The company, founded as Sporternährung Mitteregger GmbH by bodybuilder and martial artist Johannes Mitteregger in 1999, ranks as the leading sports nutrition supplier in the German-speaking region. In 2015, the business was taken over by the business administration graduate and ambitious endurance athlete Konrad Kreid, and further expanded under the "Sportnahrung.at/Sportnahrung.de" brand names. The multi-channel sale strategy includes not only online shops, but also retail outlets, franchisees and sales through retail grocery chains. The sports nutrition specialist markets its products not only to professional athletes, but also to amateurs and hobbyists. The range includes customized articles for building up muscles, losing weight, reducing fat and increasing stamina and performance. In addition, the company sells health and feelgood products, super food, functional food, and sports clothing and training accessories. With around 100 employees, the business currently achieves annual sales in the tens of million euros. With the support of HANNOVER Finanz as a minority shareholder, the company is planning to expand its network of retail outlets even further.