NJ Nutrition Inc.
NJ Nutrition Inc. is a privately held wholesale distributor of sports nutrition supplements and hockey equipment, selling bulk branded inventory from 20+ partner brands to registered retail clients through its njnutrition.net portal.
- Company typePrivate
- Founded2012
- HeadquartersEast Hanover, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What NJ Nutrition Inc. does
NJ Nutrition Inc. is a privately held wholesale distributor of sports nutrition and fitness supplements, founded in 2012 and headquartered at 28 Merry Ln, East Hanover, New Jersey. The company operates a B2B distribution model that sells branded products in bulk exclusively to registered retail clients, who access inventory and place orders through a gated client login portal at njnutrition.net. NJ Nutrition's portfolio spans 10+ major sports nutrition brands — including BSN, BPI, Dymatize, Gaspari Nutrition, MHP, MuscleMeds, MusclePharm, MuscleTech, Ultimate Nutrition, and Universal — alongside a separate hockey equipment and apparel line covering 11 brands such as Oakley, Under Armour, and Shock Doctor.
The platform itself is a lightweight B2B commerce layer: a public marketing website showcasing brand and product news (e.g., BSN availability, Gaspari AminoLast, Universal Proton 7) and a client-side authentication and ordering interface, with no mobile app, public API, or disclosed integration ecosystem. There are no proprietary products, patents, or in-house R&D; rather, the company's value proposition rests on aggregating multiple major brands under one distribution relationship and passing through competitive wholesale pricing sourced from direct brand access.
Revenue mechanics are a transaction-based wholesale margin model: NJ Nutrition procures inventory from brand partners at wholesale and resells to registered retailers at competitive prices, with quote-based pricing rather than publicly disclosed rates. The go-to-market is channel-partner-driven, targeting authorized sports, fitness, and hockey retailers as a horizontal B2B segment, with logistics and order fulfillment handled in-house from the East Hanover location. No information on retail account counts, contract structure, recurring purchase cadence, or revenue diversification is available in the source material, which constrains any deeper financial or operational sizing.
NJ Nutrition Inc. firmographics
Firmographics- Name
- NJ Nutrition Inc.
- Legal name
- NJ Nutrition Inc.
- Website
- https://njnutrition.net
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- NJ Nutrition Inc. is a privately held wholesale distributor of sports nutrition supplements and hockey equipment, selling bulk branded inventory from 20+ partner brands to registered retail clients through its njnutrition.net portal.
- Ownership category
- akta.pro rank
NJ Nutrition Inc. industry classification
Industry- Product category
- Wholesale Sports Nutrition Distribution
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Drugs and Druggists' Sundries Merchant Wholesalers (424210)
- akta.pro primary industry
- Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL)
- akta.pro secondary industry
- Team Sports Equipment & Apparel Distribution (CRAOAJAA)
Keywords
Where NJ Nutrition Inc. is headquartered
LocationHeadquarters
- HQ city
- East Hanover
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NJ Nutrition Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Wholesale Distribution: NJ Nutrition operates as a wholesale distributor for sports and fitness supplements, selling products in bulk to registered retailers. Revenue is generated through product margins between wholesale acquisition and retail sale prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale pricing for registered retailers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
NJ Nutrition Inc. product offering
Product offeringCore offering
NJ Nutrition Inc. is a wholesale distributor of sports nutrition and fitness supplement products, providing registered retail clients with access to an extensive portfolio of major nutrition brands (BSN, BPI, Dymatize, Gaspari Nutrition, MHP, MuscleMeds, MusclePharm, MuscleTech, Ultimate Nutrition, Universal) as well as hockey equipment/apparel brands. Orders are placed through a client login portal, with revenue generated from wholesale product margins between acquisition and resale.
Product overview
NJ Nutrition Inc. operates as a wholesale distributor for sports and fitness supplements, providing registered retail clients access to order from a portfolio of major nutrition brands. The company distributes branded products including BSN, BPI, Dymatize, Gaspari Nutrition, MHP, MuscleMeds, MusclePharm, MuscleTech, Ultimate Nutrition, and Universal Nutrition. Specific products include Gaspari Nutrition's AminoLast (BCAA recovery supplement) and Universal's Proton 7 (multi-functional protein powder). The business model centers on providing competitive pricing through direct brand access and passing savings to retailers. NJ Nutrition also distributes hockey-related brands including Oakley, Under Armour, and Shock Doctor through a separate hockey brands channel.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale Supplement Distribution Service Wholesale distribution service for sports and fitness supplements that provides currently registered retailers with access to an extensive multi-brand inventory and ordering capabilities through a client login portal at njnutrition.net.
- Gaspari Nutrition - AminoLast BCAA super fuel with AMMOJECT technology delivering high-dose BCAAs, leucine-enriched peptide amino acids, anti-cramping electrolytes, and AMINOJECT for muscle recovery and endurance; distributed to registered retailers through NJ Nutrition.
- Universal - Proton 7 Multi-functional protein powder featuring a triple blend of slow, intermediate, and fast proteins from seven different sources including whey protein hydrolysates, micellar casein, and egg, with added fiber and medium chain triglycerides; distributed to registered retailers through NJ Nutrition.
- Hockey Equipment & Apparel Brands Distribution Distribution of hockey equipment and apparel brands including Oakley, Blue Sports, Texstyle, Blade Master, Under Armour, Black Stone, Shock Doctor, SSM, Renfrew Pro, TRUE, and Step to registered retailers.
