EHP Holdings
EHP Holdings operates ehplabs.com, a privately held, multi-region (US, AU, UK, CA, SG) direct-to-consumer sports supplement brand built around the OxyShred thermogenic line, distributing through owned e-commerce, Amazon, The Vitamin Shoppe, and GNC to general fitness consumers.
- Company typePrivate
- Founded2012
- HeadquartersUltimo, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What EHP Holdings does
EHP Holdings is the parent entity behind EHP Labs (ehplabs.com), a privately held, US-domiciled direct-to-consumer sports nutrition and supplement brand built around the trademarked OxyShred thermogenic fat burner franchise. The product portfolio spans five OxyShred format variants (Ultra Concentration, Hardcore, Non-Stim, Energy RTD, Gummies), whey and plant-based protein powders (OxyWhey, IsoPept, Blessed), pre-workout and hydration (Hydreau), wellness products (OxyGreens, OxyGlow marine collagen), and basics (Crea-8 creatine, glutamine, acetyl L-carnitine), plus curated goal-based bundles. Pricing is unit-based for one-time purchase (roughly $33-$60 per SKU, with bundle discounts of 39-51% off) alongside a monthly auto-delivery subscription, free shipping over $100, and a 15% first-order app download incentive.
The company sells through five regional DTC storefronts (US, Australia, UK, Canada, Singapore) and omnichannel retail partners including Amazon, The Vitamin Shoppe, and GNC. Marketing operates as a full-stack owned-channel funnel: social (Facebook, Instagram, TikTok, YouTube), a Tapcart-powered mobile app with QR-code signup, email capture, and community/loyalty programs (All Stars, EHP Loyalty). Revenue mechanics combine one-time DTC purchases, recurring subscriptions, and retail/wholesale sell-through across five international markets.
No proprietary technology, AI/ML capability, or third-party API/integration surface is disclosed; the offering is a packaged consumer goods business with a strong brand IP and multi-channel retail/distribution rather than a technology-platform company. Customer base is broad and consumer-end (general fitness, weight management, muscle gain, wellness segments), with stated reach "trusted by millions globally" and 4,000+ five-star reviews cited on the homepage.
EHP Holdings firmographics
Firmographics- Name
- EHP Holdings
- Legal name
- EHP Holdings
- Website
- https://ehpholdings.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- EHP Holdings operates ehplabs.com, a privately held, multi-region (US, AU, UK, CA, SG) direct-to-consumer sports supplement brand built around the OxyShred thermogenic line, distributing through owned e-commerce, Amazon, The Vitamin Shoppe, and GNC to general fitness consumers.
- Ownership category
- akta.pro rank
EHP Holdings industry classification
Industry- Product category
- Sports Nutrition Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)
- SIC
- Food And Kindred Products (2000), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Weight Management & Metabolic Supplements (CRADAGAG), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
Keywords
Where EHP Holdings is headquartered
LocationHeadquarters
- HQ city
- Ultimo
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
EHP Holdings 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, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for individual supplement products across categories including thermogenics, protein powders, health & wellness, and accessories. Customers can purchase单个 products or bundle combinations for discounted pricing.
- Subscription/Auto-Delivery: Auto-delivery subscription program allowing recurring product shipments with subscription policy terms. Loyalty rewards program for repeat customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual supplement products ranging from $32.95 to $59.95 |
| Unit Pricing | Pay-as-you-go | Pre-configured bundle stacks with percentage discounts |
| Subscription | Monthly | Auto-delivery subscription program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
EHP Holdings product offering
Product offeringCore offering
EHP Holdings, through its EHPlabs brand, manufactures and sells branded sports nutrition supplements direct-to-consumer and via retail partners. The portfolio is anchored by the OxyShred family of thermogenic fat burners (Ultra Concentration, Hardcore, Non Stim, Energy RTD, Gummies) and extends to protein powders (OxyWhey, IsoPept, Blessed), pre-workout, hydration (Hydreau), wellness (OxyGreens, OxyGlow collagen), and essentials (creatine, glutamine, L-carnitine). Products are sold individually, in pre-configured bundles with up to 50% off, and through an auto-delivery subscription program.
