Niima

Name

Niima

Legal name

Niima Wellness LLC

Website

https://niimabrand.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Niima Wellness LLC is a Boise, Idaho-based direct-to-consumer supplement company selling whole-foods daily capsules and powders, formulated for action-sports athletes and creators and distributed exclusively through its Shopify e-commerce site with athlete-ambassador-driven community marketing.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro industry

PRIMARYCRADAGAE

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Daily nutritional supplements
• Whole foods nutrition
• Athlete wellness supplements
• Collagen peptides powder
• Superfood blends

Headquarters

HQ city

Boise

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, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Niima sells supplements and apparel directly through its Shopify-powered e-commerce storefront (niimabrand.com). Products include the flagship Daily Formula supplement, collagen peptides, and superfood powders.
2. Affiliate and Referral Program: The company operates an affiliate marketing program through Dovetale, offering discount codes, content creation opportunities, gifting, and campaign collaborations with creators and ambassadors.
3. Apparel and Accessories: Secondary revenue stream from branded merchandise including trucker hats, logo hats, and sticker packs sold through the e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Niima sells whole foods nutrition supplements directly to consumers through its Shopify e-commerce store. Its flagship product is The Daily Formula, a once-a-day vegetarian capsule combining essential vitamins and minerals with proprietary blends for energy, focus, immune support, and recovery, formulated specifically for action sports athletes. The portfolio also includes Grass-Fed Collagen Peptides Powder, Niima RED Daily Reds Superfood, the Full Wellness Bundle, and branded apparel and accessories such as trucker hats, 5-panel camper hats, logo hats, and sticker packs.

Product overview

Niima is a wellness supplement company offering a focused portfolio centered on whole foods nutrition. The core product is The Daily Formula, a once-daily capsule providing essential vitamins, minerals, and proprietary blends for energy, focus, immune support, and recovery. This is complemented by Grass-Fed Collagen Peptides Powder (Chocolate) for protein supplementation and Niima RED Daily Reds Superfood for antioxidant and nutrient support, which can be purchased individually or as the Full Wellness Bundle. The company also sells branded apparel including trucker hats, camper hats, logo hats in multiple colors, and sticker packs. All products are manufactured in the USA, with supplements featuring food-based ingredients formulated specifically for action sports athletes and creators.

Differentiator

Problem solved

Functional benefit

Brands

• Niima Wellness: The parent brand identity for whole foods nutrition supplements targeting athletes and creators.

Products and services

• The Daily Formula by Niima A once-a-day whole foods nutrition supplement for action sports athletes and creators, providing essential vitamins and minerals plus proprietary blends supporting energy, focus, immune function, and healthy inflammation response.
• Grass-Fed Collagen Peptides Powder (Chocolate) Chocolate-flavored hydrolyzed collagen supplement containing collagen types 1 and 3 to support healthy skin, muscles, and bones.
• Niima RED Daily Reds Superfood Red superfood powder blend with fruits, vegetables, and botanicals supplying antioxidants, fiber, and essential nutrients for overall health.
• Full Wellness Bundle A bundled package offering all three Niima wellness products (The Daily Formula, Collagen Peptides Powder, and Niima RED Daily Reds Superfood) at a special rate.
• Niima Trucker Hat in Black Branded cotton-poly/nylon mesh trucker hat with adjustable snapback closure and embroidered Niima logo patch, priced at $32.00.

Quantifiable outcome

• Most athletes notice improvements in overall well-being and performance after 2-3 weeks of consistent use
• +1 more outcomes

Named customers6 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

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Karlfeldt CentercoreStrategic or Co-development PartnerNiima is a proud partner of The Karlfeldt Center, an integrative oncology and wellness clinic. Advisor Michael Karlfeldt, ND, Ph.D developed the formulation for Niima's Daily Formula, which has been revolutionary for action sports athletes. The partnership involves ongoing collaboration on product concepts and quality standards.
• Michael Karlfeldt, ND, Ph.DcoreOthersBoard-Certified Naturopath and Managing Director of Karlfeldt Center with over 30 years of experience. Developed the Niima Daily Formula formulation specifically for action sports athletes. Holds credentials from Clayton College of Natural Health and completed a seven-year apprenticeship in Switzerland.
• Alexandra RainsminorOthersCertified Nutritional Therapist and CrossFit Level 1 Coach with over a decade of experience. Former Executive Vice President of a leading frozen bone broth brand. Consults on product development, marketing, and consumer experience.
• Paul FrantellizziminorOthers30+ years of experience in dietary supplement industry. Founded the country's premier functional-food co-manufacturer and winner of NutraCon and SupplySide West Editor's Choice Awards. Currently leads Joyful Humans supplements. Collaborating with Niima to remain at the forefront of the industry.
• Slush MagazineminorGTM or Marketing PartnerSlush Magazine published the Mid Life Crisis 2 feature video showcasing freestyle snowboarding presented by Niima, Union, Academy Snowboards, Dakine and others. Niima co-sponsored the production.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ritual: Ritual is a DTC multivitamin brand built around simplicity, traceability, and a single daily routine — directly comparable to Niima's 'radically simple wellness' capsule narrative and subscription model.
• Care/of: Care/of is a DTC personalized vitamin and supplement brand with a digitally native, design-forward brand — directly comparable to Niima's DTC Shopify-led, capsule-based daily vitamin offering.
• Onnit: Onnit is a wellness brand combining supplements, nootropics, and fitness culture with strong athlete/crossfit community ties — overlapping with Niima's action-sports, performance, and focus positioning.
• Momentous: Momentous is a premium sports-nutrition and supplement brand explicitly formulated for high-performance athletes, mirroring Niima's athlete-led, science-formulated positioning and DTC distribution.
• AG1 (Athletic Greens): AG1 is the flagship premium DTC greens/nutrition powder built around athlete performance and a single daily ritual — directly comparable to Niima's 'one daily capsule for athletes' positioning, category, and channel model.

Emerging players

• Liquid I.V. Liquid I.V. is a hydration and wellness brand built around athlete endorsements and a single-product daily-use narrative — partially overlapping with Niima's wellness-for-active-people positioning.
• Gainful: Gainful is a DTC personalized nutrition brand focused on protein and supplements for active consumers — adjacent to Niima in target customer (active, wellness-oriented) and DTC subscription mechanics.

Broad incumbents

• Thorne: Thorne is an established premium supplement brand with NSF-certified manufacturing and a broad athlete/professional endorsement roster — competing with Niima in the sports-nutrition category from a much larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/niimabrand

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Niima