Virtuoos

What Virtuoos does

Virtuoos Com B.V. is a privately held, founder-owned Dutch sports nutrition and supplements company headquartered in Heerenveen, Friesland (Skrynmakher 11, 8447 GH Heerenveen). It was founded by Jelmer Jeen Haanstra and develops its catalogue — over 27 supplement SKUs (multivitamins, omega-3, minerals, proteins, performance aids) and 8 sports nutrition SKUs (energy gels, sports drinks, maltodextrin) plus accessories and sport-specific bundles (cycling, running, football, sleep, summer fitness) — in collaboration with elite athletes, trainers, and sports scientists. All batches are NZVT-certified doping-free, a regulatory standard required for athletes competing under WADA rules, and the portfolio carries formulations such as magnesium bisglycinaat, Quatrefolic folate, Antarctic EcoHarvested krill omega-3, and 2:1 glucose-fructose carbohydrate ratios engineered to specific sports-nutrition performance targets (e.g., 30–90g carbohydrate/hour intake during endurance exercise).

The company's business model is direct-to-consumer e-commerce (virtuoos.com), with pricing per SKU ranging from approximately €10.50 to €55.00 for individual products and €67.50 to €205.50 for bundles. A subscription programme called Virtuoos Routine offers a 15% discount and flexible recurring delivery, providing a recurring revenue layer on top of one-time purchases. Customer acquisition is product-led, anchored by an online 'Supplementen Test' (supplemententest.virtuoos.com) that delivers a personalized recommendation in roughly two minutes in exchange for a 15% conversion discount, supplemented by content marketing (sports nutrition blog), organic social (Instagram, Facebook, LinkedIn), and paid retargeting across Google, Facebook, Bing, and affiliate channels via Awin.

Virtuoos monetizes primarily through individual Dutch and EU consumers purchasing for endurance (cycling, running, triathlon), strength (powerlifting, sprinting, BMX), and team sports (football, handball, volleyball) use cases, with a 9.6 Kiyoh customer rating signalling high satisfaction. Beyond consumer sales, the company operates an ambassador programme called 'Virtuozen' covering 26 professional athletes and teams — including WorldTour cycling teams (Alpecin-Premier Tech, SD Worx-Protime, Lotto-Intermarché), Eredivisie football clubs (SC Heerenveen, Vitesse, Heracles Almelo), and individual Olympic/Paralympic athletes (Lieke Klaver, Jetze Plat, Marrit Steenbergen) — which function primarily as marketing/social proof and product co-development rather than disclosed B2B supply contracts. The company has no external funding, no parent company, and no public listing.

Name

Virtuoos

Legal name

Virtuoos Com B.V.

Website

https://virtuoos.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Virtuoos is a Dutch direct-to-consumer sports nutrition and supplements brand, founded by Jelmer Jeen Haanstra in Heerenveen, Netherlands, that sells NZVT-certified doping-free products to endurance, strength, and team-sport athletes across the Netherlands and EU via its own e-commerce site and Virtuoos Routine subscription.

Ownership category

akta.pro rank

Product category

Sports Nutrition and Supplements

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industry

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

Keywords

• Sports nutrition supplements
• Athletic performance supplements
• Doping-free supplements
• Protein and recovery products
• Endurance sport nutrition

Headquarters

HQ city

Heerenveen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales (One-time): Virtuoos sells supplements, sports nutrition, and accessories directly to consumers via its e-commerce website (virtuoos.com). Customers purchase individual products at listed retail prices.
2. Subscription Revenue (Virtuoos Routine): Virtuoos offers a subscription programme ('Routine') providing 15% discount on products, free convenient delivery, and flexible customisation. This generates recurring subscription revenue from repeat customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Virtuoos develops, manufactures and sells a comprehensive portfolio of NZVT-certified doping-free sports nutrition supplements, including multivitamins, vitamins, minerals, omega-3, proteins, performance aids, energy gels and sports drinks. Products are sold directly to consumers via the virtuoos.com e-commerce storefront, supported by sport-specific bundles (cycling, running, football, sleep, summer fitness) and a recurring subscription programme called 'Virtuoos Routine'.

