UM Sports

Name

UM Sports

Legal name

CATALO Naturals (Australia) Pty Ltd

Website

https://um-sports.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Sports nutrition supplements
• Athletic apparel
• Protein powder
• Pre-workout supplements
• Activewear clothing

Headquarters

HQ city

Sumner

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for sports supplements, apparel, and accessories sold directly through the e-commerce platform. Products include protein powders, pre-workout supplements, activewear, and fitness accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

UM Sports formulates, brands, and sells its own range of sports nutrition supplements (protein powders, pre-workouts, creatine, fat burners, aminos/BCAAs, test boosters) and athletic apparel and accessories (men's and women's clothing, socks, bags, shakers, lifting straps) directly to consumers through its own Australian-based e-commerce storefront. The brand, formerly Urban Muscle, has operated since 2006 and emphasizes in-house quality control and ASADA/WADA compliance.

Differentiator

Problem solved

Functional benefit

Products and services

• Protein Powders (Platinum Whey Blend, Whey Protein Isolate) Branded whey protein supplements (blend and isolate) using 100% grass-fed New Zealand whey, sold in multiple flavours and sizes to gym-goers, athletes, and fitness consumers seeking muscle recovery and protein intake.
• Pre-Workout Supplements (Ascend) Branded pre-workout formula (Ascend) formulated to support energy, focus, and training performance, marketed to gym-goers and athletes.
• Creatine Monohydrate Single-ingredient creatine monohydrate supplement sold to strength and resistance-training consumers for strength and performance support.
• Fat Burners Branded thermogenic-style fat burner supplements marketed to fitness consumers pursuing body composition and weight-management goals.
• Aminos and BCAAs Branded amino acid and branched-chain amino acid (BCAA) supplements sold to gym-goers and athletes for intra-workout hydration, recovery, and muscle support.
• Test Boosters Branded natural testosterone-support supplements marketed to adult male fitness consumers seeking hormonal and performance support.
• Men's Activewear (Tops, Shorts, Hoodies, Pants/Tracksuits) Coordinated men's athletic apparel range including tops, shorts, hoodies, and pants/tracksuits designed for gym and activewear use, sold to male fitness consumers.
• Women's Activewear (Sports Bras, Tops, Leggings, Shorts, Hoodies) Coordinated women's athletic apparel range including sports bras, tops, leggings, shorts, and hoodies designed for gym and activewear use, sold to female fitness consumers.
• Fitness Accessories (Socks, Bags, Shakers/Water Bottles, Lifting Straps) Branded fitness accessories including training socks, gym bags, shaker bottles/water bottles, and lifting straps, sold to gym-goers to complement supplement and apparel purchases.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store. UM Sports uses Shopify to power their online retail operations including order processing, payment handling, and inventory management.
• KlaviyocoreTechnology or IntegrationEmail and marketing automation platform used for customer email communications, marketing campaigns, and promotional messages. Customer data is transferred to Klaviyo for processing in accordance with their privacy policy.
• AusPostcoreChannel Partner/ Reseller/ DistributorAustralian postal service used for all domestic deliveries including standard and express post shipping options. Handles order fulfillment and delivery across Australia.
• FonterraminorOthersNew Zealand dairy cooperative supplying 100% grass-fed whey protein for UM Sports' whey protein powder range. Described as one of the highest-quality whey sources available.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• MuscleTech: Large global sports nutrition brand with broad protein, pre-workout, and performance supplement ranges. Competes with UM Sports in the same supplement categories but with a much larger marketing footprint.
• GNC: Global health and nutrition retailer with extensive sports supplement and activewear offering. Provides a broader incumbent benchmark on retail scale and category depth relative to UM Sports' pure-play DTC model.
• Optimum Nutrition: Global sports nutrition mass-market incumbent (Gold Standard Whey). Overlaps directly with UM Sports' core protein and supplement SKUs but operates at vastly greater scale and omnichannel distribution.

Direct peers

• BodyScience (BSc): Australian sports nutrition brand with DTC, retail, and athlete ambassador channels. Comparable in product mix (protein, pre-workout, BCAAs) and target audience to UM Sports.
• True Protein: Australian DTC sports nutrition brand offering protein powders, supplements, and accessory products. Comparable in size, product mix, and channel to UM Sports.
• Bulk Nutrients: Australian sports nutrition brand selling protein, pre-workout, and supplements directly to consumers. Direct domestic competitor in the same channel and category as UM Sports.
• Muscle Nation: Australian sports nutrition and activewear brand operating a DTC Shopify storefront similar to UM Sports, with overlapping product lines including whey protein, pre-workout, and women's activewear.
• MyProtein: Global DTC sports nutrition brand offering protein, creatine, pre-workout, and activewear. UM Sports competes head-on in the same categories with a similar Shopify-led DTC model, though at a much smaller scale.

Regional players

• Lorna Jane: Australian women's activewear brand with comparable DTC and activewear positioning to UM Sports' women's apparel range. Relevant peer on the apparel side rather than supplements.

Emerging players

• Athletic Greens (AG1): Premium DTC nutrition brand with science-driven formulation and clean-label positioning. Comparable to UM Sports on the science-backed, premium-ingredient narrative in the supplement category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/umsportsau
• Facebookfacebook.com/umsportsau
• Instagraminstagram.com/umsportsau
• LinkedInlinkedin.com/company/um-sports

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 UM Sports