PowerBar
PowerBar is a 40-year-old German sports nutrition company selling energy gels, bars, protein products, electrolyte drinks, and supplements directly to endurance athletes and fitness enthusiasts via D2C e-commerce in DACH and authorized dealers across 16 countries.
- Company typePrivate
- Founded1986
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What PowerBar does
PowerBar is a 40-year-old sports nutrition company founded in 1986 and operated by Active Nutrition International GmbH, headquartered in Munich, Germany. The company designs and sells a comprehensive portfolio of sports nutrition products organized around three usage phases — before, during, and after exercise — including energy gels (PowerGel Hydro, PowerGel Original, PowerGel Shots, Fuel Gel 30, PowerGel Fruit), energy bars (Energize Original, Energize Advanced, Oat Energy, Natural Energy Cereal), high-protein bars (30%–52% Protein+, Protein Soft Core, Natural Protein), electrolyte and isotonic drinks, carbohydrate powders, and a premium Black Line sub-brand of Informed Sport-certified supplements. The underlying technology centers on carbohydrate formulations — most notably a 2:1 glucose-to-fructose ratio in gels — and doping-prevention certification frameworks (Kölner Liste, Informed Sport/LGC) that are difficult for new entrants to replicate.
The company serves endurance athletes (triathletes, marathon runners, cyclists, ultra-endurance athletes), fitness enthusiasts, and team sports athletes, with sponsored ambassadors including IRONMAN triathlete Sam Long, professional footballer Lena Oberdorf, and extreme athlete Jonas Deichmann. Revenue is generated primarily through direct-to-consumer e-commerce via powerbar.com shipping to Germany and Austria, supplemented by a network of authorized dealers across 16 countries (Croatia, Czech Republic, Denmark, Sweden, France, Belgium, Luxembourg, Greece, Israel, Italy, Japan, Malta, Morocco, Netherlands, Poland, Romania, Spain, and the United Kingdom) and a B2B webshop for retailers. Marketing is built on event sponsorships (DATEV Challenge Roth, Frankfurt Marathon, Ötztaler Radmarathon), the Strava community platform, social media, and a beta AI Nutrition Coach built on OpenAI's LLM (4.1 mini) that provides personalized product recommendations. Products are priced at low unit prices (€3.95–€39.99 per pack), with free shipping over €65 in DACH markets.
PowerBar firmographics
Firmographics- Name
- PowerBar
- Legal name
- Active Nutrition International GmbH
- Website
- https://powerbar.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PowerBar is a 40-year-old German sports nutrition company selling energy gels, bars, protein products, electrolyte drinks, and supplements directly to endurance athletes and fitness enthusiasts via D2C e-commerce in DACH and authorized dealers across 16 countries.
- Ownership category
- akta.pro rank
PowerBar industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Beverages (2080), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industry
- Sports Drinks & Hydration Beverages (CRADAHAK)
Keywords
Where PowerBar is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PowerBar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: PowerBar generates revenue through direct-to-consumer sales via its branded e-commerce website (powerbar.com). Consumers purchase products at listed retail prices with shipping fees for orders below threshold. The company offers various product categories including energy gels, bars, protein products, and supplements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Energy Gels - PowerGel Hydro |
| Unit Pricing | Pay-as-you-go | Energy Gels - PowerGel Original |
| Unit Pricing | Pay-as-you-go | Energy Gels - PowerGel Shots |
| Unit Pricing | Pay-as-you-go | Fuel Gel 30 (Black Line) |
| Unit Pricing | Pay-as-you-go | Electrolyte Products |
| Unit Pricing | Pay-as-you-go | Protein Bars |
| Unit Pricing | Pay-as-you-go | Carbohydrate Powders |
| Unit Pricing | Pay-as-you-go | Shipping Fee - Germany |
| Unit Pricing | Pay-as-you-go | Shipping Fee - Austria |
| Unit Pricing | Pay-as-you-go | Bundle Products |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
PowerBar product offering
Product offeringCore offering
PowerBar manufactures and sells a full line of sports nutrition products - including energy gels, energy bars, protein bars, electrolyte drinks, carbohydrate and protein powders, recovery drinks, and supplements - organized around the before-, during-, and after-exercise usage phases. The portfolio is sold directly to consumers via its branded e-commerce shop (powerbar.com) and through authorized dealers across 18 countries, with a premium "Black Line" sub-line certified on the Kölner Liste and by Informed Sport for banned-substance testing.
