Aid Station

What Aid Station does

Aid Station is a Melbourne-based direct-to-consumer e-commerce retailer founded in 2022 that specialises in sports nutrition and athletic gear for endurance athletes. The company curates and resells third-party products from premium brands including Maurten, Precision Fuel & Hydration, GU Energy, Science In Sport, LMNT, Clif Bar, Zoot, and Orca, alongside its own branded bundles and kits. Its catalogue spans more than 1,000 SKUs organised by category — Carbs (1,357 listings), Gear (544), Hydration (292), Supplements (192), Protein (114), Bundles (126) — and by sport, including running, trail running, triathlon, swim, bike and HYROX. A distinctive feature is the prominence of batch-tested SKUs for athletes subject to anti-doping rules, alongside race-specific bundles such as the Full Marathon Kit and Half Marathon Kit.

The business operates on a Shopify-based storefront at aidstation.com with a companion mobile app that provides early access to product drops, deals and exclusive offerings. All products are sold via individual unit pricing in Australian Dollars with no subscription or recurring billing model, and the company claims worldwide shipping. Customer acquisition and retention rely on a multi-channel digital mix: a content library ('The Aid: Guides & Articles' blog), a free fuelling-advice service ('Ask Ash'), a loyalty program, and mobile-app engagement. Positioning centres on the tagline 'Nutrition is the 1st discipline' and the curation of a one-stop endurance-nutrition destination.

Revenue is generated purely through transactional e-commerce retail margins on third-party brand sales, supplemented by margin on proprietary bundles and kits. The company employs approximately 10 people, ships globally from Australia, and competes in a fragmented DTC sports-nutrition category against generalist online supplement retailers and brand-direct stores such as Maurten and GU. No funding rounds, M&A activity, leadership disclosures, or revenue figures are present in the public data reviewed.

Name

Aid Station

Legal name

Aid Station

Website

https://aidstation.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Aid Station is a Melbourne-based direct-to-consumer e-commerce retailer founded in 2022 that curates and resells sports nutrition products and athletic gear from third-party brands to endurance athletes worldwide via a Shopify storefront and mobile app.

Ownership category

akta.pro rank

Product category

Sports Nutrition E-commerce Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Trail Nutrition & Outdoor Consumables Retail (CRAMAMAL)

akta.pro secondary industries

Backpacks, Bags & Load-Carriage Retail (CRAMAMAI), Recovery, Mobility & Therapy Accessories Retail (Foam Rollers, Massage Guns, Braces, Taping) (CRAMADAF), Running & Endurance Wear (CRAAAEAD)

Keywords

• Sports nutrition ecommerce
• Endurance fuel products
• Athletic hydration gear
• Online sports retailer
• Energy gels hydration

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Aid Station generates revenue by selling third-party sports nutrition products and athletic gear directly to consumers through their e-commerce platform. Products include energy gels, chews, bars, hydration solutions, protein supplements, recovery products, and performance gear across multiple sports categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Aid Station is a direct-to-consumer e-commerce retailer that curates and sells sports nutrition products and athletic gear from multiple third-party brands to endurance athletes worldwide. Its catalogue spans energy gels, chews, bars, stroopwafels, carb drink mixes, hydration powders, electrolyte tablets, salt capsules, cramp solutions, protein supplements, performance supplements, and athletic gear including hydration bottles, running belts and vests, wetsuits, trisuits, sunglasses, compression wear, and technology accessories. The company also offers curated race-specific bundles (Full Marathon Kit, Half Marathon Kit, Gel Bundles, Hydration Bundles), a mobile app for early access to product drops, and free fuelling advice via the "Ask Ash" service.

Product overview

Aid Station is an e-commerce retailer specializing in sports nutrition and athletic gear for endurance athletes. The company operates as a multi-brand marketplace offering a comprehensive range of products across three main categories: nutrition (including energy gels, chews, bars, hydration products, protein supplements, and performance supplements) and gear (including hydration bottles, running vests, wetsuits, technology accessories, and recovery equipment). The product portfolio includes third-party brands such as Maurten, Precision Fuel & Hydration, Science In Sport, GU Energy, Clif Bar, LMNT, and many others, along with Aid Station's own branded bundles and gel flasks. The business model centers on curating and reselling products from multiple manufacturers, not on developing proprietary technology or software.

