Myprotein
Myprotein is a Manchester-based direct-to-consumer sports nutrition and activewear brand, founded in 2004 and wholly owned by THG PLC, serving over 20 million customers in 50+ countries with protein supplements, vitamins, and apparel via owned e-commerce and brand-licensing channels.
- Company typePrivate
- Founded2004
- HeadquartersManchester, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Myprotein does
Myprotein is a direct-to-consumer sports nutrition brand founded in 2004 in Manchester, UK, and wholly owned by THG PLC (The Hut Group). It sells protein powders (Impact Whey Protein, Impact Whey Isolate, Clear Whey Isolate), creatine, amino acids, vitamins, electrolytes, protein bars, and activewear, and serves primarily fitness enthusiasts, athletes, and increasingly active-lifestyle consumers across more than 50 countries. The company's core technology stack is anchored by its vertically integrated manufacturing subsidiary THG Omega in Warrington, which holds a BRCGS AA+ food-safety certification and uses advanced filtration, x-ray, and near-infrared testing for ingredient verification; products carry Informed Protein, Informed Choice, and Informed Sport third-party certifications. On top of this, Myprotein recently launched the Fuel Coach AI Shopping Assistant powered by Google Cloud's Gemini Enterprise Agent Platform, which in early pilot data delivered an 8x conversion-rate improvement and a 20.8% lift in average order value.
Myprotein's business model is built on three revenue streams: (i) DTC e-commerce through owned websites (myprotein.com, myprotein.co.in) and mobile app, supported by free-delivery promotions, bundles, and a referral program; (ii) branded activewear and apparel sold DTC, now approximately 12% of online sales; and (iii) brand licensing revenue from third-party manufacturers, notably a Greencore food-to-go partnership targeting 100,000 UK retail doors and 60M+ licensed units in 2026, plus a Müller Yogurt & Desserts high-protein dairy line. Group-level financials show THG FY25 adjusted revenue of £1.72bn and THG Nutrition H1 2026 adjusted EBITDA of £94m (+36% YoY) on revenue up 6.5% YoY, despite "unprecedented whey protein inflation." Myprotein's customer base exceeds 20 million, and Euromonitor International (Consumer Health 2023ed) ranks it Europe's No.1 sports nutrition brand.
Myprotein firmographics
Firmographics- Name
- Myprotein
- Legal name
- THG Nutrition Limited
- Website
- https://myprotein.co.in
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Myprotein is a Manchester-based direct-to-consumer sports nutrition and activewear brand, founded in 2004 and wholly owned by THG PLC, serving over 20 million customers in 50+ countries with protein supplements, vitamins, and apparel via owned e-commerce and brand-licensing channels.
- Ownership category
- akta.pro rank
Myprotein industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Food And Kindred Products (2000), Sporting & Athletic Goods, Nec (3949)
- 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), Whey, Casein & Milk Protein Ingredient Manufacturing (AFAKAKAF), Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD)
Keywords
Where Myprotein is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Myprotein business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream from direct-to-consumer online sales through owned e-commerce platform. Customers purchase supplements, apparel, and accessories directly. Revenue grew 6.5% YoY with adjusted earnings rising 36% to £94m in H1.
- Activewear & Apparel: Growing revenue stream from branded activewear and clothing. Represents approximately 12% of Myprotein's online sales, up from 8% in FY24. Includes Champion collaboration and own MP clothing line.
- Licensing & Brand Partnerships: Revenue from licensing Myprotein brand to food manufacturers for protein-enriched products. Expected to sell 60 million licensed products in 2026 (up from 43 million in 2025) through Greencore food-to-go partnership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Impact Whey Protein - Entry-level protein powder |
| Unit Pricing | Pay-as-you-go | Impact Whey Isolate - Premium high-protein option |
| Unit Pricing | Pay-as-you-go | Creatine Monohydrate Powder - Value supplement |
| Unit Pricing | Pay-as-you-go | Activewear - Branded apparel |
| Unit Pricing | Pay-as-you-go | Bundle Products - Value bundles |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Myprotein product offering
Product offeringCore offering
Myprotein manufactures and sells sports nutrition supplements—including whey protein powders, whey isolate, clear whey, casein, creatine monohydrate, BCAA, glutamine, electrolytes, and vitamins—through its own direct-to-consumer e-commerce platform and mobile app. The company also sells branded activewear (men's and women's), protein-enriched food products through licensing partnerships (Greencore, Müller), and collaborative apparel lines (with Champion). All products are sold online with worldwide shipping to 50+ countries and through select licensing and distribution partnerships.
