Body&Fit

What Body&Fit does

Body&Fit is a Netherlands-based direct-to-consumer e-commerce retailer specializing in sports nutrition, supplements, and fitness accessories for the Dutch market. The company operates an own-brand product line (Whey Perfection, Isolate Perfection, BF10 pre-workout, and a Smart food range including protein-enriched snacks, pasta, and bars) alongside a curated assortment of premium third-party brands such as Optimum Nutrition, BSN, Cellucor, Barebells, Monster Energy, and Ghost. Its product portfolio spans protein powders, creatine, pre-workouts, protein bars, vitamins and minerals, meal replacements, energy drinks, sportswear, and accessories like shakers and bags. The platform targets fitness enthusiasts, athletes, weight-management consumers, vegans, and general health-conscious individuals serving both individual consumers and B2B wholesale trade partners.

The business runs on a Shopify-based e-commerce platform with integrated email marketing automation, a dedicated B2B wholesale portal, and capabilities including Klarna installment payments, free shipping above €49, and next-day delivery on orders placed before 22:00. The company maintains an active multi-channel marketing presence across email, SEO, blog content, Instagram, Facebook, LinkedIn, and TikTok, supported by an affiliate program and a Calorie & Protein Calculator utility. Pricing is pay-as-you-go with frequent promotional discounts (up to 75% off), bundle deals, and a €10 first-order discount for newsletter subscribers. The company holds NZVT certification for anti-doping compliance and maintains a 4.5/5 Trustpilot rating with 8,000+ reviews, indicating strong consumer trust in the Dutch market.

Body&Fit generates revenue through two primary streams: direct e-commerce sales to individual consumers and B2B wholesale transactions with trade partners. With 315 employees headquartered in Amsterdam, the company operates as a private entity with no public listing, no disclosed funding history, and no reported M&A activity. The geographic footprint is concentrated in the Netherlands with single-country operations, and the underlying technology stack is built on standard Shopify commerce tooling rather than proprietary platform infrastructure.

Name

Body&Fit

Legal name

Body&Fit

Website

https://bodyandfit.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Body&Fit is a Netherlands-based direct-to-consumer e-commerce retailer selling own-brand and third-party sports nutrition, supplements, vitamins, protein-enriched foods, and fitness accessories to Dutch fitness enthusiasts, athletes, and health-conscious consumers, with a complementary B2B wholesale channel.

Ownership category

akta.pro rank

Product category

Sports Nutrition Retail

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Sports nutrition
• Fitness supplements
• Protein products
• Fitness accessories
• Health foods

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct E-commerce Sales: Body&Fit generates revenue primarily through direct-to-consumer online sales of sports nutrition products, supplements, and fitness accessories via their e-commerce platform (bodyandfit.com). They sell both proprietary own-label products and third-party branded items. Revenue is generated through individual product transactions with various price points ranging from budget to premium segments.
2. B2B Wholesale: Body&Fit operates a wholesale program for trade partners, allowing retailers to purchase products in bulk for resale. This B2B channel provides an additional revenue stream through larger volume transactions with business customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Body&Fit is an Amsterdam-based online retailer that sells sports nutrition products, dietary supplements, health and functional foods, and fitness accessories to consumers across multiple European markets. The company operates its bodyandfit.com D2C storefront alongside a B2B wholesale channel, distributing both its own Body & Fit label and third-party brands such as Nutramin and NOW Foods.

Product overview

Body&Fit is a Dutch sports nutrition e-commerce platform operating across the Netherlands and Europe. The company offers its own branded supplements and foods alongside third-party athletic nutrition brands. The product portfolio centers on protein supplements (whey proteins, plant proteins, weight gainers), creatine and performance products, protein bars and snacks, pre-workout formulas, vitamins and minerals, meal replacements, sports apparel and accessories, and energy drinks. Key proprietary brands include Whey Perfection, Isolate Perfection, Smart Protein, and the Smart food line (Smart Chips, Smart Pasta, Smart Bar Crunchy). Third-party brands sold include Optimum Nutrition, BSN, Cellucor, Monster Energy, Barebells, Ghost, Grenade, Applied Nutrition, and others. The company also offers a Calorie & Protein Calculator tool for customer education. Body&Fit positions itself as a one-stop shop for fitness-focused consumers seeking supplements, nutrition, and athletic wear.

