FitLife Brands Company Analysis

Delivered November 18th, 2019. Contributors: Philip, Rosalyn D., Sheila L., Arc, KENNEDY W. and

Early FindingsFitLife Brands Company Analysis

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FitLife Brands - Brand Information: Part One

NDS brand is a FitLife company brand that offers Weight Loss and General Health Solution products. The brand provides a range of 14 products. PMD offers "sports- nutrition supplements." The brand offers about 19 unique sports nutrition products.
 iSatoriBrand OverviewIsatori operates as a Fitlife brand company.
The brand produces and markets energy supplements. These supplements provide essential energy and strength during workout programs.
The brand produces "industry-leading products" that help to intensify pre-workout programs and sessions. These products provide the energy and strength needed for workouts while also providing "Post-workout fuel" for quicker recovery sessions.
Isatori flagship product is BIO-GRO. This product is the number one selling protein synthesis amplifier among bodybuilding and fitness enthusiasts.
BIO-GRO is marketed as a "high performance-based sports supplement" which helps sports enthusiasts to achieve leaner muscles, increased strength, and faster recovery time.
Brand products offeringIsatori brand manufactures and markets 22 products. The brand's products are offered in two categories, namely; energy supplements and branded sports gears/wears.
The brand's product range in the energy supplements include 100% BIO-ACTIVE WHEY™ PROTEIN POWDER, BIO-GRO™, BIO-GRO™ UNFLAVORED, ISA-TEST® GF, CREATINE A5X™, 17-BETA™ — GRIND SERIES, TEST-X5 ULTRA, MAXON™ PURE STRENGTH, MORPH® XTREME, LIPO-DREX™ TOTAL BODY FAT LOSS, and L-CARNITINE LS3™.
Others are L-CARNITINE LS3™ +ENERGY, ULTRA CLA + OMEGA™, MEN'S SIZE & STRENGTH STACK, MEN'S LEAN STACK, WOMEN'S FIT & TONE STACK, WOMEN'S PERFORMANCE STACK, and WOMEN'S LEAN STACK.
Isatori offers five products in the branded sports gears/wear category. These products include ISATORI SLING BAG, DELUXE 25 OZ. SHAKER BOTTLE, ISATORI CIVILIZE THE MIND T-SHIRT, ITRAIN ISATORI T-SHIRT, and ISATORI SNAPBACK HAT.
Price RangeIsatori sports gear price ranges between $4.99 and $13.50.
The brand's energy supplement price ranges from $13.99 to $78.99.
Products useIsatori offers products in two categories. The company produces and markets energy supplements and branded training gears.
The brand's energy supplements are generally used to provide needed energy and strength during strenuous work out sessions.
The brand also offers protein supplements that "supports recovery, muscle growth, and overall performance."
Isatori creatine supplements are generally used to increase "muscular size, strength, energy, and power" during workout sessions.
Isatori also offers testosterone supplements that are used to promote and improve sexual drive and performance, 
NDSBrand OverviewThe NDS brand is a FitLife company brand that offers Weight Loss and General Health Solution products.
The brand claim that her products offer "increased calorie burning, body toning, weight maintenance, general health, and overall well-being."
NDS also produce "advanced products" that help to achieve "weight loss, performance enhancement, overall health, and well-being.
NDS brand products are offered to the public at select GNC stores, Amazon, and fitlifebrands.com.
Brand products offeringNDS brand offers a range of 14 products.
Examples of the brand's product include; CARDIO CUTS®, CENSOR®, AMPLIFY® SMOOTHIE, DR. JOINTS® ADVANCED, LIPORUSH® XTP, LIPORUSH® XTP, LIPORUSH® XT, and INTENSIFY® BLACK.
The company also makes SLIM-TOX, MAXIMUM STRENGTH DUAL IMPACT STACK, LEANFORM24®, LEANFORM24® — MAX STRENGTH, ALPHA STRIKE® V.2, and KETOMAX® 3-IN-1.
Price RangeNDS Nutrition products prices range between $47.49 and $156.74 
