login portal. Pricing ranges from $19.95 to $79.95 per SKU. Marketing is content-driven via the Wilderness Athlete Journal blog, Beyond the Kill Podcast, and active social channels (Pinterest, Facebook, Instagram, YouTube), targeting backpack hunters, gym/fitness athletes, active adults 50+, K9 handlers, and nootropics/wellness seekers.

The company is privately held with no disclosed institutional investment, no parent company, and no subsidiaries. Leadership consists of CEO Courtney Denham and Marketing Director Kevin Guillen. The company holds seven registered trademarks on its flagship product lines and operates a strategic partnership with Heather's Choice for dehydrated backcountry meals. The company has no mobile app, no public API, and no disclosed AI/ML capabilities, and operates exclusively within the United States.

Name

Wilderness Athlete

Legal name

Wilderness Athlete

Website

https://wildernessathlete.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Wilderness Athlete is a family-owned US nutritional supplement company selling 40-plus hydration, energy, recovery, daily-health, nootropic, and canine supplements directly to outdoor athletes, hunters, and fitness enthusiasts via e-commerce and an authorized dealer network.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYHSADAFAD

Sports Nutrition & Performance Fueling

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYCRADAGAA

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYHLAMALAM

Performance, Energy & Recovery Supplements (Active/Working Pets)

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYHLAMALAN

Species-Specific Supplements (Dog/Cat/Other Companion Species)

Healthcare & Life Sciences/Veterinary & Animal Health/Pet Supplements & Nutraceuticals

SECONDARYCRAMAMAL

Trail Nutrition & Outdoor Consumables Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Camping, Hiking & Climbing Retail

Keywords

• Sports nutrition supplements
• Outdoor athlete hydration
• Hunting supplement formulations
• Fitness performance nutrition
• Canine nutritional supplements

Headquarters

HQ city

Fountain Hills

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through wildernessathlete.com. Products include hydration, energy, recovery, daily essentials, gym performance, hunting-specific, nootropic supplements, and K9 pet supplements. Also includes apparel and gear.
2. Dealer/Retail Distribution: Wholesale distribution through authorized dealers and outfitters. Company maintains dealer locator on website and has dealer login portal.
3. Bundled Solutions: Pre-configured product bundles and stacks sold as bundled solutions for specific goals (Energy Boost, Muscle Management, Smooth Joints, Immunity, Healthy Gut, Weight Loss, 50+)

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Wilderness Athlete formulates, manufactures, and sells field-tested nutritional supplements for outdoor athletes, hunters, backpackers, and fitness enthusiasts. The product portfolio spans hydration, energy, pre-workout and post-workout recovery, sleep and stress management, daily health essentials, altitude performance, nootropic, and weight-management supplements, plus a distinct K9 Athlete® line of human-grade canine supplements and bundled goal-based solutions, all sold primarily direct-to-consumer online with supporting wholesale distribution through authorized dealers and outfitters.

Product overview

Wilderness Athlete is a family-owned nutrition and sports performance supplement company based in the USA, offering a comprehensive portfolio of over 40 products designed for outdoor athletes, hunters, backpackers, and fitness enthusiasts. The product lineup centers on core supplement categories including hydration (Hydrate & Recover® packets and tubs, Rescue Hydration), energy (Energy & Focus® packets and tubs, Edge), pre-workout (Brute Force® Pre-Workout, Brute Force® Alpha, Brute Force® Caffeine Free), post-workout recovery (Brute Strength® Post-Workout, Midnight Build®), sleep and stress management (Unplug, At Ease), daily essentials (High Performance Multi-Vitamin, Peak Immunity, Complete Probiotic, Omega-3 Fish Oil, Joint Advantage, Precision Vision®, Collagen Peptides, Fiber+, Green Infusion, The Good Stuff, Wild C8 MCT Powder), fitness (Creatine-HMB, Lean Life, Daily Strength, Meal Replacement Shake), altitude performance (Altitude Advantage®), and specialty bundles (28 Day Reboot, Energy Boost Solution, Muscle Management Solution, Smooth Joints Solution, Immunity Solution, Healthy Gut Solution, Weight Loss Solution, The 50+ Solution). The company also offers a unique K9 Athlete® line for canine companions. Products are marketed primarily through the main e-commerce website with a companion blog (Wilderness Athlete Journal) featuring fitness, nutrition, and adventure content. The company positions itself as field-tested for over 20 years with human-grade, USA-made nutrition.

