Prosource

What Prosource does

ProSource Performance Products, Inc. (doing business as Prosource) is a privately held, founder-owned direct-to-consumer retailer of bodybuilding and sports nutrition supplements, founded in 1996 and headquartered at 2003 Atlantic Avenue in Manasquan, New Jersey, with 51-100 employees. The company sells exclusively through its own e-commerce storefront at prosource.net and a phone-order channel (1-800-310-1555), deliberately bypassing distribution intermediaries to offer premium ingredients at lower price points. Its catalog of 26-36 SKUs is centered on three flagship formulations: the NytroWhey protein matrix line (including NytroWhey Ultra Elite and NytroWhey Original), Creapure-branded German creatine monohydrate, and SNAC Systems-licensed ZMA for testosterone and recovery support. The supporting catalog spans vitamins and minerals (B-12 liquid drops, CoQ10, Vitamin D3 with K2, Full Spectrum Turmeric, Vital Women's multi), the Peak Protein Bar line, and fitness accessories such as the Prosource Super-Support yoga mat.

The company's product technology stack is built on inbound-licensed ingredient trademarks rather than its own patented chemistry. Core inputs include Glanbia plc's proprietary protein technologies — Leuvon 590 leucine peptides, TherMAX hydrolyzed whey isolate, Provon Cross Flow Microfiltration (CFM) whey protein isolate, and Cross Flow Nanofiltration (CFN) — assembled under ProSource's own trademarked NytroWhey Precision Isolated Protein Matrix; AlzChem's Creapure creatine monohydrate (FSSC 22000-certified, vegan); SNAC Systems' ZMA formulation; and bioavailability enhancers including Sabinsa's BioPerine and InterHealth's L-OptiZinc. ProSource's own brand identity is anchored in these trademarked formulations and a 28-year operating history positioning the company as a 'gold standard' for physique transformation among serious bodybuilders and competitive athletes.

The business model is straightforward unit-pricing DTC e-commerce with pay-as-you-go billing: free shipping over $200, $5.95 flat-rate otherwise across the 48 continental US states. Customer concentration is diffuse across fitness-conscious consumers and bodybuilders in the US (and Canada), with no enterprise or B2B channel. Public disclosure of revenue, funding, management, and headcount trends is absent; the company is described as founder-owned with no parent, no subsidiaries, and no disclosed institutional investors.

Name

Prosource

Legal name

ProSource Performance Products, Inc.

Website

https://prosource.net

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Prosource is a privately held, founder-owned DTC sports nutrition and bodybuilding supplement retailer founded in 1996, selling a 26-36 SKU catalog of premium protein powders, creatine, ZMA, vitamins, and fitness accessories directly via prosource.net to bodybuilders and fitness-conscious consumers in the US and Canada.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Bodybuilding Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports & Performance Actives (Creatine, Beta-Alanine, Citrulline, Nitrates) (AFAJAKAJ), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Sports nutrition supplements
• Bodybuilding supplements
• Whey protein powder
• Creatine monohydrate
• Fitness supplement retail

Headquarters

HQ city

Manasquan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Prosource generates revenue through direct-to-consumer online sales of bodybuilding supplements, vitamins, apparel, and fitness equipment through their e-commerce website. They also accept phone orders for customer convenience.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

ProSource is a direct-to-consumer e-commerce retailer that formulates, brands, and sells ultra-premium-grade sports nutrition supplements, vitamins, and fitness accessories through its own website (prosource.net) and phone-order line. Its lineup centers on proprietary protein powders (NytroWhey Ultra Elite and NytroWhey Original), Creapure creatine monohydrate, ZMA testosterone support, protein bars, a full vitamin and antioxidant range, and select fitness accessories such as high-density yoga mats. The company bypasses middle-man markups so that research-backed ingredients sourced from global suppliers (Glanbia, AlzChem, SNAC Systems) reach customers at the lowest possible price.

