Nick Preston returns to lead MuscleFood alongside Ross Carlin, aiming to reboot the brand and its protein-packed offering
It’s a new dawn for all-encompassing protein retailer, MuscleFood. The Nottingham-based brand has been acquired by former CEO Nick Preston and serial entrepreneur Ross Carlin following a “whirlwind” few weeks.
The duo, who run The Good Food Group, have added MuscleFood to their portfolio, securing the company for an undisclosed amount from previous owners, The GPS Food Group.
It’s understood the purchase also involved the significant reduction of company debt.
Now back under Preston’s stewardship, MuscleFood is looking to regain its creative edge and enjoy a second wind in the functional food space.
“It’s fantastic to return to MuscleFood and we’re both incredibly proud to be the owners,” he said.
“MuscleFood has a history of being such an innovative business and it’s inspired so many entrepreneurs to launch their own brands over the years.
“I’m really proud of the work the team here have done and we are looking forward to elevating the offer once again and bringing back that spirit of innovation which made MuscleFood such a leader in the market.
“I have been associated with MuscleFood since pretty much the start, so it seems poignant to come full circle and return as co-owner.
“Walking back into the office on the first day was something of a pinch-myself moment, particularly because the entire deal had been completed so quickly, with the paperwork signed just three days after the opportunity was first presented.”
Within a week of the handover, trading revenue rose 37%, and Carlin said office morale shot “through the roof.”
In Preston, he’s got a business partner who knows exactly what it takes to get a tune out of MuscleFood.
Having first joined in 2014, Preston held roles including CEO and co-CEO. During that period, MuscleFood brought the “UK’s first” protein pizzas to market, which sold almost 250,000 units in their debut year.
Other creative offerings, like zebra steaks, hit lean-meat hampers as its range swelled to cover everything from macro-conscious snacks to complete meals and more.
In 2018, MuscleFood spent millions on a major rebrand that saw a shift in focus from the bodybuilding niche to wider healthy eating.
Preston previously voiced his concern over the business losing its direction and focus during times of oscillating revenue, with senior hires seemingly not understanding what made it a hit from the off.
He last departed in late 2024, but now returns to restore MuscleFood to its former glory — and then some — this time as co-owner.
The pair have already set about assembling a senior leadership team to do so — including the return of several MuscleFood execs.
Their early focus is on improving customer service and communications before getting their teeth into new product development.
Carlin, who has also founded Buyers Discovery Club and Viva Del Padel, says he’s concentrated on elevating “everything about the brand in terms of quality, service and communication.”
The Good Food Group is an official supply partner to major UK retailers such as Boots, Superdrug, and Holland & Barrett, which will undoubtedly aid their reboot of MuscleFood.
“We want to show the world who MuscleFood is,” he added. “The brand made its name through innovating the industry, so it sits very well alongside The Good Food Group which is also known for innovation.
“It’s early days, but we have already started work on a new customer service improvement plan to make sure our customers get the best service possible. There’s so much potential for growth.
“We will be elevating everything about the brand in terms of quality, service and communication. Persistence beats resistance and we will deliver what we say we will deliver.
“MuscleFood has a great history of innovation within the food industry, but we are definitely planning forward, not looking back.”
