What SFD S.A. does

SFD S.A. is a Polish publicly listed (ASO NewConnect, ISIN PLSFD0000013) multi-brand consumer health and fitness company founded in 1999 and headquartered in Opole. Its core business is wholesale and retail trade in sports supplements, dietary food, sports accessories, and complementary digital services, executed through a portfolio of 14 registered brands (SFD Nutrition, ALLNUTRITION, NUTLOVE, FITKING, FRULOVE, LOCO, Pro Series, ALLNATURE, YOU, ALLDEYNN, FitWomen, ALLWEAR, SFD Gym, PoTreningu) and over 5,000 SKUs developed in-house under HACCP and ISO-compliant production with 100% batch quality control.

The company runs a proprietary e-commerce platform (sklep.sfd.pl and eight international localized storefronts), a 90+ location franchise store network across Poland, and distribution through Poland's largest retail chains (Biedronka, Stokrotka), reaching 9 European markets served from a central warehouse in Opole (175,000+ packages shipped monthly). Its differentiated technology assets are the PoTreningu.pl personalized diet and training plan platform (100,000+ subscribers) and the SFD Forum — one of Poland's largest sports communities with 1.5M+ users and ~20M posts over 25 years — which together with a large content library (20,000+ articles, ~1,000 videos, 100+ podcasts) and a multi-channel social presence form the company's primary moat against pure-play supplement retailers.

The revenue model is transaction-based B2C retail across own e-commerce, franchise stores, and third-party retail distribution, supplemented by subscription revenue from PoTreningu.pl diet/training plans. Customer segments are diffuse: fitness enthusiasts and athletes, health-conscious consumers, and women (segmented across dedicated brands). Customer concentration is structurally low given the long-tail consumer base and lack of large B2B anchor accounts. Recent strategic direction emphasizes vertical integration (GoodWhey manufacturing JV, June 2025), capacity expansion (14,435 m2 Chrząstowice lease, October 2026), and innovation (FENG-funded protein supplement R&D consortium, February 2026). Disclosed 2025 revenue was 440.9M PLN (+24.03% YoY) with EBITDA of 13.1M PLN (+104.36% YoY). The company is founder-dominated — CEO Mateusz Pazdan holds 76.24% of share capital and 83% of voting rights — with no external PE/VC sponsor.

Name

SFD S.A.

Legal name

SFD S.A.

Website

https://sfdsa.pl

Company type

Public

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

SFD S.A. is a Polish publicly listed multi-brand retailer (ASO NewConnect) of sports supplements, dietary food, sports accessories and fitness equipment under 14 brands, selling via own e-commerce (9 European markets), 90+ franchise stores, and major Polish retail chains to fitness enthusiasts, athletes, and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Sports Nutrition and Supplements

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949), Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Team Sports Equipment & Apparel Distribution (CRAOAJAA), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Sports nutrition supplements
• Dietary supplements
• Fitness equipment
• Healthy snack foods
• Personalized diet plans

Headquarters

HQ city

Opole, OPOLSKIE

HQ country

Poland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Wholesale and retail sales of supplements, dietary food, sports accessories. Revenue from own e-commerce, franchise stores, and retail distribution. Also includes sales of dietary and training plans.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

SFD S.A. is a Polish fitness, e-commerce and supplementation company that develops, brands, and distributes sports supplements, healthy foods, fitness equipment, and personalized dietary and training plans. The company operates 14 registered brands spanning over 5,000 products, selling through its own e-commerce platforms, 90+ franchise stores, and major Polish retail chains, with international operations in 9 European markets.

Product overview

SFD S.A. operates a multi-brand e-commerce and manufacturing platform serving the fitness, health, and supplementation market. The core offering consists of 14 registered brands with over 5,000 products spanning supplements, functional foods, protein snacks, beauty supplements, sportswear, and fitness equipment. The portfolio includes flagship sub-brands: SFD Nutrition (general sports supplements), ALLNUTRITION (health-focused products), ALLDEYNN (women-specific), FITKING (high-protein snacks), FRULOVE (fruit-based snacks), NUTLOVE (healthy sweets alternatives), LOCO (pre-workout), PRO SERIES (premium line), ALLNATURE (natural ingredients), YOU (beauty supplements), ALLWEAR (sportswear), SFD Gym (training equipment), FitWomen (female-focused platform), and PoTreningu.pl (personalized diet and training plans). The company also operates the PoTreningu.pl platform providing individual dietary and training plans with specialist supervision. The architecture is organized as a unified e-commerce platform with multiple sub-brands, each targeting distinct consumer segments within the broader fitness and health lifestyle market.

