MuscleMeds
MuscleMeds is a privately held US dietary supplement company that develops beef protein-based athletic nutrition products under its Carnivor brand, selling direct-to-consumer through its own e-commerce site and Amazon, targeting bodybuilders, lactose-intolerant athletes, and hard gainers.
- Company typePrivate
- Founded2012
- HeadquartersWest Caldwell, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What MuscleMeds does
MuscleMeds Performance Technologies, Inc. (operating as MuscleMeds) is a privately held US dietary supplement company headquartered in West Caldwell, New Jersey, that develops and sells beef protein-based athletic nutrition products under its flagship Carnivor sub-brand. The company's core technology is a proprietary hydrolysis process that yields Beef Protein Isolate (BPI), a concentrated, lactose-free, sugar-free, cholesterol-free protein marketed as 350% more concentrated in amino acids than steak and clinically tested for muscle-building outcomes (claimed 7.7 lbs of muscle mass gain in 8 weeks). Complementary proprietary technologies include the iSpike dual-action insulin signal amplifying system (used in mass gainers) and the AROMATEST lipophilic delivery system (claimed 20x absorption for prenylflavonoid compounds). The product portfolio spans protein powders, ready-to-drink shakes, mass gainers, meal replacements, hydration products, amino acid and creatine supplements, pre-workouts, an aromatase inhibitor, a GH activator, liver support, and pre-configured bundles ('stacks').
The business is primarily direct-to-consumer, with the owned e-commerce storefront at musclemedsrx.com as the primary channel (offering a VIP membership subscription at 25-37% discount and a dedicated military discount program), supplemented by Amazon marketplace listings for Carnivor RTD products. Pricing is unit-based across multiple SKU sizes, with MSRP-to-sale discounts of 25-50%. The company employs 1-10 people, operates from a single NJ office, and reports no disclosed funding, parent company, or revenue figures. Customer segments are concentrated in bodybuilders and competitive athletes, lactose-intolerant fitness consumers seeking a non-whey protein, hard gainers, and weight-management-focused fitness enthusiasts, with marketing delivered through owned blog content ('The Meat Locker'), email/SMS, organic social (Facebook, Twitter, Pinterest), and athlete endorsements including Chris Aceto's roster of IFBB Pro champions.
From an investment perspective, MuscleMeds is a micro-cap, privately held, self-funded specialty supplement brand with a differentiated technical IP position in the beef protein isolate niche and a recognized consumer brand (Carnivor) but limited scale (1-10 employees, single DTC storefront, narrow Amazon presence, no disclosed financials), making it a sub-scale asset whose strategic value would primarily be as a brand/IP tuck-in for a larger nutrition platform rather than as a standalone growth investment.
MuscleMeds firmographics
Firmographics- Name
- MuscleMeds
- Legal name
- MuscleMeds Performance Technologies
- Website
- https://musclemedsrx.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MuscleMeds is a privately held US dietary supplement company that develops beef protein-based athletic nutrition products under its Carnivor brand, selling direct-to-consumer through its own e-commerce site and Amazon, targeting bodybuilders, lactose-intolerant athletes, and hard gainers.
- Ownership category
- akta.pro rank
MuscleMeds industry classification
Industry- Product category
- Sports Nutrition Supplements
- NAICS
- Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
- akta.pro secondary industries
- Weight Gain & Muscle-Building Nutrition (HSADAFAC), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)
Keywords
Where MuscleMeds is headquartered
LocationHeadquarters
- HQ city
- West Caldwell
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MuscleMeds business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Direct consumer sales through owned e-commerce storefront (musclemedsrx.com) featuring full product catalog with subscription-ready VIP membership program offering discounted pricing.
- Amazon Marketplace Sales: Sales through Amazon marketplace for RTD products with redirect from main site to Amazon for lowest price and fast shipping.
