IFit
iFit (iFit Group OÜ) is a Tallinn-based e-commerce and specialty retailer operating Estonia's largest sports nutrition and supplement catalog, selling 7,000+ branded products to Estonian consumers through a trilingual online store and physical iFit Shops.
- Company typePrivate
- Founded2011
- HeadquartersTallinn, Estonia
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What IFit does
iFit (legal entity iFit Group OÜ) is a privately held Estonian e-commerce and specialty retail company founded in 2011 and headquartered at Tartu maantee 52, Tallinn. It operates the largest sports nutrition and supplement storefront in Estonia, offering more than 7,000 SKUs across four core categories: sports supplements (protein, creatine, pre-workout, amino acids, fat burners, testosterone boosters), vitamins and herbs, fitness food and snacks, and training equipment. The platform is a multi-brand reseller carrying international names such as Myprotein, Optimum Nutrition, Swanson, MuscleTech, NOW Foods, Scitec Nutrition, MuscleMeds, Cellucor, and GHOST, and functions as an aggregator marketplace rather than a proprietary brand or technology platform — there is no in-house product line, no disclosed AI/ML, no API, and no third-party integrations.
The business operates a direct-to-consumer model through two channels: a trilingual online store (Estonian, English, Russian) at www.ifit.ee, and physical iFit Shops in Estonia. Same-day shipping is offered on weekday orders placed before 15:00, with free shipping on orders above €75, and unit-priced per-product sales with periodic discounts drive revenue. The company does not disclose revenue, headcount, ownership beyond founder Raider S, external funding, M&A activity, or partnerships, and shows no evidence of subsidiary structure, international expansion beyond Estonia, or institutional investment.
IFit firmographics
Firmographics- Name
- IFit
- Legal name
- iFit Group OÜ
- Website
- https://ifit.ee
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- iFit (iFit Group OÜ) is a Tallinn-based e-commerce and specialty retailer operating Estonia's largest sports nutrition and supplement catalog, selling 7,000+ branded products to Estonian consumers through a trilingual online store and physical iFit Shops.
- Ownership category
- akta.pro rank
IFit industry classification
Industry- Product category
- Sports Nutrition and Supplement Retail
- NAICS
- Sporting Goods Retailers (459110), Food (Health) Supplement Retailers (456191)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
- akta.pro secondary industries
- Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL), Health Food & Supplement Stores (CRAHAEAC)
Keywords
Where IFit is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
IFit business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: IFit generates revenue through direct e-commerce sales of sports nutrition supplements, vitamins, herbs, fitness food/snacks, and training equipment. Customers purchase products individually at listed prices with occasional discounts and special offers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
IFit product offering
Product offeringCore offering
iFit sells sports nutrition supplements, vitamins and herbs, fitness food and snacks, and training equipment through its e-commerce website ifit.ee and physical iFit Shops in Estonia. The catalog spans more than 7,000 products from international brands including Myprotein, Optimum Nutrition, Swanson, MuscleTech, NOW Foods, Scitec Nutrition, MuscleMeds, Cellucor, and GHOST. The company serves individual consumers in Estonia with multi-lingual support and same-day shipping on weekday orders.
Product overview
iFit (iFit Group OÜ) is Estonia's largest sports nutrition and fitness e-commerce platform offering over 7,000 products. The platform operates as a multi-brand online store selling supplements (protein, creatine, pre-workout, amino acids, fat burners), vitamins and herbs, fitness food and snacks, and training equipment. The company carries international brands including Myprotein, Optimum Nutrition, Swanson, MuscleTech, NOW Foods, Scitec Nutrition, MuscleMeds, Cellucor, and GHOST. iFit functions as an aggregator marketplace rather than a technology platform, with no AI capabilities, APIs, or integrations mentioned. Key features include free shipping on orders over €75 and same-day shipping for weekday orders placed before 15:00.
Differentiator
Problem solved
Functional benefit
Products and services
- iFit Online Store Multi-lingual e-commerce storefront at ifit.ee offering more than 7,000 sports nutrition supplements, vitamins and herbs, fitness food and snacks, and training equipment from multiple international brands, with shopping cart, customer account, wishlist, and order history functionality for individual Estonian consumers.
