Mutant
Mutant is a sports nutrition and fitness apparel brand selling direct-to-consumer via mutantnation.com, offering protein, pre-workout, strength and recovery supplements, plus branded apparel and accessories, targeting bodybuilders and fitness enthusiasts globally in over 100 countries.
- Company typePrivate
- Founded-
- HeadquartersWhite House, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
Mutant firmographics
Firmographics- Name
- Mutant
- Website
- https://mutantnation.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Mutant is a sports nutrition and fitness apparel brand selling direct-to-consumer via mutantnation.com, offering protein, pre-workout, strength and recovery supplements, plus branded apparel and accessories, targeting bodybuilders and fitness enthusiasts globally in over 100 countries.
- Ownership category
- akta.pro rank
Mutant industry classification
Industry- Product category
- Sports Nutrition Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Athletic / Performance & Activewear Brands (CRAAAAAD)
Keywords
Where Mutant is headquartered
LocationHeadquarters
- HQ city
- White House
- HQ country
- United States
- HQ region
- North America
Markets served
Mutant business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Supply Chain, Personnel
Revenue model
- Supplement Sales: Core revenue from fitness supplements including proteins, pre-workouts, creatine, EAAs, BCAAs, and other bodybuilding products sold directly to consumers.
- Apparel and Merchandise: Branded fitness apparel including t-shirts, hoodies, gym shorts, tank tops, and accessories sold alongside supplements.
- Affiliate Program: MUTANT LEGION affiliate program generating revenue through brand advocates who earn commissions on referred sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Caffeine Caps - Budget stimulant option |
| Unit Pricing | Pay-as-you-go | Multivitamin - Core daily supplement |
| Unit Pricing | Pay-as-you-go | Creatine Bytz - Strength supplement |
| Unit Pricing | Pay-as-you-go | GEAAR - Premium intra-workout EAA |
| Unit Pricing | Pay-as-you-go | Madness Pre-Workout - Ultra concentrated |
| Unit Pricing | Pay-as-you-go | Hardcore ISO 5LB - Premium whey protein isolate |
| Unit Pricing | Pay-as-you-go | MASS 5LB - Muscle gainer |
| Unit Pricing | Pay-as-you-go | Apparel - T-shirts and tops |
| Unit Pricing | Pay-as-you-go | Apparel - Hoodies and outerwear |
| Unit Pricing | Pay-as-you-go | Apparel - Gym shorts |
| Unit Pricing | Pay-as-you-go | MIND FK VIP Bundle - Starter kit |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Mutant product offering
Product offeringCore offering
Mutant produces and distributes fitness supplements and branded athletic apparel through direct-to-consumer e-commerce. The supplement portfolio includes whey and isolate proteins, pre-workout formulas, creatine blends, EAAs, BCAAs, glutamine, mass gainers, multivitamins, and greens, complemented by t-shirts, hoodies, shorts, footwear, shaker cups, gym bags, and accessories. Products are sold under the MUTANT brand with 'Born Different, Born Hardcore' positioning targeting serious fitness enthusiasts and competitive bodybuilders.
Product overview
Mutant is a sports nutrition and fitness apparel brand that offers a comprehensive portfolio of bodybuilding and fitness supplements along with branded merchandise. The supplement line includes protein products (WHEY™, HARDCORE WHEY, HARDCORE ISO, MASS®), pre-workout formulas (Madness™, ALL-IN™, MIND FK™, CAFFEINE), and strength/recovery products (Creatine Bytz™, CREAKONG™, EAA EXTREME™, GEAAR™, HARDCORE BCAA, GLUTAMINE). The company also sells vitamins (MULTI) and greens supplements (BIG GREENS). On the merchandise side, Mutant offers apparel including t-shirts, tank tops, shorts, hoodies, and accessories like shaker cups, gym bags, flags, and truck accessories. The brand operates primarily through its e-commerce platform (mutantnation.com) and targets serious fitness enthusiasts and bodybuilders with an 'all-in' hardcore training mentality.
Differentiator
Problem solved
Functional benefit
Brands
- MUTANT® LEGION™: The official affiliate program of Mutant® offering tiered commission structures for brand ambassadors and affiliates.
- Born Hardcore
Products and services
- Madness Ultra-Concentrated Pre-Workout Ultra-concentrated pre-workout with 350mg caffeine and essential amino acids designed for maximum strength and energy during training.
- ALL-IN Full-Dose Pre-Workout Full-dose pre-workout with clinical doses of creatine, beta-alanine, and citrulline malate for strength gains and performance.
- MIND FK Pre-Workout Nootropic pre-workout formulated to deliver focus and fatigue resistance without the typical stim-fueled rollercoaster, crash, or burnout.
- Caffeine Capsules 240 tablet caffeine supplement for energy and focus as a budget stimulant option.
- Hardcore ISO 5LBS Whey Protein Isolate Premium whey protein isolate for muscle building and recovery, available in multiple flavors including Triple Chocolate and Vanilla Ice Cream.
- HARDCORE WHEY Protein Premium hardcore whey protein supplement formulated for muscle building and recovery.
- WHEY Protein Mix Protein supplement mix for daily protein needs, available from $74.99.
- MASS Muscle Gainer High-calorie muscle gainer supplement in 5LB size with multiple flavor options.
- MASS EXTREME 2500 High-calorie extreme mass gainer supplement available in 1KG and 6LB sizes with multiple flavor options.