Product overview
PowerBar is a sports nutrition company founded in 1986, celebrating 40 years in 2026. The company offers a comprehensive product portfolio organized around three usage phases: before, during, and after exercise. The core product lines include energy gels (PowerGel Hydro, PowerGel Original, PowerGel Shots, Fuel Gel 30, PowerGel Fruit), energy bars (Energize Original, Energize Advanced, Powerbar Oat Energy, Natural Energy Cereal), protein products (30% Protein+, 33% Protein+, 40% Protein+, 52% Protein+, Protein Soft Core, Natural Protein, Protein+ Vegan), electrolyte drinks (5Electrolytes, Electrolyte Drink, Isolite, Aqua+ Magnesium, L-Carnitine), carbohydrate/electrolyte powders (Isoactive, Fuel 90, Iso Fuel, Isomax), and recovery products (Recovery Max, Recovery Active, Refuel Clear, Build Whey Protein). The Black Line sub-brand offers premium certified products for athletes requiring drug-test-free supplements. PowerBar also provides an AI-powered Nutrition Coach feature using OpenAI for personalized product recommendations. Products are sold primarily in Germany and Austria, with authorized dealers across Europe, UK, Japan, and Israel.
Differentiator
Problem solved
Functional benefit
Brands
- PowerBar Black Line: Premium product line for extreme challenges; includes high-performance supplements, gels, and specialized sports nutrition products with advanced formulations
- PowerBar Endurance
- PowerBar Protein+
Products and services
- PowerGel Hydro High-carb liquid energy gel using a 2:1 glucose-to-fructose ratio, formulated for athletes who prefer a more liquid gel format and want fast energy delivery without needing additional water during exercise.
- PowerGel Original PowerBar's original concentrated carbohydrate gel, in market since 1996, providing a 2:1 glucose-to-fructose carbohydrate ratio plus sodium for energy supply during endurance activity.
- PowerGel Shots Resealable carbohydrate gummy candies with the same 2:1 glucose-to-fructose ratio as PowerGels, allowing flexible portion control and alternative format during exercise.
- Fuel Gel 30 (Black Line) Black Line premium energy gel delivering 30g of carbohydrates per serving in a 1:0.8 glucose-to-fructose ratio, certified by Informed Sport and listed on the Kölner Liste for doping-free assurance.
- PowerGel Fruit High-carb energy gel made with natural fruit juice concentrates, available in Red Fruit Punch and Mango Passionfruit flavors, the latter containing caffeine from guarana.
- Energize Original High-carb energy bar formulated for use before and during exercise to top up muscle and liver glycogen stores ahead of intense activity.
- Energize Advanced Advanced high-carb energy bar with higher carbohydrate density than the Original, targeted at long endurance sessions.
- Powerbar Oat Energy Vegan oat-based carbohydrate energy bar suitable for consumption before and during exercise.
- Natural Energy Cereal Vegan cereal-based carbohydrate energy bar providing energy before or during activity.
- 30% Protein+ Bar High-protein bar with 30% protein content designed for post-exercise recovery and muscle maintenance.
- 33% Protein+ Bar High-protein bar with 33% protein content for muscle growth and maintenance after exercise.
- 40% Protein+ Low Sugar Bar High-protein, low-sugar bar with 40% protein content for post-exercise recovery with reduced sugar.
- 52% Protein+ Bar Highest-protein protein bar in the range at 52% protein content, built for maximum muscle recovery support.
- Protein Soft Core Bar Protein bar with a creamy filling, chocolate coating, and crispy texture; at least 16g protein per bar with no added sugar; positioned as a snack for athletes and health-conscious consumers.
- Natural Protein (Vegan Bar) Vegan protein bar made without animal ingredients for plant-based athletes.
- Protein+ Low in Sugar Bar High-protein, low-sugar bar for post-exercise recovery with reduced sugar content.
- Protein+ Vegan (Low-Sugar Protein Powder) Vegan low-sugar protein powder for post-exercise muscle recovery.
- Build Whey Protein (Protein Powder) Vegetarian whey protein powder made with whey protein isolate and hydroisolate for muscle building and recovery.
- 5 Electrolytes Effervescent Tablets Calorie-free effervescent tablets delivering five electrolytes lost through sweat, designed for athletes who want hydration and mineral replacement without carbohydrate intake during workouts.
- Electrolyte Drink (Isotonic Sports Drink) Isotonic sports drink providing hydration and electrolyte replacement during exercise, available in multiple flavors.
- Isolite Drink (Low-Calorie Isotonic) Low-calorie isotonic sports drink for hydration during exercise with fewer calories.
- Aqua+ Magnesium (Calorie-Free Sports Drink) Calorie-free sports drink with added magnesium for hydration and mineral support during exercise.