- iFit Physical Shops Physical retail locations in Estonia where customers can purchase sports nutrition supplements, vitamins, fitness foods, and training equipment in person.
- iFit Gift Card Gift card available through the iFit Online Store that can be purchased by individual consumers for redemption against the catalog of supplements, vitamins, fitness foods, and training equipment.
Quantifiable outcome
- 70,000+ satisfied customers
- +1 more outcomes
Companies that use IFit
Customer profileSegments2 records
Ideal customer profiles2 records
IFit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
IFit partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights3 records
IFit competitors and assessment
Company assessmentDirect peers
- Bodylab: Danish sports nutrition e-commerce retailer carrying multiple international brands of protein, creatine and training gear — a near-identical specialty online retail model in a neighboring Nordic market.
- Myprotein: UK-based global sports nutrition brand with a large direct-to-consumer e-commerce platform shipping across Europe. It is both iFit's key supplier and a direct DTC competitor reaching the same Estonian customers.
- Gymgrossisten: Nordic sports nutrition e-commerce and retail chain selling supplements, vitamins and training equipment across Sweden/Norway/Finland — direct regional competitor with an analogous online-plus-physical model.
- Bulk.com: UK-based sports nutrition e-commerce retailer offering a comparable multi-brand and own-brand catalog of supplements, vitamins and gym accessories to European consumers online — closest direct competitor in business model.
- Bodystore: Nordic sports nutrition and supplements online retailer with multi-brand catalog and own-brand lines — comparable inventory-led online retailer serving a similar fitness enthusiast persona.
- Proteinkontoret: Swedish online specialist in sports nutrition supplements and accessories with similar product breadth and DTC model; comparable to iFit in category focus and channel mix.
Regional players
- Svensk Hälsokost: Swedish health food and supplements retail chain with online and physical stores; regional peer that overlaps with iFit on vitamins, herbs and sports nutrition but operates in a different Nordic geography.
Broad incumbents
- Holland & Barrett: Large UK-headquartered health food and supplements retailer with extensive European e-commerce; broader than iFit (vitamins, health foods, sports nutrition) but overlaps heavily in the supplements category.
- GNC: Global sports nutrition and supplements specialty retailer with both online and physical stores — an established incumbent whose brand portfolio and store model parallel iFit's omnichannel approach at much greater scale.
- Vitamin Shoppe: US-listed specialty retailer of vitamins, minerals and sports nutrition supplements via e-commerce and stores — a broader incumbent analogous to iFit's positioning in supplements and fitness nutrition.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
IFit social profiles
Digital presenceIFit financial estimates
Financial estimateRevenue estimate
Valuation estimate
IFit leadership team
Management profileNumber of profiles
Profiles1 record
IFit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IFit 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 IFit
What does IFit do?
iFit sells sports nutrition supplements, vitamins and herbs, fitness food and snacks, and training equipment through its e-commerce website ifit.ee and physical iFit Shops in Estonia. The catalog spans more than 7,000 products from international brands including Myprotein, Optimum Nutrition, Swanson, MuscleTech, NOW Foods, Scitec Nutrition, MuscleMeds, Cellucor, and GHOST. The company serves individual consumers in Estonia with multi-lingual support and same-day shipping on weekday orders.
Is IFit a public or private company?
IFit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was IFit founded?
IFit was founded in 2011. It employs 1 to 10 people.
Where is IFit based?
IFit is headquartered in Tallinn, Estonia, in the Europe region.
How does IFit make money?
One revenue line is on record: product Sales.
Who are IFit's main competitors?
Direct peers on record are Bodylab, Myprotein, Gymgrossisten, Bulk.com, Bodystore and Proteinkontoret. Svensk Hälsokost is listed as a regional player. Broad incumbents are Holland & Barrett, GNC and Vitamin Shoppe.
Does IFit have an API?
No public API is recorded for IFit.
What industry is IFit in?
IFit's product category is Sports Nutrition and Supplement Retail. Its primary akta.pro industry code is CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers, with a secondary code of CRAOAJAL, Sports Nutrition, Hydration & Recovery Products Distribution. Its NAICS code is 459110 and its SIC code is 3949.