GAAM
GAAM is a Swedish fitness nutrition and foodtech brand founded in 2014, selling protein supplements, performance products, energy drinks, meal replacements, and accessories directly to consumers and through major Swedish grocery and convenience retailers.
- Company typePrivate
- Founded2014
- HeadquartersKarlskoga, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What GAAM does
GAAM (legal entity: Proteinbolaget i Sverige AB) is a privately held Swedish fitness nutrition and foodtech brand founded in 2014 by Adam Gillberg and Mårten Åkeson, headquartered in Karlskoga, Sweden. The company develops and sells sports nutrition supplements and functional foods including whey, isolate, clear whey, casein, soy, and vegan protein powders, performance products (creatine, pre-workout, muscle growth formulations), nutritional supplements (amino acids, fat burners, gainers), vitamins and minerals, ready-to-consume products (protein bars, soft bars, energy drinks, isotonic drinks, milkshakes, meal replacements, snacks), and a complementary range of clothing and fitness accessories (shakers, bags, training equipment). Notable technical differentiators include Clear Whey — a water-based, low-calorie (82 kcal/serving) protein format with quick absorption — and Soft Bars sweetened with erythritol that deliver 19g of protein at under 200 kcal, claimed to outperform leading competitors by 20% more protein.
The company operates a dual-channel go-to-market model combining direct-to-consumer e-commerce via gaamnutrition.com with a broad retail distribution network spanning Swedish grocery chains (ICA, Willys, Coop, Hemköp, Citygross, Tempo, Handlarn), convenience and fuel retailers (7-Eleven, Pressbyrån, Preem, OKQ8), and online grocery marketplaces. Revenue streams include direct online sales (with customer account functionality and subscription-style repeat purchasing), wholesale distribution to retailers, and B2B bulk/reseller supply with volume pricing. The company has expanded its geographic reach beyond Sweden into Norway and Finland, and has established a co-branded accessories partnership with Smartshake for shakers and mixing bottles. GAAM employs 11-50 people, is founder-owned with no disclosed external investors, and operates without any public listing, M&A activity, or disclosed funding rounds.
GAAM firmographics
Firmographics- Name
- GAAM
- Legal name
- Proteinbolaget i Sverige AB
- Website
- https://gaamnutrition.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GAAM is a Swedish fitness nutrition and foodtech brand founded in 2014, selling protein supplements, performance products, energy drinks, meal replacements, and accessories directly to consumers and through major Swedish grocery and convenience retailers.
- Ownership category
- akta.pro rank
GAAM industry classification
Industry- Product category
- Sports Nutrition Supplements
- NAICS
- Food Manufacturing (311), Snack Food Manufacturing (31191)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Sports Nutrition & Performance Fueling (HSADAFAD)
Keywords
Where GAAM is headquartered
LocationHeadquarters
- HQ city
- Karlskoga
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
GAAM business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: GAAM sells directly to consumers through gaamnutrition.com, offering the full product range with customer account functionality for repeat purchases.
- Retail/Wholesale Distribution: GAAM distributes through grocery chains, convenience stores, and retail partners including ICA, 7-Eleven, Willys, Coop, Hemköp, and specialty fitness retailers.
- B2B Bulk/Reseller Sales: Wholesale supply to retailers with volume pricing and access to promotions and the full product range.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Protein Supplements - Various Sizes |
| Transaction based/ take rate | Multi-year contract | Retail/Bulk Orders |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
GAAM product offering
Product offeringCore offering
GAAM is a Swedish fitness nutrition brand that develops, manufactures, and sells a comprehensive range of sports nutrition supplements and functional foods. The portfolio includes protein powders (whey, isolate, clear whey, casein, soy, vegan), performance supplements (creatine, pre-workout), nutritional products (amino acids, gainers, fat burners), vitamins and minerals, ready-to-consume items (energy drinks, isotonic drinks, milkshakes, protein bars, meal replacements), and supporting fitness accessories.
