Back in 2023, the sports nutrition industry veteran Greg Helton, after working with the likes of Muscle Sport, Kodiak, and RYSE, took a swing at his own brand with Fresh Supplements. It started out with a pre-workout and an amino cocktail, and eventually expanded into creatine and added a whole host of creative flavors. It has found great success with direct to consumer business, breaking into retailers, and even finding itself on international shelves.
Three years later, in 2026, Fresh Supplements is about to be reshaped, but not because of its original owner. The still very young brand has changed hands, going from the incredibly experienced Greg Helton to the popular fitness influencer Alex Eubank. Like Helton, Eubank has worked with many brands over the years, including the likes of Alpha Lion and Bucked Up, although now he is going out on his own, acquiring Fresh and building on what’s there.
Alex Eubank has briefly outlined a plan for Fresh Supplements, saying that he plans to discount to cost and clear out remaining stock of the brand’s pre-workout and amino cocktail. Then from there he’ll build out an affiliate program and community then incorporate some ad spend channels like Amazon and Tiktok. It will be great to see where Eubank takes Fresh, especially on the innovation side, as it has a great look, feel, and approach, and was really just getting started.
