The Nutrition

What The Nutrition does

THE Nutrition is a Slovenian sports nutrition company founded in 2010 (copyright 2010-2026) that operates as a vertically integrated e-commerce and retail platform for nutritional supplements and fitness lifestyle products. The company manufactures proprietary brands (THE for premium formulations, X3M for performance products, and THE Lady for women) while simultaneously distributing third-party brands including PROTEINI.SI, Warrior, HIGH5, Nutrend, Sponser, QNT, and Frutilu. Its catalog spans more than 1,000 SKUs across proteins (whey, casein, rice, pea, egg, beef, vegan), amino acids, creatine, pre-workouts, fat burners, vitamins and minerals, meal replacements, energy bars and gels, and lifestyle accessories such as shakers, gym bags, and training equipment. The product architecture follows a unified e-commerce platform model where all items are sold through the same storefront with category-based navigation, tiered member pricing, and multi-language support for Slovenian, Croatian, German, and broader European markets.

The company employs a direct-to-consumer go-to-market with multi-language online stores for Slovenia, Croatia, Germany/Austria, and an English-language EU site, complemented by eight physical retail locations across Slovenian cities (Ljubljana with two branches, Maribor, Celje, Kranj, Ribnica, Brežice, Slovenska Bistrica, and Koper). Revenue mechanics rely on product sales through retail and e-commerce, supported by a tiered Club member program offering 30-40% discounts on regular prices and a top-tier Golden Member annual subscription for maximum pricing benefits. Monthly promotional campaigns offer up to 40% discounts and a Wheel of Fortune gamification mechanic awards up to 50% off orders exceeding €69. Free shipping thresholds are €59.99 for Slovenia and €99 for Germany. An Online Advisor consultation tool helps customers select bundles based on fitness goals, while the proprietary 'THE Skupnost' community platform drives retention through forum discussions, recipe sharing, and an athlete ambassador program.

Name

The Nutrition

Legal name

THE Nutrition

Website

https://www.the-nutrition.com/

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

THE Nutrition is a Slovenian sports nutrition company founded in 2010 that manufactures its own proprietary supplement brands (THE, X3M, THE Lady) and distributes third-party brands through multi-country e-commerce platforms and eight Slovenian retail stores, serving athletes and fitness consumers across Central and Southeastern Europe.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL), Weight Management & Metabolic Supplements (CRADAGAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Sports nutrition supplements
• Protein supplements
• Creatine supplements
• Fitness accessories
• Meal replacements

Headquarters

HQ city

Ljubljana

HQ country

Slovenia

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: THE Nutrition generates revenue through direct sales of sports nutrition supplements including proteins, amino acids, creatine, vitamins, extracts, meal replacements, bars, gels, and lifestyle products. The company operates on a retail model with tiered pricing for members vs non-members, offering significant discounts (30-40%) to registered club members. Revenue is driven by both one-time purchases and repeat customers through a loyalty program.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

THE Nutrition develops, manufactures and retails its own sports nutrition supplement lines (THE, X3M, THE Lady) and distributes third-party brands (Warrior, HIGH5, Sponser, PROTEINI.SI, Nutrend, QNT, Frutilu) through multi-country e-commerce websites and 8 physical retail stores in Slovenia. The portfolio of more than 1,000 SKUs covers proteins, amino acids, creatine, pre-workouts, fat burners, vitamins, meal replacements, sports bars, gels, and fitness lifestyle accessories, supported by a member loyalty program and online advisory service.

Product overview

The Nutrition is a Slovenian sports nutrition e-commerce platform offering a comprehensive portfolio of nutritional supplements and fitness lifestyle products. The core product portfolio includes protein supplements (whey, casein, amino acid, and plant-based proteins), creatine products, pre-workout and fat burner supplements, vitamins and minerals, meal replacements, and sports bars/gels. The product lines are organized under two main brands: THE (premium) and X3M (performance), with additional third-party brands including Warrior, HIGH5, Sponser, and PROTEINI.SI. The company also offers a lifestyle product line featuring shakers, gym accessories, clothing, and training equipment. The product architecture follows a unified e-commerce platform model where all products are sold through the same online store with category-based navigation, member pricing tiers, and multi-language support for the Slovenian, Croatian, German, and broader European markets.

