Second Wave of CrossFit Supplement Brands | Deep Dish CPG Ep.134

The "Deep Dish CPG" series will focus on deeper business musings and sets out to seek answers to possible future needed changes that will be caused by intersecting variables. Deep Dish CPG Ep.134 will describe the second wave of CrossFit supplement brands led by newcomer Podium Nutrition (co-founded my CrossFit Games champion Mat Fraser and ex-CrossFit media leaders Buttery Bros). Will the supplement industry see a resurgence of CrossFit targeted supplement brands, as the fitness regimen evolves under new ownership? Let’s get this out of the way right off the bat...sports nutrition products for bodybuilders and sports nutrition products for CrossFitters are essentially the same thing, the main difference comes down to marketing strategy. With the viability of CrossFit marketed supplements obviously being closely tied to the popularity of the workout regimen (and overall sport) of CrossFit, it’s hard to explain the lifecycle of the first wave of successful CrossFit targeted supplement brands, such as Progenex, Nutri-Force and SFH, without detailing the rise and fall of CrossFit in its first two decades of existence. So, why do I think there might be a new round of CrossFit targeted supplement companies that will emerge? For the first time since 2018, CrossFit has seen increased participation in the sport. With new ownership passing its one-year market, plus new hires, new strategies, and a refocus on the CrossFit community it should mean additional growth in the future. Market growth breeds commercialization activity, so we will see if there’s a second wave of supplement brands targeting Crossfitters or if CrossFit corporate decides to extend its valuable brand IP into creating its own branded supplement line.

#crossfit #supplements #matfraser

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About Joshua Schall of J. Schall Consulting:
Joshua is consumer packaged goods (CPG) Strategist and Entrepreneur that focuses on the product categories of value-added (or functional) food, beverage, beauty, and nutritional supplements. He was an early advocate for digital grocery optimization and is an expert at the entrepreneurial ideation to consumerization cycle. Recently, he has shifted that decade of knowledge into early-stage investments, board membership, and public speaking engagements. His YouTube channel is a walk through his daily life and a peek into his business musings. Enjoy a look into his life through the lens!

[JoshuaSchall]

Is a second wave of CrossFit targeted supplement brands coming?