Product overview
Myprotein is a direct-to-consumer sports nutrition and activewear brand operating as Europe's No.1 sports nutrition brand. The product portfolio centers on protein supplements including Impact Whey Protein, Impact Whey Isolate, Clear Whey Isolate, and Creatine Monohydrate as core offerings. Beyond supplements, Myprotein has expanded into activewear for men and women, protein-enriched food products through licensing partnerships, and AI-powered shopping tools. The brand recently launched a collaboration with Champion for limited-edition training wear and partnered with Greencore for protein-enriched food-to-go products. All products are sold exclusively through direct-to-consumer channels with an AI Shopping Assistant (Fuel Coach) powered by Google Cloud's Gemini platform enhancing the ecommerce experience.
Differentiator
Problem solved
Functional benefit
Brands
- Informed Protein: Third-party certification program proving verified protein content and no spiking - select Myprotein products carry this logo
- MP (Myprotein Clothing)
Products and services
- Impact Whey Protein Flagship whey protein powder available in over 50 flavors, offering high protein content per serving with excellent value for fitness enthusiasts and athletes.
- Impact Whey Isolate Premium whey protein isolate with higher protein content per serving, lower fat and lactose than standard whey, designed for lactose-sensitive consumers and those seeking leaner formulas.
- Clear Whey Isolate Light, refreshing clear protein drink format with electrolytes, offering an alternative to traditional thick protein shakes for consumers seeking variety.
- Creatine Monohydrate Powder Creatine supplement for high-intensity exercise, available in powder and tablet formats including the Creapure branded variant for verified purity.
- BCAA 2:1:1 Powder BCAA 2:1:1 ratio powder supplement supporting muscle recovery and exercise performance for athletes and fitness enthusiasts.
- L-Glutamine Powder Amino acid supplement supporting muscle recovery and immune function post-exercise.
- Micellar Casein Slow-digesting protein for sustained amino acid release, suitable for nighttime consumption and extended recovery periods.
- Weight & Mass Gainer Blend Weight and mass gainer blend providing high-calorie and high-protein content for muscle building and bulking phases.
- Legacy Dry Scoop Pre-Workout Performance-enhancing pre-workout supplement designed for energy and focus during training sessions.
- THE Electropower Electrolyte Powder Electrolyte powder and hydration product for performance and recovery during and after exercise.
- Daily Multivitamin Tablets Daily multivitamin tablets providing broad nutritional support for general health maintenance.
- Impact Protein Bars Protein-enriched snack bars providing convenient high-protein on-the-go nutrition outside shakes and powders.
- Protein Pancake Mix High-protein pancake mix providing a convenient and tasty way to increase daily protein intake.
- Myprotein Men's Activewear Men's athletic clothing line including t-shirts, joggers, shorts, and training wear made with organic cotton and recycled materials for gym and athleisure use.
- Myprotein Women's Activewear Women's athletic clothing including leggings, sports bras, shorts, and hoodies made with sustainable materials like recycled polyester for gym and athleisure use.
- Myprotein x Champion Limited-Edition Training Collection Limited-edition 11-piece training collection combining Myprotein's digital fitness audience with Champion's century-old sportswear heritage, sold exclusively through the DTC platform.
- Myprotein Licensed Protein Food-to-Go (with Greencore) Protein-enriched fresh food-to-go products including salads and wraps, developed through a licensing partnership with Greencore for distribution through offline UK retail.
