Joey Chestnut Teams Up with Dr. Tobias for New Campaign: “Cleanse Like a Winner”
Rhea-AI Summary
FitLife Brands (Nasdaq: FTLF) announced a new marketing partnership between its Dr. Tobias brand and competitive eating champion Joey Chestnut. The “Cleanse Like a Winner” campaign promotes the Dr. Tobias Colon 14 Day Cleanse across TikTok, Instagram, YouTube, and other digital platforms.
The collaboration aims to link digestive health, gut health, and everyday wellness routines with Chestnut’s recognizable competitive mindset, using comedic content, behind-the-scenes clips, and motivational messaging to reach consumers.
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News Market Reaction – FTLF
In the Jun 9 session, FTLF declined 1.45%, reflecting a mild negative market reaction. Our momentum scanner triggered 4 alerts that day, indicating moderate trading interest and price volatility.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| May 14 | Q1 2026 results | Positive | +7.5% | Strong 59% revenue growth from Irwin acquisition despite margin and profit pressure. |
| May 05 | Earnings call notice | Neutral | -2.3% | Announcement of timing and access details for upcoming Q1 2026 earnings call. |
| Apr 01 | Q4 and 2025 results | Negative | -14.8% | Strong revenue growth but weaker margins and profitability for Q4 and full-year 2025. |
| Mar 30 | Q4 call schedule | Neutral | -0.0% | Scheduling and dial-in details for fourth-quarter fiscal 2025 earnings conference call. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Earnings-related updates have produced mixed reactions, with strong revenue growth sometimes offset by margin and profit pressure.
Over the last few months, FitLife reported strong growth tied to the Irwin acquisition, with Q4 2025 revenue of $25.9M and full-year 2025 revenue of $81.5M, but noted weaker profitability and lower margins. Q1 2026 revenue rose to $25.3M, up 59% year over year, again alongside softer margins and legacy brand declines. The current Joey Chestnut partnership fits a broader push to drive awareness and growth for its wellness portfolio following these acquisition-driven gains.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Competitive eating icon brings championship mindset to everyday wellness routines
OMAHA, NE, June 09, 2026 (GLOBE NEWSWIRE) -- FitLife Brands, Inc. (Nasdaq: FTLF), a leader in innovative nutritional supplements and wellness products, today announced a new partnership between Dr. Tobias® and legendary competitive eater Joey Chestnut. The campaign, built around the tagline “Cleanse Like a Winner,” brings together Chestnut’s championship mindset with Dr. Tobias’ focus on everyday wellness and digestive health support.
The collaboration pairs one of the most recognizable names in sports entertainment with Dr. Tobias Colon 14 Day Cleanse in a campaign designed to inspire people to reset routines, stay consistent, and approach wellness with the mindset of a champion.
Known worldwide for his record-breaking performances and larger-than-life personality, Chestnut brings humor, discipline, and authenticity to the partnership – showing fans that even champions know the importance of getting back on track.
“I put my body through a lot when I do competitions and eating challenges. I need to be intentional with what I consume in between. I’ve regularly done cleanses to help me reset and restore my balance. When I discovered Dr. Tobias, it quickly became my favorite. It’s easy and it fits into my routine. This partnership was so authentic and just made too much sense. You don’t have to be a competitive eater to benefit from Dr. Tobias products though. We’re going to have some fun in making people aware of that,” said Chestnut.
The “Cleanse Like a Winner” campaign will roll out across TikTok, Instagram, YouTube, and digital platforms with a mix of comedic content, behind-the-scenes moments, wellness routines, and motivational messaging inspired by Joey’s competitive spirit.
“Joey is disciplined, driven, and genuinely passionate about digestive wellness. He brings the kind of energy, authenticity, and champion mindset we wanted for this campaign,” said Cassie Anderson, Director of Sponsorships. “Together, we’re creating a fresh, entertaining approach to wellness that feels both motivating and approachable.”
The partnership reflects Dr. Tobias’ investment in culturally relevant campaigns that connect wellness with real-life habits and personalities consumers already know and love.
“Joey Chestnut represents commitment and consistency in his approach to holistic wellbeing that aligns perfectly with the Dr. Tobias Colon 14 Day Cleanse,” said Dayton Judd, CEO of FitLife Brands. “This partnership gives us an exciting opportunity to connect with customers in a fresh, entertaining way while reinforcing our focus on gut health and everyday wellness routines.”
The “Cleanse Like a Winner” campaign launches today across Dr. Tobias and Joey Chestnut social channels.
About Dr. Tobias
Dr. Tobias is a wellness brand focused on helping consumers support their everyday health routines through thoughtfully formulated supplements designed for modern lifestyles. Available on DrTobias.com, Amazon, TikTok and more, Dr. Tobias Colon 14 Day Cleanse is a staple in digestive health supplements.
About Joey Chestnut
Joey Chestnut is a world-renowned competitive eater and multiple-time champion recognized globally for his record-breaking performances, larger-than-life personality, and unmatched competitive drive.
About FitLife Brands
FitLife Brands is a developer and marketer of innovative and proprietary nutritional supplements and wellness products for health-conscious consumers. FitLife markets over 500 different products online and through various retail locations. FitLife is headquartered in Omaha, Nebraska. For more information, please visit our website at www.fitlifebrands.com.
investor@fitlifebrands.com