B Alive
B-Alive is a privately held nutrition retailer operating three stores in the Green Bay, Wisconsin metro area, selling a curated selection of vitamins, supplements, protein products, beauty items, and natural foods through in-store shopping, pickup, same-day local delivery, and a proprietary e-commerce site.
- Company typePrivate
- Founded1988
- HeadquartersGreen Bay, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What B Alive does
B-Alive is a privately held nutrition retailer operating three storefronts in the Green Bay, Wisconsin metropolitan area — Howard (Lineville Road), Green Bay (Oneida Street), and De Pere (Monroe Road) — supplemented by an e-commerce platform at shop.balive.com. The company sells a curated assortment of vitamins and dietary supplements, protein and performance products, beauty and personal care items, and natural/groceries foods, positioning each location at manufacturer-mandated lowest prices with an additional price-match guarantee. Fulfillment options include free same-day local delivery across 14 Green Bay-area zip codes (orders $25+, placed before 3 PM), USPS shipping within the continental U.S. (free at $50+), and free curbside or in-store pickup with no minimum order.
The firm's underlying technology stack is conventional retail and e-commerce: a WordPress-based marketing site, a proprietary shop.balive.com storefront with account login, order tracking, gift cards, and scheduled pickup/delivery, plus email and a B-Alive Rewards program as marketing channels. There is no disclosed proprietary technology, no mobile app, no API, and no AI/ML product capability; an AI-generated content disclaimer indicates generative AI is used only for some website content. No patents, certifications beyond a federal Good Faith Estimate disclosure, or third-party technology partnerships (beyond a coaching referral arrangement) are noted.
B-Alive's business model is direct-to-consumer retail product sales with a horizontal segmentation approach across three personas: health-conscious consumers (primary), fitness and performance enthusiasts, and natural/organic lifestyle seekers. Distribution is multi-channel (physical retail, e-commerce, same-day local delivery, USPS shipping, curbside pickup) and pricing is unit-based with Pay-as-you-go billing. The company differentiates through curated product vetting, no-commission staff consultations, a Western Racquet partnership that offers B-Alive Rewards customers access to certified health coaches and a registered dietitian, and convenience-oriented fulfillment. Revenue figures, ownership structure, funding history, and headcount trend beyond a 1–10 firmographic range are not publicly disclosed.
B Alive firmographics
Firmographics- Name
- B Alive
- Legal name
- B-Alive
- Website
- https://balive.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- B-Alive is a privately held nutrition retailer operating three stores in the Green Bay, Wisconsin metro area, selling a curated selection of vitamins, supplements, protein products, beauty items, and natural foods through in-store shopping, pickup, same-day local delivery, and a proprietary e-commerce site.
- Ownership category
- akta.pro rank
B Alive industry classification
Industry- Product category
- Nutritional Supplements Retail
- NAICS
- Food (Health) Supplement Retailers (456191), Other Specialty Food Retailers (44529)
- SIC
- Retail-Food Stores (5400), Retail-Drug Stores And Proprietary Stores (5912)
- akta.pro primary industry
- Health Food & Supplement Stores (CRAHAEAC)
- akta.pro secondary industry
- Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)
Keywords
Where B Alive is headquartered
LocationHeadquarters
- HQ city
- Green Bay
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
B Alive business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: B-Alive generates revenue through direct retail sales of supplements, vitamins, protein and performance products, beauty and personal care items, and groceries and natural foods. Products are sold through physical store locations and an e-commerce platform with various delivery and pickup options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Delivery: Free for orders $25+, $5 fee for orders under $25 |
| Unit Pricing | Pay-as-you-go | Shipping: Free for orders $50+, $5 flat rate for orders under $50 |
| Unit Pricing | Pay-as-you-go | Curbside and In-Store Pickup: Always Free |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
B Alive product offering
Product offeringCore offering
B Alive is an independent retailer that sells nutritional supplements, vitamins, protein products, beauty and personal care items, and natural foods through three physical store locations in the Green Bay, Wisconsin region and an online store. The business supplements retail with omnichannel conveniences including same-day local delivery, curbside pickup, USPS shipping, a price-match guarantee, and in-store health coaching delivered in partnership with Western Racquet.
Product overview
B-Alive is a supplement and vitamin retail store with 37 years of experience operating three locations in the Green Bay, Wisconsin area (Howard, Lineville Road Green Bay, Oneida Street Green Bay, and De Pere). The company offers a curated selection of vitamins and supplements, protein and performance products, beauty and personal care items, and groceries and natural foods. B-Alive operates both a physical retail presence and an e-commerce platform (shop.balive.com), providing services including same-day local delivery, curbside pickup, and USPS shipping. The company differentiates through a price match guarantee and offers health and wellness coaching through a Western Racquet partnership. B-Alive's product strategy centers on curating high-quality, vetted supplements and natural products for safety, efficacy, and potency.
