What ATH does

ATH Sport LLC is a sports nutrition and hydration supplement company founded in 2012 by Stu in Honolulu, Hawaii and now headquartered in Austin, Texas. The company sells zero-sugar electrolyte stick packs (LYTES), grass-fed whey protein (BUILD), pure micronized creatine monohydrate, and a Pro Series line of multivitamins, probiotics, and krill oil directly to consumers, supplemented by branded athletic apparel (DUAL HIT tee and sweatshirt), a 27oz shaker bottle, and digital gift cards. ATH's product differentiation is grounded in clean-label formulation rather than technology: zero stevia, zero erythritol, zero maltodextrin, no artificial sweeteners/flavors/colors, with Pink Himalayan Sea Salt, organic monk fruit as sweetener, magnesium glycinate for chelated mineral absorption, and 3rd-party testing for heavy metals and microbiological contaminants, manufactured in FDA-inspected U.S. facilities under 21 CFR Part 111 cGMP guidelines.

The business model is a direct-to-consumer e-commerce brand operating exclusively through a Shopify storefront (athsport.co), with fulfillment from its Austin warehouse and shipping across the contiguous U.S., Alaska, Hawaii, and U.S. territories via USPS and FedEx. A subscription offering (Subscribe & Save, 20% recurring discount, 2- or 3-month cadence) and a tiered Build Your Bundle pricing system (5–20% off at 60–150 pack thresholds) drive recurring revenue and higher AOV. Customer acquisition is executed through organic and paid social (TikTok, Instagram, Facebook, YouTube, Twitter), Postscript-driven SMS, an email newsletter, an educational "Learn" blog, the Ohana Ambassador/affiliate program, and a GovX-validated military/first responder discount program. Primary customer segments are fitness enthusiasts and athletes, health-conscious consumers (including medical-use cases such as POTS), and U.S. military/first responders, with no retail or third-party marketplace distribution disclosed.

ATHX Games, a DBA of ATH Sport LLC, has begun extending the brand internationally via a 2026 partnership with BLK BOX for hybrid athletic competition environments across Europe, representing the company's first disclosed move outside pure DTC U.S. e-commerce.

Name

ATH

Legal name

ATH SPORT LLC

Website

https://athsport.co

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

ATH Sport LLC is a U.S. direct-to-consumer sports nutrition brand selling zero-sugar electrolyte powders, grass-fed whey protein, creatine, and a Pro Series supplement line through its Shopify storefront, targeted at fitness enthusiasts, athletes, health-conscious consumers, and verified military and first responders.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191), All Other Specialty Food Retailers (445298)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

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

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Sports nutrition supplements
• Zero-sugar electrolytes
• Grassfed whey protein
• Clean label supplements
• Creatine monohydrate

Headquarters

HQ city

Honolulu

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, Infrastructure

Revenue model

1. Direct E-commerce Product Sales: ATH generates revenue through direct-to-consumer online sales of sports nutrition and hydration supplements via their Shopify e-commerce platform. Products include electrolytes (LYTES), protein powder (BUILD), creatine, multivitamins, and apparel. One-time purchases and subscription models available.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

ATH manufactures and sells clean-label sports nutrition supplements direct-to-consumer through its own Shopify storefront. Its core offerings are zero-sugar electrolyte stickpacks (LYTES) sweetened with organic monk fruit, grassfed whey protein (BUILD), micronized creatine monohydrate, and a Pro Series line of multivitamins, probiotics, and krill oil. Supplements are bundled with branded apparel and a USA-made shaker bottle, sold via one-time purchase or Subscribe & Save 20% subscription.

Product overview

ATH (ATH Sport LLC) is a sports nutrition and hydration company founded in 2012, headquartered in Austin, TX, offering a focused portfolio of clean-label supplements and athletic apparel. The core product line centers on LYTES (zero-sugar electrolytes in multiple flavors including Lemon Lime, Orange, Cocoa, Berry, and limited editions like Kiwi and Clementine), BUILD (grassfed whey protein in Cocoa and Vanilla Bean), and Creatine Monohydrate. The Pro Series extends the lineup with Multi PRO (multivitamin), Gut Health Probiotics, and Krill Oil. ATH differentiates through stevia-free, monk fruit-sweetened formulations using Pink Himalayan Salt and clean ingredients, with a commitment to avoiding artificial sweeteners, flavors, and seed oils. The company also offers branded athletic apparel (DUAL HIT TEE and SWEATSHIRT), a shaker bottle, and gift cards.