Product overview

Virtuoos is a Dutch sports nutrition and supplements company offering a comprehensive portfolio of products developed for athletes across various sports disciplines. The portfolio consists of three main categories: Supplements (including vitamins, minerals, proteins, and performance aids), Sports Nutrition (energy gels, sports drinks, and maltodextrin), and Accessories (shakers, bottles, and storage). The supplements are sold both individually and in sport-specific bundles (cycling, running, football, sleep, summer fitness). Products are NZVT-certified doping-free and developed in collaboration with top athletes, sports scientists, and nutritionists. The company also offers a subscription service called 'Routine' for regular supplement delivery with 15% discount.

Differentiator

Problem solved

Functional benefit

Products and services

• Multi Health Support Gold (zonder B6) Daily multivitamin supplement providing a broad spectrum of vitamins and minerals to support overall health, immune function, and energy metabolism for athletes.
• Multi Oxidant Control Gold (zonder B6) Comprehensive multivitamin containing antioxidants, vitamins, and minerals developed with sports experts to support athlete health and protect cells.
• B12 Gold Vitamin B12 supplement containing the active form of vitamin B12 to support normal functioning of the nervous system.
• Vitamine C1000 Gold High-dose vitamin C supplement (1000 mg) that supports immune function and works as an antioxidant.
• Immuun Vitamine C & Zink Gold Combination supplement of vitamin C and zinc that supports a healthy immune system.
• D3-600 IU Gold Vitamin D supplement (600 IU) supporting muscles, bones and immune function.
• D3-3000 IU Gold High-dose vitamin D supplement (3000 IU) for enhanced support of bones and immune system.
• Foliumzuur Gold Folic acid supplement (400 μg) containing Quatrefolic (5-MTHF), an active and well-absorbed form.
• Visolie Omega-3 Gold Fish oil omega-3 supplement providing 330 mg EPA and 220 mg DHA per serving for heart health.
• Krill Omega-3 Gold Omega-3 supplement derived from Antarctic krill using EcoHarvesting technology, providing EPA and DHA for heart and brain function.
• IJzer Complex Gold Iron supplement with vitamin C for better iron absorption, helps reduce fatigue.
• Magnesium Gold Magnesium supplement containing magnesium bisglycinaat, the highly absorbable form of magnesium, supporting muscle and nerve function.
• Zink Gold Zinc supplement that helps build body protein and supports the immune system.
• Caseïne Gold Slow-absorbing casein protein supplement, ideal for use before sleep to support overnight recovery.
• Collageen Gold Hydrolyzed collagen peptide supplement (15 g per serving) with vitamin C to support strong bones and healthy cartilage.
• Clear Whey Gold Refreshing clear protein lemonade with 25 g of high-quality whey protein per serving for post-workout recovery.
• Recovery Gold Post-training recovery shake containing 35 g carbohydrates and 24 g protein to support muscle recovery.
