{"id":5475,"date":"2026-02-27T20:23:18","date_gmt":"2026-02-27T20:23:18","guid":{"rendered":"https:\/\/scrappy.co\/news\/?p=5475"},"modified":"2026-02-27T20:26:57","modified_gmt":"2026-02-27T20:26:57","slug":"fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2","status":"publish","type":"post","link":"https:\/\/scrappy.co\/news\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\/","title":{"rendered":"Fitness Influencer Alex Eubank Acquires Sports Nutrition Brand Fresh Supplements"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5475\" class=\"elementor elementor-5475\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-951d0e2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"951d0e2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-05a3ae4\" data-id=\"05a3ae4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2ced4f2 elementor-widget elementor-widget-image\" data-id=\"2ced4f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"713\" src=\"https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?fit=1024%2C713&amp;ssl=1\" class=\"attachment-large size-large wp-image-5476\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?w=2263&amp;ssl=1 2263w, https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?resize=300%2C209&amp;ssl=1 300w, https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?resize=1024%2C713&amp;ssl=1 1024w, https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?resize=768%2C535&amp;ssl=1 768w, https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?resize=1536%2C1069&amp;ssl=1 1536w, https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?resize=2048%2C1425&amp;ssl=1 2048w, https:\/\/i0.wp.com\/scrappy.co\/news\/wp-content\/uploads\/2026\/02\/andrew-eubanks.jpg?resize=60%2C42&amp;ssl=1 60w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-78e594c elementor-section-full_width daily-details elementor-section-height-default elementor-section-height-default\" data-id=\"78e594c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-9012399\" data-id=\"9012399\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-71fa11f6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"71fa11f6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6a997964\" data-id=\"6a997964\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-565ddb9f elementor-widget elementor-widget-text-editor\" data-id=\"565ddb9f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Alex Eubank is stepping out from behind the camera and into the boardroom.<\/em><\/p><p>The fitness influencer, who has previously partnered with brands including Alpha Lion and Bucked Up, has acquired Fresh Supplements, the sports nutrition company founded in 2023 by industry veteran Greg Helton. The deal marks a significant shift for the still-young brand, which built its reputation on a direct-to-consumer model before expanding into retail and international distribution.<\/p><p>Helton launched Fresh Supplements after years working with major names in the sports nutrition space, starting the brand with a pre-workout and an amino cocktail before growing the product line to include creatine and a range of creative flavors. The company found early success across multiple sales channels in just three years.<\/p><p>Now, Eubank is taking the reins with a clear plan to reset and rebuild. His first move will be to discount existing inventory of the brand&#8217;s pre-workout and amino cocktail down to cost to clear remaining stock. From there, he plans to establish an affiliate program and develop community infrastructure before layering in paid advertising channels including Amazon and TikTok.<\/p><p>The acquisition signals a broader trend of fitness creators moving beyond brand partnerships to take direct ownership stakes in the companies they promote. For Eubank, the appeal appears to lie in building on an already-established foundation rather than starting from scratch \u2014 inheriting a brand with strong visual identity, a growing product line, and existing retail presence.<\/p><p>How Eubank approaches the innovation side of the business will be among the most closely watched developments as the new chapter for Fresh Supplements gets underway.<\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Alex Eubank is stepping out from behind the camera and into the boardroom. The fitness influencer, who has previously partnered with brands including Alpha Lion and Bucked Up, has acquired Fresh Supplements, the sports nutrition company founded in 2023 by industry veteran Greg Helton. The deal marks a significant shift for the still-young brand, which built its reputation on a direct-to-consumer model before expanding into retail and international distribution. Helton launched Fresh Supplements after years working with major names in the sports nutrition space, starting the brand with a pre-workout and an amino cocktail before growing the product line to<\/p>\n","protected":false},"author":1,"featured_media":5473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_mo_disable_npp":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[76],"tags":[],"class_list":["post-5475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cpg"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fitness Influencer Alex Eubank Acquires Sports Nutrition Brand Fresh Supplements - scrappy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scrappy.co\/news\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fitness Influencer Alex Eubank Acquires Sports Nutrition Brand Fresh Supplements - scrappy\" \/>\n<meta property=\"og:description\" content=\"Alex Eubank is stepping out from behind the camera and into the boardroom. The fitness influencer, who has previously partnered with brands including Alpha Lion and Bucked Up, has acquired Fresh Supplements, the sports nutrition company founded in 2023 by industry veteran Greg Helton. The deal marks a significant shift for the still-young brand, which built its reputation on a direct-to-consumer model before expanding into retail and international distribution. Helton launched Fresh Supplements after years working with major names in the sports nutrition space, starting the brand with a pre-workout and an amino cocktail before growing the product line to\" \/>\n<meta property=\"og:url\" content=\"https:\/\/scrappy.co\/news\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\/\" \/>\n<meta property=\"og:site_name\" content=\"scrappy\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-27T20:23:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-27T20:26:57+00:00\" \/>\n<meta name=\"author\" content=\"Aech\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aech\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/scrappy.co\\\/news\\\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/scrappy.co\\\/news\\\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\\\/\"},\"author\":{\"name\":\"Aech\",\"@id\":\"https:\\\/\\\/scrappy.co\\\/news\\\/#\\\/schema\\\/person\\\/75ffd2f3468039c8464cc21777f04460\"},\"headline\":\"Fitness Influencer Alex Eubank Acquires Sports Nutrition Brand Fresh Supplements\",\"datePublished\":\"2026-02-27T20:23:18+00:00\",\"dateModified\":\"2026-02-27T20:26:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/scrappy.co\\\/news\\\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\\\/\"},\"wordCount\":272,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/scrappy.co\\\/news\\\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/scrappy.co\\\/news\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/alex-eubank-acquires-fresh-supplements.avif\",\"articleSection\":[\"CPG\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/scrappy.co\\\/news\\\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/scrappy.co\\\/news\\\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\\\/\",\"url\":\"https:\\\/\\\/scrappy.co\\\/news\\\/fitness-influencer-alex-eubank-acquires-sports-nutrition-brand-fresh-supplements-2\\\/\",\"name\":\"Fitness Influencer Alex Eubank Acquires Sports Nutrition Brand Fresh Supplements - 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