Products useA review of the brand's products offering shows that the majority of her products are fat loss and weight loss supplements. Examples of supplements that fall under this category include LEANFORM24®, MAXIMUM STRENGTH DUAL IMPACT STACK, CENSOR®, among others.
The brand products are also used as energy supplements. The brand offers two products in this category, namely, LIPORUSH® XT and LIPORUSH® XTP.
NDS products are also used as protein supplements and joint and mobility support supplement.
PMDBrand OverviewPMD operates as a Fitlife brand that offers "sports- nutrition supplements."
PMD has a "long and proud history of providing high quality and innovative formulations" that makes them a "leading pioneer within the nutrition industry."
The brand is committed to providing nutritional supplements by offering premium product solutions that help to achieve health, fitness, and training goals.
PMD's supplements are manufactured using the "purest and highest quality ingredients." These "professional caliber nutritional supplements" are geared towards helping sports professionals to achieve extraordinary results.
The PMD brand products are sold only at select GNC stores, Amazon, and fitlifebrands.com.
Brand products offeringThe PMD brand offers about 19 unique sports nutrition products.
The brand's product range includes; ACG3® SUPERCHARGED+, PUMP FUEL ULTRA INSANITY, PUMP FUEL ULTRA, PUMP FUEL ULTRA CAFFEINE-FREE, FLEX STACK ADVANCED, N-TEST 600 ADVANCED, ARSENAL X INFERNO, BCAA CHARGED.
Others are NITRO CM AGMATINE, CORE FUEL RELOADED, AMPLIFY XL, FLEX STACK® HARDCORE, METHYL ANDRO HARDCORE, Z-TEST ®, OMEGA CUTS® ELITE, SIX WEEK INFERNO STACK, CR5®, CG5®, and BCAA.
Price RangePMD products are priced between $47.49 and $189.99.
Products useA majority of the products offered by the brand are for pre-workout and post-workout usage. These products are generally used in most extreme workouts to achieve stable energy levels and improve mental alertness, Muscle Pumps, increased stamina, among others.
The brand also offers protein supplements that are used to gain muscle pump and maximum muscle recovery.
PMD offers a range of testosterone supplements that are used to provide a "non-stop testosterone support." This supplement facilitates healthy muscle growth, enhances daily health and wellness, among other numerous benefits.
The brand's fat-loss and weigh-loss supplements are used to achieve lean muscles. These supplements also boost muscle strength during work out sessions.
Metis Nutrition.Brand OverviewMetis Nutrition is one of the brands of Fitlife's brands. The brand is committed to "providing the highest quality and most effective nutritional supplements in the industry."
The brand offers "advanced nutrition supplements products" that are proven by science to provide "powerful results and meet expectations."
The brand claim that its nutrition supplements products are "precision-engineered" and backed by clinical studies to deliver "deliver specific, significant, powerful results."
Metis Nutrition products are sold exclusively at all GNC stores, Amazon, and fitlifebrands.com.
Brand products offeringMetis Nutrition offers two nutrition supplement products.
These include JXT5 and PYRO STIM 7.
Price RangeThe price range for Metis Nutrition products ranges between $59.99 and $89.99.
Products useThe PYRO STIM 7 nutrition supplement is a Complete 7-IN-1 formula that is engineered to boost metabolism and improve toning.
 The product is also used to decrease appetite, elevate energy, among others.
The JXT5 product is used to Supports joint health and mobility, protect prostate function, Elevates total energy, among others.
Research StrategyTo provide information on FitLife's brands, we leveraged data from the company website. We reviewed data on each brand to collate a detailed overview of the brand. We also reviewed each of the products offered by the brand, as provided on the company website. From the data collated, we were able to provide information on the general uses and price range of the products that are offered by each of the company brands.

