Sportfood

What Sportfood does

Sportfood.nl is a Dutch direct-to-consumer e-commerce retailer specializing in sports nutrition and supplements, founded in 2005 and operated under the parent entity Vital Direct BV from 's-Hertogenbosch, Netherlands. The storefront sells its own RAW IRON® line of premium supplements — including whey protein (84g protein/100g with 56% whey isolate), a caffeine-free pre/post-workout "Hulk Force," a time-released weightgainer, 100% creatine monohydrate, and an 8-ingredient Burner V2 fat-burner — alongside the ALL DAY ENERGY® vitamin range and accessories such as Heavy Grips® grip trainers, shakers and the Pillmaster organizer. Products are manufactured in the Netherlands under FSSC 22000 / ISO 22000 food-safety certification, with same-day shipping from stock and a stated lowest-price guarantee. Pricing is unit-based, ranging from €19.95 (creatine 300g) to €99.95 (Bodybuilding Startpakket bundle), with free domestic shipping above €40 and free EU shipping above €175.

The business model is single-channel DTC: revenue is generated entirely through one-time online purchases on sportfood.nl, with no subscription layer, B2B contracts, or third-party retail distribution. The customer base is fragmented across four horizontal use-case segments — muscle-building enthusiasts, weight-management users, grip-training athletes and general health-conscious consumers — served primarily through organic SEO, customer reviews, an email newsletter and extended-hours telephone support. Geographic reach is anchored in the Netherlands and Belgium, with active (but unproven) shipping into Germany, France, the UK, Austria and Luxembourg via PostNL. Operations are micro-scale, with 1–10 employees, no disclosed revenue, no external funding and no management team publicly listed.

Name

Sportfood

Legal name

Vital Direct BV

Website

https://sportfood.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Sportfood.nl is a Dutch direct-to-consumer e-commerce retailer, founded in 2005, that sells its own RAW IRON® and ALL DAY ENERGY® sports nutrition supplements, vitamins, and accessories — manufactured in the Netherlands under FSSC 22000 — to individual fitness enthusiasts and health-conscious consumers in the Benelux and select European markets.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (459110), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Sports nutrition supplements
• Whey protein powder
• Weight gainer supplements
• Pre-workout formulas
• Vitamin and mineral supplements

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Sportfood generates revenue through direct-to-consumer online sales of sports nutrition supplements and accessories via its e-commerce platform Sportfood.nl. Products include protein powders, creatine, pre-workout supplements, weight gainers, fat burners, vitamins, and fitness accessories like shakers and grip trainers.
2. Accessory Sales: Sale of fitness accessories including shake cups, water bottles, pill organizers (Pillmaster), and Heavy Grips hand grip trainers as complementary products to the core supplement range.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sportfood.nl operates a direct-to-consumer e-commerce platform selling premium sports nutrition supplements under its proprietary RAW IRON® brand (whey protein, pre/post-workout, weight gainer, creatine) and ALL DAY ENERGY® vitamin range, complemented by fitness accessories such as Heavy Grips® grip trainers, shakers, bottles, and the Pillmaster organizer. Products are manufactured in the Netherlands under FSSC 22000 and ISO 22000 certification and shipped same-day from stock via PostNL to customers in the Netherlands, Belgium, and other European countries.

Product overview

Sportfood.nl is a Dutch e-commerce retailer specializing in high-quality sports nutrition and supplements, founded in 2005 as part of Vital Direct BV. The company operates primarily as an online store offering a curated portfolio of products organized around three core categories: Spieropbouw (Muscle Building), Slank & Fit (Slim & Fit), and Gezondheid (Health/Vitamins). The product portfolio is anchored by the RAW IRON® sub-brand, a premium Dutch sports nutrition line developed by athletes for athletes, offering whey protein (Professional Whey), pre/post-workout formulas (Hulk Force), weight gainers, and creatine. The company also sells its own branded vitamins and supplements under the ALL DAY ENERGY® label (multi-vitamins, vitamin C, magnesium), as well as third-party accessory products including Heavy Grips® grip trainers, shakers, bottles, and pill organizers. Products are manufactured in the Netherlands under FSSC 22000 certification with a focus on pure ingredients and honest labeling.

Differentiator

Problem solved

Functional benefit

Brands

• RAW IRON®: Premium Dutch sports nutrition brand developed by and for athletes, offering products such as whey isolate, pre-workout, post-workout, weightgainer, fatburner, and creatine.
• Heavy Grips®
• ALL DAY ENERGY®

