Prince Charming of the fitness world, Alex Eubank, has announced the purchase of his first-ever supplement company.
In the coming days, the influencer will take over the reins at Fresh Supps from industry veteran Greg Helton.
Alex, who owns the clothing brand Elysium Athletic, says he “wished” he broke into supplements at the same time as apparel.
Instead, the online star’s involvement in the industry to this point has chiefly been limited to affiliate status, working with brands like Alpha Lion and Bucked Up.
By nature, that meant he was earning 15-20% commissions per sale, leaving him hungry for a larger slice of the pie.
With Fresh Supps, he’s now got an opportunity to make up for lost time and take a swing at his own passion project.
“I just acquired a supplement company,” he revealed to fans on TikTok.
“The reason being is that I’m kind of tired of being an athlete for a lot of these supplement companies now.
“I’ve had a great time; companies have treated me great, it’s been awesome.
“But man do I love building something up from nothing.”
After working with high-caliber brands like Muscle Sport and RYSE, Helton went out on his own to launch Fresh Supps in 2023.
The goal was to provide more transparent formulas loaded with premium ingredients.
Fresh Supps was best known for its pre-workout and amino cocktail, finding huge success in the early days and even earning PricePlow’s “Rookie of the Year” award for 2023.
Alex says he interviewed somewhere in the ballpark of 20 supplement companies before landing on Fresh Supps, admitting he already loved the branding, formula, and flavor.
The deal will see him take the biggest seat at the table as a “major equity owner,” while marking his first brand acquisition to date.
Remodeling Fresh Supps
More details are expected to follow in the coming weeks, but Alex has already sketched a rough outline for the relaunch of Fresh Supps.
First, he plans to discount and clear the existing stock of pre-workout and amino cocktails before reinvesting the cash into a fresh drop.
He’ll be using his considerable follower base to boost sales at first, before taking more of a backseat.
Alex confessed he doesn’t want the new-look Fresh Supps to be too “founder heavy,” as that could hamper any future resale value.
Given his background, it’s no surprise that he instead wants to build up a large affiliate community with an extremely low barrier to entry.
Alex’s motto is “anybody can be an affiliate,” offering a 15-20% discount and earning somewhere in the region of 50% commission.
That pathway would see top performers welcomed onboard as sponsored athletes, providing further assurance of monthly income.
Once the reloaded Fresh Supps is all over social feeds, Alex says he’ll be doubling down with avenues like paid ads, UGC, and TikTok Shop.
Eventually, fans may even see Fresh Supps expand its catalog with protein powders and beyond.
Alex has promised full transparency throughout the journey and has decided to document the wins and failures on his YouTube channel.
Follow along to see Fresh Supps make a new name for itself in sports nutrition.
SEE ALSO: Alex Eubank Shares Guide on Becoming a Fitness Influencer