Differentiator

Problem solved

Functional benefit

Brands

• Body & Fit Accessories: Own-brand accessory line including shakers, socks, bags, and fitness accessories
• Body & Fit Sportwears
• Whey Perfection
• Isolate Perfection
• BF10
• Ripped Pre-Workout
• Crazy Pre-Workout
• Fit Energy Drink

Products and services

• Essential Shaker Body&Fit's own-brand shaker bottle used for mixing protein shakes and supplements; sold direct to consumers through the bodyandfit.com online store.
• Sports Nutrition & Supplements Body&Fit-branded and third-party-branded protein powders, creatine, amino acids, vitamins, pre-workout, and other dietary supplements sold direct-to-consumer through bodyandfit.com, with selections for NZVT-certified quality.
• Health & Functional Foods Health-focused food products including organic, vegan, and functional foods sold to health-conscious consumers via the online store.
• Fitness Accessories Workout accessories such as shaker bottles, gym bags, and other fitness equipment sold alongside nutritional products on the online store.
• B2B Wholesale Service Wholesale distribution of Body&Fit branded and third-party sports nutrition products to business buyers such as gyms, specialty retailers, and resellers through a dedicated wholesale channel.

Quantifiable outcome

• Next-day delivery available for orders placed before 22:00 on weekdays
• +2 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

25 partnerships are on record, tiered minor and core.

• Applied NutritionminorChannel Partner/ Reseller/ DistributorApplied Nutrition is a third-party brand whose products are sold through Body&Fit's e-commerce platform. Body&Fit serves as a reseller/distributor for Applied Nutrition products including ABE Energy Performance drinks, Critical Whey protein, Amino Fuel EAA, and protein chips.
• Optimum NutritioncoreChannel Partner/ Reseller/ DistributorOptimum Nutrition is a flagship third-party brand carried by Body&Fit. Their Gold Standard 100% Whey Protein is one of the top-selling products on the platform with 1084 reviews. Body&Fit distributes the full Optimum Nutrition range including proteins, pre-workouts, and plant protein bars.
• BSNcoreChannel Partner/ Reseller/ DistributorBSN (Bio-Engineered Supplements & Nutrition) is a major third-party brand partner. Body&Fit stocks BSN products including N.O.-XPLODE 3.0 pre-workout and other BSN sports nutrition supplements.
• Monster EnergycoreChannel Partner/ Reseller/ DistributorMonster Energy products are sold through Body&Fit's platform. Product range includes Monster Energy Ultra, Monster Juiced, Monster Energy Rehab, Monster VR46 Zero, and various Monster multi-pack options.
• CellucorminorChannel Partner/ Reseller/ DistributorCellucor is a third-party brand whose products are sold through Body&Fit. Products include C4 Original Pre-Workout, C4 Ripped Pre-Workout, and C4 Ultimate Pre-Workout.
• DymatizeminorChannel Partner/ Reseller/ DistributorDymatize is a third-party protein brand distributed by Body&Fit. Products include Elite Whey Protein and other Dymatize supplement lines.
• BarebellscoreChannel Partner/ Reseller/ DistributorBarebells is a major protein bar brand sold through Body&Fit. The partnership includes Barebells Protein Bars in various flavors, Barebells Mix Boxes, and Barebells Milkshakes, with significant promotional presence in the outlet section.
• GrenademinorChannel Partner/ Reseller/ DistributorGrenade is a third-party brand whose products are sold through Body&Fit. Products include Grenade Soft Core Protein Bars.
• GhostminorChannel Partner/ Reseller/ DistributorGhost is a lifestyle and fitness nutrition brand distributed by Body&Fit. Products include Ghost Energy drinks and Ghost Legend pre-workout.
• Redcon1minorChannel Partner/ Reseller/ DistributorRedcon1 is a third-party pre-workout brand sold through Body&Fit. Products include Total War pre-workout.
• UniversalminorChannel Partner/ Reseller/ DistributorUniversal is a third-party sports nutrition brand distributed by Body&Fit. Products include Animal Pak and Animal Pump Pre-Workout.
• SwansonminorChannel Partner/ Reseller/ DistributorSwanson is a health supplement brand whose products are sold through Body&Fit. Products include various Swanson vitamins and supplements including Ashwagandha 450mg.
• Muscle TechminorChannel Partner/ Reseller/ DistributorMuscle Tech is a third-party sports nutrition brand distributed by Body&Fit.
• MutantminorChannel Partner/ Reseller/ DistributorMutant is a third-party sports nutrition brand sold through Body&Fit. Products include Mutant Madness pre-workout.
• Jack3dminorChannel Partner/ Reseller/ DistributorJack3d is a third-party energy drink and pre-workout brand distributed by Body&Fit. Products include JACK3D Energy Drink and JACK3D Advanced Pre-Workout.
• SiS (Science in Sport)minorChannel Partner/ Reseller/ DistributorScience in Sport (SiS) is a third-party sports nutrition brand sold through Body&Fit. Products include SiS Gels Go Energy + Electrolyte and SiS Recovery drinks.
• Nocco (No Carbs Company)minorChannel Partner/ Reseller/ DistributorNocco is a Scandinavian energy drink brand distributed by Body&Fit. Products include Nocco Drink and NOCCO BCAA drinks.
• Red BullminorChannel Partner/ Reseller/ DistributorRed Bull energy drinks are sold through Body&Fit. Products include Red Bull Energy Drink, Red Bull Sugar Free, Red Bull Zero, and seasonal editions.
• Clif BarminorChannel Partner/ Reseller/ DistributorClif Bar is a third-party energy and protein bar brand distributed by Body&Fit.
• Fulfil NutritionminorChannel Partner/ Reseller/ DistributorFulfil Nutrition is a third-party vitamin and supplement brand sold through Body&Fit.
• Vital ProteinsminorChannel Partner/ Reseller/ DistributorVital Proteins is a collagen and protein supplement brand distributed by Body&Fit.
• Olimp SupplementsminorChannel Partner/ Reseller/ DistributorOlimp Supplements is a European sports nutrition brand whose products are sold through Body&Fit. Products include Vita-min Multiple Sport.
• 5% Nutrition Rich PianaminorChannel Partner/ Reseller/ Distributor5% Nutrition (founded by Rich Piana) is a third-party pre-workout brand distributed by Body&Fit. Products include 5150 PRE-WORKOUT LEGENDARY SERIES.
• Stacker 2minorChannel Partner/ Reseller/ DistributorStacker 2 is a third-party brand whose products are sold through Body&Fit. Products include Inferno Black pre-workout.
• Now FoodsminorChannel Partner/ Reseller/ DistributorNow Foods is a health supplement brand distributed by Body&Fit. Products include various Now Foods vitamin and supplement products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Holland & Barrett: Holland & Barrett is a major UK/international health food and supplement retailer with omnichannel (stores plus online) presence across Europe including the Netherlands. Overlaps with Body&Fit in vitamins and supplements but operates as a broader generalist health retailer, not a fitness specialist.
• iHerb: iHerb is a large global online retailer of vitamins, supplements, sports nutrition, and natural health products. Overlaps with Body&Fit's supplement and nutrition categories but operates at much larger scale across dozens of countries, competing on breadth and price.
• Vitamin Shoppe: Vitamin Shoppe is a US specialty retailer of vitamins, supplements, and sports nutrition, operating omnichannel. Comparable in category mix and customer orientation but operates primarily in North America and as a broader generalist supplement retailer versus Body&Fit's fitness-focused specialist positioning.

