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Iovate Health Sciences

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Iovate Health Sciences is a nutrition and supplement company based in Oakville, Ontario, Canada[1]. Its products, including MuscleTech, Six Star Pro Nutrition, XP Sports, Purely Inspired, Hydroxycut, and Conscious Kitchen, cover the sports nutrition and weight loss categories[2]. The company was founded in 1995[3].

Iovate Health Sciences is one of the most experienced players in the dietary supplement space[4] and is one of the key players in the shaker bottle market[5]. Iovate Health Sciences was owned by Canadian company Kerr Holdings, which was purchased by Xiwang Foodstuffs Company for $730 million in 2016[6]. It was one of the most sizable nutritional supplement transactions in the industry[7]. Canada has some of the most stringent safety standards for nutrition supplements in the world, making its companies coveted among peers for the popularity of their brands[8].

Iovate Health Sciences products are available worldwide in over 140 countries[9]. The company brings in over $200 million annually in revenue.[10]

Tim Toll is the CEO of Iovate Health Sciences[11].


Conscious Kitchen - A trademark was filed for Conscious Kitchen in 2018. Its products include Vegan Protein Collagen Booster+, Organic Hemp Protein + Adaptogen Complex, and Smart Fat Energy Bombs. [12]

Hydroxycut - Hydroxycut was introduced in 2002 and has become the number one selling diet supplement in America.[13]

MuscleTech - MuscleTech is a bodybuilding supplement company that's been around since 1995[14].

Purely Inspired - In 2021, Purely Inspired unveiled a ‘Do What Makes You Feel Good’ campaign, encouraging people to recognize the small steps they’ve been making and celebrate themselves for it. [15]

Six Star Pro Nutrition - The Six Star Pro Nutrition brand is targeted less toward bodybuilders and more toward professional athletes like baseball, basketball, and football players.[16]

XP Sports - XP Sports develops products that meet the unique needs of esports athletes like focus, energy, and alertness[17].



In 1995, Iovate Health Sciences initially began as MuscleTech Research and Development, Inc. and was launched as a direct-to-consumer mail order business with three products: Creatine 6000-ES, Acetabolan, and the original Hydroxycut formula[18].

In 1998, Iovate Health Sciences, under its MuscleTech brand, launched Cell-Tech, the first creatine-carbohydrate-alpha lipoic acid supplement[19].

In 2000, Iovate Health Sciences, under its MuscleTech brand, launched its signature Nitro-Tech protein, a combination of whey protein and creatine.


In 2003 and 2004, most of the assets of MuscleTech Research and Development, Inc. were sold off to other companies, including Iovate Health Science.[20]

In 2005, Iovate Health Sciences launched the Six Star Pro Nutrition brand.


In 2012, the Purely Inspired family of supplements and food products were introduced.

In March 2012, Iovate Health Sciences signed professional athletes Rob Gronkowski, Russell Westbrook, and Giancarlo Stanton to represent its Six Star Pro Nutrition brand’s Whey Protein Plus[21].

In 2015, Iovate entered into a long-term partnership with the University of Toronto to create the MuscleTech Metabolism & Sports Science Lab[22].

In February 2015, Iovate Health Sciences introduced StrongGirl, a new line of supplements created by women for women, which is endorsed by Professional Race Car Driver Danica Patrick[23].


In June 2016, Xiwang Foodstuffs Company purchased Iovate Health Science from the Kerr Holdings Group for $730 million[24].

In February 2017, Iovate Health Sciences signed soccer player Tobin Heath to endorse its Six Star Pro Nutrition Brand[25].

In September 2018, Iovate Health Sciences, under its MuscleTech brand, partnered with NFL All-Pro Tight End Rob Gronkowski to create the Gronk Signature Protein Candy Bar[26].

In April 2019, Iovate Health Sciences, under its MuscleTech brand, partnered with Tough Mudder[27].

In July 2019, Iovate Health Sciences, under its MuscleTech brand, launched the Prime Series, a private label sports nutrition line exclusive to Amazon[28].


In April 2020, Iovate Health Sciences Australia signed a long-term manufacturing deal with Keytone Dairy Corporation[29].

