Fitnessfood

Name

Fitnessfood

Legal name

Fitnessfood International

Website

https://fitnessfood.com

Company type

Private

Founded year

1999

Operating status

Operating

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Sporting Goods Retailers (45911), Food (Health) Supplement Retailers (456191), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)

Keywords

• Sports nutrition supplements
• Online supplement retail
• Protein and amino acids
• Vitamins and minerals
• Fitness accessories and apparel

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (B2C E-commerce): Fitnessfood generates revenue through direct-to-consumer online sales of sports nutrition supplements and fitness apparel. Products include proteins, amino acids, fat burners, vitamins, minerals, pre/post workout supplements, weight gainers, and clothing. The company sells both third-party branded products and its own Fitnessfood private label brand. The business model eliminates intermediaries by purchasing in bulk directly from manufacturers and delivering to end consumers, allowing for competitive pricing while maintaining margins.
2. Loyalty Program (FFI-Dollar): Fitnessfood operates a loyalty currency system where customers earn FFI-Dollar credits on purchases over CHF 100. These credits can be redeemed 1:1 against future purchases, encouraging repeat business and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Fitnessfood is a Swiss-based online retailer of sports nutrition supplements, fitness accessories, and apparel. Operating since 1999, the company purchases products in bulk directly from manufacturers and sells them through its own e-commerce storefront to individual consumers across Switzerland and Europe. The assortment includes its own private-label Fitnessfood brand alongside 20+ third-party brands covering proteins, amino acids, creatine, fat burners, vitamins, minerals, functional foods, and women's fitness lines.

Product overview

Fitnessfood is a Swiss e-commerce platform and one of Central Europe's leading online retailers of sports nutrition and dietary supplements, operating since 1999. The company operates a direct-to-consumer business model purchasing products in bulk directly from manufacturers and selling to end consumers without intermediaries. The platform offers its own private-label Fitnessfood brand supplements alongside products from over 20 third-party brands including Haya Labs, NOW Foods, Universal Nutrition, Revange (Core Labs), M Double You, FitnFemale, Everbuild Nutrition, Swanson, Powerstar, Nutrex, and others. The product portfolio spans multiple categories including proteins (Whey Protein, Whey Isolate), amino acids (BCAA, Glutamine, Creatine), vitamins and minerals, weight management supplements (Fatburners, L-Carnitine), meal replacements, functional foods, fitness accessories (shakers, gloves, resistance bands), and apparel. The company also operates a loyalty program (FFI-Dollar) and offers gift cards. Fitnessfood serves customers across Switzerland and other European countries with free shipping options.

Differentiator

Problem solved

Functional benefit

Brands

• Fitnessfood: The company's own private label brand combining quality with competitive pricing, using premium raw materials typically unaffordable for other manufacturers.

