Pro Elite

What Pro Elite does

Pro Elite is a UK-based, privately-held e-commerce retailer that sells sports nutrition supplements and functional health products directly to consumers through its own online storefront (pro-elite.co.uk). Headquartered in Harrow, the company offers a comprehensive product portfolio spanning whey and plant-based protein powders, creatine monohydrate, BCAAs, pre-workouts, nootropics (including Lion's Mane mushroom and Cistanche extracts), superfoods, vitamins, marine collagen, weight-management supplements, and fitness accessories such as shakers and pill boxes. All supplements are manufactured in the UK in GMP-approved facilities, with an emphasis on minimal-filler, clean-label formulations — a positioning the company uses as a core quality differentiator against imported competitors.

Products are offered across multiple formats (powders, tablets, capsules, softgels) and price tiers, ranging from under £10 for basic capsules to £37.99 for bulk whey protein, with free UK delivery over £10 and next-day delivery for orders placed by 1PM. The customer base is segmented across four personas/use cases: fitness enthusiasts and athletes (primary), weight-management seekers, general health-conscious consumers, and cognitive performance seekers — yielding a horizontal segmentation across the broader health-and-wellness category rather than a single niche.

The business operates a pure direct-to-consumer e-commerce model with no visible subscription offering and no third-party retail distribution. Revenue is generated through one-time purchases, with marketing driven by educational blog content, Instagram presence, an ambassador/affiliate program built on GoAffPro, email newsletters, and customer review-based social proof. The company maintains a 4.4/5 rating across 110 reviews and presents an 11-50 employee operating footprint with no disclosed funding, M&A, or leadership changes.

Name

Pro Elite

Legal name

Pro-Elite

Website

https://pro-elite.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Pro Elite is a UK-based e-commerce retailer selling sports nutrition supplements, vitamins, nootropics, and functional health products directly to fitness enthusiasts, athletes, and health-conscious consumers through its own online storefront at pro-elite.co.uk.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Healthy Aging & Cognitive Support Supplements (CRADAGAM), Probiotics & Digestive Health Supplements (CRADAGAF), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL)

Keywords

• Sports nutrition supplements
• Whey protein powder
• Creatine monohydrate tablets
• Vegan supplement capsules
• Functional nutrition products

Headquarters

HQ city

Harrow

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company sells supplements directly to consumers through its e-commerce website. Revenue is generated through one-time product purchases with no subscription model visible. Customers can purchase products in various sizes (e.g., 1kg, 2.5kg, 5kg for protein powders).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Pro Elite is a UK-based direct-to-consumer e-commerce retailer that sells its own line of sports nutrition and health supplements. Its product range includes whey and plant-based protein powders, creatine, BCAAs, fat burners, vitamins, herbal extracts, nootropics, collagen, superfoods, and meal replacements, manufactured in GMP-approved UK facilities and sold through pro-elite.co.uk with free UK delivery over £10.