Product overview
EHP Holdings operates ehplabs.com as the official online store for OxyShred sports supplements. The product portfolio centers on the OxyShred family of thermogenic fat burners (available in Ultra Concentration, Hardcore, Non-Stim, Energy RTD, and Gummies formats), complemented by protein powders (OxyWhey, IsoPept, Blessed Vegan), workout supplements (pre-workout, hydration), health and wellness products (OxyGreens, OxyGlow collagen), and essentials (creatine, glutamine, acetyl L-carnitine). The company also offers curated bundles and stacks targeting weight loss, muscle gain, and wellness goals. The brand claims millions of users globally and over 4,000 five-star reviews.
Differentiator
Problem solved
Functional benefit
Brands
- OxyShred: Flagship thermogenic fat burner product line including Ultra Concentration, Hardcore, Non Stim, Energy RTD, and Gummies variants.
- OxyWhey
- OxyGreens
- IsoPept
- Blessed
- Hydreau
- OxyGlow
- Crea-8
Products and services
- OxyShred Ultra Concentration Thermogenic fat burner supplement designed to support weight loss, energy enhancement, and appetite suppression for fitness-focused consumers.
- OxyShred Hardcore High-potency thermogenic fat burner formulated for experienced users seeking maximum results.
- OxyShred Non Stim Stimulant-free thermogenic fat burner for users sensitive to caffeine or who prefer no-stim formulations.
- OxyShred Energy RTD Ready-to-drink OxyShred energy supplement sold in a 12-pack format for on-the-go energy consumption.
- OxyShred Gummies Gummy-format version of the OxyShred thermogenic formula for consumers preferring gummies over powder or drinks.
- OxyWhey Lean Protein Lean whey protein powder formulated to support muscle gain, recovery, and daily protein intake for fitness consumers.
- IsoPept Hydrolyzed Protein Hydrolyzed whey protein isolate designed for fast absorption and muscle protein synthesis in bodybuilders and athletes.
- Blessed Vegan Protein Plant-based protein supplement for vegan and vegetarian consumers seeking muscle support without dairy.
- Pre Workout Pre-workout supplement collection designed to enhance energy, focus, and performance during exercise for gym-going consumers.
- Hydreau Sports Hydration Sports hydration supplement formulated to support fluid balance and electrolyte replacement during workouts.
- OxyGreens Daily Supergreens Daily supergreens powder providing nutritional support, greens-based supplementation, and general wellness benefits.
- OxyGlow Natural Marine Collagen Natural marine collagen supplement formulated to support skin health and beauty-from-within wellness.
- Crea-8 Creatine Monohydrate Creatine monohydrate supplement to support strength, power output, and muscle performance for fitness consumers.
- Glutamine Glutamine amino acid supplement formulated to support muscle recovery between training sessions.
- Acetyl L-Carnitine Acetyl L-Carnitine supplement designed to support fat metabolism and weight loss goals.
Quantifiable outcome
- Trusted by millions globally with 4,000+ 5-star reviews
Companies that use EHP Holdings
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
EHP Holdings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
EHP Holdings partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- AmazoncoreAmazon marketplace partnership for online product distribution. Allows EHP Labs products to reach Amazon's customer base through third-party seller arrangement. Visible through Amazon logo on website footer.
- The Vitamin ShoppecoreRetail distribution partnership through The Vitamin Shoppe physical store chain. Provides in-store product availability for walk-in customers seeking sports supplements.
- GNCcoreRetail distribution partnership through GNC (General Nutrition Centers) physical store chain. Provides broader retail presence in health and fitness supplement market.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
EHP Holdings competitors and assessment
Company assessmentDirect peers
- Cellucor (C4): Best known for the C4 pre-workout line and a broad sports nutrition portfolio (protein, thermogenics, hydration), targeting the same fitness enthusiast consumer with similar channel strategies including DTC and major retail.
