PurePower
PurePower is a Danish direct-to-consumer sports nutrition company founded in 2007, formulating and selling energy, hydration, and recovery products for endurance and strength athletes in Denmark via purepower.dk.
- Company typePrivate
- Founded2007
- HeadquartersHarre, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What PurePower does
PurePower is a Danish sports nutrition company founded in 2007 and headquartered in Harre, Denmark, with 11–50 employees. It designs, formulates, and distributes energy, hydration, and recovery products for endurance athletes (runners, cyclists, triathletes) and strength/fitness consumers, operating exclusively as a direct-to-consumer brand through its own e-commerce storefront at purepower.dk within the Danish market.
The product portfolio spans carbohydrate-based energy products — energy snacks in seven or more flavors, energy gels (with and without caffeine), energy chews, dextrose bites, and Carbo Race Elektrolyt powders built around a claimed 2:1 maltodextrin-to-fructose ratio and a triple carbohydrate source of isomaltulose, fructose, and maltodextrin — electrolyte tablets under the Hydro Tab and Hydro Plus lines using a proprietary 5-electrolyte blend, and a strength/recovery line including creatine (powder, capsules, gummies), whey protein, clear protein drinks, beta-alanine, pre-workout, recovery drinks, collagen shots, and a daily foundation pack covering Omega-3, magnesium, multivitamin, salt capsules, and caffeine capsules. The PUREPOWER ELITE sub-brand is co-developed with Team Danmark (Denmark's national sports federation), carries Informed Sport batch certification for doping-free assurance, and is associated with a stated 10% revenue contribution back to federation talent development.
Commercially, PurePower runs a unit-and-bundle DTC pricing model with per-product prices ranging from approximately 9.95 DKK (accessories such as shakers and scoops) to 300 DKK (premium products such as pre-workout), bundle discounts of 35–67%, and free shipping above 500 DKK. Distribution is entirely domestic via purepower.dk with no disclosed third-party retail; marketing is supported by athlete ambassadors (Gustav Toft, Ironman athlete Nicolai Bertelsen), a co-branded partnership with the cycling community Cykelnerven, and content assets including Fuel Guides and the PowerBlog. The company self-identifies as "Denmark's leading" energy bar provider — an unaudited first-party claim.
PurePower firmographics
Firmographics- Name
- PurePower
- Legal name
- PurePower
- Website
- https://purepower.dk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PurePower is a Danish direct-to-consumer sports nutrition company founded in 2007, formulating and selling energy, hydration, and recovery products for endurance and strength athletes in Denmark via purepower.dk.
- Ownership category
- akta.pro rank
PurePower industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Sports Drinks & Hydration Beverages (CRADAHAK), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports/Energy/Functional Concentrate Premixes (electrolyte, caffeine, vitamin bases) (AFAFAGAG)
Keywords
Where PurePower is headquartered
LocationHeadquarters
- HQ city
- Harre
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
PurePower business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: PurePower generates revenue through direct-to-consumer e-commerce sales of sports nutrition products including energy bars, gels, powders, electrolyte drinks, creatine, protein, and recovery supplements. Products are sold in various sizes and bundle configurations with pricing based on product type and quantity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Energy Snack Mix 5 - 5 boxes of energy bars with 35% discount |
| Unit Pricing | Pay-as-you-go | Energy Bars - Individual and multi-packs |
| Unit Pricing | Pay-as-you-go | Carbo Race Mix 5 - Bundle with 5x 1kg energy powder bags |
| Unit Pricing | Pay-as-you-go | Creatine products - Value packs and bundles |
| Unit Pricing | Pay-as-you-go | Carbo Loader 800g - Neutral carb booster powder |
| Unit Pricing | Pay-as-you-go | Deals and bundles - Various discounted packages |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
PurePower product offering
Product offeringCore offering
PurePower is a Danish sports nutrition brand that develops, manufactures, and sells its own line of energy, hydration, strength, and recovery products—including carbohydrate-electrolyte drink powders, oat-based energy bars, energy gels and chews, electrolyte tablets, creatine, whey and clear protein, recovery drinks, collagen shots, and pre-workout supplements—primarily targeting endurance and strength athletes. Products are developed in Denmark, with the ELITE sub-line co-developed with Team Danmark and Informed Sport certified, and are sold direct-to-consumer through the company's own online store at purepower.dk.