Product overview

Pro Elite is a UK-based supplements and functional nutrition company offering a comprehensive portfolio of sports nutrition and health supplement products. The product line centers around protein supplements (whey protein, plant proteins, creatine), vitamins and minerals, herbal extracts, superfoods, and fitness accessories. Products are available in multiple formats including powders, tablets, capsules, and softgels. The company positions itself as serving athletes, fitness enthusiasts, and health-conscious consumers seeking muscle building, fat loss, energy enhancement, recovery support, and general wellness solutions. All supplements are manufactured in the UK in GMP approved facilities with minimal fillers and binding ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Whey Isolate Protein Powder Premium fast-acting whey protein isolate cold-processed at low temperatures to preserve bioactive protein fractions, providing 25g protein per serving with BCAAs and glutamine for muscle growth and recovery.
• Pumpkin Seed Protein Powder Organic 60% plant-based protein powder made from 100% organic pumpkin seeds sourced from Austria, providing high mineral content including iron, zinc, and magnesium.
• Creatine Monohydrate 500mg Vegan Tablets Vegan-friendly creatine monohydrate tablets supporting lean muscle growth, strength, power output, and anaerobic capacity for athletes and fitness enthusiasts.
• Marine Collagen Capsules Hydrolysed marine collagen capsules (4:1 extract) providing 716mg per 2 capsules with HPMC vegan capsules, supporting skin health, joint function, hair and nail strength.
• Lions Mane Mushroom Vegan Capsules 20:1 concentrated Lion's Mane mushroom extract capsules (500mg per capsule, equivalent to 10,000mg raw mushroom) supporting mental clarity, immunity, and cognitive function.
• ZMB6+ Tablets Advanced ZMA supplement combining zinc, magnesium, vitamin B6, and vitamin C formulated to support testosterone production, lean muscle development, and faster recovery for athletes.
• Saw Palmetto (45% Fatty Acids) Tablets High-strength 20:1 Saw Palmetto extract (150mg per tablet providing 3,000mg raw herb equivalent) supporting prostate health, urinary function, and hormonal balance.
• BCAA Supplements Branched-chain amino acid supplements supporting muscle building and recovery.
• Pure Creatine Monohydrate Powder Pure micronised creatine monohydrate products available in powder and capsule forms supporting strength, power, and muscle gains.
• Pre-Workout Supplements Pre-workout and pump products for energy, focus, and athletic performance enhancement.
• Caffeine Supplements High-potency caffeine tablets for energy, focus, and muscle support.
• Nootropics Cognitive support supplements including mushroom coffee and medicinal fungi products for brain function and mental clarity.
• Collagen Supplements Marine and other collagen supplements supporting joint health, skin elasticity, and overall wellbeing.
• Superfoods Organic superfood powders including spirulina, moringa, and super greens blends providing concentrated nutrients.
• Diet Protein and Meal Replacement High-protein diet products and meal replacement shakes for fat loss and weight management.
• Fitness Accessories Shaker bottles, water bottles, and pill boxes for supplement consumption convenience.

Quantifiable outcome

• 4.4/5 customer satisfaction rating from 110 reviews

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Myvitamins: UK-based DTC vitamins, supplements, and sports nutrition brand owned by THG. Comparable e-commerce model, broad SKU range across vitamins and performance nutrition, and shared UK target audience.
• Myprotein: UK-based DTC sports nutrition brand offering whey, creatine, BCAAs, vitamins, and activewear. Direct competitor in the same product categories and same UK DTC channel.
• Maximuscle: Established UK sports nutrition brand with protein, performance, and recovery supplements. Comparable SKU mix and customer base, though historically stronger in gym-channel distribution.
• Reflex Nutrition: UK-based sports nutrition brand offering protein, creatine, and supplements with similar premium positioning. Direct comparable in target audience and product mix.
• Bulk Powders: UK-based active nutrition brand selling protein, creatine, vitamins, and supplements direct-to-consumer. Closely comparable in SKU range, pricing tier, and DTC model.
• Applied Nutrition: UK sports nutrition and supplements brand with a comparable product range across protein, creatine, and vitamins. Overlaps heavily with Pro Elite's positioning and customer base.
• PhD Nutrition: UK sports nutrition brand with a broad protein, supplement, and performance range. Direct peer in product mix, pricing tier, and UK-centric distribution.

Broad incumbents

• Holland & Barrett: UK health and wellness retailer carrying a deep vitamins, supplements, and sports nutrition range. Overlaps with Pro Elite on supplements, vitamins, and wellness SKUs and serves the same health-conscious UK consumer.
• Optimum Nutrition: Global sports nutrition incumbent (Gold Standard Whey) with broad retail and DTC presence. Comparable core category (protein, performance) but at a much larger scale and broader distribution.
• GNC: Global specialty retailer of vitamins, supplements, and sports nutrition. Comparable product categories (protein, creatine, vitamins, men's health) but operates through physical retail plus DTC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

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 Pro Elite