Product overview

Prosource is a direct-to-consumer bodybuilding and sports nutrition supplement e-commerce platform offering a portfolio of ultra-premium-grade supplements and fitness equipment. The product lineup centers on flagship protein products including NytroWhey Ultra Elite and NytroWhey Original, supported by foundational supplements like Creatine Monohydrate (sourced from German Creapure), ZMA for testosterone and recovery support, and a comprehensive range of vitamins and minerals (B-12, CoQ10, Vitamin D3 with K2, Full Spectrum Turmeric). The company also offers nutritional accessories including yoga mats, gym bags, lifting belts, and shaker cups, as well as branded apparel. Prosource positions itself as eliminating middle-man markups to offer research-proven supplements at competitive prices, with a business model focused on direct-to-consumer sales since 1996.

Differentiator

Problem solved

Functional benefit

Products and services

• NytroWhey Ultra Elite Super-premium protein formula featuring a precision isolated protein matrix with cross-flow micro and nano filtration, containing Leuvon 590 leucine peptides and growth-factor-rich hydrolysate proteins for muscle repair, recovery, and growth. Sold as a 2.47 lb container of chocolate protein powder for bodybuilders and serious athletes.
• NytroWhey Original Original 100% whey protein isolate with advanced ultra micro-filtration technology, containing a complete amino acid profile with preserved protein fractions such as alpha-lactalbumin, lactoferrin, and glycomacropeptides for enhanced bioavailability and immune response. Packaged as a 4 lb chocolate protein powder for athletes and active consumers.
• Creatine Monohydrate 100% German Creapure creatine monohydrate supplement sourced from AlzChem of Germany, FSSC 22000 certified and vegan, sold in 500g or 1000g sizes to support muscle volume, strength, and athletic performance for serious trainers.
• ZMA Premium zinc magnesium aspartate formula (SNAC Systems ZMA) supplied in 90 capsules, designed to support free and total testosterone levels, overnight muscle recovery, and sleep efficiency using the exact ingredient ratios validated in university research. Targeted at male athletes and bodybuilders seeking recovery and testosterone support.
• Peak Protein Bars Premium protein bars featuring grass-fed whey protein with 20g of protein per bar, non-GMO, gluten-free, palm-oil-free, and soy-ingredient-free, with natural sweeteners. Sold as convenient on-the-go nutrition for athletes and fitness-conscious consumers.
• B-12 Liquid Drops Liquid vitamin B-12 supplement in methylcobalamin form provided as part of a B-complex containing B-2, B-3, B-5, and B-6, formatted as a 2 fl oz dropper bottle for rapid absorption. Targeted at adults seeking energy and metabolic support.
• Vital Women's (Multi-Vitamin) Comprehensive women's multi-vitamin with 60 capsules containing vitamins, minerals, botanical extracts and antioxidant co-factors supporting energy, mood, organ health, bone density, immune response, and hormonal function. Targeted at active adult women.
• Full Spectrum Turmeric Turmeric herbal extract with standardized 95% curcuminoids and BioPerine for enhanced bioavailability, supplied as 120 capsules supporting healthy joint maintenance and antioxidant protection. Targeted at adults seeking inflammation and joint support.
• CoQ10 200mg Coenzyme Q-10 (ubiquinone) supplement in 30 capsules supporting cardiovascular health, cellular energy production via ATP, and antioxidant properties that fight cellular free-radical damage. Targeted at adults seeking heart health and energy support.
• Vitamin D3 with K2 Combined Vitamin D3 (cholecalciferol) and Vitamin K2 (MK-7) supplement in 60 capsules with BioPerine for enhanced nutrient uptake, supporting bone density, cardiovascular health, and immune function. Targeted at adults seeking foundational nutritional support.
• Ultra CLA Conjugated Linoleic Acid supplement with 1600mg per dose standardized for 80% CLA, offering stimulant-free fat loss support and HDL cholesterol maintenance. Targeted at consumers seeking weight-management supplementation.
• ProSource Super-Support Yoga Mat High-density closed cell foam yoga mat with 1/2 inch (nearly 13mm) thickness for superior shock absorption, significantly thicker than standard 4mm mats. Sold as fitness accessory for yoga practitioners, recovery, and floor-based training.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Glanbia plccoreTechnology or IntegrationGlanbia plc is a key ingredient supplier for ProSource, providing proprietary protein technologies including Leuvon™ 590 leucine peptide, TherMAX® hydrolyzed whey protein isolate, and Provon® CFM whey protein isolate used in NytroWhey Ultra Elite and other flagship products.
• AlzChem of GermanycoreTechnology or IntegrationAlzChem of Germany produces Creapure®, the world's purest creatine monohydrate used in ProSource's Creatine Monohydrate product. ProSource maintains long-held ties to AlzChem ensuring premium German Creapure at lowest prices.
• SNAC Systems (Scientific Nutrition for Advanced Conditioning)coreTechnology or IntegrationSNAC Systems pioneered and introduced the first ZMA product and continues as the leader in ZMA research and development. ProSource sources its ZMA formulation from SNAC using highest quality zinc, magnesium aspartate, and vitamin B6 in exact ratios used in university research studies.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• Transparent Labs: DTC premium supplement brand with clinically-dosed protein, creatine, and performance formulations sold direct. Closely comparable DTC business model, premium-ingredient positioning, and bodybuilding/performance customer overlap with Prosource.
• Klean Athlete: Premium sports nutrition brand offering NSF Certified for Sport supplements to competitive athletes. Comparable premium-ingredient positioning and athlete-focused target customer as Prosource's NytroWhey Ultra Elite and ZMA offerings.

