Peeroton Sports Drinks & Sports Foods with System

What Peeroton Sports Drinks & Sports Foods with System does

Peeroton Sports Drinks & Sports Foods with System is an Austrian sports nutrition company founded in 1994 and headquartered in Vienna (Millennium Tower, Handelskai 94-96) with warehousing and direct shipping from Klosterneuburg. Operating under the legal entity Peeroton Ges.m.b.H., the company self-positions as Austria's number-one endurance sports nutrition brand and holds unique official-supplier status with Olympic Team Austria — described in source materials as the only sports nutrition manufacturer to equip Olympic teams. The company sells a coordinated 'Peeroton System' portfolio spanning five functional pillars: hydration and immune support (Hypotonic, MVD Mineral Vitamin Drink, Carbo Plus), fast energy and endurance (HI-END Endurance Professional, ISO ACTIVE, ISOTONIC ULTRA), energy gels and hydrogels (ENERGIZER ULTRA Gel, Hydrogel with BCAA), high protein and muscle fitness (WHEY, GAINER, vegan BIO protein, protein and energy bars), and fast recovery and regeneration (Recovery Shake, Magnesium Professional, BCAA capsules, joint complex). The portfolio is formulated with sports scientists and sports medicine experts, covers hypotonic/isotonic/hypertonic drink categories, and is co-developed with elite athletes such as six-time Race Across America winner Christoph Strasser and extreme climber Thomas Huber.

The business operates an asset-light, multi-channel model with a very lean team of 5 employees. The primary sales channel is direct-to-consumer e-commerce through peeroton.com, supported by a VIP newsletter club offering exclusive discounts and a 10% welcome incentive, with free shipping thresholds of €60 in Austria and €100 across the EU. Distribution is supplemented by Austrian pharmacy and sports specialty retail ('Sportfachhandel') placement and B2B outfitter/partnership agreements supplying sports nutrition to roughly 20 Austrian clubs and federations — including Bundesliga football clubs (SK Sturm, SKN St. Pölten, Admira Wacker, GAK, Austria Klagenfurt), ice hockey (Vienna Caps), basketball (Bulls), handball and volleyball federations, Judo Austria, the Austrian Police Sports Federation, and running events such as Kärnten Läuft, Wachau Marathon, and Graz Marathon. Pricing is pay-as-you-go at the unit level (€0.99–€67.90), with bulk carton promotions (10–20% effective discounts) and quote-based B2B arrangements for club/team supply. No external funding, acquisitions, parent company, or public listing are disclosed; the company operates as an independent, founder-managed private limited company.

Name

Peeroton Sports Drinks & Sports Foods with System

Legal name

Peeroton Ges.m.b.H.

Website

https://peeroton.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Peeroton is an Austrian sports nutrition company founded in 1994 that sells a coordinated 'system' of hydration, energy, protein, and recovery products directly to consumers and sports clubs. It is the official outfitter of Olympic Team Austria and the self-described #1 endurance sports nutrition brand in Austria.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Sporting and Athletic Goods Manufacturing (33992), Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Sporting & Athletic Goods, Nec (3949), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Sports Drinks & Hydration Beverages (CRADAHAK), Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD), Weight Management & Metabolic Supplements (CRADAGAG), Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL)

Keywords

• Sports nutrition
• Electrolyte drinks
• Protein supplements
• Energy gels
• Endurance nutrition

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Direct E-commerce Product Sales: Peeroton sells its complete range of sports drinks, powders, gels, bars, protein products, capsules, and accessories directly via peeroton.com. The primary revenue stream is one-time and repeat purchases of physical nutrition products. Shipping is free above €60 in Austria and €100 in the EU, with competitive price points from €3.99 per unit.
2. Subscription / VIP Club: VIP newsletter subscribers receive exclusive discount codes, seasonal promotions, and giveaways for events. The membership drives repeat purchases and customer lifetime value through ongoing promotional engagement.
3. B2B Equipment Supply to Clubs and Teams: Peeroton supplies sports drinks and nutrition to sports clubs, teams, and organizations (e.g., Olympic Team Austria, football clubs, cycling teams) under partnership/outfitter agreements. This B2B stream involves larger volume supply relationships.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Peeroton manufactures and sells an integrated system of sports nutrition products covering hydration, energy, protein, and recovery for athletes and active consumers. The portfolio spans hypotonic/isotonic/hypertonic sports drinks, energy gels, hydrogels, protein powders and bars, recovery shakes, and dietary supplements — all developed with sports scientists and distributed primarily through peeroton.com direct e-commerce and Austrian pharmacy channels.