• Vegan Protein Blend Gold Plant-based protein blend of pea and rice protein enriched with extra amino acids.
• Whey Classic Gold Classic whey protein supplement providing 23 g protein, 3 g leucine and more than 5 g BCAAs per shake for muscle recovery and growth.
• Bietenshot Gold Beetroot shot supplement containing 400 mg nitrate per shot, convenient for training and competition to enhance performance.
• Beta-Alanine 750mg Gold Beta-alanine supplement (750 mg per capsule) supporting high-intensity performance.
• Cafeïne Gold 50 mg Caffeine supplement (50 mg per capsule) that increases concentration and alertness.
• Creatine Gold Pure creatine monohydrate supplement (6 g per serving) that improves performance and muscle strength.
• Natrium Bicarbonaat 1200mg Gold Sodium bicarbonate supplement (1200 mg per capsule) for buffering capacity during high-intensity exercise.
• BCAA Instant Gold BCAA supplement providing 5 g branched-chain amino acids per serving in optimal 2:1:1 ratio.
• Joint Support Gold Joint support supplement containing 1000 mg glucosamine per daily serving with copper and manganese for cartilage health.
• Metabolism Gold Metabolism support supplement with green tea EGCG to support fat burning and B-vitamins for energy metabolism.
• Probioticum Gold Probiotic supplement with 3 billion viable bacteria per capsule using Bacillus Coagulans, a spore-forming bacterium.
• ProNite Gold Sleep support supplement with valerian and passiflora to promote sleep readiness and quality rest.
• Energy Gel Gold Energy gel providing 30 g carbohydrates per gel in Lemon and Berry flavors for quick energy during exercise.
• Sports Drink Gold Sports drink with 30 g carbohydrates per serving in 2:1 glucose-fructose ratio, in Lemon and Berry flavors, for hydration and energy during exercise.
• Maltodextrine Gold Fast-absorbing carbohydrate source, 100% pure maltodextrin for energy supplementation during exercise.
• Maurten Drink Mix 320 CAF 100 High-carbohydrate sports drink (80 g carbohydrates per 500 ml serving) with 100 mg caffeine, available in 14-sachet packs.
• Capsule doosje Strong and durable capsule storage box with smart compartments for organizing supplements.
• Virtuoos Bidon (Tacx Shiva) Sports water bottle, one of the most used bottles in Dutch top sports, with twist cap and lockable drinking spout.
• Virtuoos Shaker Leak-proof shaker bottle with smart thread for clump-free, creamy shakes in seconds.
• Virtuoos Sport-Specific Bundles (Pakketten) Pre-configured multi-product bundles targeting specific sports and goals, including Voetbalpakket (Basis and Professioneel), Wielrenpakket (Wedstrijden, Cyclosportieven, Meerdaagse evenementen), Hardlooppakket (Basis, Prestatie), Pakket – Basis, Pakket – Slapen, Pakket – Topfit de zomer door, and Pakket – Weerstand.
• Virtuoos Routine (Subscription Programme) Recurring subscription programme offering 15% discount on favourite products, free delivery at a preferred time, and flexible customisation/modification at any time.