Differentiator

Problem solved

Functional benefit

Brands

• K9 Athlete®: Nutritional supplement line specifically formulated for dogs, including Hydrate & Recover, K9 Pro, and New Dog products for canine athletic performance and recovery.

Products and services

• Hydrate & Recover® Packets Electrolyte hydration packets featuring BCAAs, Vitamin C, L-Glutamine, and adaptogenic herbs, available in multiple flavors, designed for outdoor athletes and hunters who need sustained hydration and recovery support.
• Hydrate & Recover® Tub Bulk electrolyte hydration powder tub with the same BCAAs, Vitamin C, L-Glutamine, and adaptogenic herb blend as the packets, offered in eight flavors for higher-volume use.
• Rescue Hydration High-strength hydration product designed for extreme conditions, available in a 10-count bag in Lemon Coconut flavor.
• Energy & Focus® Packets Crash-free energy and focus packets with natural caffeine, Vitamin B6 & B12, and CoQ10; zero sugar; available in seven flavors for on-the-go use.
• Energy & Focus® Tub Bulk energy and focus powder tub with natural caffeine, Vitamin B6 & B12, and CoQ10; zero sugar; available in nine flavors for higher-volume use.
• Edge Energy product designed for sustained performance, included in the nootropics collection alongside focus and stress supplements.
• Brute Force® Pre-Workout Pre-workout supplement providing controlled energy and steady output for strength training, available in Green Apple, Blue Raspberry, and Watermelon Lime flavors.
• Brute Force® Pre-Workout (Caffeine Free) Stimulant-free pre-workout providing controlled output for strength training sessions where caffeine is undesirable.
• Brute Force® Alpha Pre-workout supplement providing power, focus, and intensity targeted at heavy training days.
• Brute Strength® Post-Workout Post-workout recovery supplement including creatine, designed to accelerate recovery between training sessions.
• Creatine-HMB Strength-building supplement combining creatine and HMB to build strength and protect muscle.
• Midnight Build® Nighttime muscle recovery supplement designed to enhance recovery during sleep.
• Unplug Sleep aid supplement supporting deep sleep and recovery.
• At Ease Stress management supplement designed to restore calm and support effectiveness under pressure.
• Altitude Advantage® Altitude support supplement using adaptogenic herbs to help acclimate faster, stay sharper, and perform at elevation.
• High Performance Multi-Vitamin Daily foundation multi-vitamin supporting immune strength, steady energy, and rugged performance.
• Peak Immunity Immune support supplement designed to strengthen defenses, shorten downtime, and maintain activity through physical stress.
• Complete Probiotic Daily probiotic supplement to build a stronger gut microbiome.
• Green Infusion Green superfood supplement to fill nutritional gaps and support digestion, available in Chocolate Mint flavor.
• The Good Stuff Daily essential vitamins packaged in convenient, easy-to-pack single servings for travel and backcountry use.
• Omega-3 Fish Oil Daily omega-3 supplement supporting joints, heart, and brain performance.
• Joint Advantage Joint health supplement designed to reduce joint stress, restore comfort, and support mobility.
• Precision Vision® Eye health supplement combining lutein, zeaxanthin, astaxanthin, and zinc to protect clarity and reduce strain.
• Daily Strength Premium protein supplement supporting lean, strong muscle, available in Vanilla Bean and Chocolate Moose flavors.
• Lean Life Weight management supplement to control appetite, support metabolic function, and aid fat-burning goals.
• Collagen Peptides Daily connective tissue support supplement in Vanilla flavor.
• Fiber+ Fiber supplement to support digestion, regulate appetite, and build a stronger daily nutritional foundation.
• Wild C8 MCT Powder Medium-chain triglyceride powder supplement intended for energy and mental clarity.
• Meal Replacement Shake Complete-nutrition meal replacement shake available in Chocolate, Vanilla, and Strawberry flavors.
• Pack Out Bar Calorie-dense fuel bar designed for long days, heavy packs, and backcountry work, available in Peanut Butter Chocolate Chip and Salted Caramel flavors.
• Mastermind Combo Bundled nootropic supplement combo designed for cognitive enhancement and mental performance.
• Recharge Combo Bundled recovery-focused supplement combo for post-workout replenishment.
• 28 Day Reboot Comprehensive 28-day wellness program structured as a total body reset.
• Energy Boost Solution Bundled solution combining energy products for sustained performance.
• Muscle Management Solution Bundled solution for muscle building and strength gain goals.
• Smooth Joints Solution Bundled solution for joint health and mobility support.
• Immunity Solution Bundled solution for immune system support.
• Healthy Gut Solution Bundled solution for digestive health and gut microbiome support.
• Weight Loss Solution Bundled solution for weight management and fat loss goals.
• The 50+ Solution Bundled solution tailored for athletes over 50 focusing on health and performance.
• K9 Athlete® K9 Pro Premium human-grade nutritional supplement formulated for working and performance dogs.
• K9 Athlete® Hydrate & Recover Human-grade hydration and recovery supplement formulated for working dogs that need to perform until the job is done.
• K9 Athlete® New Dog Human-grade nutritional supplement formulated for new dogs and puppies.
• Paleo(ish) Beef Protein Dairy-free beef protein powder made from grass-fed cattle, part of the Paleo(ish) product line.
• Paleo(ish) Hydrate & Recover Unsweetened hydration product free of fructose and sucralose, part of the Paleo(ish) product line.

