Fresh Supps Announces Major Distribution Partnership with Europa Sports

Fresh Supps teams with Europa Sports for nationwide distribution, reinforcing their commitment to brick & mortar stores. Plus three new products coming in six weeks!

Fresh Supps, the winner of PricePlow’s 2023 Rookie of the Year award, announced that they’re taking their next big step forward. The fast-growing supplement brand has partnered with Europa Sports Partners for nationwide distribution – a move that promises to expand Fresh’s retail presence while maintaining their commitment to brick & mortar stores.

The partnership comes at an exciting time for both companies. Europa Sports was recently acquired by Prenetics Global Limited,^[1] bringing renewed energy and technology-focused vision to the distribution giant. Meanwhile, Fresh Supps continues their historic rise under founder Greg Helton’s leadership, with several major product launches planned for early 2025.

Fresh Supps Leans into to Europa’s Distribution, Lends Big Nod to Logan Bailey

“Fresh being focused on supporting and protecting brick & mortar retail, moving into distribution was something we needed to execute carefully and Logan Bailey has more than delivered on the Europa side!” explains Greg Helton, Fresh Supps founder and CEO.

We’ve got the story below, including some background on the Europa acquisition, but first, sign up for our Fresh Supps news alerts below, as there are some major announcements coming in the next six weeks that you won’t want to miss:

Why Fresh Chose Europa

After Fresh Supps won PricePlow’s 2023 Rookie of the Year award, we had a conversation with founder Greg Helton to learn a few of his secrets to success.

Fresh Supps has consistently demonstrated their commitment to brick & mortar retailers. This was never more evident than during Black Friday 2024, when founder Greg Helton made the bold decision to completely forego direct-to-consumer Black Friday deals, instead empowering his retail partners with exclusive deals and promotions. It’s this retail-first philosophy that made Europa Sports the perfect distribution partner.

• Europa’s HubMatrix: Fresh Shipping From the Beginning

  Logistically, the Fresh Europa partnership brings operational benefits through Europa’s HubMatrix fulfillment arm. Fresh has actually been utilizing HubMatrix since their launch, finding them to be “by far the most efficient logistics and shipping option in the industry”. This existing relationship helped cement the confidence in a broader Europa partnership.

• Supporting Local Retailers: In the Fresh DNA

  Additionally, Helton explained how Europa understands the brand’s vision for supporting local supplement retailers. They’re committed to protecting price integrity and honoring territory exclusivity – two pillars that have been crucial to Fresh’s success.

  Price Monitoring and Out of Stock Leads Powered by PricePlow

  This focus on price integrity will be further reinforced through PricePlow’s market analysis tools, which help identify price swings while providing new out-of-stock sales leads each morning. By combining Europa’s distribution network with PricePlow’s monitoring capabilities, Fresh Supps can ensure their products maintain consistent pricing across all channels, and keep products in stock.

Fresh Supps skips online Black Friday deals to back local retailers. Wholesale discounts, exclusive launches, and staff rewards show their commitment to brick-and-mortar success.

Finally, another exciting piece is the feedback loop this creates for Fresh’s product development. With Europa’s sales team connecting with over 5,000 accounts across the USA, Fresh gains real-time market insights that will drive future innovation. This direct line to retailer and consumer feedback is invaluable for a growing brand committed to meeting market demands.

Europa’s Resurgence

Europa Sports Partners, one of the industry’s most established distribution networks, is experiencing a major revival. The company was recently acquired by Prenetics Global Limited (NASDAQ: PRE),^[1] establishing Prenetics’ foothold in the $187 billion U.S. consumer health and wellness industry. This strategic acquisition brings significant resources and a technology-driven vision to Europa’s operations.

With three warehouse facilities spanning over 200,000 square feet and relationships with more than 120 brands, Europa maintains one of the largest distribution footprints in sports nutrition. However, it’s their renewed focus on small business support that caught Fresh’s attention.

“Other distributors are treating brands as a profit-arm, charging them for listings, placements, and unauthorized chargebacks,” Helton noted. “Europa is committed to true partnerships and open communications with vendors and accounts.”

Fresh Supps Pre-Workout is the tried-and-true, delicious tasting pre-workout from one of the industry’s freshest looking brands

• Chasing the Long Tail

  This transparent approach extends to Europa’s business strategy. Rather than focusing solely on the top 200 accounts in the country, Europa is dedicating resources to serve the thousands of independently-owned small businesses that form the backbone of the supplement industry. This aligns perfectly with Fresh’s commitment to supporting local retailers.