- Stack Bundles: Pre-configured product stacks (BK Beast Stack, Shredded Stack, Mass Monster Stack, etc.) offering bundled savings to drive higher average order value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Carnivor Beef Protein Isolate - multiple size options |
| Unit Pricing | Pay-as-you-go | Carnivor Lean Meal - Whole Food Meal Replacement |
| Unit Pricing | Pay-as-you-go | Carnivor Shred - Protein + Fat Burn |
| Unit Pricing | Pay-as-you-go | Carnivor Mass - Mass Gainer |
| Unit Pricing | Pay-as-you-go | Carnivor Mass Big Steer 1250 - Large Format Mass Gainer |
| Unit Pricing | Pay-as-you-go | Carnivor Protein Hydration Powder |
| Unit Pricing | Pay-as-you-go | Hardcore Supplements - Nitro Lift Pre-workout |
| Unit Pricing | Pay-as-you-go | Hardcore Supplements - AROMATEST Aromatase Inhibitor |
| Subscription | Monthly | VIP Membership Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
MuscleMeds product offering
Product offeringCore offering
MuscleMeds Performance Technologies manufactures and sells dietary supplements centered on hydrolyzed beef protein isolate (Carnivor brand), including protein powders, ready-to-drink shakes, mass gainers, and pre-workouts, alongside hardcore supplements for hormone optimization, liver support, and appetite stimulation. The company sells direct-to-consumer via its own e-commerce storefront with a VIP membership program and also lists selected RTD products on Amazon.
Product overview
MuscleMeds is a dietary supplement company specializing in beef protein-based athletic nutrition products. The core product line centers on Carnivor, the world's #1 selling beef protein isolate brand, which includes protein powders (Carnivor, Carnivor Shred, Carnivor Mass), ready-to-drink protein shakes (Carnivor RTD, Carnivor Protein Hydration RTD), and beef organ supplements (Carnivor Grass-Fed Beef Liver, Carnivor Beef Aminos). The Hardcore Supplements line includes hormone optimization products (AROMATEST, NitroTest, Vitamin T, Stemtropin), liver support (Liver Detox & Defend), pre-workout (Nitro Lift), and amino acid products (Amino Decanate, Glutamine Decanate, Creatine Decanate, Amino Decanate Energy). Pre-configured stacks bundle complementary products for specific goals (mass building, cutting, strength, cycle support). The company positions Carnivor as a clinically tested, lactose-free alternative to whey protein, claiming superior amino acid concentration (350% more than steak) and proven muscle-building results in clinical studies.
Differentiator
Problem solved
Functional benefit
Brands
- Carnivor: The world's #1 selling beef protein isolate brand, featuring various protein powders, RTD shakes, mass gainers, and beef-based supplements.
Products and services
- Carnivor - 100% Beef Protein Isolate Flagship 100% beef protein isolate powder providing 23g protein per serving; lactose-free, sugar-free, clinically tested alternative to whey for bodybuilders and fitness enthusiasts.
- Carnivor Lean Meal Whole food meal replacement combining Carnivor beef protein isolate with white and sweet potatoes, delivering 40g protein, 340 calories, and 40g carbs per serving.
- Carnivor Grass-Fed Beef Liver Whole food supplement from grass-fed cattle providing amino acids, taurine, L-carnitine, and choline to support muscle building, recovery, and energy production.
- Carnivor Shred Fat-burning protein combining hydrolyzed beef protein isolate with thermogenic ingredients including Super 6-Paradol, green tea, yerba mate, and green coffee bean.
- Carnivor Mass Mass gainer with hydrolyzed beef protein isolate and iSpike insulin signal amplifying technology; provides 50g protein, 125g carbs, and 720 calories per serving.
- Carnivor RTD Ready-to-drink protein shake with USDA inspected beef protein isolate, delivering 40g protein per serving with 0 fat, 0 cholesterol, 0 sugar, 0 lactose, and 0 gluten.
- Carnivor Mass Big Steer 1250 High-calorie mass gainer delivering 1,250 calories, 50g hydrolyzed beef protein isolate, and 255g fast-acting carbohydrates per serving, with iSpike technology.
- Carnivor 8 lb Bag Bulk-size 8 lb beef protein isolate powder offering 23g protein per serving, clinically tested to support lean muscle gain.
- Carnivor Mass 10 lb Bag Large-format mass gainer delivering 50g hydrolyzed beef protein isolate, 125g high-impact carbs, and 720 calories per serving with iSpike technology.
- Carnivor Beef Aminos Ultra-concentrated amino acid tablets made from beef protein isolate, beef albumin, desiccated beef liver, and beef immunoglobulin; enhanced with creatine and BCAAs.
- Carnivor Protein Hydration Powder Protein plus hydration powder delivering 20g beef protein isolate with 3x more electrolytes than leading sports drinks; lactose-free.
- Carnivor Protein Hydration RTD
Quantifiable outcome
- 7.7 lbs of muscle mass gained in 8 weeks (6.4% increase in lean body mass)
- +4 more outcomes
Companies that use MuscleMeds
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
MuscleMeds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MuscleMeds partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights5 records
MuscleMeds competitors and assessment
Company assessmentEmerging players
- Transparent Labs: Transparent Labs is a premium sports supplement DTC brand emphasizing clinically-dosed, transparently labeled protein, pre-workout, and recovery products. It competes with MuscleMeds' evidence-based marketing angle and direct-to-consumer e-commerce distribution model.
