What VOW Nutrition does

VOW Nutrition, trading as VOW Sports Limited, is a UK-based sports nutrition company founded in 2019 and headquartered in Hoddesdon, Hertfordshire, with an additional office in Dublin, Ireland serving EU markets. The company develops and sells a broad branded sports nutrition range including creatine chews/gummies, protein powders, protein bars, protein drinks, pre-workout formulas, essential amino acids (EAAs), collagen products, and energy gels. Its portfolio is differentiated by Informed Sport batch testing, Halal certification, UK manufacturing, and 100% recyclable packaging, targeting performance-focused athletes and everyday gym users who value third-party credibility on ingredient safety and banned-substance compliance.

The business operates a B2C omnichannel model. Products are sold direct-to-consumer through the company's own e-commerce site and distributed nationwide through Boots (1,400+ stores), Holland & Barrett (758 stores), and Ocado. Brand credibility is built through elite athlete ambassadors (Matt Richards, Daryll Neita, Joe Clarke, Fabio Wardley, Bradley Khan) and sports partnerships including an official Team GB nutrition licensee role for the Paris 2024 Olympic Games, GB Rugby 7s, British Canoeing, London Broncos, and England Beach Football. Founder Simon Stevens, a British Natural Bodybuilding Champion, anchors the brand's authenticity in the bodybuilding and strength-training community.

VOW Nutrition is a privately held, founder-led company with 11-50 employees. No external funding rounds or revenue figures have been disclosed. The commercial trajectory from 2023-2025 shows sequential expansion across retail channels, product formats, and international markets, with the Dublin office indicating intent to scale EU distribution. The business model relies on premium positioning, certified manufacturing, and sports-credibility marketing to command above-average unit economics versus undifferentiated sports nutrition competitors.

Name

VOW Nutrition

Legal name

VOW Sports Limited

Website

https://vownutrition.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

VOW Nutrition is a UK-based sports nutrition brand founded in 2019, selling creatine chews, protein powders, bars, RTD drinks, pre-workout, EAAs, collagen, and energy gels through Boots, Holland & Barrett, Ocado, and DTC, targeting performance-focused athletes with Informed Sport and Halal certified products.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL)

Keywords

• Sports nutrition supplements
• Creatine chews gummies
• Whey protein powder
• Informed Sport certified
• Vegan protein bars

Headquarters

HQ city

Cheshunt

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Supplement Sales: Primary revenue stream from selling sports nutrition supplements including creatine chews, gummies, protein drinks, pre-workout, EAAs, and collagen products directly to consumers via e-commerce and through retail partners
2. Subscription Model: Customers can subscribe to regular product deliveries with a 10% discount, providing recurring revenue through the Sparklean Protein Drink subscription offering
3. Accessories and Merchandise: Revenue from branded sports accessories including shaker bottles, water bottles, sports apparel, boxing gloves, and gym accessories

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

VOW Nutrition manufactures and sells Informed Sport-certified, UK-made sports nutrition supplements in convenient formats including creatine gummies and chews, whey protein powder, vegan protein bars, magnesium and collagen chews, pre-workout and EAA powders, energy gels, and a carbonated ready-to-drink vegan protein beverage (Sparklean). Products are sold direct-to-consumer via the company's Shopify-powered website and through major UK retailers, with a subscription option for the Sparklean Protein Drink.

Product overview

VOW Nutrition is a UK-manufactured sports nutrition company founded in 2019 by Simon Stevens, offering a comprehensive portfolio of premium sports supplements and athletic accessories. The product line centers on innovative delivery formats including gummies, chews, powders, ready-to-drink protein beverages, and energy gels designed for elite athletes and active lifestyles. Core supplements include creatine products (gummies and chews), protein products (elite whey powder, vegan protein bars, and Sparklean carbonated protein drink), amino acid supplements (EAA Hydr8 and amino chews), collagen chews, magnesium gummies, and pre/intra/post-workout products including Kick Off, Half Time, and Full Time energy gels. The range is complemented by sports accessories including shaker bottles, water bottles, and athletic apparel. Products are Informed Sport certified, batch-tested for banned substances, Halal certified, and packaged in 100% recyclable materials. Distribution includes direct-to-consumer via their Shopify e-commerce platform, major UK retailers (Boots, Holland & Barrett, Ocado), and partnerships with elite sports organizations including Team GB, GB Rugby Sevens, British Canoeing, and various professional teams.

Differentiator

Problem solved

Functional benefit

Brands

• Sparklean: High-protein sparkling vegan drink containing 15g pea protein per 330ml serving. Available in Orange, Strawberry and Lime, and Tropical flavours. Halal Certified.