Quantifiable outcome

• Sports Drink Gold and Energy Gel Gold deliver 30g carbohydrates per serving with a 2:1 glucose-fructose ratio, allowing athletes to reach 60–90g carbohydrate/hour intake targets.
• +2 more outcomes

Named customers25 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• SC HeerenveencoreStrategic or Co-development PartnerSC Heerenveen (Eredivisie football club) and Virtuoos have extended their collaboration on sport nutrition and nutritional supplements. Both Frisian organisations share a joint ambition to optimally support players in health, recovery, and performance. Virtuoos provides high-quality, guaranteed doping-free supplements developed in collaboration with sports physicians, nutritionists, and top athletes. The club's dietitian Josette van Toor noted the broad assortment and product quality as a perfect fit for their needs.
• Alpecin-Premier TechcoreStrategic or Co-development PartnerAlpecin-Premier Tech is a professional cycling WorldTour team that uses Virtuoos supplements including multivitamine, iron, omega-3, vitamin D, zinc, and beta-alanine as part of their daily performance nutrition programme. Head of Performance Kristof de Kegel manages the team's supplement protocol, which includes blood tests every two months, altitude training support, and carefully timed delivery of supplements to riders to ensure compliance.
• SD Worx – ProtimecoreStrategic or Co-development PartnerProfessional women's cycling WorldTour team listed as a Virtuoso (Virtuozen) partner team.
• Lotto-IntermarchécoreStrategic or Co-development PartnerProfessional cycling WorldTour team listed as a Virtuoso (Virtuozen) partner team.
• Unibet Rose RocketscoreStrategic or Co-development PartnerProfessional cycling team listed as a Virtuoso (Virtuozen) partner team.
• VitessecoreStrategic or Co-development PartnerEredivisie football club listed as a Virtuoso (Virtuozen) partner team.
• FoodmakerminorStrategic or Co-development PartnerAlpecin-Premier Tech works with Foodmaker on athlete nutrition and has co-developed a food app with them. While this is primarily a team-level partnership that indirectly relates to Virtuoos's ecosystem, it reflects the broader performance nutrition collaboration in Virtuoos's professional athlete network.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Myprotein: Myprotein (THG) is the largest global D2C sports nutrition brand with a comparable broad catalog (protein, vitamins, sports drinks, gels) sold direct to consumers online. It is the most direct comparator on business model, target buyer (active consumers and athletes), and pricing tier — Virtuoos competes for the same online sports-supplement wallet.
• Bulk Powders: Bulk Powders (now 'bulk') is a UK-based D2C sports nutrition brand selling protein, supplements, and sports nutrition directly to athletes and gym-goers. Same value proposition (athlete-focused, direct, broad catalogue) as Virtuoos, competing for European online sports-supplement spend.
• Klean Athlete: Klean Athlete is a US sports supplement brand differentiated by NSF Certified for Sport (a doping-free / banned-substance-tested guarantee for professional athletes). Mirrors Virtuoos's NZVT certification strategy and athlete-endorsement GTM, addressing the same elite-team and pro-compliant consumer.
• Body & Fit: Body & Fit (bodylab.nl) is a Netherlands-headquartered D2C sports nutrition and supplement retailer serving Dutch and Benelux consumers — the closest home-market peer. Competes with Virtuoos on catalogue breadth (whey, vitamins, energy gels), pricing, and Dutch-language e-commerce.
• Maurten: Maurten is a Swedish sports drinks and gels brand built for endurance athletes; Virtuoos already resells Maurten Drink Mix and competes in adjacent SKUs (Sports Drink Gold, Energy Gel Gold). Closely comparable on target buyer (road cyclists, endurance athletes), claims (2:1 glucose-fructose, hydrogels), and pricing tier.
• XXS Nutrition: XXS Nutrition is a Dutch/Belgian sports nutrition brand focused on athletes and active consumers, with protein, vitamins and pre-workout products sold direct via e-commerce. Competes head-to-head with Virtuoos in the Benelux price-sensitive sports supplement segment.
• Naak: Naak is an endurance-focused sports nutrition brand (gels, drinks, waffles) sold D2C in Europe and North America targeting cyclists, runners and triathletes. Direct overlap with Virtuoos's cycling- and running-specific bundles and Sports Drink / Energy Gel SKUs in the endurance use case.

Broad incumbents

• Body & Fit Sports Nutrition: Body & Fit also operates the broader sports nutrition market under its Bodystore/bodylab platform — a multi-brand retailer including its own and third-party lines. As a Dutch broad-line incumbent, it competes with Virtuoos across grocery-style supplement basics plus its own private-label range.
• Optimum Nutrition: Optimum Nutrition (Glanbia) is a global sports nutrition incumbent (Gold Standard whey, EAAs, creatine) sold via retail and online. Operates broadly across proteins, supplements and sports nutrition — overlapping with Virtuoos's portfolio but as part of a mass-market, multi-channel portfolio rather than a niche athlete brand.
• Decathlon Aptonia: Decathlon's Aptonia range is Decathlon's in-house sports nutrition and recovery line (drinks, gels, protein, recovery), sold alongside fitness and outdoor gear in Decathlon's Dutch/European stores and online. Competes with Virtuoos on accessible price-point sports nutrition for mass amateur athletes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xinstagram.com/virtuoossport
• Facebookfacebook.com/Virtuoossport
• LinkedInlinkedin.com/company/virtuoos
• Instagraminstagram.com/virtuoossport

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Virtuoos