Differentiator

Problem solved

Functional benefit

Products and services

• Carbs Collection (Energy Gels, Chews, Bars, Stroopwafels, Carb Drink Mixes) Curated multi-brand collection of fast- and sustained-acting carbohydrate fuel products for endurance training and racing, including energy gels, chews, bars, stroopwafels, and carb drink mixes from brands such as Maurten, Honey Stinger, PILLAR Performance, Precision Fuel & Hydration, GU Energy, Clif Bar, Skratch Labs, and Tailwind. Targeted at runners, triathletes, cyclists, and other endurance athletes needing during-exercise fuelling.
• Hydration Collection (Hydration Powders, Electrolyte Tablets, Salt Capsules, Cramp Solutions) Multi-brand collection of electrolyte and hydration products for endurance athletes, including hydration powders, electrolyte tablets, salt capsules, and cramp solutions from LMNT, Precision Fuel & Hydration, Science In Sport, GU Energy, Nuun, High5, Hammer Nutrition, Pickle Juice, Crampfix, and SaltStick. Designed to address dehydration, electrolyte replacement, and exercise-induced muscle cramping during long training sessions and races.
• Protein Collection (Whey Protein, Plant Protein, Protein Bars, Recovery Shakes, Collagen Protein, Night Protein) Multi-brand protein and recovery supplement collection for post-workout and overnight recovery, including whey and plant-based proteins, protein bars, recovery shakes, collagen protein, and sleep-optimised night protein from brands such as Science In Sport, Pure Sports Nutrition, Fixx Nutrition, Skratch Labs, Radix Nutrition, Infinit Nutrition, Switch Nutrition, Veloforte, and Thorne.
• Supplements Collection (Micronutrition, Creatine, Vitamins, Recovery, Sleep, Ketones, Pre-Workout, Collagen) Multi-brand collection of micronutrients, vitamins, creatine, sleep, ketone, pre-workout, collagen, and recovery supplements from brands including PILLAR Performance, Thorne, Herbs of Gold, Switch Nutrition, Rhise, ATP Science, Modex, Nomio, Beet It, Ketone-IQ, and deltaG, targeted at endurance and strength-power athletes seeking targeted performance and recovery support.
• Gear Collection (Belts/Vests/Bags, Hats, Socks, Wetsuits/Trisuits, Swim Gear, Bike Gear, Trail Gear, Flasks/Bottles, Technology, Sunglasses, Compression, Recovery Gear, Skin & Hair Care) Multi-brand athletic gear collection covering hydration flasks and bottles, performance technology accessories (e.g. COROS, Wahoo, Shokz, FLOWBIO, FORM), running belts, vests and bags, running hats and socks, wetsuits and trisuits, swim gear, bike gear, trail gear, sunglasses, compression wear, recovery gear (including foam rollers), and athletic skin and hair care, from brands such as HydraPak, 2XU, Maurten, Naked, Nerd Belts, Ultimate Direction, CEP, Zoot, Orca, Speedo, Profile Design, SILCA, Goodr, Knockaround, Oakley, Fractel, SHYU, Puresport, Swiftwick, Injinji, ENGINE, AONIJIE, Adventure Medical Kits, BlackRoll, Sun Motion, Body Glide, and Squirrel's Nut Butter.
• Full Marathon Kit Pre-packaged complete nutrition kit for full marathon distance, featuring curated products from Maurten, Crampfix, Tailwind, and Precision Fuel & Hydration to simplify fuelling planning for marathon runners.
• Half Marathon Kit Curated nutrition bundle tailored for half marathon distance, assembling appropriate gels, hydration, and fuelling products for the event's shorter fuelling demands.
• Gel Bundles Pre-curated multi-pack bundles of energy gels from brands including Carbs Fuel, Pure Sports Nutrition, UnTapped, and Maurten for athletes who want a multi-pack of gels in one purchase.
• Hydration Bundles Pre-curated bundles of hydration products (electrolyte powders, tablets, salt capsules) to simplify hydration planning for endurance events and training blocks.
• Ask Ash Free Fuelling Advice Free expert fuelling advice service offered by Aid Station to help endurance athletes plan their nutrition strategy for training and races.
• Loyalty Program Repeat-purchase loyalty and rewards program offered to Aid Station customers to incentivise ongoing purchases across the sports nutrition and gear catalogue.
• Shop by Sport Collections (Running, Trail Running, Triathlon, Swim, Bike, HYROX) Vertically curated cross-category product collections organised by sport, allowing athletes to browse nutrition and gear tailored to running, trail running, triathlon, swimming, cycling, and HYROX events in a single destination.
• Batch-Tested Collections (Batch-Tested Carbs, Hydration, Protein, Supplements) Filtered sub-collections of nutrition products that have been batch-tested, designed for athletes subject to drug testing who require doping-compliant fuelling, hydration, protein, and supplement options.

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aid-station

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 Aid Station