- L-Carnitine Drink (Low-Calorie Soft Drink) Low-calorie sports drink with added L-carnitine for fitness and exercise support.
- Isoactive (Isotonic Sports Drink Powder with 5 Electrolytes) Isotonic sports drink powder with five electrolytes, designed to be mixed with water for hydration during exercise.
- Fuel 90 (High-Carb Sports Drink Powder) High-carb sports drink powder for extended endurance activities requiring substantial carbohydrate intake.
- Iso Fuel (Vegan Isotonic Sports Drink Powder) Vegan isotonic sports drink powder for hydration during exercise without animal ingredients.
- Isomax (Isotonic Sports Drink Powder with 5 Electrolytes) Isotonic sports drink powder with five electrolytes for comprehensive hydration support.
- Recovery Max (Recovery Whey Drink with Carbohydrates, Magnesium and Zinc) Regeneration whey drink combining carbohydrates, magnesium, and zinc for post-exercise recovery.
- Recovery Active (Recovery Drink with Whey Protein, Carbohydrates, Magnesium and Zinc) Recovery drink with whey protein, carbohydrates, magnesium, and zinc for post-exercise muscle recovery.
- Refuel Clear (Recovery Drink) Clear-format recovery drink for post-exercise glycogen replenishment and hydration.
- Creatine Monohydrate Powder (Black Line) Black Line creatine monohydrate supplement in powder form, certified doping-free, for strength and power performance support.
- Magnesium Liquid Ampoules Liquid magnesium supplement in ampoule form for mineral support during exercise and recovery.
- Amino Mega Liquid Ampoules (Black Line) Black Line liquid amino acid supplement ampoules for athletic performance support, certified doping-free.
- Caffeine Boost Ampoules (Black Line) Black Line liquid caffeine supplement ampoules for energy and alertness before exercise.
- L-Carnitin Liquid Ampoules (Black Line) Black Line liquid L-carnitine supplement ampoules for fitness and endurance support.
- Powerbar Endurance Starter Set (Bundle) Curated multi-product bundle for endurance training that combines Isoactive, Energize Advanced, 30% Protein+ bars, Gel Shots, Hydro Gel, Original Gel, 5 Electrolytes, and a Bike Bottle.
Companies that use PowerBar
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles4 records
PowerBar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability3 records
Feature3 records
PowerBar partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered flagship, core and minor.
- DATEV Challenge RothflagshipPowerBar serves as official Nutrition Partner for the DATEV Challenge Roth, one of the world's largest long-distance triathlon events. PowerBar supports athletes at the event with nutrition products and expertise.
- Frankfurt MarathoncorePowerBar is a partner of the Frankfurt Marathon, supporting runners with sports nutrition products and participating in event activations.
- Ötztaler RadmarathoncorePowerBar is a partner of the Ötztaler Radmarathon, providing nutrition support for cyclists participating in this challenging ultra-cycling event.
- StravacorePowerBar maintains an official presence on the Strava platform, engaging with the endurance sports community through the Strava app. The partnership includes a PowerBar Strava community where athletes can connect and the company sponsors the Challenge Roth event promoted through Strava.
- Sam LongflagshipProfessional Triathlete and multiple IRONMAN Champion serving as PowerBar sponsored athlete. Featured in PowerBar marketing and product promotion.
- Frederic FunkflagshipProfessional Triathlete and 2nd Place at IRONMAN 70.3 World Championships 2023. Sponsored athlete representing PowerBar in endurance sports.
- Lena OberdorfcoreProfessional Soccer Player for FC Bayern München and the German National Team. Sponsored athlete showcasing PowerBar's versatility across sports.
- Jonas DeichmanncoreExtreme Athlete and World Record Holder sponsored by PowerBar. Represents the brand in extreme endurance challenges.
- G.A.Z. Nutrition d.o.o. (Croatia)minorAuthorized dealer for PowerBar products in Croatia.
- ID Sport (Czech Republic)minorAuthorized dealer for PowerBar products in Czech Republic.
- HF Christiansen (Denmark, Sweden)minorAuthorized dealer for PowerBar products in Denmark and Sweden.
- NowCompany (France, Belgium, Luxembourg)minorAuthorized dealer for PowerBar products in France, Belgium, and Luxembourg.
- E-SPORTSHOP (Greece)minorAuthorized dealer for PowerBar products in Greece.
- On Target LTD (Israel)minorAuthorized dealer for PowerBar products in Israel.
- Biovita S.r.l. (Italy)minorAuthorized dealer for PowerBar products in Italy.
- Power Sports Inc. (Japan)minorAuthorized dealer for PowerBar products in Japan.
