What Rexius Nutrition does

Rexius Nutrition is a privately held nutritional supplement retailer founded in 2010 by Tim Rexius and headquartered in Omaha, Nebraska. The company sells sports-nutrition, weight-management, protein, pre-workout, and general wellness supplements through three channels: a Shopify-powered direct-to-consumer e-commerce site, company-owned brick-and-mortar retail stores, and a franchise program that lets third-party operators open additional locations. Its primary customers are fitness enthusiasts, bodybuilders, and health-conscious consumers in the United States, with a stated positioning that combines competitive internet pricing with personalized in-store nutritional consulting. The company claims a customer retention rate above 90%.

The product portfolio spans five categories. Weight loss and thermogenics include the proprietary EX-30 fat burner (Advantra Z, Paradoxine, KSM-66, Alpha-GPC), VHI Thermovar, Thermovar Hardcore, Fit Waistline, Purify+, and EFA Lean+, alongside third-party fat burners from Project AD and Condemned Labz. Pre-workout and pump products include SPARTACUS LIQUID PRE, VASCULAR LIQUID PUMP, and Alpha Lion Superhuman PUMP. Protein and recovery is anchored by VHI Iso Protein and Allmax whey products, with MUTANT Mass for bulking. Health and wellness covers VHI-branded multivitamins, men's and women's vitamin packs, vitamin D3/K2, joint care, sleep (Serene Sleep), stress (Stress Block), liver (Liver Revive), greens, and testosterone support (Limitless Test). Functional foods include the OPP Omaha Protein Popcorn sub-brand and Professor NUTZ peanut butter. The assortment is rounded out with Schiek lifting belts, knee sleeves, gloves, and Rexius-branded apparel. Roughly half of the SKUs are proprietary VHI formulations; the balance are curated third-party brands.

Rexius monetizes through one-time unit-priced product sales at $9.99-$89.99 per item, with no disclosed subscription model. Promotions include BOGO 50% discounts on select items and free shipping on e-commerce orders. Supporting marketing channels include an email newsletter, the Now Or Never Podcast hosted by the CEO, the Rexius Army affiliate program, and a referral partnership with BR Physiques for meal planning and training. Operations are concentrated in Nebraska, while the Shopify storefront enables national DTC reach.

Name

Rexius Nutrition

Legal name

Rexius Nutrition INC

Website

https://rexiusnutrition.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Rexius Nutrition is a privately held Omaha-based supplement retailer selling proprietary VHI and curated third-party sports nutrition, weight management, protein, and wellness products via Shopify e-commerce, company-owned stores, and a franchise model.

Ownership category

akta.pro rank

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: Retail sales of sports nutrition, weight loss, protein, pre-workout, and health wellness supplements through e-commerce and physical retail locations. Products include proprietary VHI brand supplements as well as third-party brands (Allmax, Alpha Lion, Project AD, Condemned Labz, Kilo Labs, Schiek). Revenue is generated through one-time product purchases at various price points ranging from accessories ($19-$80) to supplements ($9-$90).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Rexius Nutrition is a multi-channel nutritional supplement retailer that sells proprietary VHI brand supplements (fat burners, thermogenics, pre-workout, protein, multivitamins, and wellness products) alongside curated third-party brands (Allmax, Alpha Lion, Project AD, Condemned Labz, Schiek). Products are distributed through a Shopify e-commerce storefront, brick-and-mortar retail stores, and franchise locations, with personalized in-store nutritional consulting as a service differentiator. The company also offers fitness accessories, branded apparel, hydration products, and protein-enriched snacks.