Direct peers

• MusclePharm: Sports nutrition brand offering protein, creatine, BCAA, and pre-workout products to bodybuilders and athletes. Comparable SKU mix and target customer to Prosource, with overlapping flagship protein and performance lines.
• BSN (Bio-Engineered Supplements and Nutrition): Sports nutrition company behind Syntha-6, N.O.-XPLODE, and AMINOx. Direct competitor to Prosource across protein powders, creatine, pre-workout, and bodybuilding-focused supplementation sold through retail and online.
• Bodybuilding.com (store): Online sports nutrition retailer selling protein, creatine, and performance supplements directly to bodybuilders and athletes. Comparable DTC distribution model and overlapping customer base with Prosource, though with a multi-brand marketplace approach.
• Cellucor (C4): Performance nutrition brand anchored by C4 pre-workout and whey protein lines targeting athletes and fitness enthusiasts. Closely comparable product mix and customer persona to Prosource's bodybuilding and performance-oriented catalog.
• Optimum Nutrition: Gold Standard brand and category leader in sports nutrition protein, creatine, and performance supplements sold through omnichannel retail. Closely comparable to Prosource's premium-positioned protein, creatine, and ZMA portfolio and its bodybuilding-skewed customer base.

Broad incumbents

• The Vitamin Shoppe: Specialty retailer of vitamins, minerals, and sports nutrition supplements including private-label brands. Comparable supplement assortment to Prosource with a broader portfolio spanning general wellness, vitamins, and performance nutrition.
• GNC: Large specialty retailer of vitamins, supplements, and sports nutrition including its own branded lines. Overlaps with Prosource in protein, creatine, vitamins, and bodybuilding products but operates at far greater scale across physical retail and online.

Others

• Glanbia Performance Nutrition: Supplier of Leuvon, TherMAX, Provon, and CFN technologies used in Prosource's NytroWhey Ultra Elite. Thematically adjacent as both a key ingredient partner and a broader performance-nutrition player with its own consumer brands including Optimum Nutrition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/kellyprosource
• LinkedInlinkedin.com/company/prosource-products

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 Prosource