Our history

Nutrimuscle: key dates

The 1st French brand of sports supplements

It's hard to imagine today, now that sports supplements have been completely democratized, that not so long ago, buying protein powder was an obstacle course.

Those who started bodybuilding in France before the 2000s remember it!

At the beginning of the 90s, there was no French brand of supplements, there were then only two options to complement each other. The most expensive: ordering proteins from the United States at a very high or even inaccessible price and the most dangerous: crossing the border to buy your proteins at the risk of having the goods seized by customs on the way back!

It was to respond to this problem that Nutrimuscle was created in 1993, thus going down in history as the first French brand of bodybuilding supplements.

Difficult beginnings

Nutrimuscle was created by a bodybuilding and bodybuilding enthusiast who could not find enough quality products for his own consumption. He was then determined to fill this void in France by offering a wide range of quality supplements in a few years.

But at the time, this iron will alone was not enough to succeed. It should be remembered that 25 years ago, pharmaceutical laboratories had a quasi-monopoly on the market for food supplements. And in France to find this type of product, you had to go to a pharmacy and buy them over the counter.

French regulations were in tune with this reality and almost wiped Nutrimuscle off the map! Present at fitness fairs to publicize its products, the brand had its merchandise seized by the police and appeared in court twice! A scenario that is simply unimaginable today.

It should be remembered that in the mid-1990s, creatine, a supplement now essential for all athletes, was prohibited for sale because it was considered a doping product! And it did a lot of damage to his reputation, so much so that even today, opening his jar of creatine on public transport can attract a lot of bad looks.

Keeping our vision alive at all costs

Historically based in Franche-Comté, Nutrimuscle operated on French soil for many years, a long period during which the brand struggled to develop a market that did not exist in France and to develop the practice of bodybuilding.

Nutrimuscle then fought vigorously for all bodybuilding enthusiasts, but we had to face the facts: the task was impossible to achieve in France.

But no question of giving up! The brand then took its destiny into its own hands with the desire to perpetuate its vision of supplements and sport: the establishment of Nutrimuscle in Belgium then seemed obvious.

Indeed, Belgian law gave precedence to European regulations which authorized the marketing of supplements such as creatine and carnitine, unlike France. In this way Nutrimuscle was able to develop its range of products for athletes and build over the years the reference brand of dietary supplements for bodybuilding.

Revolutionizing the supplement market

As a true sports and bodybuilding enthusiast, Nutrimuscle has set out to offer quality supplements in a sustainable approach. The idea was simple but the ambition was great! Indeed, very quickly, the brand was confronted with the reality of an opaque market, riddled with pitfalls and dubious practices.

By working with many suppliers, in search of quality raw materials, Nutrimuscle quickly realized that manufacturers were in a logic of profit to the detriment of quality. No state of mind for the Consumer! Between manufacturers seeking to sell old batches at bargain prices, and reseller techniques for extending expiry dates or masking the taste of low-end proteins resulting from poor filtration, the food supplement market hides many pitfalls.

It was at this time that Nutrimuscle operated its transformation and put everything in place to become a demanding Brand based on three axes: Purity, traceability and transparency.

Nutrimuscle then understands that if it wants to win this challenge and last over time, it must quickly become an expert both in the manufacturing processes and the dosages of the mixtures and know all the latest innovations concerning supplementation for athletes. The brand then set in motion the development of a scientific and methodical approach, going against the current of the market.

Nutrimuscle then aims to institutionalize the reliability and effectiveness of its products, its weapons to do so? The extensive search for the best suppliers for each raw material and the performance of counter-analysis to ensure the quality of production. The brand then became famous in the sports world, because it was the only one to advocate the traceability of its raw materials and disclose quality certificates to the consumer.

Nutrimuscle is also growing thanks to its choice of knowledge transmission and its desire to demystify the food supplement market, even if it means denouncing the dubious practices of unscrupulous manufacturers and retailers! No mercy for the crooks who hoard money on the back of the uninformed Consumer! Nutrimuscle's mission is to guide the athlete and alert him to the dubious practices of players in the supplement market.

The Brand then becomes a renowned advice platform on which connoisseurs come to learn and discuss their passions. This is the birth of the Nutrimuscle community!

To best meet the new high expectations of a demanding clientele, Nutrimuscle is initiating a collaboration with experts, qualified nutritionists, sports coaches... and of course with the world expert in dietary supplements and friend of the masses, Michael Gundill, which has accompanied the brand for more than 10 years.

Innovate for the consumer, only for the consumer

Nutrimuscle has a motto: "we don't sell what we don't consume". In addition to having always been faithful to this philosophy, the brand has continued to bring innovations to the general public to always meet the same objective: to offer athletes the best supplements to increase their performance and to develop a practice over the long haul. term.

It is by wanting to transform the market in the long term and at the same time force the competition to align themselves with these quality criteria that Nutrimuscle has become the reference brand in terms of innovation. It is like this:

• The first brand to have offered native whey in Europe;

• The first brand to offer micellar casein in Europe;

• The first brand to offer certified organic native whey;

• The first brand to use only fresh batches of raw materials.

Nutrimuscle continues to innovate and in 2020 becomes the first European brand to offer native whey protein with ceramic microfiltration!

Nutrimuscle today

After 27 years of existence, Nutrimuscle continues to offer the best products at the best price without betraying its identity.

Nutrimuscle does not give in to fads or the call of profit, unlike the opportunists who have improvised protein sellers overnight to obtain their share of the loot.

At Nutrimuscle, we are Consumers and practitioners above all. And despite the emergence of aggressively priced competition luring customers into their nets with promo codes, our brand held firm.

At Nutrimuscle, there are no low-cost raw materials, no fanciful mixtures to mask the dubious quality of proteins: only totally internal production to control quality, freshness and cost.

We continue to apply our vision of sport and sports supplements, always with the same seriousness in the sourcing of suppliers, in the research and development of products, in production and down to the smallest detail in our packaging. And yes, even after 27 years of existence, we still manually stick our labels on our jars!