Differentiator

Problem solved

Functional benefit

Brands

• THE Lady: Product line specifically designed for women, including THE Lady Fit Drink, THE Lady Skin&Hair Elixir, THE Lady Vitamin+, THE Lady Burner, and THE Lady Shaker

Products and services

• THE Amino Whey

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• PROTEINI.SIminorOthersPROTEINI.SI branded products (protein bars, snacks, energy products) are sold through THE Nutrition's online store and retail locations alongside THE Nutrition's proprietary products.
• WarriorminorOthersWarrior brand protein bars and flapjacks are distributed through THE Nutrition's sales channels, expanding the product assortment for fitness consumers.
• HIGH5minorOthersHIGH5 energy gels and sports drinks are offered through THE Nutrition's platform, targeting endurance athletes and fitness enthusiasts.
• NutrendminorOthersNutrend sports nutrition products are part of THE Nutrition's multi-brand product offering.
• SponserminorOthersSponser products including magnesium supplements and energy drinks are distributed through THE Nutrition's retail and online channels.
• QNTminorOthersQNT sports nutrition products are included in THE Nutrition's product catalog.
• FrutiluminorOthersFrutilu branded snack and beverage products are offered through THE Nutrition's distribution network.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MyProtein: UK-based global sports nutrition brand offering proteins, creatine, BCAAs, pre-workouts, and gym apparel through direct e-commerce. Directly competes with THE Nutrition in the DACH and EU markets with much larger scale and brand recognition.
• Prozis: Portuguese sports nutrition and supplements e-commerce platform with a broad proprietary catalog and EU-wide fulfillment. Competes head-to-head with THE Nutrition in German and broader EU markets.
• Bulk Powders: UK sports nutrition brand selling proteins, amino acids, creatine, and supplements direct-to-consumer across Europe. Overlaps directly with THE Nutrition's core assortment and pricing model.
• Scitec Nutrition: Hungarian-origin sports nutrition brand selling proteins, creatine, pre-workouts, and recovery products with strong European retail and distribution presence. Comparable sports nutrition manufacturer-retailer hybrid.
• Nutrend: Czech sports nutrition and functional food manufacturer with extensive product portfolio across proteins, amino acids, and energy gels. Already a partner brand for THE Nutrition and a direct competitor in the regional market.

Emerging players

• Ostrovit: Polish sports nutrition brand rapidly expanding across Europe with affordable protein, creatine, and supplement lines. Comparable catalog approach and price positioning to THE Nutrition's X3M line.

Broad incumbents

• Optimumnutrition: Global premium sports nutrition brand (part of Glanbia) with extensive protein, creatine, and BCAA portfolio. Sets the premium benchmark THE Nutrition's THE brand is positioned against in DACH.
• Decathlon: Global sporting goods retailer carrying its own sports nutrition lines and third-party brands across hundreds of European stores. A broad benchmark for omnichannel retailing the company aspires to at smaller scale.
• GNC: Global health and wellness supplement retailer with broad vitamins, supplements, and sports nutrition assortment. Sets the global multi-category supplement retail benchmark relevant to THE Nutrition's catalog strategy.

Regional players

• Hervis: Austrian sporting goods retailer carrying sports nutrition and fitness accessories across Central Europe. Comparable regional retail touchpoint for the overlapping Austrian/German customer that THE Nutrition targets via e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheNutrition
• Instagraminstagram.com/thenutritionhrvatska
• LinkedInlinkedin.com/company/t-h-e-d-o-o-

Revenue estimate

Valuation estimate

Number of profiles

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 The Nutrition