Myprotein is the world’s leading digitally native sports nutrition brand, with 95 per cent. of its revenue in 2019 from online D2C sales. Acquired in 2011, the brand has evolved under THG’s ownership from a UK-focused business with £20 million of revenue, into a global leader with over £380 million of revenue in 2019, of which 80 per cent. was outside the UK, and with leadership positions in a number of international markets.
THG Ingenuity has been a critical enabler of this progression, with Myprotein operating 54 localised websites supported by fully localised content, product catalogues, trading, marketing, influencers, payment options, fulfilment and customer service.
In addition, Myprotein is fully vertically integrated through in-house manufacturing (BRC AA grade manufacturing facility), new product development, proprietary technology, brand development, content creation, marketing and fulfilment. This combined technology and operating ecosystem, powered by the THG Ingenuity platform, has proven to be highly effective and has facilitated rapid international growth, with Myprotein holding leading market shares in the UK and Western Europe, while rapidly scaling up in Asia.
Myprotein has a family of brands addressing specific customer preferences across the global nutrition market (estimated to amount to over £270 billion globally in 2019), such as vegan, vitamins and athleisure. These brands include Myprotein, Myvitmains, Myvegan and MP Clothing. As a consequence, Myprotein is optimally positioned for broad-based growth across all categories of the nutrition market, while meaningfully broadening the brand’s global addressable market and customer demographic.