New York-based Create Wellness has successfully closed a $20 million Series B funding round, positioning the company for significant expansion of its creatine supplement offerings. The investment, led by Alliance Consumer Growth (ACG) with participation from Impact Capital (the family office of Mike Repole) and existing investor Unilever Ventures, will fuel the company’s push into new formats, including gummy and powdered drink options, and target burgeoning wellness categories such as GLP-1 users, women’s health, and longevity. This funding marks a pivotal moment for Create Wellness as it aims to democratize access to creatine, transforming it from a niche bodybuilding staple into a mainstream health and wellbeing ingredient.
The strategic infusion of capital underscores a significant shift in the perception and application of creatine. Once primarily associated with muscle building and athletic performance, scientific research is increasingly highlighting its broader health benefits, including cognitive enhancement, mood regulation, stress reduction, and potential applications in managing age-related decline and hormonal health. Create Wellness is capitalizing on this evolving understanding, aiming to make the well-researched supplement more accessible and appealing to a diverse consumer base.
Mike Repole, a prominent figure in the beverage and supplement industry and an investor through Impact Capital, expressed his enthusiasm for Create Wellness’s mission. "Creatine is one of the most trusted supplements in the world, and Create is redefining how it connects with today’s wellness-driven consumers," Repole stated. "By making creatine more accessible and appealing, the brand is resonating with a broader audience." This endorsement from a seasoned investor suggests a strong belief in Create Wellness’s strategy to broaden the market for creatine.
Sienna McCormick, co-CEO of Create Wellness, articulated the company’s vision: "We believe Create Wellness has built the most trusted creatine brand on the market. This investment is a validation of where creatine is headed, and of Create’s position as the category leader." She further emphasized the company’s ambition, stating, "With ACG, Impact Capital, and Unilever Ventures behind us, we’re well-positioned to take this brand to every consumer who should be taking creatine, which in our view is essentially everyone." This ambitious outlook reflects a calculated strategy to integrate creatine into everyday wellness routines for a wide demographic.
The funding round signifies robust investor confidence in the expanding creatine market and Create Wellness’s innovative approach. The company’s success in the gummy format, which has become a top seller in major retailers like Target and Sprouts, demonstrates its ability to disrupt traditional supplement consumption patterns. The fresh capital will be instrumental in scaling these successes and exploring new product development avenues.
The Broadening Appeal of Creatine: Beyond the Gym
Creatine, a naturally occurring compound, has long been a cornerstone in the fitness community, lauded for its efficacy in enhancing strength, power, and muscle mass. Its monohydrate form is among the most extensively studied ingredients in the supplement industry, boasting a strong safety profile and a wealth of scientific backing for its ergogenic benefits. However, recent years have witnessed a surge in research uncovering a broader spectrum of health advantages, propelling creatine into new wellness paradigms.
Emerging scientific literature indicates that creatine plays a vital role in cellular energy production, not just within muscles but also in the brain. This has led to investigations into its potential to improve cognitive functions such as memory, attention, and processing speed. Furthermore, studies suggest a positive impact on mood regulation and stress reduction, offering potential benefits for individuals experiencing mental fatigue or seeking enhanced emotional resilience. For aging populations, creatine’s ability to combat sarcopenia (age-related muscle loss) and support bone density is gaining significant attention, aligning with the growing global focus on healthy aging and longevity.
The transition of creatine into these broader health and wellness categories is particularly evident in its increasing adoption by women. Historically, creatine consumption has been male-dominated. However, data from major retailers paints a compelling picture of shifting demographics. The Vitamin Shoppe reported a 300% increase in creatine sales between 2019 and 2024, with women now constituting over a fifth of its buyers. Similarly, GNC noted that women now account for 30% of its creatine purchases, a significant jump from 18% in 2020. This growth is attributed to the rising popularity of strength training among women, coupled with research indicating creatine’s efficacy in enhancing exercise performance and counteracting muscle and bone loss, particularly during menopause. One study highlighted that female participants experienced a 15% increase in exercise performance with creatine supplementation, compared to 6% for men, underscoring its potent benefits across genders.
