Food Service & Agriculture, Manufacturing, and Sports Business

Amway launches sports nutrition line

April 29, 2016
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Amway XS Sports Nutrition line
The XS Sports Nutrition line by Ada-based Amway features protein powder and shakes, pre- and post-workout supplements, energy bars and sports drinks. Courtesy Amway

Amway is rolling out a new product line for the “thriving” sports nutrition market.

Ada-based Amway said last week that it has launched its XS Sports Nutrition line, marking its "continued expansion" into the sports and performance nutrition market.

The XS Sports Nutrition line is an extension of the XS brand, a line of “healthier energy drinks,” which was founded in 2001 and Amway acquired in 2015.

The XS Sports Nutrition line features a variety of products: protein powder and shakes; pre- and post-workout supplements; energy bars; and sports drinks.

Amway said the products help fuel an “active and adventurous” lifestyle by quenching thirst, boosting and sustaining energy, hastening recovery and building lean muscle mass after exercise.

Amway said the XS Sports Nutrition line presents its independent business owners, or IBOs, with a “significant selling opportunity.”

Jackie Nickel, Amway chief marketing officer for the Americas, said the new line presents IBOs with an opportunity to “expand their customer base and product offerings.”

“This is an important time for Amway to expand our presence in the thriving sports nutrition market, which offers new and exciting business opportunities for the next generation of young entrepreneurs,” Nickel said.

She said everyone from the athlete to the everyday active adult could benefit from the new product line.

The sports nutrition market has grown to a nearly $19-billion market in the U.S., according to Amway.

That rapid expansion has been driven by "greater consumer awareness, education and availability" of products to a more mainstream consumer base.

Amway said that today, about half of adults in the U.S. consume sports nutrition products and of that group, 50 percent are under 35.

Nickel said with XS Sports Nutrition, the next generation of IBOs will have the opportunity to mix their personal and professional passions “for true satisfaction.”

Amway acquired the XS brand to expand its geographic reach and improve its ability to reach the "next generation of business entrepreneurs."

Amway had been the exclusive distributor of XS products since 2003, growing the brand to $150 million in annual sales and expanding into 38 global markets.

At the time of the acquisition, XS Co-Founder David Vanderveen, who was an Amway IBO more than 20 years ago, joined Amway as VP and GM of the XS brand.

“I was an IBO, and these products were designed with IBOs in mind,” Vanderveen said

Amway is a $9.5-billion direct selling business.

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