Product overview
PurePower is a Danish sports nutrition company offering a comprehensive product portfolio for endurance and strength athletes. The core offering centers on carbohydrate-based energy products including Carbo Race Elektrolyt (multiple flavor variants: Appelsin, Hindbær, Hyldeblomst, Fersken, Solbær, Blåbær, Citrus), ELITE Carbo Fuel Powder (2:1 carbohydrate ratio with full electrolyte profile), and Carbo Loader (flavor-neutral maltodextrin). The energy lineup extends to Energy Snacks (Kakao, Kakao Fudge, Karamel Peanut, Kokos, Original, Lemon, Hindbær), Energy Gels (with and without caffeine), Energy Chew Bars, Cola Chews, and Dextrose Bites. Electrolyte support comes from Hydro Tab and Hydro Plus tablets. For strength athletes, PurePower offers Kreatin (powder, capsules, and gummies in various flavors), Beta-alanine, and Pre-Workout PWO. Protein and recovery products include Valle Protein (cocoa/vanilla/strawberry), Clear Protein Drinks, and Recovery drinks. The supplement range features Collagen Shots, Omega-3, Magnesium, Multivitamin, Salt Capsules, Caffeine Capsules, and Daily Foundation Pack. Accessories include Hydro Bottles, Shakers, and measuring scoops. Bundled offerings include athlete partnerships (Gustav Toft, Nicolai Bertelsen) and the elite sub-brand PUREPOWER ELITE developed with Team Danmark.
Differentiator
Problem solved
Functional benefit
Brands
- PurePower Elite: Premium product line developed in collaboration with Team Danmark for athletes with the highest demands for their nutrition.
Products and services
- ELITE Carbo Fuel Powder Raspberry 1 kg High-performance carbohydrate-electrolyte drink powder with an optimized 2:1 maltodextrin-to-fructose ratio and a five-electrolyte profile (sodium, potassium, calcium, magnesium, chloride), developed with Team Danmark and Informed Sport certified; targeted at elite endurance athletes.
- Carbo Race Elektrolyt (multi-flavor 1 kg drink powder) Carbohydrate-electrolyte drink powder based on maltodextrin, fructose, and isomaltulose for endurance performance; available in multiple flavors (Appelsin, Citrus, Hindbær, Hyldeblomst, Blåbær, Fersken, Solbær) with electrolytes for hydration during training.
- Carbo Loader 800 g Flavor-neutral maltodextrin powder designed to boost carbohydrate intake during long training sessions and competitions without adding sweetness, supporting high-carb strategies targeting 90–120 g carbohydrates per hour.
- Energy Snack bars (oat-based multi-flavor range) Danish-developed oat-based energy bars combining slow and fast carbohydrates; available in multiple flavors (Kakao, Kakao Fudge, Karamel Peanut, Kokos, Original, Lemon, Hindbær) as singles or 12-packs for runners, cyclists, swimmers, and triathletes.
- Energy Gels (including Hypertonic variants) Quick-absorption energy gels in multiple flavors, including caffeinated variants and Hypertonic Gel 30 (Cola, Hindbær) SKUs in 12-packs; designed for on-the-go energy during training and competition.
- Energy Chew Bars (including PurePower Cola Chews 40 g) Chewable energy products in cola and other flavors, including electrolyte and caffeine variants, offering an alternative to gels for endurance activities.
- Dextrose Bites Dextrose-based quick-energy products in Lime and Cola flavors for rapid carbohydrate intake during endurance activity.
- Hydro Tab Elektrolytter (electrolyte tablets) Electrolyte tablets in multiple flavors (Appelsin, Jordbær/Lime, Lemon/Lime, Røde Bær, Sød Grape, Tropical, Hindbær, Solbær) for hydration during exercise.
- Hydro Plus electrolyte tablets Enhanced electrolyte tablets with additional electrolytes for high-intensity training and warm conditions.
- Creatine range (Kreatin Pulver, Kreatinkapsler 120 stk., Kreatin Vingummi) Creatine monohydrate products in powder (neutral, pineapple, cola), 120-count capsule, and gummy (cola, peach, sour apple) formats, including discounted value packs (e.g., 5x300 g and 3-pak) for muscle strength and performance.