- Premier Protein: Premier Protein is a leading ready-to-drink protein shake brand with broad retail distribution. It overlaps with MuscleMeds' Carnivor RTD and Protein Hydration RTD lines and competes for on-the-go lactose-conscious consumers.
Direct peers
- MusclePharm: MusclePharm is a sports/bodybuilding supplement brand with a similar performance-positioning and athlete-endorsement-driven marketing model. Comparable product categories include protein powders, pre-workouts, and testosterone-support products overlapping MuscleMeds' Hardcore line.
- AllMax Nutrition: AllMax Nutrition is a sports supplement brand offering protein powders, creatine, BCAAs, and pre-workouts aimed at bodybuilders and serious athletes. It targets the same hardcore customer profile as MuscleMeds and sells comparable categories.
- Cellucor: Cellucor (C4 Original, C4 Whey) is a major sports nutrition brand selling pre-workouts, protein powders, and performance products with strong mass-market retail presence. It competes with MuscleMeds for fitness enthusiasts and athlete customers across both powders and ready-to-drink formats.
- BSN (Bio-Engineered Supplements and Nutrition): BSN (Syntha-6, Dymatize after acquisition) is a major sports nutrition brand selling protein powders, pre-workouts, and recovery products. It is a direct competitor to MuscleMeds' Carnivor line and Hardcore Supplements portfolio across the same channels.
- Universal Nutrition: Universal Nutrition (Animal Pak, Animal Whey) is a heritage bodybuilding supplement brand. It targets the same hardcore bodybuilder and strength-athlete segment that MuscleMeds serves and offers comparable protein, pre-workout, and stack-type products.
- Optimum Nutrition: Optimum Nutrition (Gold Standard brand, owned by Glanbia) is the dominant sports protein powder brand globally. It directly competes with Carnivor in the protein-powder category and competes for the same bodybuilding and serious-recreational athlete customer base.
- Dymatize: Dymatize (ISO100, Elite Whey) is a premium sports protein brand under BSN/Glanbia. It directly competes with Carnivor for the high-end protein powder buyer and has overlap in mass gainer and RTD protein formats.
Broad incumbents
- NOW Sports Nutrition: NOW Sports (under NOW Foods) is a broad-line sports nutrition manufacturer covering protein powders, aminos, and performance supplements. It is a comparable competitor on protein and bodybuilding supplement SKUs and operates a much wider catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MuscleMeds social profiles
Digital presenceMuscleMeds compliance and trust
Trust signalCompliance3 records
MuscleMeds financial estimates
Financial estimateRevenue estimate
Valuation estimate
MuscleMeds leadership team
Management profileNumber of profiles
MuscleMeds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MuscleMeds 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 MuscleMeds
What does MuscleMeds do?
MuscleMeds Performance Technologies manufactures and sells dietary supplements centered on hydrolyzed beef protein isolate (Carnivor brand), including protein powders, ready-to-drink shakes, mass gainers, and pre-workouts, alongside hardcore supplements for hormone optimization, liver support, and appetite stimulation. The company sells direct-to-consumer via its own e-commerce storefront with a VIP membership program and also lists selected RTD products on Amazon.
Is MuscleMeds a public or private company?
MuscleMeds is a private company. It is classified as unknown and is currently operating.
When was MuscleMeds founded?
MuscleMeds was founded in 2012. It employs 1 to 10 people.
Where is MuscleMeds based?
MuscleMeds is headquartered in West Caldwell, United States, in the North America region.
How does MuscleMeds make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are amazon Marketplace Sales and stack Bundles.
Who are MuscleMeds's main competitors?
Emerging players on record are Transparent Labs and Premier Protein. Direct peers are MusclePharm, AllMax Nutrition, Cellucor, BSN (Bio-Engineered Supplements and Nutrition), Universal Nutrition, Optimum Nutrition and Dymatize. NOW Sports Nutrition is listed as a broad incumbent.
Does MuscleMeds have an API?
No public API is recorded for MuscleMeds.
What industry is MuscleMeds in?
MuscleMeds's product category is Sports Nutrition Supplements. Its primary akta.pro industry code is AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars), with a secondary code of HSADAFAC, Weight Gain & Muscle-Building Nutrition. Its NAICS code is 33992 and its SIC code is 2000.