Elite Supplements

What Elite Supplements does

Elite Supplements is a privately held UK-based online retailer that sells sports nutrition, health supplements, fitness equipment, and gym apparel/accessories to UK consumers. Its catalogue spans more than 100 third-party brands — including Optimum Nutrition, MyProtein, MuscleTech, BSN, Animal, Applied Nutrition, BioTech USA, Cellucor, Dorian Yates, and Mutant — alongside an own-label line, PROELITE. The storefront is built on Shopify and uses PayPal for payment processing, supporting product discovery, filtering, and standard e-commerce checkout. The company also operates dedicated trade/wholesale accounts for B2B buyers and maintains a physical retail presence indicated by a UK store locator.

Name

Elite Supplements

Legal name

Elite Supplements

Website

https://elitesupplements.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Elite Supplements is a UK-based e-commerce retailer selling 100+ sports nutrition, vitamin, fitness equipment, and apparel brands — plus its own PROELITE label — to UK consumers via Shopify, with B2B trade accounts and physical retail stores.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911), Health and Personal Care Retailers (456), Clothing and Clothing Accessories Retailers (45811)

akta.pro primary industry

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

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Weight Management & Metabolic Supplements (CRADAGAG), Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Sports nutrition supplements
• Vitamin health supplements
• Fitness equipment retail
• Online supplement store
• Protein powder retail

Headquarters

HQ city

Not specified

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Retail sales of sports supplements, vitamins, health products, fitness equipment, and apparel through their e-commerce website to UK consumers. Revenue generated from product markups on third-party supplement brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Elite Supplements is a UK-based online retailer selling sports nutrition supplements, health and vitamin supplements, fitness equipment, and athletic apparel through its Shopify-powered e-commerce website. The platform aggregates over 100 third-party supplement brands alongside its own PROELITE private label, and offers free UK shipping on orders over £10 with a Price Match Promise.

Product overview

Elite Supplements is an e-commerce retail platform offering a comprehensive portfolio of sports nutrition, health supplements, fitness equipment, and athletic clothing. The business operates as a multi-brand marketplace featuring over 100 third-party supplement brands alongside its own PROELITE private label. Core product categories include sports supplements (amino acids, creatine, protein powders, pre-workouts, fat burners, weight gainers), health & wellbeing products (vitamins, minerals, antioxidants, superfoods, herbal remedies), fitness equipment (weights, barbells, benches, functional training gear), and clothing & gym accessories. The platform is built on Shopify's e-commerce infrastructure and ships products within the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Supplements

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• MyProtein: UK-based sports nutrition brand and retailer that Elite Supplements also resells. Direct competitor in the UK online supplement space, with overlapping product categories (protein, creatine, pre-workouts, vitamins) and a shared target customer of fitness enthusiasts.
• MuscleFood: UK-based online retailer selling sports nutrition, supplements, and health foods to fitness consumers. Overlaps with Elite Supplements on assortment, UK free-shipping economics, and target customer of muscle-building and weight-management shoppers.
• The Protein Works: UK-based supplement brand and retailer with a wide range of sports nutrition, vitamins, and functional health products. Direct competitor with overlapping product mix, similar UK DTC positioning, and comparable customer base of gym-goers and athletes.
• MyVitamins: UK-based online supplement retailer owned by The Hut Group, offering vitamins, sports nutrition, and beauty supplements at value pricing. Directly comparable on DTC model, free-shipping thresholds, and price-led positioning targeting UK fitness and wellness consumers.
• Bulk.com: UK-based online supplement retailer offering sports nutrition, vitamins, and health foods via DTC model. Directly competes with Elite Supplements on price, assortment, and UK free-shipping economics for the same fitness and bodybuilding customer segments.
• Supplement Needs: UK-based sports nutrition brand and retailer with a curated range of supplements and pre-workouts. Direct competitor focused on the performance and bodybuilding segment that Elite Supplements also serves, with comparable premium pricing and brand-led positioning.

Regional players

• Bodybuilding.com: US-based online retailer of sports supplements, vitamins, and fitness nutrition. Comparable assortment and customer persona (bodybuilders and fitness enthusiasts), but primarily serves the US market rather than directly competing in the UK.

Broad incumbents

• Holland & Barrett: UK high-street health and wellness retailer with extensive physical store network and growing online channel. Competes with Elite Supplements in vitamins, health supplements, and sports nutrition, but operates at significantly larger scale with a broader wellness assortment.
• iHerb: Global online supplement, vitamin, and health product retailer with strong UK customer base. Competes with Elite Supplements on assortment breadth and price across sports nutrition, vitamins, and wellness categories, typically shipping internationally into the UK.
• Boots: UK high-street pharmacy and health retailer carrying a growing online supplement and sports nutrition range. Competes with Elite Supplements on vitamins, health supplements, and selected sports nutrition, with significantly larger physical footprint and brand trust.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/elitesupplement
• Facebookfacebook.com/elitesupplements01
• Instagraminstagram.com/elitesupplements
• Pinterestpinterest.co.uk/ukelitesuppleme
• LinkedInlinkedin.com/company/elite-supplements

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 Elite Supplements