Product overview

Rexius Nutrition operates a multi-category nutritional supplement retail platform combining proprietary VHI-branded products with third-party supplement brands. The portfolio spans five core product categories: (1) Weight Loss/Thermogenics including EX 30 fat burner, VHI Thermovar, VHI Thermovar Hardcore, VHI EFA Lean+, VHI Fit Waistline, and VHI Purify+; (2) Pre-Workout & Pumps featuring SPARTACUS LIQUID PRE, VASCULAR LIQUID PUMP, and third-party products like Alpha Lion Superhuman PUMP; (3) Protein & Recovery encompassing VHI Iso Protein, ALLMAX whey proteins, MUTANT Mass, and intra-workout formulas like EFX KARBOLYN; (4) Health & Wellness supporting immunity, digestion, joints, liver, sleep, stress, and hormones through VHI multivitamins, VHI Greens, VHI Joint Care+, VHI Serene Sleep, VHI Liver Revive, VHI Stress Block, and Limitless Test Support; and (5) Functional Foods including OPP Omaha Protein Popcorn and Professor NUTZ peanut butter. The company also offers fitness accessories including lifting belts, knee sleeves, gloves, and branded apparel. Products are sold through Shopify-powered e-commerce with free shipping and a 30-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• EX 30 Advanced fat burner featuring Advantra Z for weight loss, Paradoxine for thermogenesis, KSM-66 Ashwagandha for stress support, and Alpha-GPC for cognitive focus. Sold to fitness enthusiasts and bodybuilders seeking weight-loss support.
• VHI Iso Protein 100% pure whey isolate protein produced with cold-processed cross-flow micro-filtration, available in multiple flavors, marketed to athletes and bodybuilders for post-workout recovery.
• VHI Thermovar Ultra-concentrated thermogenic formula containing caffeine anhydrous, Eria Jarensis, Yohimbine HCL, and capsicum, marketed for weight loss and energy support among fitness enthusiasts.
• VHI Fit Waistline Caffeine-free weight management formula with chromium, CLA, and L-carnitine, designed to improve body composition and burn stubborn fat.
• VHI Purify+ Water-shedding formula with dandelion root extract and horsetail extract, intended to reduce bloating and reveal a leaner physique for physique-focused consumers.
• VHI EFA Lean+ Essential fatty acid supplement combining CLA, GLA, ALA, EPA, and DHA for weight management and overall health.
• VHI Thermovar Hardcore Competition-level thermogenic booster with a higher heat index and sustained energy compared to the original Thermovar formula.
• Project A.D. Shredabull Fat incineration formula from Project A.D. with multiple matrixes for melting stubborn bodyfat, managing appetite, and delivering sustained energy.
• Arsynist Fat Burner Aggressive fat-melting supplement from Condemned Labz designed for individuals dedicated to cutting weight.
• SPARTACUS LIQUID PRE Liquid pre-workout with 395mg caffeine in three forms, 6g citrulline, and rapid digestion, marketed for intense pumps and focus during training.
• VASCULAR LIQUID PUMP Stimulant-free pump supplement with L-citrulline, glycerol, and beet root powder, designed for vasodilation and muscle expansion.
• Alpha Lion Superhuman PUMP Stim-free pre-workout with 8000mg L-citrulline malate, S7, HydroPrime, and beta-alanine, marketed for muscle pumps.
• EFX KARBOLYN Carbohydrate supplement from EFX marketed for intra-workout energy and recovery during training.
• Allmax VITASTACK Complete multi-pack vitamin, mineral, and nutrient supplement with seven complexes targeted at athletes and bodybuilders.
• ALLMAX ALLWHEY GOLD Premium whey protein powder from Allmax marketed for muscle building and post-workout recovery.
• ALLMAX Hexapro Protein supplement with multiple protein sources marketed for sustained amino acid release across the day.
• MUTANT Mass High-calorie mass gainer from Mutant retailed for serious bulking and muscle growth.
• ALLMAX ISOFLEX Protein Premium whey isolate protein from Allmax retailed for high purity and fast post-workout absorption.
• VHI Wellness Multivitamin Comprehensive multivitamin with essential vitamins and minerals supporting immune health, memory, and overall wellness.
• VHI Performance Male Vitamin Pack 30-day supply of individually wrapped vitamin packs formulated for men's health, testosterone support, and athletic performance.
• VHI Performance Female Vitamin Pack Women's-specific vitamin packs with chasteberry for hormone support and red raspberry for blood sugar balance.
• VHI Vitamin C-1000 Antioxidant formula with vitamin C and sodium for immune system protection and fluid balance.
• VHI Prostate Support Prostate health supplement for men over 40 supporting testosterone levels, urinary health, and sexual function.
• VHI Cleanse Advanced colon cleansing formula marketed for liver support, toxin elimination, and improved nutrient absorption.
• VHI Joint Care+ Joint support formula with chondroitin sulfate, glucosamine sulfate, and MSM for cartilage health and pain relief.
• VHI Water Loss Water weight loss supplement for temporary weight reduction and enhanced muscular definition.
• VHI Betaine HCL & Pepsin Digestive aid with betaine hydrochloride and pepsin for protein digestion and nutrient absorption.
• VHI D3 w/ K2 Bone health supplement combining vitamin D3 and K2 for calcium transport, immune support, and cardiovascular health.
• VHI Digestive Enzyme Complex Full-spectrum digestive enzyme blend with ginger root and gentian extract for enhanced nutrient absorption.
• VHI Liver Revive Liver support formula with 250mg TUDCA, 500mg L-Glutathione, and 500mg Phosphatidylcholine for detoxification.
• VHI Serene Sleep Liposomal sleep support with melatonin, GABA, NAC, and passion flower extract for circadian rhythm optimization.
• VHI Stress Block Stress resilience formula with KSM-66 Ashwagandha, Cordyceps, and Phosphatidyl Serine for cortisol management.
• VHI Greens Complete greens powder with veggie blend, probiotics, prebiotics, and antioxidants for gut and immune health.
• Limitless Test Support Testosterone support formula with fenugreek, tribulus, saw palmetto, and zinc for libido and strength enhancement.
• OPP Omaha Protein Popcorn High-protein snack popcorn with 32-40g whey isolate protein per serving in sweet and savory flavors, positioned as a healthy alternative to traditional snacks.
• Project AD Good Morning Morning detox drink from Project AD supporting gut health, energy, and natural cleansing processes.
• Professor NUTZ Peanut butter with added natural fibers marketed to support metabolism without weight gain.
• 3/4 Gallon Rexius Jug Large-capacity water bottle branded under Rexius for hydration during training.
• Rexius Apparel Branded clothing including shirts, hoodies, and hats featuring the Rexius logo, sold as lifestyle and training apparel.
• 1140 Knee Sleeves 1/4-inch neoprene knee sleeves providing support and warmth for workouts.
• Black Line Knee Wraps Model 1178B Extra heavyweight cotton elastic knee wraps for maximum support during heavy lifting.
• CF3004 Schiek Carbon Fiber Lifting Belt Carbon fiber reinforced lifting belt with contoured design marketed for serious lifters.
• CF3006 Schiek Carbon Fiber Lifting Belt Premium carbon fiber lifting belt with extra support layer and 2-year warranty, made in USA.
• Model 2004 Lifting Belt Patented weightlifting belt with one-way velcro closure and hip/rib contour for comfort.
• Model 1900 Ultimate Grips Versatile lifting grips serving as strap, grip pad, and wrist support for pulling and pushing exercises.
• Model 520 Platinum Women's Lifting Gloves Women's-specific lifting gloves with gel padding and patented fins for easy removal.
• Model 540 Platinum Lifting Gloves with Wrist Wraps Lifting gloves with integrated wrist wraps, gel padding, and non-slip palm for maximum support.
• Model 715 Premium Series Lifting Gloves Award-winning lifting gloves with 1/2 finger length, gel padding, and reinforced thumb crotch.
• Model 800 Waist Trimmer Adjustable neoprene waist trimmer marketed to increase core temperature and provide back support during training.