- Valle Protein (whey protein powder) Whey protein powder in cocoa, vanilla, and strawberry flavors for muscle recovery and daily protein intake.
- Clear Protein Drink Clear protein drink in orange/mango and red berry flavors for a lightweight, refreshing protein option.
- Recovery drinks Post-workout recovery drinks in multiple flavors (Hindbær/Appelsin, Bær/Citrus, Mango & Appelsin) with a carbohydrate and protein blend to support muscle recovery.
- Collagen Shot Collagen shot drink in red berry flavor for connective tissue support, available in individual shots and multi-packs.
- Pre-Workout PWO Pre-workout powder in blue raspberry and ice tea peach flavors for energy and performance before training.
- Beta-alanine 300 g Beta-alanine supplement for high-intensity training support and endurance performance.
- Omega-3 Kapsel 90 stk. Omega-3 capsules in 90-count packaging for general health and performance support.
- Magnesium kapsler 90 stk. Magnesium capsules in 90-count packaging for muscle function and recovery support.
- Multivitamin 100 stk. Multivitamin supplement in 100-count packaging for daily nutritional support.
- Saltkapsler 90 stk. (electrolyte capsules) Salt/electrolyte capsules in 90-count packaging for sodium replacement during endurance activities.
- Koffein kapsler 90 stk. (caffeine capsules) Caffeine capsules in 90-count packaging for energy and alertness support.
- Daily Foundation Pack Daily vitamin and mineral supplement pack offering a comprehensive nutritional foundation in one bundle.
- Sports bottles (Hydro Bottle, Elite Hydro Bottle 800 ml) Sports water bottles in multiple sizes (250 ml, 500 ml, 650 ml, 800 ml, 975 ml), including a premium Elite Hydro Bottle 800 ml, designed for carrying hydration during training.
- Shaker and Scoop 50 ml accessories Mixing shaker bottles for preparing protein and supplement drinks, plus a 50 ml measuring scoop for accurate powder dosing.
- Gustav Toft athlete packages Curated product bundles co-developed with athlete ambassador Gustav Toft across multiple tiers (Starter Pack, Performance Pack, Elite Pack, Ultimate Pack), including 30–60 day fuel plans.
- Nicolai Bertelsen x PurePower athlete packages Athlete-curated bundles with Ironman athlete Nicolai Bertelsen, including Starter Pack, Race Day Pack, Race Week Pack, and Ironman Training Pack for triathlon and long-distance endurance training.
- Cykelnerven x PurePower collaboration bundles Co-branded bundle with the Danish cycling community Cykelnerven, bundling Hydro Jordbær/Lime electrolyte tabs, Hydro bottle, and Hydro Kit at a discounted price.
- PUREPOWER ELITE sub-brand product line Premium product line developed in collaboration with Team Danmark for athletes with the highest nutritional demands, featuring Informed Sport batch-level anti-doping certification; 10% of revenue on ELITE purchases supports Team Danmark's talent development fund.
Quantifiable outcome
- 80 servings per 5-bag Carbo Race Mix bundle
- +2 more outcomes
Companies that use PurePower
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
PurePower technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PurePower partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Team DanmarkcorePurePower ELITE products are developed in close scientific collaboration with Team Danmark (Denmark's national sports federation) and the country's top endurance athletes. For each ELITE product purchase, 10% of revenue goes to Team Danmark's talent development fund. This partnership ensures products meet elite athletic standards.
- Gustav ToftminorGustav Toft, an athlete ambassador, has dedicated product packages including Starter Pack, Performance Pack, Elite Pack, and Ultimate Pack with 30-60 day fuel plans designed in collaboration with PurePower.
- Nicolai BertelsenminorNicolai Bertelsen, Ironman athlete and ambassador, has athlete-specific bundles including Starter Pack, Race Day Pack, Race Week Pack, and Ironman Training Pack developed with PurePower for triathlon and long-distance endurance training.