In July 2020, Iovate Health Sciences, under its Six Star Pro Nutrition brand, signed professional football player T.J. Watt to a multi-year endorsement deal[30].

In November 2020, XP Sports, a line of supplements targeting the gaming community, is launched. Products include Boost and Zero-Lag.[31] It features the ingredient nooLVL that is comprised of Bonded Arginine Silicate combined with inositol, which is a nutrient known for its role in brain health and function[32]. XP Sports sponsored the first ever Barstool Sports College Gaming Championship[33].

In December 2020, Iovate Health Sciences, under its MuscleTech brand, unveiled actor Henry Cavill as its Chief Creative Director and global brand spokesperson[34].


On July 13, 2020, Tim Toll succeeded Terry Begley as the chief executive officer. Begley retired as CEO after nearly 21 years with the company[35].

In November 2020, Larry Daley was named Executive Vice President, North American Sales[36].

In April 2021, Iovate Health Sciences announced Jennifer Bremner as General Manager of MuscleTech, Latisha (Tish) Tillie as General Manager of Six Star Pro Nutrition, and Jessica Hochberg as General Manager of Hydroxycut[37].


In 2013, Iovate Health Sciences and GNC partnered to provide a donation to the FDNY Foundation to benefit a firehouse that lost all of their fitness equipment as a result of flooding from Hurricane Sandy.[38]

In 2021, Iovate Health Sciences is a participating supplier at Walmart and Sam’s Club for the Feeding America nationwide network of food banks [39] [40].