Companies that use NJ Nutrition Inc.
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
NJ Nutrition Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
NJ Nutrition Inc. partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- BSN (Bio-Engineered Supplements and Nutrition)coreSigned partnership making world-renowned BSN sports nutrition products available through NJ Nutrition's retail distribution network. BSN is a global leader in sports nutrition marketplace with over 35 industry awards in six years.
- Gaspari NutritioncoreDistributes Gaspari Nutrition products including AminoLast, developed over 24 months using cutting edge research for amino acid supplementation targeting muscle building and endurance.
- Universal NutritioncoreDistributes Universal Nutrition products including Proton 7, a multi-functional protein powder with triple blend of slow/intermediate/fast proteins from seven different protein sources.
- DymatizeminorBrand partner for sports nutrition distribution.
- MuscleTechminorBrand partner for sports nutrition distribution.
- MusclePharmminorBrand partner for sports nutrition distribution.
- BPI SportsminorBrand partner for sports nutrition distribution.
- MHP (Maximum Human Performance)minorBrand partner for sports nutrition distribution.
- MuscleMedsminorBrand partner for sports nutrition distribution.
- Ultimate NutritionminorBrand partner for sports nutrition distribution.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
NJ Nutrition Inc. competitors and assessment
Company assessmentBroad incumbents
- Vitamin Shoppe (ShopVita): Vitamin Shoppe is a multi-channel retailer of supplements and sports nutrition, carrying many of the same brands (Dymatize, MuscleTech, BSN); comparable as a broad incumbent in the supplement distribution value chain.
- GNC Holdings: GNC is a large incumbent retailer and wholesaler of vitamins, supplements, and sports nutrition products with a much broader footprint; it serves as a structural competitor and indirect channel for many of the same brands NJ Nutrition distributes.
- Bodybuilding.com (Beachbody): Bodybuilding.com is a large online retailer of sports nutrition supplements and fitness gear, selling many of the same brands NJ Nutrition distributes, illustrating the DTC/e-commerce disintermediation channel.
Others
- Universal Nutrition: Universal Nutrition is one of the brand partners NJ Nutrition distributes (Proton 7, etc.); included as an ecosystem principal showing the supply-side counterparties the distributor depends on.
Emerging players
- BulkSupplements: BulkSupplements is a direct-to-consumer supplement manufacturer and retailer offering wholesale/B2B programs; comparable as an emerging player competing for the same registered-retailer and DTC supplement dollars.
- Nutrend (Czech brand): Nutrend is a sports nutrition brand and emerging international distributor with its own wholesale channels, partially overlapping NJ Nutrition's category and target retailers.
- TrueProtein: TrueProtein is a sports nutrition brand offering custom-blended protein with wholesale and bulk programs, overlapping NJ Nutrition's distribution and retailer-serving model.
Direct peers
- Sports Nutrition Source (SNS): SNS is a wholesale distributor of sports nutrition, supplement, and fitness products supplying retailers, gyms, and online sellers — directly aligned with NJ Nutrition's portfolio approach.
- Sci-Fit Nutrition: Sci-Fit operates as a wholesale distributor of sports nutrition and supplement brands, serving independent retailers and gym specialty stores in a similar B2B distribution model.
- NPW Companies: NPW Companies is a wholesale distributor of sports nutrition and supplement brands serving retailers and gyms, directly comparable to NJ Nutrition's B2B multi-brand wholesale model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
NJ Nutrition Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
NJ Nutrition Inc. leadership team
Management profileNumber of profiles
NJ Nutrition Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NJ Nutrition Inc. 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 NJ Nutrition Inc.
What does NJ Nutrition Inc. do?
NJ Nutrition Inc. is a wholesale distributor of sports nutrition and fitness supplement products, providing registered retail clients with access to an extensive portfolio of major nutrition brands (BSN, BPI, Dymatize, Gaspari Nutrition, MHP, MuscleMeds, MusclePharm, MuscleTech, Ultimate Nutrition, Universal) as well as hockey equipment/apparel brands. Orders are placed through a client login portal, with revenue generated from wholesale product margins between acquisition and resale.
Is NJ Nutrition Inc. a public or private company?
NJ Nutrition Inc. is a private company. It is classified as unknown and is currently operating.
When was NJ Nutrition Inc. founded?
NJ Nutrition Inc. was founded in 2012.
Where is NJ Nutrition Inc. based?
NJ Nutrition Inc. is headquartered in East Hanover, United States, in the North America region.
How does NJ Nutrition Inc. make money?
One revenue line is on record: wholesale Distribution.
Who are NJ Nutrition Inc.'s main competitors?
Broad incumbents on record are Vitamin Shoppe (ShopVita), GNC Holdings and Bodybuilding.com (Beachbody). Universal Nutrition is listed as an others. Emerging players are BulkSupplements, Nutrend (Czech brand) and TrueProtein. Direct peers are Sports Nutrition Source (SNS), Sci-Fit Nutrition and NPW Companies.
Does NJ Nutrition Inc. have an API?
No public API is recorded for NJ Nutrition Inc..
What industry is NJ Nutrition Inc. in?
NJ Nutrition Inc.'s product category is Wholesale Sports Nutrition Distribution. Its primary akta.pro industry code is CRAOAJAL, Sports Nutrition, Hydration & Recovery Products Distribution, with a secondary code of CRAOAJAA, Team Sports Equipment & Apparel Distribution. Its NAICS code is 423910.