FitLife Brands doubles in size with US$42.5M Irwin Naturals acquisition
The deal streamlines operations, enhances margins through online sales, and positions the combined business to tap into emerging health and wellness markets.
U.S.A – FitLife Brands, a provider of innovative and proprietary nutritional supplements and wellness products, has successfully closed the acquisition of substantially all of the assets of Irwin Naturals and its related affiliates.
The transaction, executed under Section 363 of the U.S. Bankruptcy Code, enables FitLife to acquire Irwin’s operations while assuming only minimal liabilities.
The total purchase price was US$42.5 million, of which US$35.75 million was financed through a new term loan and revolving credit facility from First Citizens Bank. The remainder was funded with FitLife’s available cash reserves.
FitLife projects the deal will double its scale and push annual revenue beyond US$120 million.
The company posted US$64.5 million in revenue in 2024, while Irwin generated US$33.1 million in the first half of 2025 alone.
To capture additional growth, FitLife plans to accelerate Irwin’s transition to e-commerce channels, which are expected to deliver higher margins than Irwin’s current wholesale model.
The combined business will also improve efficiency. FitLife intends to retain 50 Irwin employees while trimming selling, general and administrative expenses by about US$1.5 million.
“We are excited to close this acquisition,” said Dayton Judd, FitLife’s Chairman and CEO. “Irwin has incredible brands with strong distribution, supported by an amazing team. We expect Irwin to drive revenue and earnings growth for the company.”
Investor response has been positive, with FitLife shares rising after news of the purchase. In addition to its established supplement portfolio, Irwin has recently expanded into cannabis and mental-health psychedelics, opening new growth avenues for FitLife as the combined company taps into these emerging wellness markets.
About FitLife Brands
Headquartered in Omaha, Nebraska, FitLife Brands develops and markets over 250 proprietary nutritional supplements and wellness products for health-conscious consumers.
While the majority of sales are online, FitLife also distributes through domestic and international GNC franchise locations as well as other retail outlets.
By integrating Irwin’s portfolio and capabilities, FitLife will strengthen its competitive position, expand its product reach, and achieve significant operational partnerships, positioning the company for accelerated revenue and earnings growth in the rapidly evolving nutritional products industry.
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