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FitLife Brands - Brand Information: Part Two

 SirenLabs, Energize, BioGenetic Laboratories, and Core Active all talk about their brands as healthy, innovative, or nutritional. These companies' products range in price from $9.99-$75.99. Details of each brand have been provided below.
SirenLabsThe brand talks very highly of itself talking about innovation in the industry and emphasizing superior ingredients in its products.
SirenLabs products include the following:
 Neuro Lean: This product is a nootropic enhancing thermogenic and costs $75.99.
 Vaso-Vol: This product is a liquid muscle pump volumizer and costs $74.99.
 Slimify: This product is a low stimulant dietary support and costs $56.99.
 Isolate Protein: This product is a premium whey protein isolate and hydrolysate and costs $61.74.
 Ultra Karbs: This product is used for precise and controlled carbohydrate intake and costs $47.49.
EnergizeThe company prides itself on having clinically tested products with innovative technologies that result in no sugar crash.
Energize has only 1 product which is also called "Energize" and is meant to be an all-day energy pill. 
Energize is sold in two pill counts; 28 count which costs $14.99, and 84 count which costs $24.95 on sale and $49.99 at full price.
BioGenetic LaboratoriesThe company promises a healthy, nutritional product that will assist in weight loss.
BioGenetic products include the following:
 Forskolin Lean & Tone: This product is a potent weight loss product that costs $29.99.
 HCG Alternative: This product is a weight loss supplement that is also meant to help tone muscles and costs $48.29.
Core ActiveThe company talks about how they use precise formulas to provide "high-quality diet, health, and sports nutrition supplements."
Core Active products include the following:
 Syphon Fat Burner: This product is used to increase metabolic rate and support fat loss and cost $9.99 on sale and $19.99 at full price.
 REM Test: This product boosts testosterone and recovery overnight and costs $24.99.

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FitLife Brands - Competitors

Three true competitors to FitLife Brands include IQ Formulations, Nutricity and HumanN. They are companies that produce similar products and are similarly sized to FitLife Brands. FitLife Brands specializes in nutritional supplements and has 11 to 50 employees.  
 IQ Formulations Inc Why it is a competitorIQ Formulations produces health, fitness and nutritional supplements for athletes and health-minded consumers, just like FitLife Brands. It is also of the same size as FitLife Brands, with 11 to 50 employees. 
Value PropositionIQ Formulations continually expands its product line and "elevates standards in the health supplement industry." They offer premium products with unparalleled results, state-of-the-art facilities and superior customer service.
The company focuses on "positivity, creativity and versatility." It has a collaborative team, uncompromising business ethics, and is committed to giving back to its local community.
 Nutricity Why it is a competitorNutricity produces similar products to FitLife Brands, such as supplements and sports nutrition.  It is also of the same size as FitLife Brands, with 11 to 50 employees. 
Value PropositionNutricity provides "the most comprehensive portfolio of products and services that help people lead healthier lives at the lowest possible costs." It offers a wide range of products including supplements, vitamins, sports nutrition, herbs, homeopathic remedies, and organic and healthy foods. 
They offer free shipping, and continually try to improve their customers' experiences.  
 HumanN  Why it is a competitorHumanN also produces supplements and functional nutrition products for the health and fitness industry. It is also of the same size as FitLife Brands, with 11 to 50 employees. 
Value PropositionHumanN is the leader in Nitric Oxide research and is the only company worldwide with an exclusive license to use its patented N-O platform technology. 
In addition, the company conducts human clinical trials to support the efficacy and safety of its products.
Research StrategyIn order to provide three true competitors to FitLife Brands, we started our research by trying to understand FitLife Brands' business model and value proposition. We checked the company website, specifically the 'About' section, as well as the company's LinkedIn account. FitLife Brands is a consumer goods company that produces nutritional supplements to help consumers accomplish their goals such as weight loss, performance enhancement, or better overall health. They continually innovate and develop next-generation products, and share their consumers' commitment to living well. The company has 11 to 50 employees.  

With this in mind, we identified competitors in the same industry which produce the same kinds of products and are of the same size. We were able to identify IQ Formulations, Nutricity and HumanN.

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FitLife Brands - Competitors: The Findings Part One

