Momentous Rides Big Mo And $100M In Sales Into National Retail

Extending its reach from elite sports locker rooms to everyday shopping trips, the brand is rolling out to Target’s roughly 2,000 stores across the country after entering the chain with endcaps in 580-plus stores in August, following its national retail debut at around 640 The Vitamin Shoppe and Super Supplements locations in January. Target wanted more than a tub of creatine from Momentous, which has launched 12 products at the retailer, including creatine powders and chews, fiber, omega-3s, magnesium and ashwagandha.

“It was really scary for us as a brand to go so wide,” says co-founder and CEO Jeff Byers. He says the retailer’s interest in a broad assortment gave Momentous an opportunity to introduce shoppers to more than a single ingredient.

Byers, who played four seasons in the NFL with the Denver Broncos and Carolina Panthers following a collegiate career at USC, co-founded Amp Human with Erica Good in 2018. Good, now president of Momentous, was formerly GM of medical products at Dyve Biosciences and a McKinsey & Co. consultant. Amp Human was built around PR Lotion, a topical sodium bicarbonate product designed to improve athletic performance and recovery. In 2021, Amp Human merged with Momentous, a brand originally focused on protein and co-founded by entrepreneur Matt Wan and former professional skateboarder Rob Dyrdek.

Brand Founding

Even in a crowded market, Byers and Good believed there was room for a supplement company that gave consumers greater validation in a category where product quality and claims can be difficult to assess. Momentous independently third-party certifies every product and makes testing results and certificates of analysis available to consumers.

“Neither one of us dreamed of being supplement company founders or executives,” says Byers. “The world doesn’t need another supplement company.” Their conclusion, he adds, was “it doesn’t need another one, but it needs a better one…We don’t want to be on the fringe. We don’t want to be trendy. We want to build a brand with a capital B around trust and efficacy.”

Byers underscores, “We always do post-production certification, inbound raw certification, so that we actually are not just taking somebody’s word for it. We are proving it in every step of the process.”

Sales and unit growth

Byers told the “Habits and Hustle” podcast that Amp Human and Momentous were generating $5 million in combined sales when they merged. In 2024, investment firm Humble Growth took a minority stake in Momentous in a deal worth $32 million, according to Athletech News , after the company was profitable on roughly $40 million in sales the prior year. Byers says the deal involved a substantial secondary component, allowing existing shareholders to sell shares.

Before The Vitamin Shoppe, Momentous gained significant momentum outside traditional retail. Along with direct-to-consumer and Amazon distribution, the brand says its products are used by more than 150 professional and college sports teams, including all 32 NFL teams, and it has a wholesale network spanning more than 1,000 gyms and 500 practitioners’ offices. It has also received 11 innovation and research contracts from the United States Department of Defense.

Retail accounts for a relatively small 10% of sales today, and Byers says Momentous has been “growing quickly while expanding EBITDA,” though he doesn’t specify its margins. He says more than 55% of the brand’s customers are female, a factor in choosing Target as a retail partner. Data reinforces women’s importance to the category. A Pew Research Center survey conducted in July 2026 found that 82% of U.S. women said they currently take supplements for their health, compared with 74% of men.

Target’s embrace of wellness provides a receptive setting for Momentous. The retailer announced a 30% increase in its wellness assortment for 2026 across food, beauty, health, apparel and other departments, adding supplement brands including Cymbiotika, Arrae, Lemme, Gruns and Seed. Target says about 70% of its guests shop wellness. Momentous’ opportunity is to turn credibility earned with performance professionals into shelf appeal in a category where NielsenIQ reports online accounts for 62% of sales.

> “We want to build a brand with a capital B around trust and efficacy.”

Ahead of its Target launch, Momentous applied lessons from The Vitamin Shoppe to its retail presence, undertaking a full label redesign optimized for physical rather than digital assortments, with key product information made easier to scan on the front of the pack. However, retail distribution hasn’t required different sizes, prices or certifications.

“We built a really, really big Amazon business, but that’s very different than shipping truckloads to distribution centers and figuring out how you show up on shelf,” says Byers. “We learned product mix and portfolio and where we had gaps in messaging and packaging that we were able to fold into Target.” He emphasizes, Target said, “Don’t touch your standards. Don’t change anything.”

Creatine powder, creatine chews, magnesium and ashwagandha are among the early Target performers, according to Byers. With the nationwide rollout at Target, Momentous says omega-3, magnesium bisglycinate, vitamin D3 2000 IU, Iron+, calcium, L-theanine, ashwagandha, unflavored creatine powder and creatine chews in lemon-lime and strawberry are moving to inline shelves, while lemon creatine powder and mango creatine chews are receiving select distribution.

Market demand

Momentous’ retail expansion comes as demand for its core ingredients surges. According to NIQ, U.S. sales of creatine more than doubled to $379 million in the year ended Sept. 5 and magnesium sales rose 27% to $1.86 billion in the 52 weeks ended July 25.

Surging creatine demand informed Momentous’ launch of Signature Spec creatine in June. The brand replaced its previous Creapure sourcing with creatine manufactured to its own specification in a pharmaceutical facility, a change the company says improves purity controls and mixability. Without a subscription, a 90-serving jar sells for $42.99 and a 150-count container of creatine chews for $49.99 on its website.

“The world doesn’t need another study on creatine monohydrate,” says Byers. “The differentiation is: How do you make the purest, highest-quality creatine monohydrate on the market? If somebody’s going to use something consistently for the rest of their life, use quality compounds.”

Fiber+ brings that approach to daily nutrition. Developed with Arnold Schwarzenegger and The Pump Club, it combines soluble fiber, insoluble fiber and resistant starch. Target carries unflavored and cinnamon versions. A 30-serving jar sells for $39.99 on Momentous’s site. Another recent release is Daily Hydration for everyday use rather than extreme exertion. Byers says it took roughly two years to develop the product as Momentous refined the flavors without artificial flavors or sweeteners.

With more than 30 million U.S. adults estimated to be taking GLP-1s, Momentous is feeling the effects in its supply chain. Byers says demand associated with the medications is benefiting the supplement category, particularly protein, but the brand isn’t making GLP-1 claims or organizing its portfolio around them.

“Smart consumers ultimately read between all the BS that is out there,” he says. “Maybe you could make a quick buck marketing as GLP-1 and putting GLP-1 on your label. That’s just not how Momentous has ever done business.”

The company has 90 full-time team members. For 2027, Byers’ distribution agenda is concentrated on the accounts Momentous already has. The priority is to establish sustained growth within those stores, understand which products perform and sharpen merchandising before pursuing another retailer.