Products and services

• VOW Creatine Gummies Gummy creatine supplement for strength, endurance, and muscle recovery, available in Watermelon and Sour Apple flavors with 60 gummies per pack.
• VOW Creatine Chews Chewable creatine supplement for strength, endurance, and muscle recovery, available in Mint, Strawberry, and Apple Mango & Lime flavors with 100 chews per pack.
• VOW Magnesium Gummies Gummy magnesium supplement available in Strawberry and Tropical flavors with 60 gummies per pack.
• VOW Collagen Chews Chewable collagen supplement for skin, joint, and connective tissue support, available in Cherry and Tropical flavors with 100 chews per pack, priced at £14.99.
• VOW Amino Chews Chewable essential amino acid supplement for muscle support and recovery, Berry flavor with 100 chews per pack.
• VOW Pre Workout Pre-exercise supplement for training energy, focus and endurance, available in Watermelon & Mango and Blackcurrant & Apple flavors, 500g tub at £29.99.
• VOW EAA Hydr8 Essential amino acid supplement with hydration support, available in Blackcurrant & Apple and Watermelon & Mango flavors, 500g tub.
• VOW Elite Whey Protein Premium whey protein powder for muscle growth and performance, available in Chocolate Cookie, Strawberry & White Chocolate, and Vanilla Ice Cream flavors, 900g tub.
• Sparklean Protein Drink Carbonated high-protein vegan drink with 15g pea protein per 330ml serving, available in Orange, Strawberry and Lime, and Tropical flavors. Halal Certified with optional monthly subscription at a 10% discount. The first high-protein sparkling drink available in Boots.
• VOW Vegan Protein Bar High-protein, low-sugar vegan protein bar, 48g per bar in Salted Caramel, Cookie & Cream, and Peanut Crunch flavors, sold in packs of 12.
• Kick Off Energy Gel Pre-exercise energy gel for pre-workout energy support, Apple flavor, 60g sachets in a 12-sachet box.
• Half Time Energy Gel Intra-exercise energy and hydration gel for during-training support, Orange flavor, 60g sachets in a 12-sachet box.
• Full Time Recovery Gel Post-workout recovery gel with BCAAs and energy, Raspberry flavor, 60g sachets in a 12-sachet box.
• Match Day Bundle Bundle combining Kick Off, Half Time, and Full Time energy gels for complete pre-, intra-, and post-exercise nutrition support.
• Gummy Bundle Bundle of VOW's gummy and chew supplements for convenient supplementation.
• FREE Steel Shaker + Pre Workout Bundle Promotional bundle combining the VOW Premium Stainless Steel Shaker with the VOW Pre Workout supplement.
• VOW Premium Stainless Steel Shaker Premium stainless steel shaker bottle with 750ml capacity, matt black finish, no-leak design, measuring gauge, and built-in blender system in the lid; dishwasher friendly; priced at £19.99.
• VOW Plastic Shaker Bottle Plastic shaker bottle with 700ml capacity, built-in mesh insert for smooth mixing, and leak-proof lid with secure flip cap, priced at £4.99.
• VOW Premium 1.3L Matt Bottle Large capacity water bottle with 1.3L capacity, matt black finish, no-leak design and measuring gauge; BPA-free and food-safe, priced at £18.99.
• VOW 750ml Water Bottle Lightweight water bottle with 750ml capacity, sleek black finish, manufactured in the UK for everyday hydration; sale price £3.99 (originally £5.99).
• VOW Hygiene Hybrid Water Bottle 1 Litre Specialized water bottle with 1L capacity and no-contact hygiene-friendly lid design, suitable for team sports with or without mouthguards; BPA-free materials.
• VOW Active Performance T-Shirt Men's performance athletic t-shirt designed for training and sports activities.
• VOW Active Women's Performance T-Shirt Women's performance athletic t-shirt designed for training and sports activities.
• VOW Active Baseball Cap Athletic baseball cap with adjustable fit, available in Black/White Logo colorway.
• VOW Snapback Cap Snapback style athletic cap with adjustable fit and VOW branding.
• VOW Sparring and Training Boxing Gloves Boxing training gloves available with XL Laces (14oz) or Velcro Strap (12oz) closure systems, designed for sparring and training.
• VOW Wrist Wraps Wrist support wraps for weight training and lifting exercises.
• VOW Lifting Straps Lifting straps to support grip during heavy lifts and pulls.
• VOW Powerlifting Performance Belt Powerlifting belt for back and core support during heavy lifts; available in black with size options.

