Creatine brand health startup raises $20 million in fresh funding

Create Wellness, the creatine gummy supplement brand, has raised $20 million in new funding amid a long-term rise in the American fitness and muscle building supplement market.

The round was led by Allied Consumer Growth (ACG), with family office Impact Capital, and included participation from existing company investor Unilever Ventures. Previously, Create Wellness raised $5 million in a 2024 Series A funding round led by Unilever Ventures. Create Wellness has raised a total of $27.3 million in external funding.

Create Wellness was co-founded in 2022 by husband and wife duo Dan McCormack, Co-CEO, and Sienna McCormack, Co-CEO. Dan McCormick said he has been a nearly lifelong user of creatine powder and saw an opportunity to make the product more user-friendly and appealing to a wider audience beyond male bodybuilders.

“We haven’t seen any brands treat creatine like a hero product. It’s always been a supplement product, and our opinion is that creatine deserves the same respect and reverence that other compounds or supplements get,” McCormick said.

Develop equity plans to leverage new funding to expand retail distribution, invest in consumer education, product innovation and additional marketing. Build Wellness is sold through The Vitamin Shoppe, GNC, Wegmans and Sprouts Market and Target. Create Wellness is doubling its product lineup at Target to include a newly launched creatine + electrolyte mix and upcoming flavorless creatine monohydrate powder in single-serve stacks.

Build fitness’s rapid expansion and ability to access foreign funding, stemming in part from current American fitness trends toward weightlifting and the use of GLP-1s, which in turn has fueled interest in protein and other muscle-building therapies. The US protein market was valued at $114.4 billion in 2024 and is projected to grow at a steady annual rate of 1.9% through 2028. mantle. But women and older adults are seen as key drivers behind creatine sales growth, with retailers like GNC where women now make up 30% of all creatine purchases at the retailer, up from 18% in 2020, according to Bloomberg.

Today, almost One in three Americans say they do strength training regularly, up from one in five in the early 2000s. of the American College of Sports Medicine Recognized exercise for mental health and “active aging” exercise for older adults are contributing to this shift and are two of the biggest fitness trends for 2026.

“Health has moved beyond the physical, with a growing lens on longevity and quality of health — and, similarly, mental and emotional well-being has grown in importance,” said Josh Goldin of the Alliance for Consumer Growth (ACG), via email.

Goldin credited Creat Health’s accessible lifestyle branding with speed trials and adoption of Creatine beyond the traditional gym-bro crowd. Murray said customers are even split between men and women.

“The creation of welfare was cretin and an opportunity for aggression by concept [monohydrate gummy] form factor. This is a unique opportunity for us to take advantage of,” she said.

In addition to the funding announcement, Create Wellness also launched a new multipurpose supplement: Creatine + Electrolytes. This is the brand’s first extension outside of Pure Creatine. The product will be available on the brand’s website, Amazon, and in-store exclusively at Target.

But McCormick said creatine will always be the core and hero ingredient for the brand, and the goal is not to create a supplement platform. Instead, the new product is based on McCormick’s understanding that fitness enthusiasts already use both creatine and electrolytes and find the combo product desirable or an easy addition to electrolyte-only users. Previously, Create Wellness launched a flavored creatine powder, but the team found that it didn’t fit with customers’ existing habits, and later discontinued the product.

“It’s going to be a learning journey as we try to launch and expand this as our first real secondary product,” Murray said. “But we’re completely focused on one goal, creatine, and that allows us to move faster than anyone else in this space; we’re going to be synonymous with creatine.”