• Prenetics: Owners of David Beckham’s IM8

  The acquisition by Prenetics brings additional synergies through their consumer brand IM8, which features David Beckham as a co-founding partner. While IM8 operates primarily in the direct-to-consumer space, Prenetics’ experience in scaling brands and evolving distribution technology promises to enhance Europa’s capabilities across all channels.

  Point being, Prenetics has a lot of skin in the game here, and this brings comfort to brands who were afraid Europa would be acquired by some “chop shop” or inexperienced operators. Quite the opposite seems to be the case.

What This Means for Retailers

The Fresh Supps / Europa Sports partnership brings several immediate advantages to supplement retailers across the country. Most importantly, stores now have simplified access to Fresh’s growing line of supplements through Europa’s established distribution network.

And then there are the operational benefits: By leveraging Europa’s substantial warehouse network and logistics capabilities, retailers can expect improved shipping efficiency and potentially better pricing through consolidated ordering. Small businesses will especially benefit from Europa’s commitment to providing high-level service to independent stores.

Fresh Supps remains dedicated to their territory exclusivity model, which has been a cornerstone of their success. Retailers can trust that their local market investments will be respected and preserved. The distribution agreement specifically maintains these exclusive territory arrangements that have helped Fresh’s retail partners thrive.

For smaller supplement stores, this partnership is especially valuable. Europa’s renewed focus on serving independent retailers means these businesses will receive the same level of attention and service as larger accounts. This approach helps level the playing field, allowing local supplement shops to compete effectively in their markets while maintaining healthy margins.

The Initial Fresh Supps Lineup

The Fresh Supps catalog that will be available through Europa Sports includes three supplements that have helped establish the brand’s reputation for quality and innovation:

Keep your workouts fresh with Fresh Supps Amino

• Fresh Pre launched with clinical doses of ingredients like 6 grams of citrulline, 3.2 grams of beta alanine, and 2 grams of betaine, driven by 360mg caffeine from two caffeine sources. The pre-workout has earned praise for both its efficacy and creative flavor systems, including limited editions like Voodoo Apple Cider and their recent Kringle Kandy release.
• Fresh Amino combines a full essential amino acid blend with added hydration support from ingredients like taurine, coconut water, and ConcenTrace minerals. The formula stands out by including all nine EAAs alongside BCAAs in research-backed doses, making it perfect for intra-workout or all-day use.
• Fresh Creatine keeps it simple with pure creatine monohydrate, the most well-researched form of creatine available. This unflavored powder provides the tried-and-true 5g serving size that’s been proven effective in countless studies, and it can be stacked with either of the above formulas.

But as we’ll see… there’s more coming very shortly:

Conclusion: Fresh Growth with Europa Support

The partnership between Fresh Supps and Europa Sports Partners marks an exciting new chapter for both companies, but it’s only the beginning. Fresh has already announced that three brand new products are in development, scheduled to launch within the next six weeks. Additionally, retailers should stay tuned for an upcoming Europa-exclusive flavor extension that promises to continue Fresh’s tradition of innovative taste experiences.

Explained in Episode 071 of the PricePlow Podcast, AP Regimen & Europa Sports partnered for an exclusive Purple Velvet AP Prime Bites Protein Brownie flavor, so we interview Justin Weeks & Ike Ikalina to tell us about it, and then discuss distribution in the post-2020 era

“Fresh being focused on supporting and protecting brick & mortar retail, moving into distribution was something we needed to execute carefully and Logan Bailey has more than delivered on the Europa side!” emphasizes Greg Helton, demonstrating his continued commitment to retail partners.

For retailers interested in carrying Fresh Supps products, Europa Sports’ distribution network now provides an efficient pathway to access the brand’s growing lineup. Meanwhile, consumers can continue to find Fresh’s supplements at their favorite local retailers, with even better availability than before.

Finally, it’s definitely time to get everyone back on the PricePlow Podcast. Europa CEO Justin Weeks was with us in Episode #071 (pre-acquisition) while Greg Helton’s been a repeat guest… only he hasn’t joined us since starting Fresh! It’ll have to happen.

You can stay up to date on all Fresh Supps news, including the upcoming product launches and exclusive flavor release, by subscribing to our alerts: