XXL Nutrition reaches 100 million euros in sales

XXL Nutrition, the market leader in sports nutrition and supplements in the Benelux, saw its turnover increase again by 25 to 30% last year. An increasing proportion of that turnover comes from physical retail partners.

Focus on Germany

The majority of sales still come from the Netherlands, where XXL Nutrition has built up a loyal customer base through its own webshop, gyms, and retail channels. Belgium accounts for 15 to 20% of sales, while Germany is also rapidly gaining ground. “The German market is large and competitive, but also relatively unexplored for us,” says Brent Van Hoof, CFO of XXL Nutrition. “That’s where the biggest growth opportunities lie.”

Although XXL Nutrition has its origins online, the company is generating an increasing share of its revenue through retail and collaborations with physical partners. The retail branch grew this year from 10 to 15% to 20 to 25% of total revenue. Thanks to a partnership with Zuivelhoeve, XXL Nutrition has made its way onto supermarket dairy shelves with protein-rich dairy products. This year, the brand also appeared in the new sports and health category in Delhaize supermarkets in Belgium. In the coming years, the priority will be further growth in Germany.

Next week, RetailDetail will publish an interview with founder and CEO René van der Zel.