Differentiator

Problem solved

Functional benefit

Brands

• SFD Nutrition: Effective supplements for physically active individuals, designed for results from muscle building to regeneration and health.
• ALLNUTRITION
• ALLDEYNN
• FITKING
• FRULOVE
• NUTLOVE
• LOCO
• Pro Series
• Allnature
• You
• Allwear
• SFD Gym
• FitWomen
• PoTreningu.pl

Products and services

• SFD Nutrition Effective sports supplements for physically active individuals, developed with results in mind — covering muscle building, regeneration, and general health. The flagship brand of the company.
• ALLNUTRITION Products combining health, taste, and functionality with natural ingredients and innovative formulas targeted at health-conscious consumers. Awarded Zdrowa Marka Roku 2024 (Healthy Brand of the Year).
• ALLDEYNN Supplements and food products designed specifically for women, with composition and design tailored to the needs of modern, conscious female users.
• FITKING High-protein snacks and desserts for active people, offering maximum taste with minimum sugar — positioned as post-workout or healthy reward options.
• FRULOVE Fruit-based products offering healthy snacks full of flavor, positioned for consumers seeking tasty alternatives to conventional sweets.
• NUTLOVE Healthier alternatives to sweets including cult classic creams and snacks combining taste with good composition without unnecessary compromises.
• LOCO Pre-workout and high-stimulant products delivering maximum energy and focus before intense training.
• Pro Series Premium product line with advanced formulations for serious athletes and fitness enthusiasts seeking professional-grade supplements.
• Allnature Products featuring natural ingredients for health-conscious consumers seeking clean-label options and ecological health products.
• You Body shaping and anti-cellulite products with carefully selected ingredients supporting the fight against skin imperfections.
• Allwear Functional sportswear and athletic apparel and accessories for fitness enthusiasts.
• SFD Gym High-quality strength training equipment, machines, free weights, and accessories designed for maximum durability, biomechanics, and safety for commercial and home gyms.
• FitWomen Service and store dedicated to women who want to take care of their physique, health, and daily lifestyle in a conscious, modern way. Platform combines products with educational content, recipes, and ambassador activities.
• PoTreningu.pl Service providing personalized dietary and training plans for people who want to realistically take care of their fitness, health, and physique using professional support. Includes 100,000+ clients, 19 proprietary diets, and continuous specialist supervision.

Quantifiable outcome

• 7032 products tested in accredited laboratories
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NARODOWE CENTRUM BADAŃ I ROZWOJU (NCBR)coreOthers · 12 February 2026Co-funding agreement under FENG program for New Generation Protein Supplements project - innovative technology for stabilization and improved bioavailability of active ingredients. Total project cost 39.5 mln PLN with 20.6 mln PLN in funding.
• Politechnika Warszawska - Centrum Zaawansowanych Materiałów i Technologii CEZAMATcoreStrategic or Co-development Partner · 12 February 2026Research consortium partner for FENG.01.01-IP.01-003/24 project on new generation protein supplements. CEZAMAT receives 2.33 mln PLN in co-funding for research activities.
• REDKOM LOGISTIC PARK OPOLE GÓRSKI sp. k.coreOthers · 1 October 202512-year warehouse lease agreement for 14,435 m2 (expandable to 18,185 m2) logistics facility in Chrząstowice, Opolskie voivodeship. Lease starts October 2026.
• Intragen Polska sp. z o.o.coreStrategic or Co-development Partner · 2 June 2025SFD signed investment agreement with Intragen Polska to establish joint venture GoodWhey sp. z o.o. (70% SFD ownership) for building a dietary supplements manufacturing facility. Intragen is SFD's existing supplier of creatine and other supplements.
• Panattoni Development Europe sp. z o.o.minorOthers · 2 August 2021Letter of intent for construction of warehouse building on SFD property. Project later transitioned to own investment and REDKOM lease agreement.
• Polish Amp Futbol RepresentationminorGTM or Marketing PartnerSFD became Official Partner of Polish national Amp Futbol team, supporting the team during competitions.

Scale indicators20 records

Recent moves15 records

Expansion highlights6 records

Direct peers

• 7Nutrition: Polish supplement brand offering sports nutrition, vitamins, and functional foods via its own e-commerce platform—directly comparable to SFD's ALLNUTRITION/SFD Nutrition brands for product category and customer base.
• Olimp Labs: Polish sports nutrition manufacturer and brand owner exporting across Europe, with a multi-brand portfolio comparable to SFD's 14-brand strategy and similar supplement/heath-food positioning.
• BioTechUSA: Hungarian sports nutrition manufacturer with its own brands and pan-European distribution—a regional peer comparable to SFD in product category, branding depth, and CEE footprint.
• GymBeam: European D2C sports nutrition and fitness e-commerce platform operating in multiple EU countries—directly comparable to SFD's multi-country e-commerce model and broad product portfolio.
• ActivLab: Polish sports nutrition brand with extensive supplement and functional food range, distributed both DTC and through retail—closely comparable to SFD in product breadth and Polish-market focus.
• KFD: Polish sports nutrition and supplement e-commerce company with a multi-brand portfolio serving fitness enthusiasts—directly comparable to SFD in product mix, target customer, and home-market positioning.

Broad incumbents

• Myprotein: Global D2C sports nutrition brand owned by THG, operating across Europe with broad product assortment and aggressive digital marketing—a larger broad incumbent competing in the same categories as SFD.
• GNC: Global specialty retailer of vitamins, minerals, and sports nutrition products with both retail and e-commerce channels—comparable to SFD's multi-channel distribution model and category.
• Scitec Nutrition: Hungarian-founded global supplement brand with broad product lines and international distribution—a larger incumbent comparable to SFD on product mix and brand-led sports nutrition strategy.

Emerging players

• Nutravita: UK-based online vitamin and supplement brand selling across Europe via marketplaces and own storefront—comparable emerging D2C player targeting the same sports nutrition/health consumer as SFD.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SFD
• Facebookfacebook.com/sfdpl
• Instagraminstagram.com/sfdpl
• TikToktiktok.com/@sfdpl
• LinkedInlinkedin.com/company/sfd-s.a.

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

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 SFD S.A.