FitLife Brands target market is in the domestic and international scene, while IQ Formulations appears to have its sights set on the national scene as it manufactures its products internally. As stipulated in the findings, FitLife Brands growth for the second quarter of 2019, increased by 5.5% to $4.6 million. 
FitLife Brands' Competitive AdvantageIts competitive advantage is in how it leads to constant innovation of great nutritional solutions in the health and fitness space. 
At FitLife Brands, they track all leading research to follow every breakthrough for the anticipation of important advancements in serving its customers. 
It is committed to the continuous development of next-generation products that can empower people at any stage in life, to assist them in accomplishing their set goals.
StrengthsFitLife Brands' strength lies in the ability to create industry-leading supplements that give energy and strength required for workouts, to go longer at it. 
They specialize in offering performance-enhancing supplements that help their consumers push themselves to their edge and beyond.
WeaknessesThe company's weaknesses can be observed in its general weakness at retail and the reduced efficiencies of its distribution partners outside of GNC, which impacted the revenue decline in 2018. 
Also, the declining foot traffic trends and lower unit sales in its primary distribution channel was further made bad, by inventory adjustments by its largest customer. 
RevenueAccording to Globe Newswire Report, FitLife Brands' 2019 second quarterly results, showed that its direct-to-customer online sales increase to 13.5% when compared to the same quarter of 2018, which stood at 4.5%. 
Its total revenue is stated to have increased by 5.5% to $4.6 million, as gross profit increased by 2.7% to $1.9 million for 2019.  
Target MarketFitLife Brands targets the market through domestic and international GNC franchise locations. It also reaches markets through over 25,000 additional domestic retail locations and, increasingly, online.
The company's website according to Ubbersuggest, showcases the target market in which it has its highest audience monthly to be the U.S. with 6,995 visits. 
Its target market is for health-conscious consumers who are interested in performance enhancement, weight loss, and better overall health. 
IQ Formulations Competitive AdvantageThe company's competitive advantage lies in its ability to create high-quality nutritional supplements that continue to raise the industry bar for excellence in its manufacturing process. 
IQ Formulations delivers state-of-the-art facilities and premium products that offer unique results.
 It also stands out in the area of outstanding customer service along with its superior product offerings. 
StrengthsSome of its strengths lie in its ability to have made it the fastest-growing health and supplement companies in the U.S. 
WeaknessesA class-action complaint that cited IQ Formulations as utilizing an illegal substance in its Synedrex and Metabolic Nutrition E.S.P. dietary supplements, claiming they contained methyl pentane citrate, a stimulant commonly called DMBA. 
Though the plaintiffs' complaint was dismissed and closed, it could raise trust issues due to bad publication. 
RevenueThe company's revenue for the second quarter of 2019 stands at $16.2 million. 
Target MarketAccording to IQ Formulations' CEO Jay Cohen, the company manufactures, produce, package, and distribute internally, withing the U.S.
IQ Formulations is focused on assisting to deliver success to a growing number of athletes and health-minded consumers.
Research StrategyWe scanned available resources through relevant data within our reach to examine the competitive advantage, strengths, perceived weaknesses, publicly available revenue and target market of FitLife Brands and IQ Formulations. In our findings, most information needed to answer the request was readily available except for the SWOT analysis on FitLife Brands, which appears to be behind a paywall. The information provided on this paywall was considered perfect for this aspect of the research, as it would have provided a pre-compiled list of data needed to answer the request. Hence, we attempted the following methods to get creative with our findings. 

We searched through FitLife about us page to get some information on its strengths and weaknesses. As this provided no cogent data, we tried to sieve through articles from its website to ascertain what strengths and challenges the company is facing. We were able to find a 2018 Business Wire report, that highlighted some weaknesses the company encountered, which caused a fall in its sales. From here, we established weaknesses in the area of retail sales. As for its strengths, we got creative by confirming what the company was better specialized in, and how that has added value to its consumers. For this, we utilized its iSatori product page, where it lists some of its specialty and were able to place them as strengths. 

For the research on IQ Formulations, we found very little available, most recent articles, press releases, and publications via the company's website that could help us establish the company's SWOT analysis and revenue stats. The most recent news releases available were as far back as 2016. Hence, we were compelled to get creative with the company's strengths and weaknesses. This was done by searching through the company's blog available on its web page. Also, we looked through its LinkedIn page for any available latest press releases and publications that could assist us but found none. We attempted to sieve through any related article that would showcase details on the company's SWOT, with no success. Our next approach was to locate any publically available revenue report which may highlight some of its week areas as found on the FitLife Brands report of 2018. The only report available for the company was on Zoominfo which offered a very little breakdown of the information required. As such, we were only able to establish its revenue for the second quarter of 2019. No pre-compiled stats for its SWOT were available in the public domain. 