The burgeoning interest in GLP-1 medications, commonly prescribed for weight management and type 2 diabetes, also presents a significant opportunity for creatine. These medications, while effective for weight loss, can lead to a substantial decrease in muscle mass, estimated between 25-40% over 8-16 months. This rate of muscle loss is considerably higher than that observed with conventional weight-loss methods or age-related muscle decline. Creatine’s known ability to help preserve muscle mass positions it as a complementary supplement for individuals using GLP-1 agonists, potentially mitigating a key side effect and supporting overall metabolic health. Innova Markets Insights data indicates a substantial increase in GLP-1 drug usage, with 18% of Americans reporting use in 2025, up from 10% in 2024, and a further 34% planning to adopt these medications, signaling a growing market for supportive nutritional interventions.
Create Wellness’s Product Innovation and Market Penetration
Create Wellness has strategically positioned itself to meet this expanding demand through innovative product development and a focus on consumer accessibility. The company’s vegan gummy line, formulated with creatine monohydrate, pectin, and tapioca syrup, has been a cornerstone of its success. Available in six flavors, these gummies have achieved leading sales positions at numerous retail partners, demonstrating a strong market fit and consumer acceptance.
The recent Series B funding will enable Create Wellness to further invest in product innovation, expand its distribution channels, and enhance consumer education initiatives. The company has already launched a new Creatine + Electrolyte powder, combining 5g of creatine monohydrate with essential electrolytes like sodium, potassium, and magnesium, alongside taurine. This ready-to-mix powder is designed for convenient integration into daily hydration routines and is being rolled out across the company’s website, Amazon, and Target stores, where Create Wellness has seen its distribution double in the past six months.
Dan McCormick, co-founder and co-CEO alongside his wife Sienna, highlighted the company’s commitment to convenience and routine integration. "Our consumers have built creatine into their daily routines," he stated. "The new products, packaging, and formats make it easier than ever to take Create anywhere." This focus on seamless integration into consumers’ lives is a key driver of their expansion strategy.
The market reception to creatine products continues to be overwhelmingly positive. Within the top 200 most popular dietary supplements in the U.S., creatine has emerged as the fastest-growing, experiencing a 17.1 percentage point increase in market share last year. This surge contributed to nearly $100 million in incremental retail growth in the U.S. in 2025, with unit sales rising by an impressive 58% year-over-year. Online interest in creatine has also seen a substantial uptick, with a 78.6% year-over-year surge in 2025, according to data from NIQ and Spate. Notably, online searches related to creatine have grown among women, who are exploring its benefits for recovery, bone health, strength, and energy levels.
The Evolving Landscape of Creatine Formulations
The innovation in creatine extends beyond Create Wellness, reflecting a broader industry trend towards specialized and convenient formulations. The ingredient is now appearing in a variety of formats, including gummies, bars, protein powders, and beverages. Furthermore, the trend of "stacked" formulations, where creatine is combined with other beneficial compounds, is gaining traction, particularly within the women’s wellness sector.
Brands are increasingly tailoring creatine-infused products to specific health needs and life stages. For example, Levelle Nutrition’s Cycle Syncing Protein line includes creatine monohydrate in its formulation for the follicular phase of the menstrual cycle, a period characterized by increased energy and creativity. Similarly, Lūco’s Perform protein powder incorporates creatine to support recovery, bone health, and vitality for active women navigating various life stages, including perimenopause and menopause.
Laura Katz, founder and CEO of Helaina, a startup focused on precision-fermented human lactoferrin, noted the potential of stacked formulations for women’s health. "Pairing human lactoferrin with creatine to support both output and recovery in active women reflects a systems-level approach that is difficult to achieve with conventional bovine ingredients," Katz commented to Green Queen, highlighting the sophisticated product development now occurring in the space.
In the United States, companies like Happy Aging and Empowr have launched plant-based protein powders featuring 5g of creatine monohydrate per scoop. In India, actor Ranveer Singh’s SuperYou brand has also introduced a line of ready-to-mix creatine monohydrate powders. These developments illustrate the global expansion and diversification of the creatine market, driven by scientific validation and evolving consumer preferences.
Create Wellness’s significant Series B funding round, backed by prominent investors, positions it as a key player in this dynamic and expanding market. By focusing on accessibility, innovative formats, and targeting high-growth wellness categories, the company is poised to redefine the role of creatine in mainstream health and wellbeing. The investment signifies not only a vote of confidence in Create Wellness’s business model but also a broader recognition of creatine’s vast, largely untapped potential beyond its traditional athletic applications. The company’s strategy to make creatine a staple ingredient for a wide array of consumers, from GLP-1 users to women focused on hormonal health and longevity, reflects a forward-thinking approach to the evolving landscape of nutritional science and consumer demand.