Open main menu is an American online retailer based in Boise, Idaho, specializing in dietary supplements, sports supplements, and bodybuilding supplements. It is one of the Internet's most-trafficked health and fitness websites, with over 1 million daily visitors.[3]
IndustryEcommerce, Fitness Industry
FoundedFebruary 16, 1999; 20 years ago (1999-02-16)[1]
HeadquartersBoise, Idaho, U.S.
Key people
CEO Jas Krdzalic
ProductsDietary supplements
Number of employees
ParentVitalize, LLC. (Liberty Expedia Holdings)[2]

Aside from its commercial responsibilities, publishes daily editorial content, training plans, and streams live broadcasts of major bodybuilding competitions. It also operates its own fitness-themed social network, BodySpace, with over 2.7 million active members.[4] The success of the website has led to a number of proprietary sports nutrition products and accessories being developed and sold under its name.[5]

In September 2015, the CEO and founder Ryan DeLuca stepped down from his role, announcing he would be succeeded on an interim basis by Liberty Media CFO Chris Shean.[6]


HistoryEdit grew out of, an online storefront created by teenage web marketer and amateur bodybuilder Ryan DeLuca in 1997, to capitalize on the rising popularity of creatine supplements.[7][8][9] After two years of success, usually filling orders out of his garage, DeLuca purchased the domain for $20,000, at age 21.[10] The site went live on April 13, 1999 and within a year also launched While flourished with articles and writings by some of the most successful teen bodybuilders of the time like Layne Norton, Anthony Church, and others, it was eventually merged into the primary domain name,[11][12]

After years of rapid growth, a majority stake in was acquired in July 2006 by Milestone Partners for an undisclosed amount.[13] That same year, Inc. Magazine ranked DeLuca number five on its list "30 Under 30: America's Coolest Entrepreneurs."[14] In January 2008, Liberty Media Corporation acquired a controlling stake in for more than $100 million.[15] DeLuca stayed on as the company's CEO. corporate headquarters, Boise, ID

As of 2014, is a nine-time honoree on the Inc. 5000 ranking of America's fastest-growing companies, with a reported revenue in 2013 of $420 million.[16] It has 450 employees working at 3 locations, including distribution centers in North Las Vegas, NV; Shiremanstown, PA; and Bedfordshire, U.K.[17] The corporate headquarters is also located in Boise, along with the company's customer service call center.

In 2013, the company donated the equipment for Boise's first outdoor gym, located in Ann Morrison Park.[18]

Misidentified drugsEdit

In 2007, an FDA agent purchased several dietary supplements from the company which were determined to contain anabolic steroids. In May 2012, was fined $7 million, and as part of the settlement, CEO DeLuca and his brother Jeremy were both fined $600,000 for selling misbranded drugs.[19][20]

Ryan Deluca Steps DownEdit

In September 2015, Founder and CEO Ryan Deluca suddenly announced he would be stepping down from his position as CEO.[21]

Vitalize, LLC.Edit

In 2015, Liberty Interactive spun off and its stake in Expedia into a new company, Liberty Expedia Holdings.[22] In December 2016 after a massive layoff,[23] reorganized to form 4 different companies/brands.

Vitalize, LLC owns and operates multiple brands dedicated to health, fitness & nutrition. is both the leading e-commerce site and publisher for sports, fitness and nutritional supplements, with over 30 million fitness enthusiasts visiting each month. Nourish + Bloom is a comprehensive lifestyle program offering premium wellness nutritional supplements for the ultra active achieving woman of today. WeMotivate is an ad agency and content production studio with deep expertise and total focus on fitness and health. Verity Brands is a food technology and manufacturing company focused on functional food and nutritional supplements.