Products and services

• Proteine (Proteins) Protein supplements including Whey Protein, Whey Isolate (CFM), vegetarian proteins, lactose-free proteins, low-carb/diet proteins, and protein matrix products for athletes and fitness enthusiasts.
• Aminosäuren (Amino Acids) Amino acid supplements including Arginine, BCAAs, Citrulline, Glutamine, Leucine, Taurine, liquid aminos, and various forms in powder, capsules, and tablets for muscle recovery and performance.
• Creatine (Kreatin) Creatine supplements including Kre-Alkalyn, Creatine Monohydrate, Creatine Matrix, and Creatine Capsules in pure powder forms for strength and muscle performance.
• Muskelaufbau (Muscle Building) Muscle building supplements including Pre-Workout, Post Workout, Stimulants, NO-Boosters, Testo-Boosters, Pump/Volumizers, Nutrients, and PCT products.
• Gewichtsreduktion/Fettabbau (Weight Loss) Weight loss supplements including Fatburners, Low-Carb Diets, and L-Carnitine products for fat loss and weight management.
• Vitamine & Minerale (Vitamins & Minerals) Vitamin and mineral supplements including Pure Vitamins, Vitamin B, C, D, E, Antioxidants, Multivitamins, Minerals, Trace Elements, and Vital Substances.
• Weight Gainers Weight gainer supplements for muscle building and achieving calorie surplus in hardgainer athletes.
• Mahlzeitersatz MRP (Meal Replacements) Meal replacement products in Low Carb, Diet, and Sport variants for weight management and convenient nutrition.
• Ausdauer & Energy (Endurance & Energy) Endurance and energy supplements including Carbohydrates and Caffeine products for athletic performance and endurance.
• Regeneration Recovery and regeneration supplements for post-training recovery and reduced muscle soreness.
• Sex & Libido Sexual health and libido enhancement supplements for both men and women.
• Schlaf / Entspannung (Sleep / Relaxation) Sleep and relaxation supplements including melatonin products for improved sleep quality and relaxation.
• Für die Frau (For Women) Products specifically designed for female athletes and fitness enthusiasts, including FitnFemale brand products for PMS support, fat burning, and women's health.
• Gelenknährstoffe (Joint Nutrients) Joint health supplements including glucosamine, chondroitin, and hyaluronic acid products for joint support and mobility.
• Fettsäuren (Fatty Acids) Fatty acid supplements including Omega-3, fish oil, and other essential fatty acids for cardiovascular and cognitive health.
• Zubehör (Training Accessories) Training accessories including workout gloves, shaker bottles, water bottles, pill boxes, and resistance bands for fitness training.
• Kleidung (Fitness Apparel) Fitness apparel for men, women, and unisex including T-shirts, tank tops, and workout clothing made from organic and standard cotton.
• Anti Aging Anti-aging supplements designed to slow or reverse age-related decline.
• Immun System Boosters Immune system support supplements for general wellness and immune defense.
• Functional Food Functional food products with specific health benefits beyond basic nutrition.
• Drinks/Getränke (Beverages) Ready-to-drink beverages and drink powders/concentrates for sports nutrition and fitness.
• Gutscheinkarte (Gift Cards) Fitnessfood gift cards available in CHF 50, 100, 150, and 200 denominations, delivered as PDF via email for gifting and repeat purchases.
• FFI-Dollar (Loyalty Program) Fitnessfood's loyalty currency program where customers earn FFI-$ on purchases (starting at CHF 100 = 2 FFI-$), with 1 FFI-$ = CHF 1 redemption value redeemable on future orders.
• Fitnessfood Private Label Brand Fitnessfood's private label brand offering sports nutrition supplements including proteins, vitamins, minerals, amino acids, and specialized formulas at competitive prices using premium raw materials.

Quantifiable outcome

• Serving hundreds of customers daily in Switzerland

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

15 partnerships are on record, tiered minor and core.