  1. "Iovate Health Sciences International Inc - Company Profile and News". Retrieved 2021-05-12.
  2. EACCNY. "Houlihan Lokey Advises Iovate Health Sciences | European American Chamber of Commerce New York [EACCNY] | Your Partner for Transatlantic Business Resources". Retrieved 2021-05-12.
  3. "Iovate Health Sciences International - Crunchbase Company Profile & Funding". Crunchbase. Retrieved 2021-05-12.
  4. "Shaker Bottles Market : By New Business Developments, Innovations, And Top Companies". KSU | The Sentinel Newspaper. Retrieved 2021-05-12.
  5. "Shaker Bottles Market : By New Business Developments, Innovations, And Top Companies". KSU | The Sentinel Newspaper. Retrieved 2021-05-12.
  6. "Xiwang Agrees to Acquire Canada's Iovate Health for $730 Million". 2016-06-13. Retrieved 2021-05-12.
  7. Inc, PlantFuel Life. "PlantFuel® adds former GNC executive and brand leader Brian Cavanaugh to its Board of Directors". Retrieved 2021-05-12.
  8. Thomas, Lauren Hirsch, Denny (2016-06-01). "China's Xiwang in advanced talks to acquire MuscleTech owner: sources". Reuters. Retrieved 2021-05-12.
  9. "Iovate Chooses Thinfilm's NFC Mobile Marketing Solutions to Deliver Powerful Consumer Experiences via Smartphone". 2018-03-06. Retrieved 2021-05-12.
  10. Inc, Element Nutritional Sciences. "Element Nutritional Sciences Inc. (Formerly PJ1 Capital Corp.) Acquires Element Nutrition Inc. and Hammock Pharmaceuticals, Inc". Retrieved 2021-05-12.
  11. Inc, Iovate Health Sciences International. "Iovate Health Sciences Announces New CEO". Retrieved 2021-05-12.
  12. "Iovate Launches Conscious Kitchen | MUSCLE INSIDER". Retrieved 2021-05-12.
  13. "About Hydroxycut Dietary Supplements". 2011-11-12. Retrieved 2021-05-12.
  14. "Supplement Company of the Month: MuscleTech". 2016-12-27. Retrieved 2021-05-12.
  15. "Purely Inspired Responds to Fitness Trends with the Anti-Trend in Daring Campaign | LBBOnline". Retrieved 2021-05-12.
  16. "Six Star Pro Nutrition Pre-Workout Explosion Review". BarBend. 2017-12-08. Retrieved 2021-05-12.
  17. "Young and old: Brain health dietary supplement opportunities are growing and diversifying". Nutritional Outlook. Retrieved 2021-05-12.
  18. "Supplement Company of the Month: MuscleTech". 2016-12-27. Retrieved 2021-05-12.
  19. Brittain, Harry G. (2011-09-06). Profiles of Drug Substances, Excipients and Related Methodology. Academic Press. ISBN 978-0-08-092184-6. Search this book on
  20. Carhart, Jeffrey. Annual Review of Insolvency Law. pp. 499–516. Search this book on
  21. "Whey To Go! Major Sports Stars Sign Endorsement Deal With Supplement Brand". RadarOnline. Retrieved 2021-05-12.
  22. "Iovate/Muscletech Metabolism & Sports Science Lab | UofT - Faculty of Kinesiology & Physical Education". Retrieved 2021-05-12.
  23. Inc, Iovate Health Sciences International. "Iovate Launches New Brand Designed for Women - StrongGirl™". Retrieved 2021-05-12.
  24. Cherney, Kane Wu, Alec Macfarlane and Mike (2016-10-19). "Chinese Firms Look at Fortifying Nutrition Holdings With GNC". Wall Street Journal. ISSN 0099-9660. Retrieved 2021-05-12.
  25. Inc, Iovate Health Sciences International. "Leading Sports Nutrition Brand, Six Star Pro Nutrition®, Signs Soccer Superstar Tobin Heath". Retrieved 2021-05-12.
  26. Inc, Iovate Health Sciences International. "Sports Nutrition Leader, MuscleTech, Partners with All-Pro Tight End Rob Gronkowski to Create Innovative High-Protein Candy Bar". Retrieved 2021-05-12.
  27. MuscleTech. "Sports Nutrition & Fitness Leader MuscleTech Partners with Endurance Event Leader Tough Mudder". Retrieved 2021-05-12.
  28. MuscleTech. "Amazon® and the makers of MuscleTech®, Announce the Launch of a New, Exclusive Sports Nutrition Series to Stream Live on Amazon during Prime Day--Endorsed by Former Patriots Tight End Rob Gronkowski". Retrieved 2021-05-12.
  29. Cotton, Imelda (2020-04-07). "Keytone Dairy signs indefinite supply deal with global nutritional group, opens second NZ manufacturing plant". Small Caps. Retrieved 2021-05-12.
  30. "Six Star Pro Nutrition Signs TJ Watt | MUSCLE INSIDER". Retrieved 2021-05-12.
  31. "Minerals to maximize cognitive function for esports applications". Natural Products INSIDER. 2020-09-01. Retrieved 2021-05-12.
  32. Nutrition21. "Nutrition21's nooLVL® Energizes New XP Sports Esports Line". Retrieved 2021-05-12.
  33. Sports, X. P. (2020-11-10). "XP Sports To Sponsor First Ever Barstool Sports "College Gaming Championship"". GlobeNewswire News Room. Retrieved 2021-05-12.
  34. MuscleTech (2020-12-29). "Henry Cavill and Muscletech® Partner to Bring Active Nutrition and Human Potential Together for a Greater Purpose". GlobeNewswire News Room. Retrieved 2021-05-12.
  35. Inc, Iovate Health Sciences International. "Iovate Health Sciences Announces New CEO". Retrieved 2021-05-12.
  36. International, Iovate Health Sciences (2020-11-12). "Iovate Health Sciences Announces New Executive Vice President, North American Sales". GlobeNewswire News Room (in français). Retrieved 2021-05-12.
  37. International, Iovate Health Sciences (2021-04-29). "Iovate Fortifies Brand And Marketing Leadership By Adding Three New Brand General Managers". GlobeNewswire News Room. Retrieved 2021-05-12.
  38. EPIQ. "Iovate Health Sciences International Inc. and GNC Team Up For Hurricane Sandy Relief in New York City". Retrieved 2021-05-12.
  39. Release, Press (2021-04-20). "Walmart, Sam's Club and Feeding America® Launches the Fight Hunger. Spark Change. Campaign to Help Harvest Provide Meals to People in Need". Texarkana Today. Retrieved 2021-05-12.
  40. "Stores helping America's Second Harvest". Retrieved 2021-05-12.

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