- EAA EXTREME 10 essential amino acid formula with arginine and 100% fermented vegan aminos, designed to maximize Muscle Protein Synthesis with electrolytes for hydration.
- GEAAR Recover Now Essential Amino Acid (EAA) formula with more than 7 grams of BCAAs and 9 electrolytes for intra-workout hydration and recovery.
- HARDCORE BCAA Next Level Branched-chain amino acid supplement for muscle recovery during and after training.
Quantifiable outcome
- EAA blends with higher leucine dosing shown to outperform lower-leucine blends by up to 33% in MPS response
Companies that use Mutant
Customer profileSegments2 records
Ideal customer profiles2 records
Mutant technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Mutant partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Andrea ShawcoreIFBB Pro and 5x Ms. Olympia champion serving as athlete ambassador for Mutant supplements and apparel.
- Dusty HanshawcoreIFBB Pro bodybuilder and podcast co-host of 'It's Just Bodybuilding', part of MUTANT since 2015.
- Mitchell Hoopercore3x Arnold Strong Man Classic Champion and 'The Strongest Man On Earth', athlete ambassador for Mutant.
- Shaun Claridacore2x 212 Mr. Olympia champion known as 'The Giant Killer', IFBB Pro athlete ambassador.
- Lola MontezcoreIFBB's First ever 'One Show Pro', 5X Figure Olympian, Arnold Classic UK Champion, athlete ambassador.
- Sergio Oliva JrcoreNY Pro Champion and 2x Arnold Classic Best Poser, athlete ambassador for Mutant.
- Ron PartlowcoreIFBB Pro, gym owner of West Coast Iron 'The MUTANT Mecca', podcast co-host.
- Caio 'Bigfoot' MachadominorHeavyweight MMA Fighter with 7-1-1 record and 6-win streak, athlete ambassador for Mutant.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Mutant competitors and assessment
Company assessmentDirect peers
- MyProtein: Mass-market D2C sports nutrition brand with deep protein, creatine, and EAA catalog. Competes on price and breadth against Mutant's premium positioning.
- Optimum Nutrition: Gold Standard whey and broad sports nutrition brand with comparable protein, creatine, and pre-workout SKUs targeting serious lifters. Closest direct competitor to Mutant's core supplement portfolio.
- Cellucor (C4): C4 pre-workout category leader with broad sports nutrition portfolio and mainstream retail distribution. Competes head-to-head with Mutant's Madness and ALL-IN pre-workouts.
- MusclePharm: Bodybuilding-focused sports nutrition brand with comparable protein, pre-workout, and BCAA lineup. Overlaps directly with Mutant's hardcore bodybuilding target customer.
- Bucked Up: D2C supplement brand with similarly aggressive, lifestyle-coded branding and hard-hitting pre-workouts (Woke AF, BAMF). Closest peer in tone, audience, and channel mix.
- Ghost Lifestyle: Lifestyle-coded supplement and apparel brand combining proteins, pre-workouts, and branded merch via D2C. Comparable cross-category model and younger hardcore audience.
- BSN (Bio-Engineered Supplements and Nutrition): Syntha-6 and N.O.-XPLODE brand with hardcore-leaning positioning. Direct competitor across pre-workout, protein, and recovery categories.
- Universal Nutrition (Animal Pak): Animal Pak and Animal Cuts brands built on decades-old hardcore bodybuilding identity. Highly comparable heritage positioning and audience overlap with Mutant.
Broad incumbents
- GNC: Largest specialty retailer of vitamins, supplements, and sports nutrition with broad portfolio including its own labels. Functions as both competitor and potential distribution channel for Mutant.
Emerging players
- Gymshark: Fitness apparel brand with overlapping bodybuilding/strength-training audience and D2C-led model. Relevant peer for Mutant's apparel extension strategy, though not a supplement competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mutant social profiles
Digital presenceMutant financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mutant leadership team
Management profileNumber of profiles
Profiles1 record
Mutant funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mutant 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 Mutant
What does Mutant do?
Mutant produces and distributes fitness supplements and branded athletic apparel through direct-to-consumer e-commerce. The supplement portfolio includes whey and isolate proteins, pre-workout formulas, creatine blends, EAAs, BCAAs, glutamine, mass gainers, multivitamins, and greens, complemented by t-shirts, hoodies, shorts, footwear, shaker cups, gym bags, and accessories. Products are sold under the MUTANT brand with 'Born Different, Born Hardcore' positioning targeting serious fitness enthusiasts and competitive bodybuilders.
Is Mutant a public or private company?
Mutant is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mutant founded?
Mutant was founded in -1.
Where is Mutant based?
Mutant is headquartered in White House, United States, in the North America region.
How does Mutant make money?
Three revenue lines are on record. Supplement Sales are the primary driver. The others are apparel and Merchandise and affiliate Program.
Who are Mutant's main competitors?
Direct peers on record are MyProtein, Optimum Nutrition, Cellucor (C4), MusclePharm, Bucked Up, Ghost Lifestyle, BSN (Bio-Engineered Supplements and Nutrition) and Universal Nutrition (Animal Pak). GNC is listed as a broad incumbent. Gymshark is listed as an emerging player.
Does Mutant have an API?
No public API is recorded for Mutant.
What industry is Mutant in?
Mutant's product category is Sports Nutrition Supplements. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars). Its NAICS code is 456191 and its SIC code is 3949.