Create Wellness Raises $20M for Creatine Supplement Expansion

Create Wellness, a company dedicated to elevating creatine from a niche sports supplement to a daily wellness staple, has successfully closed a $20 million Series B funding round. This significant capital infusion was spearheaded by Alliance Consumer Growth, with crucial participation from Impact Capital, the family office of prominent entrepreneur Mike Repole, and existing investor Unilever Ventures. The funds are earmarked for aggressive expansion across both retail and e-commerce platforms, alongside enhanced consumer education initiatives and continued product development.

The investment underscores a strategic pivot in the dietary supplement market, recognizing the broad applicability of creatine beyond traditional athletic circles. The global vitamins and supplements market is projected to reach over $200 billion by 2027, with the sports nutrition segment showing robust growth. Create Wellness aims to capture a larger share of this expanding market by demystifying creatine and making it accessible and appealing to a wider demographic.

Since its inception, Create Wellness has quickly established itself as a frontrunner in the creatine category, largely propelled by its innovative creatine monohydrate gummies. The company's products have achieved top-selling status following a broad retail rollout in October 2025, appearing in major chains such as Target, The Vitamin Shoppe, and Sprouts. Further distribution points include GNC, Wegmans, and Amazon, complemented by a strong direct-to-consumer presence.

This funding round also coincides with significant internal growth. The company has expanded its team from five employees in late 2025 to 25, attracting seasoned talent from established wellness brands like AG1, Vital Proteins, and SmartSweets. This strategic hiring is designed to bolster operational capacity and drive future innovation.

Further demonstrating its commitment to product diversification and market penetration, Create Wellness is launching a new offering: Creatine + Electrolytes. This blend combines 5 grams of creatine monohydrate with essential electrolytes and taurine, targeting enhanced hydration, energy levels, and cognitive function. The new product will debut online and exclusively at Target starting April 12, 2026, effectively doubling the brand’s retail footprint within a six-month period.

Create Wellness differentiates itself by focusing exclusively on creatine, emphasizing quality, third-party testing, and NSF for Sport certification. This rigorous approach supports its mission to position creatine as an essential component of everyday wellness. As Josh Goldin of Alliance Consumer Growth noted, the company is making creatine "accessible, delicious, and convenient for a whole new set of consumers." Mike Repole added that Create Wellness is "redefining how it connects with today’s wellness-driven consumers," while Sienna McCormick, Co-CEO, stated the investment validates creatine's future and Create's leadership, aiming to make it "for everyone." Izzy Hemington from Unilever Ventures highlighted the brand's execution in evolving creatine into a mainstream supplement.