- MyProtein: Large DTC sports nutrition and wellness brand (owned by THG) with strong UK/EU presence, a flagship Impact Whey Protein, and extensive thermogenic/creatine/pre-workout lines — directly comparable in go-to-market model to EHPlabs' multi-region DTC approach.
- Transparent Labs: Premium, science-positioned DTC sports supplement brand with clinically-dosed protein, pre-workout, thermogenic, and wellness SKUs — competing for the same premium-tier, ingredient-conscious fitness consumer as EHP Labs.
- MuscleTech: One of the largest sports nutrition brands globally (owned by Iovate Health Sciences), with a portfolio spanning thermogenics, protein, pre-workout, creatine, and wellness — directly overlapping EHP Labs' product mix and target consumer.
- Ghost Lifestyle: Lifestyle-positioned sports nutrition brand with co-branded collaborations, DTC-first distribution, and a product range spanning protein, pre-workout, thermogenics, and wellness — comparable in brand-driven, multi-category merchandising.
- Bucked Up: DTC-first sports supplement brand with flagship pre-workout, thermogenics, protein, and creatine lines, plus aggressive social media marketing — closely comparable go-to-market and product architecture to EHP Labs.
- RSP Nutrition: Multi-category sports nutrition brand with protein, pre-workout, thermogenic (QuadFit), and amino lines sold through DTC, Amazon, and physical retail — closely comparable mid-market positioning to EHP Labs.
- Optimum Nutrition: Iconic sports nutrition brand (Gold Standard 100% Whey) with global distribution through GNC, Vitamin Shoppe, and Amazon — overlapping protein, creatine, and wellness categories with EHP Labs' OxyWhey, Crea-8, and OxyGreens lines.
Broad incumbents
- Herbalife: Global nutrition and weight-management company with meal-replacement protein shakes, thermogenic products, and wellness supplements — overlapping EHP Labs' Weight Loss and Health & Wellness segments at a much larger scale.
- GNC: Largest specialty health and nutrition retailer globally and a current EHP Labs distribution partner; competes via its own-label and exclusive brands across thermogenics, protein, and wellness categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
EHP Holdings social profiles
Digital presenceEHP Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
EHP Holdings leadership team
Management profileNumber of profiles
EHP Holdings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EHP Holdings 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 EHP Holdings
What does EHP Holdings do?
EHP Holdings, through its EHPlabs brand, manufactures and sells branded sports nutrition supplements direct-to-consumer and via retail partners. The portfolio is anchored by the OxyShred family of thermogenic fat burners (Ultra Concentration, Hardcore, Non Stim, Energy RTD, Gummies) and extends to protein powders (OxyWhey, IsoPept, Blessed), pre-workout, hydration (Hydreau), wellness (OxyGreens, OxyGlow collagen), and essentials (creatine, glutamine, L-carnitine). Products are sold individually, in pre-configured bundles with up to 50% off, and through an auto-delivery subscription program.
Is EHP Holdings a public or private company?
EHP Holdings is a private company. It is classified as unknown and is currently operating.
When was EHP Holdings founded?
EHP Holdings was founded in 2012. It employs 51 to 100 people.
Where is EHP Holdings based?
EHP Holdings is headquartered in Ultimo, Australia, in the Oceania region.
How does EHP Holdings make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Auto-Delivery.
Who are EHP Holdings's main competitors?
Direct peers on record are Cellucor (C4), MyProtein, Transparent Labs, MuscleTech, Ghost Lifestyle, Bucked Up, RSP Nutrition and Optimum Nutrition. Broad incumbents are Herbalife and GNC.
Does EHP Holdings have an API?
No public API is recorded for EHP Holdings.
What industry is EHP Holdings in?
EHP Holdings'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 CRADAGAG, Weight Management & Metabolic Supplements. Its NAICS code is 456191 and its SIC code is 2000.