• Everbuild NutritionminorOthersEverbuild Nutrition is one of the supplement brands carried by Fitnessfood, offering products including Whey Protein Build 2.0, BCAA 8:1:1, Omega-3, Mass Build, Beta Alanine, Glutamine, and High Potency Co-Q10.
• M Double YouminorOthersM Double You is a brand partner offering fitness accessories including Cal & Mag supplements, workout gloves, training gloves, and slimming belts.
• Universal NutritionminorOthersUniversal Nutrition is a major sports nutrition brand featured on Fitnessfood, offering Animal product lines including Animal Test, Animal Cuts, Animal Flex, Animal M-Stak, and Animal Pump.
• SwansonminorOthersSwanson is a health supplement brand available through Fitnessfood, featuring products like Broccoli Extract, Butea Superba, Water Pills, Kidney Essentials, Iron Citrate, Vitamin B-12, Echinacea, and Moringa Oleifera.
• FitnFemalecoreOthersFitnFemale is a female-focused fitness supplement brand with products including Gainer Goddess, Shape Me Shake, All You Need Shake, PMS Balance, Women's Iron, and women's-specific fat burners like Pink Burn, Pink Fire, and Thermal PRO Femme. This is a dedicated product line for female athletes.
• NOW FoodsminorOthersNOW Foods is a large health supplement brand available through Fitnessfood, offering Royal Jelly, Calcium & Magnesium products, Saw Palmetto, Super Enzymes, Hyaluronic Acid with MSM, Rhodiola, and various vitamins and minerals.
• Haya LabsminorOthersHaya Labs is a supplement brand carried by Fitnessfood, offering products including Cod Liver Oil, Omega-3, Ultra Omega-3, and various amino acid and herbal supplements.
• Revange (Core Labs)minorOthersRevange (Core Labs) is a hardcore sports nutrition brand available on Fitnessfood, offering products including Alpha Male (DIM), Ashes Pre-Workout, Yohimbine HCL, Eroferol, Happy Bee Focus, and NO Stress.
• PowerstarminorOthersPowerstar is a European sports nutrition brand featured on Fitnessfood, offering products including Maca 15000 and B12 Plus supplements.
• Doctor's BestminorOthersDoctor's Best is a health supplement brand available through Fitnessfood, offering products like Ultra Cordyceps Plus and Vitamin K2 MK7 with MenaQ7.
• Applied NutritionminorOthersApplied Nutrition is a fitness supplement brand carried by Fitnessfood, offering products including Sex Bomb Female libido supplements.
• Stacker2minorOthersStacker2 is a fat burner brand available through Fitnessfood, offering Stacker 4 products known as one of the strongest fat burners.
• SmartShakeminorOthersSmartShake is an accessory brand offering shaker bottles including Comics Shaker 800ml and Original2Go 600ml products.
• NutrexminorOthersNutrex is a sports nutrition brand available through Fitnessfood, offering Lipo-6 Black Intense Ultra Concentrate fat burners.
• Swiss PostcoreOthersSwiss Post (Die Post) is Fitnessfood's logistics partner providing order fulfillment and delivery services through PostPac Economy (free shipping) and Priority (next-day delivery) options.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Foodspring: Berlin-based premium sports nutrition and functional food D2C brand with a strong DACH footprint. Comparable to Fitnessfood in target market (German-speaking fitness enthusiasts), category focus (proteins, supplements, functional food), and e-commerce-first model.
• MyProtein: Global direct-to-consumer sports nutrition brand and retailer (owned by THG) selling proteins, amino acids, creatine, fat burners, vitamins, and apparel. Closest direct competitor to Fitnessfood in product breadth, target customer, and D2C model, but at significantly larger scale.
• nu3: Berlin-based D2C nutrition platform offering sports nutrition, vitamins, functional food, and diet products. Comparable to Fitnessfood in DACH focus, D2C model, and assortment across supplements, weight management, and health categories.
• Prozis: Portuguese sports nutrition and supplements D2C platform operating across Europe. Directly comparable in vertical specialization, multi-brand and private-label approach, and broad sports-nutrition catalog serving fitness enthusiasts in multiple EU markets.
• Bulk Powders: UK-based sports nutrition D2C retailer (rebranded as bulk.com) with active European expansion. Comparable to Fitnessfood in vertical focus, own-brand-plus-third-party assortment, and bulk-purchasing value proposition targeting fitness enthusiasts.
• Bodystore: German online retailer specializing in sports nutrition, bodybuilding supplements, and fitness food. Closely comparable to Fitnessfood in geography (DACH), customer base (bodybuilders and fitness enthusiasts), and multi-brand supplement catalog model.
• Vitafy: German D2C platform for vitamins, minerals, and sports supplements with personalization. Comparable to Fitnessfood in supplement category focus, DACH market, and D2C model, though with a stronger personalization/nutrition-coaching angle.

Regional players

• Gymgrossisten: Leading Nordic sports nutrition retailer serving Sweden, Norway, Denmark, and Finland. Comparable to Fitnessfood in vertical specialization and multi-brand supplement catalog, but operates in a different European geography with its own logistics backbone.

Broad incumbents

• Amazon (Sports Nutrition Category): Global e-commerce incumbent with a deep sports nutrition marketplace in DACH. Represents the broad competitive threat to Fitnessfood: larger catalog, faster delivery, and dominant search demand capture for virtually every brand Fitnessfood carries.

Emerging players

• Alpha Foods: Berlin-based plant-based sports nutrition and functional food D2C brand. Comparable to Fitnessfood in DACH market, D2C model, and supplement/functional-food category, but focused specifically on plant-based/vegan positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Fitnessfood_Inc
• Facebookfacebook.com/fitnessfood.inc
• Instagraminstagram.com/fitnessfood_inc

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 Fitnessfood