The sports nutrition industry in the US is focused on products that enhance athletic performance and support active lifestyles. This sector includes a wide range of companies offering sports supplements, meal replacements, vitamins, and functional foods tailored for athletes and fitness enthusiasts. As awareness of health and physical fitness grows, the demand for personalized nutrition solutions continues to increase. Innovative trends, such as plant-based proteins and natural ingredients, are shaping future offerings. Moreover, technological advancements in product delivery and brand engagement are reshaping how consumers connect with nutrition brands, fueling the industry's growth.


This list features a mix of venture capital and private equity firms, primarily located in California and New York. Founded between 1983 and 2015, these investors vary in size and investment approaches. In 2024, they collectively engaged in substantial deal-making within the sports nutrition sector. Noteworthy participants include Accel and Khosla Ventures, reflecting a strong focus on funding innovative companies contributing to health and fitness.


Top 13 Sports Nutrition Investors in the US


1. Y Combinator

  • Website: ycombinator.com
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2005
  • Headcount: 51-200
  • Number of deals in 2024: 802
  • LinkedIn: y-combinator

Y Combinator is a prominent startup accelerator and venture capital firm based in San Francisco, California, founded in 2005. It provides funding and mentorship to early-stage technology companies through a structured program that helps entrepreneurs launch and grow their businesses. Y Combinator has successfully launched over 4,000 startups, making it a key player in the technology startup ecosystem. Among its notable investments in the sports nutrition sector are Gainful, which raised $120,000 in a Seed Round in 2018, and Soylent, which raised $120,000 in a Pre-Seed Round in 2012. Additionally, Y Combinator participated in funding rounds for Replenish and LemonBox, further demonstrating its engagement in the nutrition and health-related markets. These transactions highlight Y Combinator's interest in supporting innovative companies that contribute to the sports nutrition industry.


2. 500 Global

  • Website: 500.co
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2010
  • Headcount: 201-500
  • Number of deals in 2024: 98
  • LinkedIn: 500-startups

500 Global is a venture capital firm and startup accelerator based in San Francisco, California, founded in 2010. The firm specializes in investing in early-stage technology companies, providing funding, mentorship, and resources to help founders scale their businesses. Among their notable transactions, they invested in Fitocracy, a platform aimed at fitness enthusiasts, and ElCoach, an Egyptian fitness and nutrition app that received seed funding to expand its team and marketing efforts. These investments highlight 500 Global's engagement in the sports nutrition and fitness sectors, showcasing their commitment to supporting innovative startups in this space.


3. Sosv

  • Website: sosv.com
  • Type: Venture Capital
  • Headquarters: United States (USA)
  • Founded year: 1995
  • Headcount: 51-200
  • Number of deals in 2024: 170
  • LinkedIn: sosv

SOSV is a venture capital firm founded in 1995, based in the United States, that specializes in funding and supporting deep tech startups through its development programs. The firm provides venture capital investment and resources to help startups grow and succeed across various sectors, including health and climate technology. Notably, Sosv has made several investments in the sports nutrition industry, including Aminolabs, which raised $250,000 in a seed round in 2015, and Nutrition from Water, which raised an undisclosed amount in a seed round in April 2024. Additionally, they have invested in Tru, a company focused on health and nutrition, which raised $6.5 million in a Series A funding round in February 2023. These transactions highlight Sosv's active engagement in the sports nutrition sector, making them a relevant player in this industry.


4. Deep Tech Fund (an Alumni Ventures Fund)

  • Website: av.vc
  • Type: Venture Capital
  • Headquarters: Manchester, New Hampshire, United States (USA)
  • Founded year: 2023
  • Headcount: 51-200
  • Number of deals in 2024: 258
  • LinkedIn: deep-tech-fund-av-focused-fund

Deep Tech Fund (an Alumni Ventures Fund) is a venture capital firm based in Manchester, New Hampshire, founded in 2023. It provides accredited investors and institutions with access to professionally-managed, diversified venture portfolios, leveraging a network of over 10,000 investors to connect them with high-quality investment opportunities in the startup ecosystem. The fund has been involved in several notable transactions, including a Series A investment in Mend, which raised $15 million to support health and wellness initiatives, and a Series C investment in Future, a digital fitness company that raised $75 million to enhance its marketing and product development efforts. These transactions highlight the fund's engagement in sectors that are closely related to sports nutrition, showcasing its potential relevance in this industry.