Differentiator

Problem solved

Functional benefit

Products and services

• LYTES Zero-Sugar Electrolytes Zero-sugar electrolyte supplement in 30-stick pack form providing 3,000mg+ of electrolytes per serving, sweetened with organic monk fruit, formulated with Pink Himalayan Salt, potassium, and Magnesium Glycinate for hydration and athletic performance. Sold direct-to-consumer via the ATH Shopify storefront.
• LYTES Zero-Sugar Electrolytes — Limited Edition Flavors Limited edition seasonal electrolyte flavors of LYTES (Kiwi, Clementine, Fuji Apple) offering the same zero-sugar, monk fruit-sweetened, Pink Himalayan Salt-based formula as the staple LYTES product. Sold as a separate SKU on the ATH Shopify storefront.

Quantifiable outcome

• 94% of customers would recommend LYTES products based on 1,435 reviews
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• ATHX GamesminorStrategic or Co-development Partner · 10 March 2026ATHX (ATHX Games) partnered with BLK BOX for equipment supply and construction of hybrid athletic competition environments across Europe and beyond. ATH co-founder Ollie Marchon stated the partnership aims to provide athletes with high-spec equipment and a professional competition experience. ATH products are featured in these competitive athletic environments.
• GovXminorGTM or Marketing PartnerGovX partnership enables verification-based discount program for military personnel (current and former U.S. military) and first responders (law enforcement, fire, EMS). Users verify affiliation through GovX ID platform and receive single-use discount codes for up to 20% off store purchases.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Gatorade (PepsiCo): Gatorade is the dominant incumbent in sports hydration and the benchmark ATH compares itself against ("3X the electrolytes vs leading sports drink"). It competes with ATH at the mass-market tier with vastly greater distribution and marketing resources.
• AG1 (Athletic Greens): AG1 is a leading daily greens-and-supplements subscription brand. It addresses a partially overlapping health-conscious consumer with a subscription DTC model similar to ATH's Subscribe & Save, but in the foundational nutrition category.
• Thorne: Thorne is a larger, well-established supplement brand spanning sports nutrition, vitamins and probiotics. Its Pro Series-style supplements (Multi, probiotics, omega-3s) directly overlap ATH's Pro Series, and it operates at materially greater scale with practitioner channels.
• Cellucor / C4: Cellucor's C4 is a major sports nutrition brand covering hydration, pre-workout, protein and creatine. While more mass-market than ATH, it competes for the same end consumer in the protein, creatine and hydration categories ATH addresses.
• Premier Protein: Premier Protein is a mass-market protein shake brand distributed in mainstream grocery and convenience channels. It is the closest large-scale analog to ATH's BUILD grassfed whey protein from a consumer use-case perspective, though it competes on price and access rather than clean-ingredient positioning.
• Onnit: Onnit is a broader supplements and fitness brand offering protein, creatine, hydration and foundational supplements. Its lifestyle and clean-ingredient positioning intersects ATH's, but at significantly larger scale and category breadth.

Direct peers

• Liquid IV: Liquid IV is a leading hydration multiplier brand, now owned by Unilever. It competes directly with ATH LYTES in the stickpack electrolyte format, with broad retail and DTC distribution and a substantially larger marketing budget.
• Klean Athlete: Klean Athlete is a sports nutrition brand focused on NSF-certified, banned-substance-free supplements for competitive athletes. Its athlete-targeted, clean-label positioning overlaps significantly with ATH's Pro Series and electrolyte offerings.
• Transparent Labs: Transparent Labs is a DTC sports nutrition brand built on clinically-dosed, transparently labeled formulas. Its product mix (protein, creatine, pre-workout) and clean-ingredient positioning closely mirror ATH's BUILD and Creatine lines.
• LMNT: LMNT is the most directly comparable competitor in zero-sugar electrolyte stickpacks. Multiple ATH customer testimonials explicitly cite LMNT as the brand they switched from, making it the primary share-of-throat rival in the same product format, price band and clean-ingredient positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/athsport_co
• YouTubeyoutube.com/c/ATHsports
• Facebookfacebook.com/athsport.co
• Instagraminstagram.com/athsport.co
• TikToktiktok.com/@athsport
• LinkedInlinkedin.com/company/ath-sport

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 ATH