On Monday, Create Wellness introduced a new Creatine + Electrolyte mix, available on their website, Amazon, and exclusively in Target stores.
Create Wellness
Create Wellness, a brand specializing in creatine gummy supplements, has secured $20 million in fresh funding, capitalizing on the rising trend of fitness and muscle-building supplementation in the U.S.
This funding round, led by Alliance Consumer Growth (ACG) and family office Impact Capital, also saw participation from existing investor Unilever Ventures. Previously, Create Wellness raised $5 million in a Series A funding round in 2024, bringing the overall funding to $27.3 million.
Founded in 2022 by husband-and-wife team Dan and Sienna McCormick, Create Wellness was born out of Dan’s long-standing use of creatine powder. Recognizing a gap in the market for a more appealing product that caters to a broader demographic beyond just male bodybuilders, he remarked:
“We didn’t see any brands treating creatine like a hero product. It was often viewed as an add-on. Our perspective is that creatine deserves the same recognition as other supplements.”
The new funding will support Create Wellness in expanding retail distribution, enhancing consumer education, driving product innovation, and boosting marketing efforts. In addition to Target, the brand’s products are available at The Vitamin Shoppe, GNC, Wegmans, and Sprouts market. Notably, Create Wellness is doubling its offerings at Target, introducing the new Creatine + Electrolyte mix along with an upcoming unflavored creatine monohydrate powder in single-serve sticks.
The company’s rapid growth and fundraising success align with current American trends favoring weightlifting and interest in GLP-1s, which have increased demand for protein and muscle-building products. The U.S. protein market is projected to grow steadily, valued at $114.4 billion in 2024 and expected to increase at an annual rate of 1.9% until 2028, according to Mintel. Notably, women and older adults are emerging as key drivers of creatine sales; data from GNC indicates that women now make up 30% of creatine purchases, increasing from 18% in 2020, according to Bloomberg.
Currently, approximately one in three Americans engages in regular strength training, a significant increase from one in five in the early 2000s. The American College of Sports Medicine identifies exercise for mental well-being and “active aging” activities for older adults as crucial fitness trends for 2026.
“The concept of wellness has expanded to encompass longevity and quality of healthspan, placing greater emphasis on mental and emotional well-being,” stated Josh Goldin from Alliance Consumer Growth (ACG) in an email.
Goldin noted that Create Wellness’s approachable branding has enhanced trial and acceptance of creatine among a wider audience, including nearly equal participation from men and women.
“Create Wellness represents a unique opportunity to change the perception of creatine, focusing on the [monohydrate gummy] format. This is a chance for us to make a significant impact,” he added.
Alongside the funding announcement, Create Wellness has launched a multifunctional supplement: Creatine + Electrolytes. This product marks the brand’s first venture beyond pure creatine offerings. Customers can find it on the brand’s website, on Amazon, and exclusively in Target stores.
Nonetheless, McCormick emphasized that creatine remains the core focus for the brand. The intention isn’t to build a diverse supplement platform but to innovate around known synergies, as many fitness enthusiasts already combine creatine and electrolytes. Previous attempts to introduce a flavored creatine powder were discontinued due to poor fit within consumer habits.
“This endeavor will be a learning opportunity as we aim to launch our first significant secondary product,” said Mori. “However, our primary focus is creatine, which allows us to move faster in this competitive market. We are on a path to becoming synonymous with creatine.”
