Fitlife Brands Stock Price, News & Analysis

FitLife Brands, Inc. (NASDAQ: FTLF) is a developer and marketer of proprietary nutritional supplements and wellness products for health-conscious consumers. The company is classified in medicinal and botanical manufacturing within the broader manufacturing sector and is headquartered in Omaha, Nebraska. FitLife’s business centers on formulating, branding, and selling nutritional supplements and wellness-focused products under multiple brand families and across several product categories.

According to company disclosures, FitLife markets more than 250 products, and in some releases more than 500 products, sold primarily online as well as through various retail locations. These retail channels include domestic and international GNC franchise locations and other retail outlets. The company’s portfolio, as described in third-party and company materials, spans sports nutrition, energy and sports drink products, meal replacement products, weight loss products, and broader wellness-oriented supplements. Product categories referenced for its portfolio include natural and organic foods, functional foods, natural and organic personal care and household products, and dietary supplements.

FitLife generates revenue from product sales across two primary channels highlighted in its financial updates: wholesale and online. Wholesale revenue reflects sales to retailers and other channel partners, while online revenue reflects direct-to-consumer and other e‑commerce activity for its brands. Management commentary and segment tables in earnings releases distinguish performance for collections of brands, such as Legacy FitLife, Mimi’s Rock (MRC), MusclePharm, and, more recently, Irwin Naturals, illustrating how the company evaluates brand-level contribution, defined as gross profit less advertising and marketing expenditures.

Brand portfolio and acquired businesses

FitLife’s brand architecture includes both long-standing brands and acquired businesses. Legacy FitLife encompasses multiple brands that predate its more recent acquisitions. The company has also acquired brands and businesses such as Mimi’s Rock (MRC) and MusclePharm, and in 2025 it completed the acquisition of substantially all of the assets of Irwin Naturals and its related affiliates under Section 363 of the U.S. Bankruptcy Code. Management disclosures state that Legacy FitLife consists of multiple brands, MRC consists of several brands, and Irwin consists of three brands, with these collections used for internal performance tracking rather than as separate operating segments.

Public communications describe FitLife’s product mix as heavily weighted toward sports nutrition prior to the Irwin Naturals transaction, with Irwin’s product lines characterized as nutritional supplements with strength in weight loss, sexual wellness, and body cleanse segments. Company materials also note that Irwin’s product portfolio is viewed as complementary to FitLife’s existing sports nutrition-focused business, broadening the combined offering within the nutritional supplement and wellness market.

Distribution channels and market reach

FitLife’s revenue is reported across wholesale and online channels. Earnings releases detail wholesale and online revenue for the consolidated company and for brand collections such as Legacy FitLife, MRC, MusclePharm, and Irwin. Online revenue has represented a significant share of total revenue, and company descriptions emphasize that FitLife markets its products primarily online, with additional distribution through GNC franchise locations and other retail outlets. For acquired businesses like Irwin, FitLife has indicated that it intends to internalize online sales that were previously handled by wholesale partners, including sales through e‑commerce platforms, in order to capture a greater share of the value chain.

For Irwin Naturals, company disclosures describe a revenue mix historically weighted toward wholesale sales to mass market customers and health food stores, with a smaller portion of revenue from online sales directly to end consumers. FitLife has highlighted the complementary nature of Irwin’s strength in food, drug, and mass channels with FitLife’s existing online channel strength, indicating that these differing channel strengths are an important part of the combined company’s commercial strategy.

Business model and financial metrics

FitLife’s business model, as described in its earnings releases and SEC filings, is centered on the development, marketing, and sale of nutritional supplements and wellness products. The company reports revenue from product sales and discloses gross profit, gross margin, advertising and marketing expense, and contribution for its brand collections. Contribution, a non‑GAAP metric used by management, is defined as gross profit less advertising and marketing expenditures and is used to evaluate the performance of specific brands or collections of brands over a period following acquisition.

