Peak Body
Peak Body Nutrition is a UK-based direct-to-consumer e-commerce retailer founded in 1995 by 9x Mr Universe John Citrone, selling SARMs, peptides, NAD+ products, and sports nutrition supplements to competitive athletes, bodybuilders, and fitness enthusiasts through its own online storefront.
- Company typePrivate
- Founded1995
- HeadquartersCrowther, Australia
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Peak Body does
Peak Body Nutrition is a UK-based direct-to-consumer e-commerce retailer of sports nutrition and performance supplements, headquartered in Washington, Tyne & Wear. The company was founded in 1995 by 9x Mr Universe John Citrone and operates a 79+ SKU catalog spanning Selective Androgen Receptor Modulators (SARMs) under the Dynamic Performance sub-brand (Minotaur, Griffin, Chimera stacks), peptides (BPC-157, TB-500, GHK-Cu, KPV), NAD+ products (Liposomal NAD+ and an NAD+ Injector Pen), protein powders (Super Whey, Whey Isolate, Casein, Soya), mass and size builders, fat-loss formulations, and energy/recovery supplements. Products are sold exclusively through the company's own online storefront at peakbody.co.uk at price points ranging from approximately £10 to £250, and all SKUs are explicitly labelled and sold for research purposes only.
The business model is direct-to-consumer one-time purchase with no subscription tier; revenue is generated through online sales denominated in GBP, supported by periodic promotions (store-wide 25% off, 3-for-2 on individual SARMs) and an affiliate program. The company invests in independent third-party analytical testing through MZ Biolabs, with Certificate of Analysis reports published on the website as a trust signal. Marketing is built on content (The Guide, a blog archive dating to 2016, reconstitution guides), organic social (Facebook, X, Instagram), an affiliate scheme, and a multi-sport athlete sponsorship program spanning bodybuilders, MMA fighters, boxers, rowers, and an ice hockey team.
In September 2025, Peak Body announced a strategic partnership with eDrugstore.com and fitness expert Peter Camillo to enter personalized healthcare, performance optimization, and longevity science, introducing a concierge-level service that combines diagnostics with weight loss, muscle gain, hormone balancing, and recovery offerings. The company is privately held with no disclosed institutional funding, no patents or certifications, and no public management roster beyond the founder. Peak Body serves competitive athletes, bodybuilders, and general fitness enthusiasts primarily within the United Kingdom.
Peak Body firmographics
Firmographics- Name
- Peak Body
- Legal name
- Peak Body Nutrition
- Website
- https://peakbody.co.uk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Peak Body Nutrition is a UK-based direct-to-consumer e-commerce retailer founded in 1995 by 9x Mr Universe John Citrone, selling SARMs, peptides, NAD+ products, and sports nutrition supplements to competitive athletes, bodybuilders, and fitness enthusiasts through its own online storefront.
- Ownership category
- akta.pro rank
Peak Body industry classification
Industry- Product category
- Sports Nutrition Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Weight Management & Metabolic Supplements (CRADAGAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Peak Body is headquartered
LocationHeadquarters
- HQ city
- Crowther
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Peak Body business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Direct Product Sales: Peak Body generates revenue through direct-to-consumer e-commerce sales of supplements including SARMs, peptides, protein powders, mass gainers, and related fitness products. All products are sold as one-time purchases with no subscription model mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | SARMs - Individual Products |
| Unit Pricing | Pay-as-you-go | Stacked SARMs Products |
| Unit Pricing | Pay-as-you-go | NAD+ Products |
| Unit Pricing | Pay-as-you-go | Peptides |
| Unit Pricing | Pay-as-you-go | Protein Powders |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Peak Body product offering
Product offeringCore offering
Peak Body Nutrition manufactures and sells sports nutrition and performance supplements including SARMs (Selective Androgen Receptor Modulators), peptides, protein powders, mass gainers, NAD+ products, and related fitness accessories. The company operates as a UK-based direct-to-consumer e-commerce retailer at peakbody.co.uk, emphasizing independent third-party laboratory testing by MZ Biolabs for product purity and quality assurance. Products are sold with explicit research-use disclaimers.
Differentiator
Problem solved
Functional benefit
Brands
- Dynamic Performance: Product brand line for SARMs and peptides including stacked products like Minotaur, Griffin, and Chimera.