Product overview

Peeroton is an Austrian sports nutrition company founded in 1994, offering a comprehensive integrated system of sports drinks and sports foods. The product portfolio centers on the 'Peeroton System' comprising five interconnected product categories: (1) Hydration & Immune Support featuring Hypotonic sports drinks, MVD Mineral Vitamin Drinks, and Carbo Plus carbohydrate additives; (2) Fast Energy & Endurance including HI-END Endurance drinks, ISO ACTIVE and ISOTONIC ULTRA drinks, and CARBO PLUS; (3) Energy Gels & Hydrogels with ENERGIZER ULTRA Gels and HYDROGEL with BCAA; (4) High Protein & Muscle Fitness encompassing WHEY and GAINER protein shakes, protein and energy bars (POWERPACK, ENERGY Riegel), and vegan protein powders; (5) Fast Recovery & Regeneration including RECOVERY shakes, MAGNESIUM Professional, BCAA capsules, and amino acid complexes. The system also includes specialized products like PEP2 for cognitive function and Gelenk Vitalkomplex for joint health. All products are developed in Austria with a focus on quality, sustainability, and scientific backing, serving both professional athletes and health-conscious consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Hypotonic Sport Elektrolyt Getränk (Ready to Drink) Sugar-free hypotonic electrolyte sports drink on green tea basis with Austrian alpine water that hydrates faster than water; contains vitamin B complex and minerals including magnesium. Awarded Innovation 2024 by Regal magazine.
• HI-END Endurance Drink Professional High-endurance sports drink powder with optimized carbohydrate mixture (glucose/fructose), BCAAs, glutamine peptides, and inulin for gut flora support. Co-developed with Christoph Strasser.
• HI-END Endurance Energy Drink Professional 40g Sachets Individual 40g serving endurance sachets with high-quality carbohydrate mixture, BCAAs, glutamine, and inulin for portable energy dosing during training and competition.
• MVD Mineral Vitamin Drink Multi-flavor electrolyte powder drink yielding 30 liters per 300g can; supports immune system with zinc, vitamin C, iron, and chromium. Sugar-free, available in 12 flavors.

Quantifiable outcome

• Hypotonic sports drink hydrates faster than water — proven faster absorption rate for quicker rehydration during and after exercise
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

23 partnerships are on record, tiered flagship, core and minor.

• Olympic Team AustriaflagshipStrategic or Co-development PartnerOfficial outfitter and supplier of the Austrian Olympic Team since the company was founded. Peeroton is described as 'der einziger Sportnahrungshersteller, der Olympische Teams ausstattet' (the only sports nutrition manufacturer that equips Olympic teams). Athletes collaborate on product development and testing.
• Christoph StrasserflagshipStrategic or Co-development PartnerAustria's most successful ultra-endurance cyclist (6x RAAM winner, multiple 24-hour world records, 2021 world record 1026km in 24h at Zeltweg Airport). Recommended and co-developed the HI-END Endurance Professional product line. Special edition product lines bear his name.
• Thomas Huber (Huber Buam)coreStrategic or Co-development PartnerElite extreme climber. Endorses and co-developed the Ultra Power Caffeine Energy Bar. Featured in marketing campaigns. The Huber Buam brand is a partner in Peeroton's athlete network.
• RZPellets WAC (WSG Tirol)coreStrategic or Co-development PartnerAustrian football Bundesliga club supplied with sports drinks and nutrition equipment. Peeroton provides nutritional support for training and competition.
• SK Sturm GrazcoreStrategic or Co-development PartnerAustrian Bundesliga football club partnered as official equipment supplier. Peeroton provides sports nutrition products for team training and match days.
• SKN St. PöltencoreStrategic or Co-development PartnerAustrian football Bundesliga club receiving sports nutrition equipment from Peeroton.
• GAK GrazcoreStrategic or Co-development PartnerAustrian football club partner receiving equipment supply from Peeroton.
• Admira WackercoreStrategic or Co-development PartnerAustrian football club equipped with Peeroton sports drinks and nutrition.
• Vienna CapscoreStrategic or Co-development PartnerAustrian ice hockey team supplied with Peeroton sports nutrition equipment.
• Bulls BasketballcoreStrategic or Co-development PartnerAustrian basketball club partner of Peeroton for sports nutrition supply.
• Austria Klagenfurt (SK Austria Klagenfurt)coreStrategic or Co-development PartnerAustrian football club receiving sports drink and nutrition equipment from Peeroton.
• Handball AustriacoreStrategic or Co-development PartnerAustrian handball federation receiving equipment supply from Peeroton.
• Volleyball AustriacoreStrategic or Co-development PartnerAustrian volleyball federation partnered with Peeroton for sports nutrition equipment.
• KSV 1919minorStrategic or Co-development PartnerAustrian sports club receiving equipment supply from Peeroton.
• Austrian Police Sports Federation (Polizei Sport)coreStrategic or Co-development PartnerPolice athletic program supported with Peeroton sports nutrition products.
• Kärnten LäuftcoreGTM or Marketing PartnerMajor Austrian running event series as partner and sponsor. Provides brand visibility at major running events.
• Wachau MarathonminorGTM or Marketing PartnerAustrian marathon event with Peeroton as partner. Event marketing and sampling opportunity.
• Graz MarathonminorGTM or Marketing PartnerAustrian marathon event partner providing brand visibility.
• SportordinationcoreStrategic or Co-development PartnerSports medical practice and performance diagnostics partner. Collaborates on performance diagnosis and application planning for athletes using Peeroton products.
• Judo AustriacoreStrategic or Co-development PartnerAustrian Judo federation partnered with Peeroton as official equipment supplier.
• Bounce (bounce.at)minorGTM or Marketing PartnerPartner brand with joint visibility on peeroton.com partner page.
• Die SportpraxisminorGTM or Marketing PartnerSports practice/performance centre partner listed on Peeroton's partner page.
• FlowSportsminorGTM or Marketing PartnerInternational sports media partner covering endurance events featuring Peeroton athletes.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/peeroton

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 Peeroton Sports Drinks & Sports Foods with System