What’s happening
Fitness influencer Alex Eubank has acquired Fresh Supplements, taking ownership from industry vet Greg Helton and outlining an early plan to rebuild and scale the brand under his leadership.
Quick background
Fresh launched in 2023 with core performance staples (pre-workout, aminos) and expanded into creatine and flavor innovation. It also built real traction in direct-to-consumer and retail channels.
Eubank’s stated plan (early outline)
The initial roadmap described includes:
clearing remaining stock at aggressive pricing
building an affiliate/community engine
expanding paid channels and marketplaces (including Amazon and TikTok)
Why this matters
This is bigger than an influencer endorsement. Ownership changes the incentives: brand voice, product cadence, distribution priorities, and marketing spend all get reshaped. If Eubank executes, this becomes a case study in how creators transition from “face of product” to “operator of a real company.”