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FitLife Brands, Inc.: Business Overview, Financials & Competitive Analysis

FitLife Brands is a developer and marketer of proprietary nutritional supplements and wellness products for health-conscious consumers, marketing approximately 250 different products primarily online, through GNC fran...

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AskCyborg analysts argue the bull and bear cases for FitLife Brands, Inc. across 11 stress-tested dimensions. Listen on your commute -- faster than reading the 30-page report.

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5/ 10Mixed

Cyborg Score thesis

Acquisition-driven growth with Irwin Naturals integration offsetting core business weakness; valuation compression presents...

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Industry Functional Foods and Beverages
4 named competitors
3 recent developments
11 analyst dimensions
Synthesized from analyst-debate stress-testing across 11 dimensions and hundreds of data points. Methodology →
Cyborg Score recalibrated: October 5, 2026
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FitLife Brands, Inc. Overview

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FitLife Brands is a developer and marketer of proprietary nutritional supplements and wellness products for health-conscious consumers, marketing approximately 250 different products primarily online, through GNC franchise locations, and various retail locations. The company acquired Irwin Naturals in August 2025, expanding into complementary product categories and distribution channels.

Strategic Profile

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The Irwin Naturals acquisition drove a 59% year-over-year revenue increase in Q1 2026, offsetting legacy business weakness. The company's diversified brand portfolio spans multiple niche markets within vitamins and nutrition, with Irwin Naturals generating $9–$10 million in annualized revenue on Amazon.

Competitive Landscape

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FitLife competes in the crowded nutritional supplements and wellness space against larger retailers like GNC, smaller direct-to-consumer brands, and Amazon-native supplement sellers. The company differentiates through a diversified brand portfolio (including Irwin Naturals' Amazon presence) and multi-channel distribution via franchises and e-commerce. Competitive pressure includes price competition, supply chain costs, and the shift toward online retail.

Industry Context

FitLife Brands, Inc. operates in Functional Foods and Beverages.

Key facts

Founded: Unknown · Headquarters: Omaha, Nebraska · Employees: Unknown · Revenue: $81.5M (2025) · Market cap: ~$91M

What the analysts stress-tested

The top findings that survived the multi-agent debate for FitLife Brands, Inc..

  • Strategic acquisition of Irwin Naturals in August 2025 expanded product portfolio and distribution reach
  • Wholesale revenue surged 156% YoY to $13.2M in Q3 2025 following Irwin acquisition, though online revenue declined 5% YoY
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Recent developments

Material events tracked by the AskCyborg corpus.

  • March 2026Q4 2025 earnings reported 73% YoY revenue growth to $25.9M; full-year 2025 revenue $81.5M
  • August 2025Acquisition of Irwin Naturals completed, driving wholesale revenue expansion and product diversification
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Named competitors

Pulled from the analyst-debate framework. Click any competitor to see their Cyborg Score.

GNCVitamin and supplement retailer→Amazon SupplementsE-commerce marketplace for supplements and wellness→Vital FarmsPasture-raised food company (consumer goods competitor)→Irwin NaturalsAcquired subsidiary offering complementary supplement products→

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Industry context

FitLife Brands, Inc. operates in Functional Foods and Beverages. See how the rest of the sector scores on the Cyborg framework.

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Frequently asked questions

What does FitLife Brands, Inc. do?+
FitLife Brands is a developer and marketer of proprietary nutritional supplements and wellness products for health-conscious consumers, marketing approximately 250 different products primarily online, through GNC fran...
What is FitLife Brands, Inc.'s Cyborg Score?+
FitLife Brands, Inc. has a Cyborg Score of 5/10 (Mixed). The score synthesizes business model, financials, leadership, competitive position, technology, marketing, and ESG dimensions across hundreds of data points.
Who are FitLife Brands, Inc.'s main competitors?+
Named competitors include GNC, Amazon Supplements, Vital Farms, Irwin Naturals. The full competitive landscape is in the AskCyborg report.
How can I get the full FitLife Brands, Inc. research report?+
Get the report plus analyst-debate audio at askcyborg.com -- no credit card required for preview access. Pro adds saved-company audio playlists and monitoring.
How current is the FitLife Brands, Inc. research?+
The Cyborg Score is recalibrated weekly. Recent developments are tracked continuously and surfaced in every report.

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