Quantifiable outcome

• BCAAs, Vitamin C, L-Glutamine, Adaptogenic Herbs in Hydrate & Recover
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Heather's ChoicecoreStrategic or Co-development PartnerHeather's Choice provides dehydrated backcountry meals for Wilderness Athlete's edible product line. Partnership features the Beyond the Kill Podcast where Heather Kelly discusses coconut milk powder and backcountry nutrition. Wilderness Athlete features Heather's Choice products in their shop and journal content.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Onnit: Lifestyle-oriented supplements brand offering hydration, performance, nootropic, and recovery products with strong content/community branding—closely parallel to Wilderness Athlete's outdoor-lifestyle positioning and bundled-solution strategy.
• Klean Athlete: NSF Certified for Sport supplement line targeted at serious and professional athletes across hydration, recovery, and daily nutrition—comparable product mix with stronger credentialed positioning than Wilderness Athlete.
• 1UP Nutrition: Sports and lifestyle supplements brand offering pre-workout, protein, hydration, and recovery products through DTC and retail—a direct competitor in the gym/performance segment that Wilderness Athlete targets.
• Bucked Up: DTC-first sports nutrition brand with pre-workout, hydration, and recovery products priced in a similar $20-$80 range; comparable GTM and audience overlap with Wilderness Athlete's 'For The Gym' and 'For The Hunt' lines.
• Athletic Greens (AG1): Premium daily nutrition/greens supplement brand with a subscription DTC model and heavy emphasis on performance, recovery, and foundational health—overlapping with Wilderness Athlete's Daily Essentials and bundled solutions strategy.
• Wild Earth: Pet nutrition company producing human-grade, clean-label supplements and food for dogs; directly comparable to Wilderness Athlete's K9 Athlete line in positioning and target customer (performance-dog owners).
• Paleovalley: Clean-label, paleo-aligned supplement brand selling grass-fed protein, hydration, and recovery products; Wilderness Athlete's Paleo(ish) line directly mirrors this positioning and target buyer.
• Thorne: Premium practitioner-grade supplement brand covering daily essentials, nootropics, sleep/stress, and performance products via DTC and practitioner channels—a peer with stronger certifications but similar catalog breadth.

Emerging players

• Pet Honesty: Fast-growing DTC pet supplement brand with multivitamins, hip/joint, skin/coat and calming products—overlaps with Wilderness Athlete's K9 Athlete line but serves general pet owners rather than working/sport dogs.

Broad incumbents

• GNC: Mass-market sporting goods and supplement retailer carrying hydration, pre-workout, recovery, and multi-vitamin lines; competes broadly with Wilderness Athlete's catalog but lacks its outdoor/hunting specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCqWSE8LCxa6ZMGZOXnSFDQg
• Facebookfacebook.com/wildernessathlete
• Instagraminstagram.com/wilderness_athlete/?hl=en
• Pinterestpinterest.com/wildernessathlete
• Xx.com/wildathlete

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Wilderness Athlete