Differentiator
Problem solved
Functional benefit
Products and services
- Vitamins and Nutritional Supplements Retail assortment of vitamins and nutritional supplements sold to individual consumers through B Alive's physical stores in the Green Bay, Wisconsin area and online at shop.balive.com.
Companies that use B Alive
Customer profileSegments3 records
Ideal customer profiles1 record
B Alive technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
B Alive partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Western Racquet Health & Wellness CoachingminorWestern Racquet offers B-Alive Rewards customers exclusive introductory coaching offers. B-Alive directs customers to Western Racquet for health and wellness coaching services including sessions with certified health coaches (Rachel Borowitz NBHWC, Jennifer Shomin HCI Certified Health Coach, Tad Taggart RDN). The partnership provides an added service layer for B-Alive customers seeking personalized health coaching.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
B Alive competitors and assessment
Company assessmentEmerging players
- iHerb: Large online-only retailer of vitamins, supplements, sports nutrition, and natural products with global shipping. Comparable to B-Alive on product assortment and price competitiveness, and represents the digital-native competitive threat to local supplement retailers.
- Lucky Vitamin: Online specialty retailer of supplements, vitamins, sports nutrition, and natural health products with a wide catalog and discount-led positioning. Closely comparable to B-Alive on category focus and price-sensitive value orientation, competing primarily through digital channels.
Direct peers
- GNC: Largest US specialty retailer of vitamins, supplements, and sports nutrition, operating a national chain of mall and freestanding stores plus e-commerce. Comparable to B-Alive on product category, staff-driven consultation model, and curated sports nutrition assortment.
- The Vitamin Shoppe: Multi-location specialty retailer of vitamins, supplements, and wellness products with both stores and a strong e-commerce platform. Directly comparable to B-Alive in product mix (supplements, protein, performance), customer base (health-conscious consumers and athletes), and store-with-delivery go-to-market, though at much larger national scale.
- Natural Grocers by Vitamin Cottage: Specialty grocery chain focused on natural and organic foods plus a comprehensive vitamins and supplements department. Most directly comparable to B-Alive in combining a natural foods grocery assortment with a deep supplement offering across multiple physical stores.
- Vitamin World: Specialty retailer of vitamins, supplements, and herbal products operating through mall-based stores and an online storefront. Closely aligned with B-Alive's supplement-led product strategy and customer demographic, though with a national footprint.
Broad incumbents
- Sprouts Farmers Market: Specialty grocery chain emphasizing natural and organic foods with a sizable natural supplements and body care department. Comparable to B-Alive's groceries-and-supplements mix but operates as a much larger full-line grocer rather than a supplement specialist.
Regional players
- Holland & Barrett: UK-based health and wellness retailer operating stores plus a robust international e-commerce site selling vitamins, supplements, sports nutrition, and natural foods. Highly comparable to B-Alive in-store concept, product mix, and knowledgeable-staff positioning, though geographically focused on the UK and Europe.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
B Alive social profiles
Digital presenceB Alive compliance and trust
Trust signalCompliance1 record
B Alive financial estimates
Financial estimateRevenue estimate
Valuation estimate
B Alive leadership team
Management profileNumber of profiles
Profiles1 record
B Alive funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
B Alive 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 B Alive
What does B Alive do?
B Alive is an independent retailer that sells nutritional supplements, vitamins, protein products, beauty and personal care items, and natural foods through three physical store locations in the Green Bay, Wisconsin region and an online store. The business supplements retail with omnichannel conveniences including same-day local delivery, curbside pickup, USPS shipping, a price-match guarantee, and in-store health coaching delivered in partnership with Western Racquet.
Is B Alive a public or private company?
B Alive is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was B Alive founded?
B Alive was founded in 1988. It employs 1 to 10 people.
Where is B Alive based?
B Alive is headquartered in Green Bay, United States, in the North America region.
How does B Alive make money?
One revenue line is on record: retail Product Sales.
Who are B Alive's main competitors?
Emerging players on record are iHerb and Lucky Vitamin. Direct peers are GNC, The Vitamin Shoppe, Natural Grocers by Vitamin Cottage and Vitamin World. Sprouts Farmers Market is listed as a broad incumbent. Holland & Barrett is listed as a regional player.
Does B Alive have an API?
No public API is recorded for B Alive.
What industry is B Alive in?
B Alive's product category is Nutritional Supplements Retail. Its primary akta.pro industry code is CRAHAEAC, Health Food & Supplement Stores, with a secondary code of CRAHAEAE, Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly). Its NAICS code is 456191 and its SIC code is 5400.