NutriSense.nl

What NutriSense.nl does

NutriSense.nl is a Dutch sports and active nutrition distributor headquartered in Amersfoort, Netherlands. Founded around 1996 (with the key Powerbar introduction in 2000), the company does not manufacture its own products but distributes a curated portfolio of brands across energy, hydration, protein, recovery, and supplements. The portfolio includes Powerbar (flagship partnership since 2000), QWIN (a proprietary line co-developed with TVM skating team and HAN University), PILLAR Performance (exclusive Dutch distributor since 2023), SUPP24, Pandy, Healthspan Elite, Amacx, O2Life, and Evian. The company also sells and rents professional beverage dispensers (Drankautomaat Model 2, Model 4, and Model 4 Touch) pre-configured with its branded sport drinks, integrating with fitness center member administration systems.

The business operates across multiple channels: a direct-to-consumer Magento 2 e-commerce webshop (nutrisense.nl) with a dedicated Topsport Webshop for sponsored athletes, B2B distribution to sports retailers and fitness chains, event partnership services at major Dutch sporting events (marathons, triathlons, cycling tours, skating events), and supplies to supermarkets and broader retail chains. Products are sold per unit on a pay-as-you-go basis with no subscription model; B2B orders are handled through a dedicated commercial inside sales team with SEPA direct debit billing. Pricing ranges from individual units at €1.99 to bulk packs at €71.99, with free shipping thresholds at €39 (consumers) and €150 (business customers). NutriSense differentiates through three internationally recognized anti-doping certifications (NZVT, Informed Sport, Cologne List), 25+ years of Dutch market presence, and an extensive event partnership network covering events with up to 15,000 participants each. Customers include recreational and endurance athletes, fitness centers, sports retailers, event organizers, and elite athletes via the Topsport program.

Name

NutriSense.nl

Legal name

NutriSense

Website

https://nutrisense.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

NutriSense.nl is a Dutch sports and active nutrition distributor based in Amersfoort, distributing Powerbar, QWIN, PILLAR Performance, and other brands to consumers via e-commerce, to sports retailers and fitness centers wholesale, and to event organizers as event partner across the Netherlands, Belgium, and Germany.

Ownership category

akta.pro rank

Product category

Sports Nutrition Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting Goods Retailers (45911)

SIC

Wholesale-Groceries & Related Products (5140), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL)

akta.pro secondary industries

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Sports nutrition distribution
• Active nutrition supplements
• Endurance sports fuel
• Sports supplement retail
• Athlete nutrition products

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales - B2C: NutriSense generates revenue by selling sports nutrition products (energy gels, bars, drinks, protein supplements, hydration solutions) directly to consumers through its e-commerce webshop. Products are priced per unit with no subscription required. Consumers can also purchase using sponsor discount codes (topsporters).
2. Product Sales - B2B / Zakelijke klanten: NutriSense sells to business customers including sports gyms, fitness centers, sports retail shops, event organizers, and sports teams. These B2B orders are placed via the website, email, or phone, and invoiced via SEPA direct debit or on-account terms.
3. Event Partnership Services: NutriSense provides complete event packages combining sports nutrition products and event materials (finish arches, beach flags, banners, music) at major sporting events, supporting event partners with nutrition supply and professional setup.
4. Drankautomaat (Beverage Dispenser) Sales and Rental: NutriSense sells or rents professional beverage dispensers (Model 2, Model 4, Touchscreen) pre-configured with Powerbar and QWIN low-calorie vitamin and mineral drinks. Revenue comes from one-time purchase, rental fees, or maintenance subscriptions.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

NutriSense.nl is a Dutch sports and active nutrition distributor and e-commerce retailer, selling a multi-brand portfolio that includes Powerbar, QWIN, PILLAR Performance, SUPP24, Pandy, Healthspan Elite, Amacx, O2Life, and Evian across energy gels, sports drinks, protein supplements, recovery products, and electrolyte solutions. The company sells directly to consumers via its own Magento 2 webshop and to B2B customers (sports retailers, fitness centers, event organizers, and sponsored athletes) via dedicated sales channels, supplemented by professional beverage dispenser hardware and event partner services at major Dutch sporting events.

