What Project AD does

Project AD is a privately held, founder-led direct-to-consumer sports nutrition and wellness supplement company operating under three sub-brands: Elite Series (performance supplements for athletes, including Aminotaur, Matador, Nitr-OX, Stampede, Shredabull, Taurotest, and Ravenous), Life Series (general wellness supplements such as AD1, Life Insurance, Good Mornin, Fiber+, Liver+, TUDCA, Citrus Bergamot, Curcumin+, Ashwagandha, Astragalus, and Estro Pro+), and AD Medical (clinical-adjacent formulations such as Thyroid Optimization). The company sells ~20+ SKUs priced between $23.95 and $89.95 through a Shopify-powered storefront at projectad.me, with subscription pricing offering 25% savings and tiered bulk discounts on select items. Products are differentiated by transparent, clinically backed ingredient dosages and all-in-one formulations (e.g., Life Insurance consolidates an estimated $279/month of separate supplements into a $59.99/month stick pack).

The business model is primarily DTC e-commerce with a subscription backbone that drives recurring revenue, supplemented by a B2B wholesale channel, two founder-authored educational e-books (Mastering Metabolism at $89.95 and Fueled to Thrive at $49.95), and a community-led GTM motion executed through the AD Academy affiliate program, Team Project AD community, Athlete of the Month program, and creator partnerships. Customer segments span elite athletes and bodybuilders, health-conscious fitness enthusiasts, health-maintenance adults focused on cardiovascular and metabolic health, and weight management seekers — addressed through a hybrid segmentation across persona and use case. Founder Joe Binley drives content authority and product positioning.

Project AD has no proprietary technology stack beyond its proprietary blend formulations; its underlying technology is a standard Shopify e-commerce platform with Judge.me reviews, Kmail-lists email, and conventional payment integrations. The company is US-based, privately held with no institutional funding or parent company identified in the source data, and operates with an active customer base evidenced by 30,000+ customers on its flagship Good Mornin product and thousands of verified 5-star Trustpilot reviews. A new gated community offering (AD Elite Sanctum, pre-registering in 2026) signals continued ecosystem expansion beyond pure product sales.

Name

Project AD

Website

https://projectad.me

Company type

Private

Operating status

Operating

Short description

Project AD is a founder-led, DTC sports nutrition and wellness supplement brand selling ~20+ clinically dosed products across Elite, Life, and Medical sub-brands via Shopify, with subscription, wholesale, content, and community-led channels.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Wellness Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)

akta.pro primary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports & Performance Actives (Creatine, Beta-Alanine, Citrulline, Nitrates) (AFAJAKAJ)

Keywords

• Sports nutrition supplements
• Pre-workout formulas
• Wellness supplements
• Daily multivitamins
• Performance nutrition

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce sales of sports nutrition and wellness supplements through Shopify storefront. One-time purchase and subscription options available. Products include Elite Series (performance supplements), AD Life Series (wellness supplements), and medical-grade formulas.
2. Digital Products (E-books): Sale of educational digital products including Mastering Metabolism ($89.95) and Fueled to Thrive ($49.95) - metabolic programming guides written by founder Joe Binley.
3. Wholesale: B2B wholesale channel for retailers and distributors interested in carrying Project AD product lines.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Project AD is a direct-to-consumer sports nutrition and wellness supplement company that develops, brands, and sells its own line of dietary supplements. The product portfolio is organized into two series: the Elite Series (high-performance supplements such as Aminotaur amino acids, NITR-OX pre-workout pump, Stampede pre-workout, Matador glucose disposal, Taurotest testosterone support, Shredabull thermogenic, and Ravenous digestive support) and the AD Life Series (wellness supplements such as AD1 all-in-one superfood, Life Insurance daily foundation, Good Mornin detox drink, Fiber+, Liver+, Thyroid, Ashwagandha, Curcumin+, Citrus Bergamot, Estro Pro+, Astragalus, TUDCA, Heart+, and Immune+). Products are sold via the Shopify-powered projectad.me storefront with one-time purchase and Subscribe & Save (25% off) subscription options, supplemented by founder-authored educational e-books.