The company provides quarterly updates on total revenue, the mix between wholesale and online revenue, gross margin, net income, earnings per share, adjusted EBITDA, and contribution margins. These disclosures indicate that FitLife monitors both top-line growth and profitability at the consolidated level and for acquired brands, with particular attention to how advertising and marketing investments, product mix, and input costs affect margins over time.

Corporate structure and governance

FitLife Brands, Inc. is incorporated in Nevada, as stated in its SEC filings, and its common stock trades on the Nasdaq Capital Market under the symbol FTLF. The company holds an annual meeting of stockholders, solicits proxies through a definitive proxy statement (DEF 14A), and submits matters such as the election of directors, advisory votes on executive compensation, the frequency of such advisory votes, and ratification of independent auditors to shareholder vote.

The company’s proxy materials and Form 8‑K filings describe standard corporate governance practices, including the use of independent directors and board committees such as Audit, Compensation, and Nominating/Corporate Governance Committees. In 2025, FitLife disclosed a board transition involving the resignation of a director and the appointment of a new independent director with experience in beauty, skincare, health, fitness, and consumer goods, underscoring the company’s focus on governance and sector-relevant expertise.

Capital structure and financing

FitLife’s SEC filings describe its use of term loans and a revolving credit facility to support operations and acquisitions. In connection with the Irwin Naturals asset acquisition, the company entered into a Loan, Security and Guarantee Agreement with First‑Citizens Bank & Trust Company, providing a five‑year term loan and a three‑year revolving line of credit. Proceeds from the term loan and credit line were used to fund a portion of the Irwin purchase price and to refinance existing debt. The credit agreement includes customary covenants, financial ratios such as a Senior Funded Debt to EBITDA Ratio and a Fixed Charge Coverage Ratio, and is secured by substantially all of the assets of the company and certain subsidiaries.

FitLife has also disclosed stockholder-focused actions such as a 2‑for‑1 stock split of its common stock, as reflected in its proxy statement, with share and per‑share information retroactively adjusted. These capital structure details provide context for investors evaluating the company’s leverage, liquidity, and approach to financing growth initiatives.

Strategic focus and acquisitions

Public statements from FitLife’s management highlight a strategy that includes both organic growth and acquisitions within the nutritional supplement and wellness space. The company’s commentary references a portfolio approach, where strong performance by some brands can offset weaker performance by others. Management has discussed reviewing merger and acquisition opportunities, noting elevated deal flow in the market and the company’s financial flexibility to pursue sizable acquisitions.

The acquisition of Irwin Naturals is described by FitLife as a transformative transaction expected to approximately double the size of the company, based on anticipated consolidated revenue for the first full year of combined operations. Company materials emphasize the complementary nature of product lines and distribution channels between FitLife and Irwin, as well as anticipated cost savings in selling, general, and administrative expenses and potential supply chain efficiencies.

Industry classification and positioning

FitLife operates within the medicinal and botanical manufacturing industry, focusing on nutritional supplements and wellness products. Its activities span sports nutrition, general wellness supplements, and related product categories such as functional foods and natural and organic personal care products. Through its own brands and acquired businesses, the company participates in both online and brick‑and‑mortar channels, including specialty retail such as GNC franchise locations and broader retail channels associated with acquired brands.

While FitLife does not characterize itself in regulatory filings with market share claims, its public communications position the company as a participant in the nutritional supplements and wellness market with a growing portfolio of brands and an emphasis on proprietary formulations and brand development for health‑conscious consumers.

Investor information and reporting

FitLife provides regular updates to investors through quarterly earnings press releases, conference calls, and SEC filings, including Forms 10‑K, 10‑Q, and 8‑K. The company also uses investor presentations, as noted in an 8‑K describing the use of a new corporate presentation, and participates in investor conferences such as the Planet MicroCap Showcase. These activities, together with proxy materials and governance disclosures, form the core of the company’s investor relations and regulatory reporting framework.