Nutrex has really brought itself into the modern supplement market in recent years, and in its own distinct style. The hugely popular and internationally successful brand strikes a strong blend of reliable and well-built products with marketing you can get behind, and very simply, an overall badass feel and vibe. Nutrex continues to do things that build upon that, and this week, we’ve got another great example of it standing out and doing things differently.
The typical move for ambassadors for supplement companies is to bring on board fitness influencers, bodybuilders, or competitive sports athletes. Nutrex already has plenty of that, and in 2026, it is taking that in another direction with Heavy Division. The well-established sports nutrition brand has teamed up with specific members of rock bands to bring them on as representatives and, at the same time, push the Nutrex name into a whole new crowd.
Nutrex has brought on board Patrick Sheridan of Fit For An Autopsy, Austin Archey from Lorna Shore, and from Harms Way, Bo Lueders. They all live the health and fitness lifestyle but aren’t your typical ambassadors for a supplement company, especially at the size of Nutrex. Those three currently make up what the brand is calling Heavy Division, and it’ll be great to see how it plays out, as again, it’s a unique approach, and it fits that Nutrex vibe.
