The deal includes Performance.r.us, better known as Golden Athlete, and Limitless Brands. The acquisition means that Nutrico Group now controls five different companies.
The purchase of Golden Athlete includes 15 physical stores around Sweden as well as e-commerce operations. The second company, Limitless Brands, owns brands such as Viterna, Slender Chef and Ignited Accessories. The company was founded in 2019 and also functions as a distributor for brands from other manufacturers who want to reach the Nordic market.
Golden Athlete is a puzzle piece we have been actively seeking. Physical retail in the right format and in the right markets is a natural part of how we want to continue building the group, and we see good opportunities to further develop and expand the chain, says Martin Jonsson, CEO of Proteinbolaget, adding:
In Limitless Brands, we are gaining a well-positioned brand owner and distributor to retail with clear potential. Overall, the acquisitions mean that we can meet significantly more of our customers' needs and meet them on their terms.
Financial Review of the New Group
The financial picture for the companies in the new group varies after the 2025 financial year.
Proteinbolaget in Sweden, which started in 2012, reported a turnover of SEK 241.3 million and an operating profit of SEK 8.9 million. The Golden Athlete store chain, with roots dating back to 2002, had a turnover of SEK 71 million, while the operating result remained at minus SEK 2 million. For Limitless Brands, turnover landed at SEK 23.3 million with an operating profit of SEK 2.8 million.
Acors, which runs the e-commerce site activelife.se and was registered in September 2024, had a turnover of SEK 391,000 and made a loss of SEK 52,001 during its first year of operation. The parent company Nutrico Group reported zero SEK in turnover and an operating profit of around -SEK 9,300 for the same period.
Nutrico is controlled by Slash Investment AB, which owns 58.2 percent, followed by e-Businesspartner Norden AB with 38.8 percent and CEO Martin Jonsson with 3 percent.
Strategic Coordination and Move to the Capital
The idea is that the different brands will retain their names and own offerings to customers. However, they will start using common systems for inventory management and distribution to increase the pace of development.
Currently, the group has sales online in Sweden, Norway and Finland. As part of the ongoing changes, Proteinbolaget is moving its headquarters from Karlskoga to Stockholm during the first quarter of 2026 to build a new management structure.
The basic idea behind Nutrico Group is to own and operate several businesses with different channels and offerings, in order to meet different needs and customer journeys and meet each customer in the way that suits them, the company writes.