- CykelnervenminorPurePower x Cykelnerven collaboration featuring co-branded products including Hydro Jordbær/Lime electrolyte tabs, Hydro bottle, and Hydro Kit. Cykelnerven is a Danish cycling community initiative that PurePower supports through this partnership.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
PurePower competitors and assessment
Company assessmentBroad incumbents
- Gatorade (PepsiCo): Mass-market global sports hydration and fueling brand owned by PepsiCo. Overlaps with PurePower's hydration and energy drink powder lines as the dominant incumbent, though Gatorade targets a much broader consumer than PurePower's endurance-athlete niche.
- PowerBar: Heritage global sports nutrition brand covering energy, hydration, and recovery. PowerBar competes broadly in the same endurance category as PurePower, with much wider product range, deeper retail distribution, and longer incumbent brand history.
Direct peers
- Nuun: US-based electrolyte tablet brand. Directly competes with PurePower's Hydro Tab and Hydro Plus lines on hydration for athletes and active consumers, with strong D2C and retail distribution.
- Maurten: Swedish endurance sports nutrition brand built around hydrogel carbohydrate technology. Maurten is the most direct Nordic competitor to PurePower, overlapping on carb-electrolyte fueling for endurance athletes with similar science-led positioning and elite sponsorship strategy.
- High5: UK sports nutrition brand covering energy gels, chews, hydration, recovery, and protein. Comparable portfolio breadth and target athlete segments to PurePower, with established presence in cycling and running retail across Europe.
- Precision Fuel & Hydration: UK-based specialist in carbohydrate-electrolyte fueling for endurance athletes with similar 2:1 and multi-transporter carb formulations. Directly competes with PurePower's Carbo Race and ELITE products on performance-oriented fuelling.
- Skratch Labs: US sports hydration and nutrition brand founded by a pro sports chef/engineer. Competes on electrolyte mixes and endurance fueling with similar 'real-food' science positioning to PurePower's electrolyte and carb products.
- Science in Sport (SiS): UK-listed endurance nutrition brand covering gels, chews, powders, electrolytes, and protein. SiS competes head-to-head with PurePower in cycling, running, and triathlon fuelling and brings an established international D2C plus retail footprint to the same end consumer.
- GU Energy Labs: US originator of the energy gel category with broad gel/chew/sports drink portfolio. GU competes for the same endurance athlete wallet share as PurePower's gels, chews, and electrolyte lines, especially in long-distance running and triathlon.
- Tailwind Nutrition: US endurance fueling brand specializing in carb-electrolyte drink mixes for ultra and endurance athletes. Overlaps with PurePower's Carbo Race and Carbo Loader product line on use case (long training and race fueling).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
PurePower social profiles
Digital presencePurePower compliance and trust
Trust signalCompliance1 record
PurePower financial estimates
Financial estimateRevenue estimate
Valuation estimate
PurePower leadership team
Management profileNumber of profiles
PurePower funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PurePower 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 PurePower
What does PurePower do?
PurePower is a Danish sports nutrition brand that develops, manufactures, and sells its own line of energy, hydration, strength, and recovery products—including carbohydrate-electrolyte drink powders, oat-based energy bars, energy gels and chews, electrolyte tablets, creatine, whey and clear protein, recovery drinks, collagen shots, and pre-workout supplements—primarily targeting endurance and strength athletes. Products are developed in Denmark, with the ELITE sub-line co-developed with Team Danmark and Informed Sport certified, and are sold direct-to-consumer through the company's own online store at purepower.dk.
Is PurePower a public or private company?
PurePower is a private company. It is classified as unknown and is currently operating.
When was PurePower founded?
PurePower was founded in 2007. It employs 11 to 50 people.
Where is PurePower based?
PurePower is headquartered in Harre, Denmark, in the Europe region.
How does PurePower make money?
One revenue line is on record: direct Product Sales.
Who are PurePower's main competitors?
Broad incumbents on record are Gatorade (PepsiCo) and PowerBar. Direct peers are Nuun, Maurten, High5, Precision Fuel & Hydration, Skratch Labs, Science in Sport (SiS), GU Energy Labs and Tailwind Nutrition.
Does PurePower have an API?
No public API is recorded for PurePower.
What industry is PurePower in?
PurePower's product category is Sports Nutrition. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its NAICS code is 456191 and its SIC code is 3949.