- Müller x Myprotein High-Protein Yogurts & Desserts High-protein yogurts and desserts developed in partnership with Müller Yogurt & Desserts, combining dairy expertise with Myprotein's sports nutrition credentials in HFSS-compliant formulations.
- Nutrition Bundles & Starter Packs Curated product bundles including Everyday Active Bundle, Get Stronger Bundle, Elite Build Bundle, and Impact Protein Bundle offering savings on complementary nutrition products.
Quantifiable outcome
- 8x higher conversion rate with AI Shopping Assistant (Google Cloud pilot)
- +5 more outcomes
Companies that use Myprotein
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Myprotein technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
Myprotein partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Google CloudflagshipTHG Ingenuity collaboration with Google Cloud to launch AI Shopping Assistant powered by Google Cloud's Gemini Enterprise Agent Platform. Early pilot data from Myprotein shows 8x higher conversion rate, 20.8% uplift in average order value, and 5.5x increase in first-time buyer conversion rates. Represents significant advancement in personalized ecommerce.
- ChampionflagshipLimited-edition 11-piece training collection combining Myprotein's digital fitness audience with Champion's century-old sportswear heritage. Sold exclusively through Myprotein's direct-to-consumer platform. Most high-profile activewear partnership to date as THG pushes deeper into health and wellness market beyond core nutrition.
- GreencorecoreLicensing partnership to launch protein-enriched food-to-go products including salads and wraps. Greencore provides fresh, ready-to-eat food production expertise and UK distribution. Strategy targeting 100,000 offline retail doors. Expected to sell 60+ million licensed products in 2026 (up from 43 million in 2025).
- International Health, Sports & Fitness Festival (IHFF)minorExclusive Hydration Partner for IHFF 2025 held in Delhi from May 30 to June 1, 2025. Partnership aims to support athletes and enthusiasts with hydration and fitness products during the event featuring diverse professionals and activities.
- Müller Yogurt & DessertscorePartnership to launch high-protein yogurts and desserts targeting health-conscious consumers. Combines Müller's dairy expertise with Myprotein's sports nutrition credentials. HFSS-compliant products positioned to make protein products approachable for everyday consumers rather than just elite athletes.
- KeventersminorCollaboration product - Myprotein x Keventers protein beverage sold on Indian platform. Example product listed at ₹4,599 (was ₹4,999). Represents localized Indian market partnership for protein-enriched beverages.
Scale indicators10 records
Recent moves5 records
Expansion highlights6 records
Myprotein competitors and assessment
Company assessmentMarket position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Myprotein social profiles
Digital presenceMyprotein compliance and trust
Trust signalCompliance6 records
Myprotein financial estimates
Financial estimateRevenue estimate
Valuation estimate
Myprotein leadership team
Management profileNumber of profiles
Myprotein subsidiaries and ownership
Company hierarchySubsidiaries1 record
Myprotein funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Myprotein M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Myprotein
What does Myprotein do?
Myprotein manufactures and sells sports nutrition supplements—including whey protein powders, whey isolate, clear whey, casein, creatine monohydrate, BCAA, glutamine, electrolytes, and vitamins—through its own direct-to-consumer e-commerce platform and mobile app. The company also sells branded activewear (men's and women's), protein-enriched food products through licensing partnerships (Greencore, Müller), and collaborative apparel lines (with Champion). All products are sold online with worldwide shipping to 50+ countries and through select licensing and distribution partnerships.
Is Myprotein a public or private company?
Myprotein is a private company. It is classified as corporate owned and is currently operating.
When was Myprotein founded?
Myprotein was founded in 2004. It employs 101 to 250 people.
Where is Myprotein based?
Myprotein is headquartered in Manchester, United Kingdom, in the Europe region.
How does Myprotein make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are activewear & Apparel and licensing & Brand Partnerships.
Does Myprotein have an API?
No public API is recorded for Myprotein.
What industry is Myprotein in?
Myprotein's product category is Sports Nutrition. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2000.