Direct peers

• XXL Nutrition: XXL Nutrition is a Dutch sports nutrition e-commerce retailer headquartered in the Netherlands, directly competing with Body&Fit in the same domestic market with overlapping own-label and third-party brand assortments. The most direct head-to-head competitor in Body&Fit's home geography.
• MyProtein: MyProtein (owned by THG) is the leading global sports nutrition e-commerce brand, selling its own whey protein, creatine, pre-workouts, and apparel alongside partner brands. Closest comparable in business model, category mix, and target customer to Body&Fit, though at materially larger scale and international footprint.
• Hanoju: Hanoju is a German online supplement and sports nutrition retailer with a broad catalog of vitamins, proteins, and wellness products. Comparable DTC e-commerce model and customer base to Body&Fit, with cross-border shipping into the Netherlands and surrounding markets.
• Bulk Powders: Bulk (bulk.com) is a UK-based sports nutrition e-commerce retailer with a comparable catalog of own-label proteins, pre-workouts, and supplements plus third-party brands. Targets the same fitness enthusiast and athlete segments as Body&Fit with similar DTC-first positioning.
• Prozis: Prozis is a Portuguese sports nutrition and supplement e-commerce platform with extensive own-brand manufacturing and pan-European shipping. Comparable to Body&Fit in product breadth, vertical integration, and target customer, but operates at larger scale across multiple European countries.
• Gymgrossisten: Gymgrossisten is the leading Scandinavian sports nutrition e-commerce retailer, serving Swedish, Norwegian, and Danish fitness consumers. Comparable business model and product focus to Body&Fit, though operating in a different (Nordic) regional market.
• The Protein Works: The Protein Works is a UK-based sports nutrition e-commerce brand offering own-label proteins, supplements, and gym accessories. Comparable in DTC positioning, product mix, and target demographic to Body&Fit, though focused on the UK and selected European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bodyenfitshopnl
• LinkedInlinkedin.com/company/body-and-fit
• Instagraminstagram.com/bodyandfit_nl/?hl=en
• TikToktiktok.com/@bodyandfit

Compliance1 record

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 Body&Fit