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature1 record

Partnerships

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

• Bradley KhanminorGTM or Marketing Partner · 1 June 202616-year-old boxing champion with four consecutive national titles; Sponsored by VOW Nutrition; Preparing for England Institute of Sport assessment camp.
• OcadocoreChannel Partner/ Reseller/ Distributor · 3 April 2025VOW Nutrition products (VOW Bars, Creatine Chews, Elite Whey Protein, Performance Gels Collection, Sparklean Protein Drink) now available on Ocado online platform.
• England Beach Football TeamscoreStrategic or Co-development Partner · 14 August 2024Official supplier of sports supplements to both England Men's and Women's national beach football teams. VOW Nutrition will work with team nutritionists and coaches to tailor supplement strategies. Partnership includes branding on team kits and training gear during major tournaments.
• Holland & BarrettcoreChannel Partner/ Reseller/ Distributor · 1 July 2024Products available in 758 Holland & Barrett stores across the UK.
• GB Rugby 7scoreStrategic or Co-development Partner · 4 March 2024Official Nutrition Partner for GB Rugby 7s international rugby team.
• London BroncoscoreStrategic or Co-development Partner · 2 January 2024Professional Rugby League team sponsorship continued into 2024 Super League season. VOW Nutrition serves as supplements partner.
• Team GB / British Olympic AssociationflagshipStrategic or Co-development Partner · 1 August 2023VOW Nutrition serves as Official Nutrition Licensee for Team GB at the Paris 2024 Olympic Games. The partnership includes supply of premium supplements (creatine, protein, amino acids, pre-workout) and co-branded accessories (shakers, water bottles). The company is described as 'immensely proud' to collaborate with Team GB.
• British CanoeingcoreStrategic or Co-development Partner · 1 August 2023Long-standing partnership supporting elite canoeing athletes. VOW Nutrition fueled British Canoeing to victory at ICF Canoe Slalom World Championships.
• Matt RichardscoreGTM or Marketing Partner · 1 August 2023Olympic medallist swimmer; Team GB gold medalist in men's 4x200m freestyle relay at Tokyo 2020; Athlete ambassador and partner for Paris 2024 Olympics.
• Daryll NeitacoreGTM or Marketing Partner · 1 August 2023Double Olympic bronze-winning sprinter; Athlete ambassador for VOW Nutrition.
• Joe ClarkecoreGTM or Marketing Partner · 1 August 2023British Canoeing Olympic champion; Fuelled to victory at ICF Canoe Slalom World Championships; Athlete partner.
• BootscoreChannel Partner/ Reseller/ Distributor · 30 June 2023Products available in over 1,400 Boots stores nationwide. Sparklean Protein Drink was the first high protein sparkling drink available in Boots.
• London ScottishminorStrategic or Co-development Partner · 1 September 2022Professional Rugby Union team; continues as supplements partner.
• Perform365minorChannel Partner/ Reseller/ Distributor · 1 April 2021Partnership with Perform365 for distribution and retail presence.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cellucor / C4: US-headquartered sports nutrition brand behind the C4 pre-workout franchise, distributed globally including through UK retail. Comparable on pre-workout and sports supplement categories that overlap with VOW's creatine, pre-workout and EAA SKUs.
• Maximuscle: Long-established UK sports nutrition brand owned by Bellring/legacy ABF, with protein, creatine and recovery ranges. Comparable to VOW on UK retail presence and core supplement categories but a much larger, more legacy brand.
• Optimum Nutrition: Global gold-standard sports nutrition brand owned by Glanbia, with a full creatine/whey/EAA/pre-workout range and gold-standard 100% Whey. Competes with VOW on product categories and gym/athlete positioning but at materially larger scale and broader international reach.

Direct peers

• Grenade: UK sports nutrition and protein bar brand (acquired by Mondelēz), competing in protein bars, shakes and supplements. Comparable to VOW on bar/format-led innovation and broad UK grocery and convenience distribution, with a similar consumer profile.
• Myprotein: The UK's largest sports nutrition brand, owned by THG, offering protein, creatine, EAAs, pre-workout and bars. Directly comparable to VOW on product range, target consumer (regular gym users to elite athletes), UK manufacturing and broad retail plus DTC distribution.
• PhD Nutrition: UK sports nutrition brand (owned by Glanbia alongside Optimum Nutrition) with a comparable product mix of whey protein, bars and supplements sold via DTC and grocery. Overlaps with VOW on positioning around gym/fitness enthusiasts and broad UK distribution.
• Applied Nutrition: UK sports nutrition brand offering protein, creatine, pre-workout and wellness supplements, distributed via DTC, gyms and retail including Boots and Holland & Barrett. Directly overlaps with VOW on product range, UK retail presence and athlete-led marketing.
• Bulk Powders: UK-based direct-to-consumer sports nutrition brand with extensive creatine, protein, amino acid and supplement ranges, plus active food/energy products. Closely comparable to VOW on category, customer base and UK-led DTC plus retail strategy.
• Protein Works: UK sports nutrition brand with a wide range of whey/vegan protein, creatine, amino acids and bars, plus confectionery-style formats. Directly comparable to VOW on format innovation, UK DTC focus and gym-enthusiast customer base.

Emerging players

• Klean Athlete: Informed Sport-certified sports nutrition brand focused on banned-substance-tested supplements for elite and Olympic athletes. Highly comparable to VOW on the Informed Sport positioning, athlete-trust moat and elite-team endorsement strategy, though predominantly US-distributed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/vow_nutrition
• YouTubeyoutube.com/@vow_nutrition
• Facebookfacebook.com/VOWNutition
• LinkedInlinkedin.com/company/vownutrition
• Instagraminstagram.com/vow_nutrition/?hl=en
• TikToktiktok.com/@vow_nutrition

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 VOW Nutrition