Jas Krdzalic acts as CEO of Vitalize, and[24]

Contest broadcastsEdit

Since 2007, has streamed free online broadcasts of the world's two largest bodybuilding and fitness and figure competitions, Joe Weider's Olympia Weekend and Arnold Schwarzenegger's Arnold Classic, now known as the Arnold Sports Festival.[25] At the Olympia Weekend, the events broadcast include the Mr. Olympia and Ms. Olympia competitions, as well as the 212 Olympia Showdown, Fitness Olympia, Figure Olympia, and since 2013, the Men's Physique Showdown and Women's Physique Showdown. At the Arnold Sports Festival, broadcasts cover the Arnold Classic bodybuilding competition and, since 2014, the Arnold Classic 212 for men, and the Ms. International, Fitness International, and Figure International, and Bikini International for women.'s commentators at these events include former and current physique competitors and analysts such as Dave Farra, Larry Pepe, Bob Cicherillo, Dan Solomon, Lou Ferrigno, Ronnie Coleman, Nicole Wilkins-Lee, and Layne Norton, among others. In addition to analysis and play-by-play, the broadcasts include interviews with current and former competitors and a Webcast Fan's Choice

See alsoEdit


  1. ^ " WHOIS, DNS, & Domain Info - DomainTools". WHOIS. Retrieved 2016-07-13.
  2. ^ Liberty Expedia Holdings
  3. ^ " achievements". Retrieved 17 November 2014.
  4. ^ " achievements". Retrieved 17 November 2014.
  5. ^ " products". Retrieved 12 November 2015.[permanent dead link]
  6. ^ " founder DeLuca steps down". Idaho Statesman. 5 October 2015.
  7. ^ DeLuca, Ryan. "Ask a guy who started anything, part I". Retrieved 17 November 2014.
  8. ^ "Catching Up with the 2006 30 Under 30 Alumni, Leading Your Company Article - Inc. Article". Retrieved 2007-11-20.
  9. ^ DeLuca, Ryan. "Ask a guy who started anything, part II". Retrieved 17 November 2014.
  10. ^ DeLuca, Ryan. "Ask a guy who started anything, part III". Retrieved 17 November 2014.
  11. ^ DeLuca, Ryan. "Ask a guy who started anything, part III". Retrieved 17 November 2014.
  12. ^ Church, Anthony. "About Fitness Expert Anthony Church". Retrieved 13 April 2017.
  13. ^ "Milestone Completes Sale of". Milestone Partners. Retrieved 17 November 2014.
  14. ^ " CEO ranked number five in America's Coolest Young Entrepreneurs!". Archived from the original on 2014-11-25. Retrieved 2014-11-17.
  15. ^ Ando, Ritsuko (2008-01-07). "Liberty Media buying stake: report". Reuters. Retrieved 2008-01-10.
  16. ^ "Startup Grind: Ryan DeLuca, CEO of". Startup Grind. Archived from the original on 2014-10-12. Retrieved 17 November 2014.
  17. ^ " achievements". Retrieved 17 November 2014.
  18. ^ "Boise's first outdoor gym opens Thursday in Ann Morrison Park". KTVB News Channel 7 Boise. Retrieved 17 November 2014.
  19. ^ Roberts, Bill. " agrees to pay $7 million fine for violating Food and Drugs act". Idaho Statesman. Retrieved 19 February 2013.
  20. ^ "US FDA Criminal Investigations- May 22, 2012:, LLC, Ryan Deluca, and Jeremy DeLuca Plead Guilty in Federal Court to Violating FDCA". Retrieved 2012-09-28.
  21. ^ " founder DeLuca steps down". idahostatesman. Retrieved 2016-05-03.
  22. ^ "Liberty Interactive to spin off CommerceHub, Liberty Expedia". Reuters. 2015-11-12. Retrieved 2017-09-24.
  23. ^ TEGNA. " lays off about 90 in Boise". KTVB. Retrieved 2016-12-29.
  24. ^ "Jas Krdzalic LinkIn".
  25. ^ " Announces Exclusive 2014 Olympia Webcast". Archived from the original on 19 October 2014. Retrieved 17 November 2014.