Product overview
GAAM is a Swedish fitness nutrition brand founded in 2014 by Adam Gillberg and Mårten Åkeson, offering a comprehensive range of sports nutrition supplements and fitness accessories. The product portfolio centers on protein supplements (including whey, isolate, clear whey, casein, soy, and vegan protein), performance products (creatine, pre-workout, muscle growth), nutritional supplements (amino acids, burners, gainers), vitamins and minerals, and ready-to-consume products (energy drinks, isotonic drinks, milkshakes, meal replacements, bars, snacks). Additionally, GAAM offers clothing and accessories including shakers, water bottles, backpacks, yoga mats, foam rollers, lifting straps, and training equipment. The company operates primarily through its e-commerce platform at gaamnutrition.com and distributes through retailers across Sweden and the Nordic region.
Differentiator
Problem solved
Functional benefit
Products and services
- GAAM Protein Whey, whey isolate, clear whey, casein, soy isolate, and vegan protein powders in multiple flavors and sizes designed for fitness consumers, athletes, and individuals with specialized dietary needs (vegan, lactose-intolerant).
- GAAM Performance Performance supplements including creatine monohydrate, pre-workout formulas, and muscle growth products designed for athletes and gym-goers seeking training performance and muscle development support.
- GAAM Nutrition Nutritional supplements including amino acids, fat burners, carbohydrate supplements, and weight gainers for fitness consumers and bodybuilders seeking targeted nutritional support.
- GAAM Vitamins & Minerals Vitamins and mineral supplements including omega fatty acids, essential minerals, recovery support, multivitamins, and wellness products such as ashwagandha (stress) and collagen (joints) for health-conscious consumers.
- GAAM Bars, Drinks & Snacks Ready-to-consume supplements including protein bars, soft bars, energy drinks, isotonic drinks, milkshakes, pancake mixes, oatmeal, pudding, syrup, and flavor drops for consumers seeking convenient, on-the-go nutrition.
- GAAM Meal Replacement Complete meal replacement solution in Chocolate, Strawberry, and Vanilla flavors for health-conscious consumers and weight-management users needing controlled-calorie meal alternatives.
- GAAM Energy Drinks Sugar-free, vitamin-enriched energy drinks with 180mg caffeine per 330ml serving, available in multiple flavors including Tropical Pineapple, White Peach, Passion Fruit, Pear, Wild Strawberry, Havana Beach, Lemonade, and seasonal varieties.
- GAAM Isotonic Sport drink developed with carbohydrates and electrolytes for optimal endurance and performance during demanding training sessions.
- GAAM Milkshake Ready-to-drink protein milkshakes in various flavors for meeting daily protein goals on the go.
- GAAM Shaker and Smartshake Mixing Bottles Mixing bottles (600ml, 800ml) developed in collaboration with Smartshake, featuring screw caps with sturdy threading and filters to prevent clumping. Smartshake variants include Slim 500ml and 2Go 800ml with detachable storage compartments and carabiner hooks.
Quantifiable outcome
- Clear Whey provides quick absorption and is easy to digest with low calorie content (82 kcal per serving)
- +1 more outcomes
Companies that use GAAM
Customer profileSegments3 records
Ideal customer profiles3 records
GAAM technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
GAAM partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- SmartshakecoreCollaboration with Smartshake, the world's leading shaker manufacturer, for development and production of GAAM-branded shakers and mixing bottles. Products include Smartshake 2Go 800ml with storage compartments and Smartshake Slim 500ml with patented design.
- ICAmajorSwedish grocery retail chain distributing GAAM products through physical stores and online platform.
- WillysmajorSwedish discount grocery chain making GAAM products accessible to price-conscious consumers.
- CoopmajorSwedish consumer cooperative retailing GAAM supplements in physical and online stores.
- HemköpmajorSwedish grocery chain with focus on fresh and quality products, carrying GAAM range.
- 7-Eleven SwedenminorConvenience store chain providing on-the-go access to GAAM energy drinks and supplements.