5. Government of Canada

  • Website: canada.ca
  • Type: Corporate
  • Headquarters: Canada, Kentucky, United States (USA)
  • Founded year: 1999
  • Headcount: 10001+
  • Number of deals in 2024: 137
  • LinkedIn: government-of-canada

The Government of Canada is a public entity that provides a wide range of services and information to Canadian citizens and residents, addressing various needs including employment, immigration, health care, and taxation. Founded in 1999, it operates through multiple departments and agencies to ensure access to essential services and support for individuals and businesses across the country. In recent years, the Government of Canada has been involved in several grant transactions that are relevant to the sports nutrition context. For instance, it provided a grant of $225,000 to AthletesCAN, an organization that supports Canadian athletes, which may include initiatives related to sports nutrition. Additionally, Vivo for Healthier Generations received a grant of $640,000, focusing on health and wellness programs that could encompass nutrition for athletes. These transactions highlight the government's commitment to promoting health and wellness, particularly in the context of sports and athletic performance.


6. Plug and Play Tech Center


Plug and Play Tech Center is an innovation hub and venture capital firm based in Sunnyvale, California, founded in 2006. They specialize in connecting startups with corporations to foster growth and innovation, offering various programs including accelerator initiatives and investment opportunities. In 2024 alone, they have made 253 investments, showcasing their active role in the venture capital landscape. Notably, they have invested in G.O.A.T. Fuel, a company that raised funds in both 2022 and 2023, focusing on sports nutrition products aimed at enhancing athletic performance. This involvement highlights their interest in the sports nutrition industry. Other transactions include investments in companies like Runnics and IngBoo, although these are less directly related to sports nutrition. Overall, Plug and Play Tech Center's diverse investment portfolio and specific transactions in the sports nutrition space position them as a relevant investor in this category.


7. Gaingels

  • Website: gaingels.com
  • Type: Venture Capital
  • Headquarters: Burlington, Vermont, United States (USA)
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 60
  • LinkedIn: gaingels

Gaingels is a venture capital firm founded in 2015, based in Burlington, Vermont, dedicated to investing in companies with diverse leadership. The firm provides capital and support to startups, particularly those led by underrepresented groups, to foster diversity and inclusion in the innovation economy. Gaingels also offers scholarship programs and advisory services to enhance board diversity. Notably, they have participated in several transactions relevant to the sports sector, including a Series A investment in Strive, a sports tech company that raised $6 million, indicating their engagement in the sports industry. Additionally, they were involved in funding rounds for Ergatta, a company that combines fitness and technology, further showcasing their interest in the intersection of sports and wellness. These investments highlight Gaingels' commitment to supporting innovative companies that may contribute to the sports nutrition landscape.


8. FJ Labs

  • Website: fjlabs.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 169
  • LinkedIn: fj-labs

FJ Labs is a venture capital firm based in New York, specializing in investing in marketplace and network effect businesses. Founded in 2015, the firm has made over 1,000 investments, with a significant focus on e-commerce and logistics. Among their notable transactions in the sports nutrition context, FJ Labs participated in the funding rounds for Verb Energy, which develops energy bars powered by green tea, and Kickoff, a personal training platform that connects fitness professionals with clients. These investments highlight FJ Labs' interest in the fitness and nutrition sectors, making them a relevant player in the sports nutrition industry.


9. L Catterton

  • Website: lcatterton.com
  • Type: Private Equity
  • Headquarters: United States (USA)
  • Founded year: 1989
  • Headcount: 201-500
  • Number of deals in 2024: 23
  • LinkedIn: l-catterton

L Catterton is a private equity firm specializing in investment management, focusing on consumer brands across various sectors. Founded in 1989, the firm partners with middle market companies and high-growth enterprises, providing capital and strategic guidance to enhance brand equity and market presence. With a strong emphasis on consumer insights, L Catterton aims to drive growth and innovation within its portfolio companies. Notably, L Catterton has made significant investments in the health and wellness sector, including a strategic investment in IAFSTORE, which focuses on online dietary supplements, indicating their commitment to the growing market for health-related products. Additionally, their involvement in Persona, a personalized vitamin program, further demonstrates their interest in health and nutrition, which is closely related to sports nutrition.