Products and services

• RAW IRON® Professional Whey Eiwit Proteïne Premium whey protein powder with 84 g of protein per 100 g and 56% whey isolate for rapid absorption, sold in vanilla, banana, and strawberry flavors for athletes and recreational gym-goers pursuing muscle building and recovery.
• RAW IRON® Hulk Force Pre- en Post-Workout Caffeine-free all-in-one pre- and post-workout supplement containing creatine, L-citrulline, glutamine, beta-alanine, BCAAs, and essential minerals, sold per 1000 g at €36.95 with a 5.0 customer rating.
• RAW IRON® Professional Weightgainer Weight gainer protein and carbohydrate matrix with 36 g time-released proteins per 100 g and less than 20 ppm gluten, positioned for athletes needing sustained mass-gain nutrition.
• RAW IRON® Professional Creatine Pure creatine monohydrate powder in 300 g packaging at €19.95 with a 5 g daily serving, intended to support strength and muscle growth in explosive power training.
• ALL DAY ENERGY® Vitamine C Formule Vitamin C supplement with 1000 mg ascorbic acid plus citrus bioflavonoids and rosehip, marketed for immune support, antioxidant activity, collagen formation, and energy metabolism.
• ALL DAY ENERGY® Alles-in-één Formule (Multi-vitamin) Comprehensive daily multi-vitamin in 60 vegetarian capsules containing vitamins, minerals, trace elements, and an extensive vegetable and fruit complex, sold at €31.95.
• Omega 3 — 1000mg Visolie Pure fish oil supplement with high-dosage EPA and DHA omega-3 fatty acids combined with extra vitamin E, supplied as 60 softgels.
• Magnesiumplex® Magnesium supplement combining magnesium bisglycinate and magnesium citrate with taurine, vitamin B6, and vitamin D3, targeted at muscle function, energy metabolism, and bone maintenance.
• Gewrichtsformule (Joint Formula) Joint formula combining glucosamine sulfate, MSM, devil's claw, bamboo silica extract, vitamin C, and manganese, marketed for cartilage formation and joint support.
• Burner V2 Metabolic Support Fat burner supplement in 90-capsule packs (three-month supply at one capsule daily) combining green tea extract, green coffee, Garcinia Cambogia, L-tyrosine, L-theanine, vitamin B12, chromium, and Bioperine at €34.95.
• Sportfood.nl Shakebeker (Shaker Cup) 500 ml leak-proof shaker cup with built-in sieve, sold for home, gym, and travel use as a complementary accessory to protein supplements.
• Sportfood.nl Bidon (Sports Water Bottle) 750 ml sports water bottle with wide opening, twist cap with pull spout, and leak-proof design for training or on-the-go hydration.
• Pillmaster (Pill Organizer) Compact 9x11 cm pill organizer with five compartments and click-open/close system for portable daily supplement storage.
• Heavy Grips® Hand Grippers Professional hand grippers from Canada in six resistance levels (HG100–HG350, 45–159 kg), sold at €26.50 per unit with a lifetime warranty for strength athletes, climbers, tennis players, gymnasts, and baseball players.
• Bodybuilding Startpakket (Bodybuilding Starter Kit) Bundled starter kit combining RAW IRON® Professional Whey (1000 g vanilla), Hulk Force (1000 g), Professional Creatine (300 g), a 500 ml shake cup, and a 500 ml sports bottle, sold as a complete muscle-building package at €99.95.

Quantifiable outcome

• RAW IRON Professional Whey contains 84g protein per 100g with 56% whey isolate content
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• CCVpaycoreTechnology or IntegrationPayment service provider handling online payment processing for the Sportfood.nl e-commerce platform, enabling secure transactions via iDEAL, PayPal, credit cards, and bank transfers.
• PostNLcoreChannel Partner/ Reseller/ DistributorPrimary logistics partner shipping all packages for Sportfood.nl. Provides track and trace functionality for customers to monitor delivery status.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• MyProtein: Global sports nutrition brand owned by THG, selling whey, creatine, pre-workout, vitamins and supplements direct-to-consumer across Europe including the Netherlands — the scale incumbent against which smaller Dutch players compete on price and assortment.
• Decathlon: Global sporting goods retailer with significant Dutch store and online presence that also sells sports nutrition and accessories — competes with Sportfood for the same consumer wallet through a much broader omni-channel footprint.
• Scitec Nutrition: Established European sports nutrition manufacturer and brand selling whey, creatine, pre-workout and supplements across the EU — broader portfolio than Sportfood but competes in the same retail and gym-channel set.
• Optimum Nutrition: Global premium sports nutrition brand (Gold Standard Whey, creatine, supplements) distributed across Europe — the benchmark premium whey/protein brand Sportfood's RAW IRON Professional Whey is positioned against.

Direct peers

• Body & Fit: Leading Dutch sports nutrition and supplement e-commerce retailer (bodyandfit.nl) selling its own B&F brand plus third-party supplements — the most direct head-to-head competitor for Sportfood in the Netherlands and Belgium.
• Protégé Nutrition: Dutch sports nutrition brand offering own-label whey, creatine, pre-workout and fat burners through Dutch e-commerce — overlaps directly with Sportfood's RAW IRON assortment in the Netherlands.
• Bulk Powders: UK-founded active nutrition brand selling own-label supplements (proteins, creatine, pre-workout, vitamins) direct to European consumers — comparable product mix, DTC model, and target audience to Sportfood.
• XXL Nutrition: Dutch-origin sports nutrition brand and DTC retailer (xxlnutrition.com) offering own-label whey, creatine, pre-workout and weight gainers — directly competes with RAW IRON on product, price, and target customer.

Regional players

• Gymgrossisten: Nordic online sports nutrition and supplement retailer carrying own-label and third-party brands — comparable DTC supplement e-commerce model, though primarily serving Sweden, Norway, Finland and Denmark rather than BeNeLux.
• Bodylab: Danish sports nutrition brand selling own-label supplements across Northern Europe — comparable own-brand DTC supplement model, though geographically focused on Denmark and the Nordics rather than the BeNeLux.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

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 Sportfood