- PressbyrånminorSwedish convenience store chain with high foot traffic locations for impulse purchases of GAAM products.
- PreemminorSwedish fuel station chain with convenience stores offering GAAM products for travelers and commuters.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
GAAM competitors and assessment
Company assessmentDirect peers
- Star Nutrition: Nordic-based sports nutrition brand offering protein, performance, and recovery supplements through DTC and physical retail — directly comparable Nordic peer to GAAM.
- Prozis: Portuguese sports nutrition and fitness food brand spanning protein powders, creatine, pre-workout, energy drinks, and bars, sold via DTC plus European retail — overlapping product platform and channels with GAAM, with similar active-lifestyle positioning.
- Myprotein: The largest UK-originated sports nutrition brand globally, offering whey, clear whey, creatine, pre-workout, and energy drinks across DTC and multi-region retail — the same product categories and channels as GAAM, but at vastly larger scale.
- Bulk Powders: UK sports nutrition brand offering its own-label protein, supplements, and snack lines via DTC — comparable product breadth and target audience (intermediate-to-advanced gym users).
- Bodylab: Danish sports nutrition retailer/brand with overlapping product range (whey, creatine, gainers, accessories) and broad Nordic distribution — comparable business model and regional scope to GAAM.
- Chained Nutrition: Swedish sports nutrition brand with similar positioning around gym/fitness consumers and overlapping SKUs (whey, pre-workout, creatine) — head-to-head direct competitor for the same Swedish customer.
Regional players
- Barebells: Swedish functional food brand specializing in protein bars and protein-enriched convenience foods distributed across European grocery and convenience — adjacent category (functional food/RTD) to GAAM's snack and bar portfolio and a direct Nordic retail competitor.
Others
- Smartshake: GAAM's strategic accessory partner and the 'world's leading shaker manufacturer' — adjacent accessory infrastructure provider to the supplements industry rather than a direct competitor.
Emerging players
- GymBeam: Central-European sports nutrition brand operating own-label protein and accessories with DTC focus across the EU — comparable asset-light brand model with growing retail footprint.
Broad incumbents
- Optimum Nutrition (Glanbia): One of the world's largest sports nutrition brands (Gold Standard Whey, Amino Energy, supplements) — broad incumbent in the same product categories with established retail presence including Nordic markets.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
GAAM social profiles
Digital presenceGAAM financial estimates
Financial estimateRevenue estimate
Valuation estimate
GAAM leadership team
Management profileNumber of profiles
Profiles2 records
GAAM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GAAM 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 GAAM
What does GAAM do?
GAAM is a Swedish fitness nutrition brand that develops, manufactures, and sells a comprehensive range of sports nutrition supplements and functional foods. The portfolio includes protein powders (whey, isolate, clear whey, casein, soy, vegan), performance supplements (creatine, pre-workout), nutritional products (amino acids, gainers, fat burners), vitamins and minerals, ready-to-consume items (energy drinks, isotonic drinks, milkshakes, protein bars, meal replacements), and supporting fitness accessories.
Is GAAM a public or private company?
GAAM is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GAAM founded?
GAAM was founded in 2014. It employs 11 to 50 people.
Where is GAAM based?
GAAM is headquartered in Karlskoga, Sweden, in the Europe region.
How does GAAM make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail/Wholesale Distribution and B2B Bulk/Reseller Sales.
Who are GAAM's main competitors?
Direct peers on record are Star Nutrition, Prozis, Myprotein, Bulk Powders, Bodylab and Chained Nutrition. Barebells is listed as a regional player. Smartshake is listed as an others. GymBeam is listed as an emerging player. Optimum Nutrition (Glanbia) is listed as a broad incumbent.
Does GAAM have an API?
No public API is recorded for GAAM.
What industry is GAAM in?
GAAM's product category is Sports Nutrition Supplements. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars). Its NAICS code is 311 and its SIC code is 2000.