Products and services
- SARMs
- Peptides
- NAD+ Products
- Protein Powders
- Mass and Size Builders
- Cell and Volumizing Supplements
- Energy and Recovery Supplements
- Diet and Weight Loss Products
Quantifiable outcome
- Carlo Citrone achieved NABBA Masters Over 55 World Championship at first attempt in 2023 using Peak Body products
- +2 more outcomes
Companies that use Peak Body
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Peak Body technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Peak Body partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- eDrugstore.comcoreeDrugstore.com announced a partnership with PeakBody and fitness expert Peter Camillo to expand offerings in personalized healthcare, performance optimization, and longevity science. The collaboration introduces a concierge-level service combining medical science, diagnostics, and lifestyle solutions focusing on weight loss, muscle gain, hormone balancing, and recovery.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Peak Body competitors and assessment
Company assessmentDirect peers
- Sports Technology Labs: US-based vendor of SARMs and peptides sold for research purposes, with HPLC third-party testing and Certificates of Analysis. Closely comparable to Peak Body's core SARMs/peptides business and quality-differentiation model.
- PhD Nutrition: UK sports nutrition company offering protein powders, weight management, and performance supplements, including 'PhD Woman' range. Comparable UK D2C positioning with a fitness-oriented customer base.
- Applied Nutrition: UK sports nutrition brand selling protein powders, pre-workouts, BCAAs, and fat burners through DTC and retail channels. Closely comparable to Peak Body on target audience, product mix, and UK-centric distribution.
- Bulk Powders: UK-based active nutrition retailer selling own-label protein, creatine, BCAAs, and performance supplements direct to consumers. Highly comparable catalog and DTC model, focused on fitness enthusiasts.
- Enhanced Athlete: Sells SARMs, peptides, and bodybuilding supplements with published lab testing and research-only labeling. Directly comparable product mix, customer persona, and competitive positioning as a quality-verified SARMs retailer.
- Swiss Chems: Online retailer specializing in SARMs, peptides, and research compounds marketed for laboratory use, with published third-party lab testing. Highly comparable product mix (SARMs/peptides with research-only disclaimers) and quality-verification approach.
- Peptide Sciences: Online retailer of research peptides and SARMs with third-party testing documentation. Comparable niche peptide/SARM catalog and research-only positioning, overlapping substantially with Peak Body's Dynamic Performance line.
- Grenade: UK sports nutrition brand selling protein bars, shakes, thermogenics, and performance supplements, with athlete endorsement programs. Comparable UK D2C positioning with a strong branding and ambassador-driven marketing model.
Broad incumbents
- Cellucor (C4): Major global sports nutrition brand (C4, Cor-Performance, Alpha Amino) with broad retail and DTC presence. Comparable as a large incumbent in performance and pre-workout supplements with far greater marketing and distribution scale.
- Myprotein: UK-based sports nutrition and protein powder brand owned by THG, offering whey, mass gainers, and performance supplements direct-to-consumer. Directly comparable as a UK D2C sports supplements retailer, with broader scale and a wider protein-led catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Peak Body social profiles
Digital presencePeak Body financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peak Body leadership team
Management profileNumber of profiles
Profiles1 record
Peak Body funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peak Body 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 Peak Body
What does Peak Body do?
Peak Body Nutrition manufactures and sells sports nutrition and performance supplements including SARMs (Selective Androgen Receptor Modulators), peptides, protein powders, mass gainers, NAD+ products, and related fitness accessories. The company operates as a UK-based direct-to-consumer e-commerce retailer at peakbody.co.uk, emphasizing independent third-party laboratory testing by MZ Biolabs for product purity and quality assurance. Products are sold with explicit research-use disclaimers.
Is Peak Body a public or private company?
Peak Body is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Peak Body founded?
Peak Body was founded in 1995. It employs 101 to 250 people.
Where is Peak Body based?
Peak Body is headquartered in Crowther, Australia, in the Oceania region.
How does Peak Body make money?
One revenue line is on record: direct Product Sales.
Who are Peak Body's main competitors?
Direct peers on record are Sports Technology Labs, PhD Nutrition, Applied Nutrition, Bulk Powders, Enhanced Athlete, Swiss Chems, Peptide Sciences and Grenade. Broad incumbents are Cellucor (C4) and Myprotein.
Does Peak Body have an API?
No public API is recorded for Peak Body.
What industry is Peak Body in?
Peak Body'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 CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity). Its NAICS code is 456191 and its SIC code is 3949.