Quantifiable outcome

• Over 90% customer retention rate

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Cellucor (C4): Independent sports nutrition brand (C4, Alpha Lion parent/affiliate) selling pre-workouts, pumps, and thermogenics that compete head-to-head with Rexius's VHI pre-workout and weight-loss SKUs.
• Allmax Nutrition: Sports nutrition brand (AllWhey, Isoflex, VitaStack) that Rexius resells but which also sells direct to consumers online. Compares on shared customers, shared SKUs, and pricing pressure on protein and vitamins.

Direct peers

• Bodybuilding.com: Major online sports-nutrition and supplement retailer carrying the same third-party brands (Allmax, Cellucor/C4, MUTANT) that Rexius stocks. Comparable because it targets the same bodybuilding and fitness consumer with a similar multi-brand assortment strategy.
• GNC Holdings: Largest U.S. specialty retailer of health, wellness, and sports nutrition products with both company-owned and franchised stores plus e-commerce. Closely matches Rexius's mix of proprietary brands, third-party brands, and franchise-style expansion.
• Nutricost: DTC sports nutrition and supplement brand competing on price and direct shipping. Highly comparable to Rexius's pricing posture versus internet retailers and overlapping SKU set in protein, vitamins, and wellness.
• Bucked Up: Sports nutrition brand and DTC retailer covering pre-workout, pump products, thermogenics, and apparel — directly overlapping Rexius's 'VHI' pre-workout, thermogenic, and branded apparel categories.
• The Vitamin Shoppe: National multi-brand vitamin and sports nutrition retailer combining brick-and-mortar stores with a large DTC e-commerce operation. Directly comparable to Rexius's hybrid model across weight loss, protein, pre-workout, and wellness categories.
• Vitamin World: Multi-brand vitamin, herb, and sports nutrition retailer with both retail stores and a DTC site. Comparable assortment and customer base to Rexius across the health-and-wellness category.

Regional players

• Supplement Warehouse: Independent supplement retailer operating multiple physical locations plus an e-commerce site in a similar price-plus-service positioning to Rexius. Comparable as a multi-location, multi-brand specialty supplement operator.
• Natural Grocers (Vitamin Cottage): Specialty health-and-wellness grocery retailer carrying supplements, vitamins, and sports nutrition alongside whole foods. Comparable on the supplement merchandising side, though broader assortment than Rexius.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/marcman55
• Xx.com/rexiusnutrition

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 Rexius Nutrition