On getting creative with its weaknesses we dug up a class action complaint against IQ Formulations in 2018, between Debernardis
 vs.
 IQ Formulations, LLC. This provided some interesting analysis on how the company was able to win the case against the plaintiff on account of the usage of an illegal substance.  However, if not well nipped in the bud, (despite the complaint being dismissed, in favor of the defendant) could serve as a weakness due to bad publicity for the company. For its strengths, we utilized the information on its website, where it was named by elite Inc. 5000 as the fastest-growing-company on its about us page.

In regards the target market for both companies, there was no available pre-compiled information to assist with the aspect of the research. To get creative without response, we searched through both company websites, via their news releases and publications. We found no information to guide us in this direction. We analyzed the two companies' LinkedIn pages for recent publications that could give us some insights, on the users of the products of these two companies but found none available. FitLife brands, in particular, had no publication at all on its LinkedIn page. Our last resort was to use a traffic analyzer to establish the countries that patronize the products the most.

To obtain its target audience, we had to rely on its last publication of 2016, as it is the year that represents the last publications available on the company's news release and blog page. 

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FitLife Brands - Competitors: The Findings Part Two

HumanN uses Nitric Oxide(N-O) platform to develop its products and sell them via its online platform and selected physical retail stores. Nutricity sells health and wellness products purely via its online platform.
 HumanN Competitive AdvantageHumanN is the only company in the world that has the license to use Nitric Oxide(N-O) platform technology.  The company owns the patent to the N-O platform. 
The company holds a Nobel award for the discovery of the impact of N-O on cardiovascular health. 
StrengthsHumanN holds a reputation for developing science-driven products and for good leadership. 
The partnership between HumanN and institutions such as the University of Texas Health Science Center ensures continuous discovery and development of the N-O platform. 
The company maintains high standards of its products by continually testing them to ensure they contain the right amounts of nutrients to provide maximum N-O potential. 
HumanN produces and sells its products both online and offline, in selected stores. 
WeaknessesCompared to its competitors, the company has a minimal product range and a less comprehensive catalog of products. 
RevenueAccording to the 2019 edition of Inc. 5000, HumanN had a revenue of $43.3 million in 2018.
Target MarketHumanN targets the health and wellness market. 
 The company categorically states that it sells its products to doctors, collegiate and professional sports programs, and sports dietitians. 
Nutricity Competitive AdvantageThe company has a comprehensive portfolio of products and services. 
Nutricity differentiates itself by lowering the cost of acquiring their products and services.
StrengthsThe company provides free delivery within the United States except for Hawaii, Alaska, U.S. Territories, or AFO/FPO addresses.
Nutricity has a broader range of products compared to its competitors, such as Nutricity and IQ Formulations Inc. 
WeaknessesThe company only sells its products online, but its website lacks an online chat support system in its store.
Currently, the company's online store contains JavaScript bugs that prevent proper traversal of the company's products catalog. 
RevenueNutricity had revenue of $10.9 million in 2014. 
Target MarketThe target market for Nutricity is the online health and wellness market. 
Research StrategyThe research for HumanN and Nutricity was fairly straightforward except for the annual revenues. We began our search on each company`s website, given that companies often provide their annual revenues on their portal. As these companies are private companies, they are not mandated to publish their financials to the public. The information on each company's website was restricted to product information and other pertinent company information. 

Unfortunately, neither company gave the record of their respective annual revenues. We then turned to other credible media sources such as Forbes, The Nashville Post, QSR Magazines, Inc., and Biz journals. Through this strategy, we found that both companies have been listed on the Inc. 5000 list at different times; the last appearance for HumanN was the 2019 list, while the last appearance for Nutricity was 2015. The 2019 Inc. 5000 list provided the 2018 revenue for HumanN. Since the 2014 revenue provided for Nutricity in the 2015 edition of Inc. 5000 was outdated, we continued our research.

Finally, as a last resort, we consulted company databases such as Crunchbase, Hoovers, Zoominfo, and Owler. Across these sites, different revenue estimates were presented for Nutricity from $1.34 million on Hoovers to $7.8 million on Owler. However, ZoomInfo presents the revenue at $10.9 million. On further perusal, we found that this was the reported revenue for Nutricity in 2014 in the 2015 edition of Inc. 5000. As such, we have provided the $10.9 million figure as Nutricity's revenue in 2014 due to a lack of new revenue data. 