“I believe in sport’s capacity to transform lives and communities. And at a time when our society is more fragmented than ever, I believe in the power of sport to bring us together to change the world for the better.”
- Aaron Heidebreicht
We brought Europe’s best-selling pre-workout, ABE (All Black Everything), to the U.S. with a relentless focus on performance, quality, and innovation. By securing distribution in top specialty retailers, we introduced American athletes to the ultimate training experience trusted by millions of athletes worldwide.
Our partnership with Walmart marked a major milestone in making ABE more accessible than ever, bringing our high-performance pre-workout to shelves nationwide. With strategic placement in the sports nutrition section, we ensured that athletes of all levels could easily fuel their workouts with the best-selling pre-workout across the globe.
Our partnership with Walmart marked a major milestone in making ABE more accessible than ever, bringing our high-performance pre-workout to shelves nationwide. With strategic placement in the sports nutrition section, we ensured that athletes of all levels could easily fuel their workouts with the best-selling pre-workout across the globe.
Aaron Heidebreicht, an accomplished sports nutrition/health and wellness leader, brings over 25 years of experience in scaling brands, driving innovation, instilling a “team first” culture, and accelerating growth. Under his leadership, we are setting our sights on an ambitious future, with aspirations around disrupting the US market as a Leader in the CPG space further cementing Applied Nutrition as the globe's most trusted sports nutrition brand.
We reimagined ABE’s branding with a bold new look, integrating our signature AN on every bottle to create a stronger, more unified global identity. This rebrand not only elevates our shelf presence but also cements ABE as the standout choice in the pre-workout category across the globe.
We reimagined ABE’s branding with a bold new look, integrating our signature AN on every bottle to create a stronger, more unified global identity. This rebrand not only elevates our shelf presence but also cements ABE as the standout choice in the pre-workout category across the globe.
Going public on the London Stock Exchange marks a defining moment in our company’s history, reinforcing our position as a global leader in sports nutrition. This milestone unlocks new opportunities for expansion, innovation, and long-term growth.
AN Performance makes its nationwide debut at The Vitamin Shoppe, bringing our premium, clinically backed formulas to a much wider audience. This exclusive partnership ensures the forever athlete has direct access to a high-quality performance-based brand that’s focused on output, innovation and a “better for you” positioning across the US!
AN Performance makes its nationwide debut at The Vitamin Shoppe, bringing our premium, clinically backed formulas to a much wider audience. This exclusive partnership ensures the forever athlete has direct access to a high-quality performance-based brand that’s focused on output, innovation and a “better for you” positioning across the US!
In an industry-first collaboration, AN Performance and Chiquita Banana bring a powerhouse lineup of Chiquita-inspired products, including Pineapple Strawberry Pre workout, hydration, and protein in our signature Banana Chocolate and Banana Peanut Butter. This partnership blends world-class sports nutrition with one of the most iconic product brands in the world, delivering BIG on flavor and function for peak performance.
UFC lightweight sensation Paddy "The Baddy" Pimblett is known for his electrifying fighting style and larger-than-life personality, remaining undefeated in the UFC, and a dominant collective record of 22-3.
A powerhouse in lacrosse, Myles Jones is a multi-time PLL All-Star with two NCAA championships, known for his elite vision, versatility, and game-changing presence on the field.
A 7x IFBB Pro Bodybuilding champion, Guy Cisternino is known for his intense training, unmatched conditioning, and multiple first-place wins at the New York Pro, solidifying his legacy in the sport.
Oakland A’s All-Star closer Mason Miller is a dominant force on the mound, consistently throwing 100+ mph fastballs and racking up 104 strikeouts in just 65 innings in the 2024 season.
Undefeated at 14-0, WBA Continental Super Lightweight Champion Alex Vargas dominates in the ring while also serving as an NYPD officer, proving discipline is key in and out of the sport.
IFBB Pro Francesca Emanuele is a former gymnast-turned-bodybuilder who won back-to-back competitions in 2023, earning her pro status while inspiring others as a fitness coach.
Son of the legendary 3x Mr. Olympia, Sergio Oliva Jr. has made his own mark in bodybuilding, winning the 2016 New York Pro and earning Best Poser at the Arnold Classic twice.
Sir Bradley Wiggins is a cycling icon, making history as the first Brit to win the Tour de France in 2012. A five-time Olympic gold medalist and Britain’s most decorated Olympian, his dominance on both track and road cemented his legacy as one of the sport’s greatest.
NFL Hall of Famer Terrell Owens is one of the most dominant wide receivers in football history, with over 15,000 career receiving yards and 153 touchdowns. A six-time Pro Bowler and five-time All-Pro, T.O. redefined the game with his unmatched athleticism and larger-than-life personality.
