Leading sport supplement Applied Nutrition enjoys global growth through strategic retail partnerships - and Coleen Rooney's new wellness range

Daily Mail​

22-04-2025

A leading sports nutrition brand is experiencing remarkable global growth following the appointment of high-profile ambassadors and strategic retail partnerships.
Applied Nutrition's rapid expansion is being driven by an ambassador roster featuring Coleen Rooney, boxer Daniel Dubois and UFC star Paddy 'The Baddy' Pimblett, whose massive fan followings are propelling the company to new heights both in the UK and abroad.
Since 2014, the business has grown from a British start-up to an international powerhouse, now present in more than 80 countries.
One of the most recent developments for the brand has been the introduction of Rooney's own line of fitness products.
The TV personality launched a range of nutrition supplements in collaboration with Applied Nutrition, targeting health conscious women.
The collection includes protein powders, energy drinks, and other supplements aimed at providing a balanced boost for the everyday fitness enthusiast.
Rooney's involvement has been a game-changer for the brand given her status as one of the UK's most high-profile media personalities.
Her active ambassadorial role has helped position Applied Nutrition as a brand that resonates with both male and female consumers.
Meanwhile, Pimblett, the Liverpool-born UFC fighter, famous for his larger-than-life personality and knockout performances inside the octagon, has been a major part of Applied Nutrition's success by leading the promoting the ABE (All Black Everything) pre-workout supplement, and has given the brand a serious edge in the competitive sports nutrition market.
Boxing champion Daniel Dubois, whose meteoric rise in the heavyweight division has captured the attention of fans worldwide, has also recently partnered the brand and has further boosted the company's profile on a global scale.
'Paddy, Daniel, and Coleen are exceptional ambassadors who each bring a unique dimension to our brand. Paddy's dynamic personality and success in the UFC, Daniel's rising star power in boxing, and Coleen's authentic commitment to health and wellness align perfectly with what we do,' said Thomas Ryder, CEO at Applied Nutrition.
'These partnerships have enabled us to not only expand into new markets and regions but also connect with key demographics, particularly sports and fitness and wellbeing enthusiasts, as well as individuals who are passionate about living healthy, active lifestyles.
'It's crucial for us to build deeper connections with people who use our products and those who share our values of performance, well-being, and excellence, and these ambassadors help us do that in a meaningful way.'
Thanks to its new wave of high-profile ambassadors, Applied Nutrition has been able to secure expanded retail partnerships with major outlets. In the UK, the brand has deepened its presence with prominent retailers like Holland & Barrett, while in the US, it has struck deals with General Nutrition Centers.
The company's recent flotation on the UK stock market was another key milestone in its rapid rise. Launched in October 2024, the flotation was met with great success, valuing the company at £350 million.