FITLIFE BRANDS Business Summary

FitLife Brands, Inc. (FTLF) operates as a high-growth aggregator and marketer of proprietary nutritional supplements and wellness products, generating revenue primarily through direct-to-consumer e-commerce and wholesale distribution. The company’s business is divided into three primary segments: Legacy FitLife (including NDS Nutrition, PMD Sports, and Siren Labs), the Mimi’s Rock Corp (MRC) portfolio (featuring the Dr. Tobias wellness brand), and recent high-impact acquisitions including MusclePharm and Irwin Naturals. Following the August 2025 acquisition of Irwin Naturals, the company has significantly expanded its footprint in the mass-market wholesale channel while leveraging its core competency in Amazon-based e-commerce to optimize margins for newly acquired brands. FitLife positions itself as a nimble, asset-light consolidator in a fragmented market, competing directly with larger players such as BellRing Brands, Glanbia plc, and USANA Health Sciences by targeting niche consumer segments and specialized retail partnerships like GNC. The leadership team is spearheaded by Chairman and CEO Dayton Judd, who assumed control in 2018 and has since transformed the company from a distressed entity into a profitable brand aggregator; Judd brings a rigorous capital allocation pedigree from his background at McKinsey & Company and Q Investments, alongside his role as Managing Partner of Sudbury Capital Management. The executive suite includes Chief Operating Officer Jenna Sinnett, who has overseen operations since 2015, and Chief Financial Officer Jakob York, who manages the company’s complex M&A-driven financial structure. The Board of Directors features notable institutional expertise, including Grant Dawson of Polar Asset Management and Shannon Pappas, a digital commerce veteran who joined in 2025. Sudbury Capital remains a significant institutional investor, aligning management’s interests with shareholders through substantial insider ownership.