- MaltaNutrition.com (Malta)minorAuthorized dealer for PowerBar products in Malta.
- Sportone Nutrition (Morocco)minorAuthorized dealer for PowerBar products in Morocco.
- NutriSense (Netherlands)minorAuthorized dealer for PowerBar products in Netherlands.
- Performance Group Poland sp. z o.o. (Poland)minorAuthorized dealer for PowerBar products in Poland.
- Living Well S.R.L. (Romania)minorAuthorized dealer for PowerBar products in Romania.
- Vic Sports Afers S.L. (Spain)minorAuthorized dealer for PowerBar products in Spain.
- Harris Active Sports (United Kingdom)minorAuthorized dealer for PowerBar products in United Kingdom.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
PowerBar competitors and assessment
Company assessmentBroad incumbents
- MyProtein (THG): Large online sports nutrition retailer/brand offering protein powders, bars, gels and recovery products overlapping with PowerBar Protein+, Build Whey, and recovery lines, with a comparable D2C-first model.
- Gatorade (PepsiCo): Mass-market sports hydration incumbent whose isotonic sports drinks (Gatorade, Gatorade Endurance) directly overlap with PowerBar's Electrolyte Drink, Isomax, and Isoactive ranges at a much larger scale.
- Optimum Nutrition (Glanbia): Global sports nutrition brand with protein powders, bars, and supplements overlapping with PowerBar Protein+ and Build Whey lines, competing across retail and online channels.
Emerging players
- Hammer Nutrition: Niche endurance fueling brand offering gels, Perpetuem, and Heed sports drinks targeting ultra-endurance athletes, comparable in use case to PowerBar's endurance range though with a smaller, enthusiast-led footprint.
Direct peers
- Maurten: Swedish premium sports nutrition brand built around hydrogel-based energy gels and drinks. Competes head-to-head with PowerBar in the endurance fueling category with a comparable scientific-formulation positioning.
- GU Energy Labs: US pioneer of the energy gel category and direct competitor to PowerGel. Comparable product format (gels, chews, hydration), endurance-athlete focus, and event-sponsorship-led marketing.
- Precision Fuel & Hydration: Endurance sports nutrition brand offering electrolyte drinks, gels, and fueling products. Directly comparable range and target athlete as PowerBar, with a strong personalized-nutrition angle.
- Tailwind Nutrition: Endurance-specific fueling brand offering all-in-one carbohydrate and electrolyte drink mixes. Targets the same ultra-endurance and triathlon athlete segment as PowerBar's Fuel 90 and Isoactive lines.
- Clif Bar: Leading energy bar brand competing with PowerBar's Energize Original/Advanced and Protein+ bars in sporting goods retail and endurance channels, with comparable athlete-sponsorship marketing.
- Science in Sport (SiS): UK-based endurance sports nutrition brand specializing in energy gels, hydration, and fueling products. Directly comparable to PowerBar in product range, target customer (endurance athletes), and event-driven GTM.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
PowerBar social profiles
Digital presencePowerBar compliance and trust
Trust signalCompliance2 records
PowerBar financial estimates
Financial estimateRevenue estimate
Valuation estimate
PowerBar leadership team
Management profileNumber of profiles
PowerBar funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PowerBar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PowerBar
What does PowerBar do?
PowerBar manufactures and sells a full line of sports nutrition products - including energy gels, energy bars, protein bars, electrolyte drinks, carbohydrate and protein powders, recovery drinks, and supplements - organized around the before-, during-, and after-exercise usage phases. The portfolio is sold directly to consumers via its branded e-commerce shop (powerbar.com) and through authorized dealers across 18 countries, with a premium "Black Line" sub-line certified on the Kölner Liste and by Informed Sport for banned-substance testing.
Is PowerBar a public or private company?
PowerBar is a private company. It is classified as corporate owned and is currently operating.
When was PowerBar founded?
PowerBar was founded in 1986. It employs 11 to 50 people.
Where is PowerBar based?
PowerBar is headquartered in San Francisco, United States, in the North America region.
How does PowerBar make money?
One revenue line is on record: direct E-commerce Sales.
Who are PowerBar's main competitors?
Broad incumbents on record are MyProtein (THG), Gatorade (PepsiCo) and Optimum Nutrition (Glanbia). Hammer Nutrition is listed as an emerging player. Direct peers are Maurten, GU Energy Labs, Precision Fuel & Hydration, Tailwind Nutrition, Clif Bar and Science in Sport (SiS).
Does PowerBar have an API?
No public API is recorded for PowerBar.
What industry is PowerBar in?
PowerBar's product category is Sports Nutrition. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its NAICS code is 456191 and its SIC code is 2080.