Product overview

Project AD is a sports nutrition and wellness supplement company organized into two primary product series. The Elite Series targets elite athletes with high-performance supplements including: Aminotaur Essential (intra-workout amino acid formula), Matador (glucose disposal agent), NITR-OX (pre-workout pump formula), Ravenous (appetite and digestion support), Shredabull Untamed 2.0 (thermogenic weight loss), Stampede (pre-workout energy), and Taurotest (testosterone support). The Life Series provides wellness supplements for general health including: AD1 (all-in-one superfood), Astragalus (kidney health), Ashwagandha (stress management), Curcumin+ (anti-inflammatory), Citrus Bergamot (cholesterol support), Estro Pro+ (hormone balance), Fiber+ (digestive health), Good Mornin (detox drink), Life Insurance (daily foundation multivitamin), Liver+ (liver support), Thyroid (thyroid optimization), TUDCA (bile acid support), plus educational e-books Mastering Metabolism and Fueled to Thrive. Products are available through the Shopify e-commerce platform with subscription options.

Differentiator

Problem solved

Functional benefit

Brands

• Elite Series: High-performance supplements designed for elite athletes, providing rigorous support and quality to fuel intense training and peak performance.
• AD Life Series
• AD Medical

Products and services

• Aminotaur Essential Amino Acid Formula
• Matador Glucose Disposal Agent
• NITR-OX Pump Formula
• Ravenous Appetite & Digestion Support
• Shredabull Untamed 2.0 Weight Loss
• Stampede Pre-Workout
• Taurotest Testosterone Support
• AD1 All-in-One Superfood
• Astragalus Kidney Health
• Ashwagandha Anti-Stress & Relaxation
• Curcumin+ Anti-Inflammatory Response Complex
• Citrus Bergamot Healthy Cholesterol Support
• Estro Pro+ Natural Hormone Modulation Formula
• Fiber+ Digestion Support
• Good Mornin Detox and Gut Performance Drink
• Life Insurance Daily Foundation
• Liver+ Liver Support
• Thyroid - AD Medical
• TUDCA Health Support
• Mastering Metabolism E-Book
• Fueled to Thrive E-Book
• Heart+ Cardiovascular Support
• Immune+ Adaptive Immune System Complex

Quantifiable outcome

• 89% of customers report less bloating within 7 days of using Good Mornin
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Transparent Labs: Transparent Labs sells clinically dosed, label-transparent sports and wellness supplements. Project AD's core value proposition (transparent dosing versus proprietary blends) is a direct competitive match, and the two brands share target customers in the high-performance athlete segment.
• Ghost Lifestyle: Ghost is a lifestyle sports nutrition brand with DTC and wholesale distribution across pre-workout, BCAA, and wellness SKUs. Project AD's Elite Series (Nitr-OX, Aminotaur, Stampede) competes head-to-head with Ghost's signature flavors and performance positioning.
• 1UP Nutrition: 1UP Nutrition sells sports supplements (pre-workout, BCAA, fat burner) targeting bodybuilders and gym-goers via DTC and Amazon. Directly comparable to Project AD's Elite Series on product mix (Shredabull, Matador, Aminotaur) and customer segment.
• Klean Athlete: Klean Athlete provides NSF-certified sports supplements for professional and collegiate athletes. Comparable to Project AD's Elite Series on target customer (serious athletes) and clinically backed formulation positioning.
• Bucked Up: Bucked Up is a sports nutrition brand known for branded pre-workouts, BCAAs, and thermogenics with strong influencer and gym-channel presence. Comparable to Project AD's Elite Series on performance supplement positioning and youth-oriented athlete marketing.
• AG1 (Athletic Greens): AG1 is the leading direct-to-consumer all-in-one daily greens/nutrition powder. Project AD explicitly positions AD1 and Life Insurance as alternatives to AG1, making it the most direct product and pricing competitor in the foundational daily nutrition category.
• Ritual: Ritual is a DTC essential vitamins and women's health brand built on transparent formulation and premium subscription. Highly comparable to Project AD's Life Series on DTC supplement model, transparent-label ethos, and subscription-led customer economics.
• Momentous: Momentous is a premium human-performance supplement brand co-founded with the 10th Mountain Division and Dr. Andy Galpin, offering transparent-dosed products for athletes and longevity-focused consumers. Highly comparable to Project AD on quality, dosing transparency, and dual athlete/longevity positioning.

Regional players

• Life Time Living (Life Time Fitness supplements): Life Time has launched its own line of premium supplements (multivitamins, omega-3, sleep, protein) leveraging its gym membership base for distribution and validation. Comparable to Project AD's Life Series on premium positioning and adjacent to its Elite Series for performance consumers.

Broad incumbents

• Onnit: Onnit is an established performance/wellness brand spanning supplements (Alpha Brain, Total Strength), fitness equipment, and food/beverage. Comparable to Project AD on the lifestyle-and-nootropics consumer and the bundled DTC-plus-retail model.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

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 Project AD