Infinity Fitness

Name

Infinity Fitness

Legal name

Infinity Fitness, Inc.

Website

https://infinityfitness.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Weight Management & Metabolic Supplements (CRADAGAG)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Weight Gain & Muscle-Building Nutrition (HSADAFAC)

Keywords

• Fitness supplements
• Sports nutrition
• Personal training
• Weight loss plans
• Muscle building

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Supplements Sales: Sale of scientifically engineered fitness supplements including 100% MR, Muscle Synthesis Powder, Alpha Omega M3, Fat Reduce FBO5, EZ14, and GCX10. Products available in multiple formats including powder and capsules.
2. Personalized Training Programs: 12-week personalized weight training, nutrition, fat burning interval and functional strength programs sold directly to consumers. Includes detailed nutrition plans like the 21 Day Fat Cell Cleanse and Day 22 Carb Load.
3. DVDs: Sale of training DVDs covering various workout routines and techniques.
4. Expert Consultation Services: Free and paid consultation sessions with Scott Mendelson for personalized advice on training, nutrition and supplementation. Available 7 days per week.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Infinity Fitness designs, brands, and sells directly to consumers a proprietary line of fitness supplements (muscle recovery, muscle synthesis, fat-burning fish oil complexes, digestive enzymes, performance enhancers, and lean protein) formulated by physician Dr. Eric Serrano, MD. The company bundles these supplements with structured nutrition and training programs — including the 21 Day Fat Cell Cleanse, Day 22 Carb Load, and 88 Day Burn Cycle — and offers personalized training plans, exercise videos, and paid expert consultations.

Product overview

Infinity Fitness is a fitness supplement and training company that operates as a unified product-service ecosystem centered around scientifically engineered supplements and nutrition programs. The core product portfolio consists of six main supplements: 100% MR (muscle recovery), Muscle Synthesis Powder (body composition), Alpha Omega M3 (fat burning fish oil complex), Fat Reduce FBO5 (day/night fat burning formulas), EZ14 (digestive enzyme catalyst), and GCX10 (physique and performance enhancer), each available in multiple formats including naturally flavored variants and capsule forms. These supplements are complemented by structured nutrition programs including the 21 Day Fat Cell Cleanse Nutrition Plan, Day 22 Carb Load, and 88 Day Burn Cycle, along with personalized training programs and exercise video content. All products are developed by Dr. Eric Serrano MD and the company is led by Scott H. Mendelson.

Differentiator

Problem solved

Functional benefit

Products and services

• 100% MR (Muscle Recovery) A physician-formulated muscle recovery supplement designed to support post-workout recovery for trainees and athletes; sold direct to consumers on infinityfitness.com.
• Muscle Synthesis Powder A physician-engineered protein/muscle synthesis powder supplement intended to support muscle growth and recovery; sold direct to consumers via the Infinity Fitness website.
• Alpha Omega M3 (Fat Burning Fish Oil Complex) A premium fat-burning fish oil complex formulated with a proprietary fatty-acid ratio to support fat metabolism and overall health; sold direct to consumers.
• Fat Reduce FBO5 (Day & Night Fat Burning System) A two-component day-and-night fat-burning supplement stack engineered to support continuous fat metabolism around the clock; sold direct to consumers.
• EZ14 Digestive Enzyme Catalyst A digestive enzyme catalyst supplement designed to improve nutrient absorption and digestive efficiency; sold direct to consumers.
• GCX10 Physique and Performance Enhancer A physician-formulated physique and performance enhancement supplement intended for athletes and serious trainees seeking improved performance and body composition.
• Digest A+ Lean Protein (Natural Collagen Protein) A natural, collagen-based lean protein supplement intended to support lean muscle and digestion; sold direct to consumers.
• 21 Day Fat Cell Cleanse Nutrition Plan A structured 21-day nutrition plan designed to drive fat loss, packaged with the Infinity Fitness supplement system; sold to consumers seeking a short-cycle, structured fat-loss program.
• Day 22 Carb Load A structured post-cleanse carbohydrate-loading nutrition program designed to be used after the 21 Day Fat Cell Cleanse; sold as a companion program to consumers completing the cleanse.
• 88 Day Burn Cycle An extended 88-day structured training and nutrition program designed to drive sustained fat loss and body recomposition; sold direct to consumers.
• Personalized Training Programs Individually tailored training programs developed by founder Scott H. Mendelson based on the customer's goals and current fitness level; sold to consumers seeking structured, personalized coaching.
• Exercise / Training Videos A library of exercise demonstration and training videos available on the Infinity Fitness website, used to support the personalized training programs and cleanse plans.
• Expert Consultation Services One-on-one paid consultations conducted by phone and email with Infinity Fitness trainers and nutrition experts to advise individual customers on their supplement, training, and nutrition plans.

Quantifiable outcome

• Average increase of 400+ calories per day in metabolic expenditure
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• MusclePharm: Public sports nutrition brand with a portfolio of BCAA, recovery, and performance supplements targeting athletes. Comparable product mix to Infinity Fitness with much broader distribution and brand spend.
• GNC Holdings: Largest US specialty retailer of vitamins, minerals, and sports nutrition supplements. Indirectly comparable as both a retail channel competitor and a private-label supplement manufacturer in the same categories Infinity serves.
• Optimum Nutrition (ON): Global sports nutrition incumbent and category leader in protein, BCAA, and performance supplements. Overlaps directly with Infinity's 100% MR and Muscle Synthesis SKUs but serves a fundamentally different (mass-retail) channel and price tier.
• Cellucor (C4): Major mass-market sports nutrition brand (C4 pre-workout, BCAA, fat-burners) sold across retail and DTC. Competes with Infinity across overlapping categories (BCAA, fat loss, performance) but at vastly larger scale and broader positioning.

Direct peers

• Klean Athlete: NSF-Certified for Sport supplements brand supplying professional and collegiate athletes. Comparable on the pro-athlete customer segment, evidence-based formulation, and premium positioning.
• Athlean-X: Founder-led training and nutrition brand selling programs, supplements, and content direct-to-consumer. Comparable to Infinity on the combined supplements + programs + content ecosystem model targeting fitness enthusiasts.
• Transparent Labs: DTC sports supplement brand selling clinically-formulated, transparently-dosed BCAA, fat-burner, and performance products. Closely aligned with Infinity's expert-formulation and outcomes-focused positioning.
• Momentous: Premium sports and recovery supplements with pro-athlete backing and clinically-led formulation. Highly comparable to Infinity's MD-formulated, outcome-led value proposition and elite-athlete customer base.
• Legion Athletics: Evidence-based sports supplement DTC brand built around scientific formulation, no proprietary blends, and a strong founder-author content engine. Closely mirrors Infinity's scientific-credibility positioning and content-driven acquisition strategy.
• 1st Phorm: Direct-to-consumer sports nutrition and supplements brand with a strong athlete/consultative selling model, very similar positioning to Infinity Fitness. Comparable on premium DTC, supplement+program ecosystem, and elite athlete endorsements.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/infinityfitnessINC
• LinkedInlinkedin.com/company/infinity-fitness-gym-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Infinity Fitness