Product overview

NutriSense.nl is a Dutch sports- and active-nutrition distributor and multi-channel e-commerce platform serving consumers, retailers, and athletes. It does not manufacture its own products but distributes a portfolio of complementary branded product lines: Powerbar (energy bars, isotonic drinks, protein/recovery shakes, gels, electrolyte products), QWIN (energy gels, protein hydrolysate sport drinks, isotone formulations), PILLAR Performance (micronutrient supplements in powder form including magnesium, immune C, creatine, collagen), SUPP24 (concentrated pre-workout shots), Pandy (protein snack bars), Healthspan Elite ( Informed Sport-certified supplements), Amacx (energy gels, bars, fruit chews across multiple product lines), O2Life (functional beverages), and Evian (mineral water). Non-food offerings include professional multi-flavor drink vending machines (Model 2, Model 4, Model 4 Touch) available for purchase or rental, along with event-partner services supplying products and materials at major sporting events. The company also operates a Topsport Webshop for sponsored athletes with discounted pricing. NutriSense holds 25+ years of experience and serves both B2C (via webshop) and B2B channels (retailers, sports facilities, event organizers, top athletes).

Differentiator

Problem solved

Functional benefit

Brands

• NutriSense Topsport Webshop: Dedicated webshop platform for sponsored athletes to order products at sponsor conditions with special discount codes.

Products and services

• Powerbar International sports nutrition brand covering the full athlete spectrum from top sport to recreational sport, distributed by NutriSense in the Netherlands. Product lines include high-performance Black Line, Original/Performance Line, and Active Line, spanning energy bars, isotonic sport drinks, protein shakes, recovery drinks, and electrolyte tabs.
• QWIN Dutch sports nutrition brand specializing in protein hydrolysate sport drinks, energy gels (Iso Pro Gel, Pepti Gel), and isotone formulations. Developed in collaboration with TVM skating team and HAN University.
• PILLAR Performance Australian micronutrition brand exclusively distributed by NutriSense in the Netherlands. Focuses on micronutrients for sports performance in powder form. Key products include Triple Magnesium, Ultra Immune C, Collagen Repair, and Creatine Monohydrate. Used by NN Running Team athletes.
• SUPP24 Sports supplement brand offering concentrated shot-form products. Flagship product is Pre Workout Extreme (200mg caffeine, 2g beta-alanine, 2g arginine per 60ml shot). NZVT and Informed Sport certified.
• Pandy Protein snack bar brand introduced in 2019, positioned at the intersection of sports and active lifestyle nutrition. Distributed by NutriSense.
• Healthspan Elite Premium supplement brand (registered in Guernsey) certified through Informed Sport. Distributed by NutriSense for the Dutch market.
• Amacx Sports nutrition brand with four product lines: Energy Line, Turbo Line, Recovery Line, and Supplements. Distributed by NutriSense.
• O2Life Functional beverage brand sourced through Future Drinks and distributed by NutriSense.
• Evian Mineral water brand available through NutriSense distribution. Sourced via Lekker Fris Drinks Company B.V.
• Drankautomaat (Beverage Dispenser) Professional multi-flavor beverage vending machines available in three models (Model 2, Model 4, Model 4 Touch) for purchase or rental. Pre-configured with Powerbar and QWIN low-calorie vitamin and mineral drinks. Connects to water supply, integrates with member administration systems for fitness facilities, and self-cleans between dispenses.
• Event Partner Services NutriSense supplies sport nutrition products and event materials (finish arches, beach flags, banners, music) at major sporting events including triathlon, running, cycling, mountain biking, and skating events. Offers complete event packages scaled to participant counts. Event partner of Challenge Almere-Amsterdam, Leiden Marathon, Amersfoort Marathon, Fietselfstedentocht, Weissensee skating event, and Tour de France / Giro d'Italia / La Vuelta Netherlands stages.
• Topsport Webshop Dedicated webshop for sponsored athletes of Powerbar, QWIN, PILLAR Performance, SUPP24, and Healthspan Elite. Sponsored athletes order at sponsor pricing using personal discount codes. Delivery to Netherlands, Belgium, and Germany within 1-2 business days.