10. Goodwater Capital

  • Website: goodwatercap.com
  • Type: Venture Capital
  • Headquarters: Burlingame, California, United States (USA)
  • Founded year: 2014
  • Headcount: 51-200
  • Number of deals in 2024: 41
  • LinkedIn: goodwater-capital

Goodwater Capital is a venture capital firm based in Burlingame, California, founded in 2014. The firm specializes in consumer technology and supports seed-stage entrepreneurs by providing investment, resources, and a community to help them grow. Goodwater Capital focuses on various sectors, including healthcare and financial services, with a mission to improve access to technology solutions for underserved communities. Notably, Goodwater has participated in several transactions relevant to the sports nutrition industry, such as Fit!, a company that raised $120,000 in a pre-seed round, and Fitnescity, which also raised funds in a pre-seed round. These investments highlight Goodwater's engagement in the health and wellness sector, which is closely related to sports nutrition.


11. Khosla Ventures

  • Website: khoslaventures.com
  • Type: Venture Capital
  • Headquarters: Menlo Park, California, United States (USA)
  • Founded year: 2004
  • Headcount: 51-200
  • Number of deals in 2024: 97
  • LinkedIn: khosla-ventures

Khosla Ventures is a venture capital firm based in Menlo Park, California, founded in 2004. The firm specializes in providing funding and strategic guidance to startups, particularly in technology, healthcare, and sustainability sectors. Notably, Khosla Ventures has made significant investments in the foodtech space, including a $6 million seed funding round for Equii, a company focused on high-protein fermented flour, which is relevant to sports nutrition. Additionally, they have invested in HealthifyMe, a leading AI health and fitness startup, which has raised substantial funds across multiple rounds, indicating their commitment to health and wellness innovations. These transactions highlight Khosla Ventures' active role in supporting companies that contribute to the sports nutrition landscape.


12. General Catalyst


General Catalyst is a venture capital firm founded in 2000, based in San Francisco, California. The firm specializes in early-stage and growth investments, providing capital and strategic guidance to startups across various industries, including technology and healthcare. Notably, General Catalyst has made significant investments in the sports nutrition context, such as leading a seed funding round for GetSupp, an AI-driven nutrition and supplements marketplace, which raised approximately $1.2 million. They have also invested in Tempo, a company that offers a high-tech, interactive home weight training system, participating in both Series B and Series C funding rounds that totaled $280 million. These transactions highlight General Catalyst's commitment to supporting innovative companies within the fitness and nutrition sectors.


13. North Castle Partners


North Castle Partners is a private equity firm based in New York, specializing in investment management and consulting services for consumer brands in the Healthy, Active, and Sustainable Living sectors. Founded in 1997, the firm focuses on creating value for both the companies they invest in and their investors through strategic guidance and operational support. Notable transactions include investments in ProSupps, a company known for its sports supplements, and Barry's Bootcamp, a fitness brand that emphasizes active lifestyles. Their involvement with these brands highlights their commitment to the sports nutrition and fitness industries, making them a significant player in this market.



Sports Nutrition Insights: Key Investors in the US


InvestorHeadquarterSizeFoundedDeals 2024
Y CombinatorSan Francisco, California, United States (USA)51-2002005802
500 GlobalSan Francisco, California, United States (USA)201-500201098
SosvUnited States (USA)51-2001995170
Deep Tech Fund (an Alumni Ventures Fund)Manchester, New Hampshire, United States (USA)51-2002023258
Government of CanadaCanada, Kentucky, United States (USA)10001+1999137
Plug and Play Tech CenterSunnyvale, California, United States (USA)501-10002006253
GaingelsBurlington, Vermont, United States (USA)11-50201560
FJ LabsNew York, New York, United States (USA)11-502015169
L CattertonUnited States (USA)201-500198923
Goodwater CapitalBurlingame, California, United States (USA)51-200201441
Khosla VenturesMenlo Park, California, United States (USA)51-200200497
General CatalystSan Francisco, California, United States (USA)51-2002000144
North Castle PartnersNew York, New York, United States (USA)11-5019970


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