“We are excited to be Momentous’ first national retail partner, reinforcing The Vitamin Shoppe’s position as the premier destination for the most innovative, on-trend brands in our industry,” said Muriel Gonzalez, president of The Vitamin Shoppe. “As our customers set new health and performance goals for the new year ahead, our partnership with Momentous helps equip them with elite-level nutrition trusted by professional athletes.”
Momentous has partnered with over 200 professional and collegiate sports programs in North America, as well as the Department of Defense and the United States Military, developing new products and solutions to help optimize the human performance of its service members, according to the company.
Jack Gayton, vice president and general merchandise manager at The Vitamin Shoppe, noted that Momentous differentiates itself on the market through its consistent, portfolio-wide commitment to NSF Certified for Sport products, which provides added confidence for competitive athletes and highly engaged consumers increasingly seeking sports nutrition products that meet rigorous quality standards.
For Momentous, partnering with The Vitamin Shoppe aligns with a fundamental shift in the supplement category, driven by increasingly discerning consumers.
“As we continue to scale and connect with mission-aligned consumers wherever they are in their wellness journey, partnering with one of the most respected retailers in the category was a natural next step,” said Jeff Byers, co-founder and CEO at Momentous.
The company will sell its whey protein isolate, creatine, collagen and longevity products—priced between $20 and $110—at over 640 locations of The Vitamin Shoppe and Super Supplements, and on The Vitamin Shoppe’s website.
Focus on longevity
The Momentous partnership follows the Vitamin Shoppe’s recent efforts to promote its products in the longevity category.
Gayton previously told NutraIngredients he did not think the longevity trend would fizzle out any time soon.
“[In 2024], we started with a smaller retail placement, which we’ve expanded and the results have been really strong,” he said. “Customers really seem to be gravitating towards more solution-based formulations, ingredients and brands.”
He added that NAD complexes—dietary supplements combining Nicotinamide Adenine Dinucleotide (NAD+) precursors like NMN or NR with other nutrients—can be hard for people to wrap their head’s around. In response, The Vitamin Shoppe has begun curating acellular health longevity collection in store, pulling products from broader categories. Its trained Health Enthusiast staff guide customers through the items, helping then choose supplements that can address their individual needs.
Local activation
In December, The Vitamin Shoppe introduced a new store in Cottonwood Heights, Utah, which serves as the Hometown Store for Momentous.
The Hometown store initiative, introduced in March 2024, provides local partner brands with customized retail environments, transforming select stores into destinations with a curated and expanded assortment of products, branded accessories and community-driven activations tailored to local customers.
The store opening marks The Vitamin Shoppe’s second Utah location.