Quantifiable outcome

• Google Reviews rating of 9.8/10 based on 149 reviews (October 2025)
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Challenge Almere-AmsterdamcoreGTM or Marketing Partner · 1 January 2025NutriSense is the official sport nutrition event partner for Challenge Almere-Amsterdam, one of the largest triathlon events in the Netherlands (including the 2021 World Triathlon Long Distance). It provides products at aid stations and expo presence.
• Leiden MarathoncoreGTM or Marketing Partner · 1 January 2025NutriSense is event partner for the Leiden Marathon (15,000 participants), providing sport drinks, energy gels, and professional event setup including finish arches, beach flags, banners, and music.
• FietselfstedentochtcoreGTM or Marketing Partner · 1 January 2025NutriSense is event partner for the Fietselfstedentocht (15,000 participants on Whit Monday), providing sport drinks and gels from Powerbar and QWIN at aid stations.
• Amersfoort MarathoncoreGTM or Marketing Partner · 1 January 2025NutriSense serves as event partner for the Amersfoort Marathon (5,000 participants), providing sport nutrition products and event material setup.
• Central EventscoreGTM or Marketing Partner · 1 January 2025Central Events organizes cycling tours in the Netherlands. NutriSense has partnered with Central Events to supply participants with Powerbar Isoactive during Tour de France Netherlands stages (2015), Giro D'Italia Netherlands (2016), and La Vuelta a España Netherlands (2022), as well as events like Giro d'Utrecht, Climate Classic, Toerversie Rotterdam, Tour d'Utrecht, and Vuelta a Utrecht in 2025.
• Rotterdam Marathon ExpominorGTM or Marketing Partner · 1 January 2025NutriSense has an expo presence at the Rotterdam Marathon Expo (April 11-12, 2025), introducing products to runners and providing advice.
• Amsterdam Marathon ExpominorGTM or Marketing Partner · 1 January 2025NutriSense has an expo presence at the TCS Amsterdam Marathon Expo (October 16-18, 2025), introducing products to runners and sharing stories with athletes.
• Weissensee Skating EventcoreGTM or Marketing Partner · 1 January 2025NutriSense is event partner for the unique Weissensee open skating event in Austria, providing sport nutrition support for this renowned winter endurance event.
• Freedom RideminorGTM or Marketing Partner · 1 January 2025NutriSense provides sport nutrition products for participants at the Freedom Ride cycling event on May 5, 2025.
• Halve van HaarlemminorGTM or Marketing Partner · 1 January 2025NutriSense is active at the Halve van Haarlem running event (September 29, 2025) with product supply and expo presence.
• NN Running TeamcoreGTM or Marketing Partner · 1 January 2024NN Running Team is one of the world's leading elite athletics teams. Its athletes use PILLAR Performance supplements, which NutriSense distributes exclusively in the Netherlands. This partnership positions PILLAR as a premium performance supplement brand used by professional athletes.
• TVM / HAN University (PeptiPlus)minorStrategic or Co-development Partner · 1 January 2006In 2006, NutriSense collaborated with the TVM speed skating team and HAN University to develop PeptiPlus, the first flavored protein hydrolysate sports drink in the Dutch market. This concept was later incorporated into the QWIN brand (introduced 2014).

Scale indicators4 records

Recent moves7 records

Expansion highlights15 records

Broad incumbents

• Decathlon: Decathlon operates large-format sporting goods stores and an in-house nutrition range in the Netherlands and across Europe — a broad incumbent that competes on convenience and assortment for both consumers and as a retailer partner versus NutriSense.
• Myprotein: Myprotein is a global D2C sports nutrition powerhouse (owned by THG) with deep European distribution, its own-label range and broad assortment — a large incumbent NutriSense competes against on price and assortment in the Dutch market.
• Bulk Powders: Bulk Powders (now Bulk) is a UK-headquartered D2C sports nutrition brand with active European delivery — a broad incumbent competing with NutriSense in protein, creatine, and supplement categories for the same Dutch/Belgian/German consumer.

Direct peers

• Body & Fit: Body & Fit is a Dutch sports nutrition and supplement e-commerce retailer offering its own-label and third-party brands direct to consumers in the Netherlands and Europe — directly overlapping NutriSense's D2C and B2B assortment across protein, energy, and recovery categories.
• XXL Nutrition: XXL Nutrition is a large European sports nutrition retailer with strong Netherlands and Belgium presence, selling its own-label plus third-party brands via D2C e-commerce — competing head-on with NutriSense in the same Dutch/Belgian consumer base.

Others

• Powerbar: Powerbar is the principal brand NutriSense distributes in the Netherlands and is itself a manufacturer/D2C player across Europe — a key principal partner and adjacent player NutriSense depends on for the majority of its assortment.
• PILLAR Performance:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nutrisense-nl

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 NutriSense.nl