FitLife Brands develops, markets, and sells branded nutritional supplements across sports nutrition, weight loss, vitamins, and general wellness. FitLife sells through two primary channels: wholesale retail (Walmart, Walgreens, CVS, GNC, Vitamin Shoppe) and online DTC, primarily through Amazon and its own websites. Online DTC generates meaningfully higher gross margins than wholesale, since FitLife captures the full retail price, and management's core operating strategy is to shift acquired brands' revenue mix toward online over time to expand margins. A portion of online revenue comes from Amazon Subscribe & Save recurring subscriptions, providing a degree of revenue visibility. FitLife outsources all manufacturing to U.S.-based contract manufacturers and runs a lean internal team, keeping its fixed cost base low. M&A is central to FitLife's business model: the company targets distressed or undervalued supplement brands, acquires them at low multiples, rationalizes SG&A, and grows online sales by deploying acquired brands through its existing DTC infrastructure. FitLife's brand portfolio includes Legacy FitLife sports nutrition brands sold primarily through GNC, Dr. Tobias (a general health supplement brand and FitLife's largest individual brand, sold mainly on Amazon), MusclePharm (a sports nutrition brand focused on protein, acquired out of bankruptcy), and Irwin Naturals (acquired in August 2025 for $42.5M, primarily a wholesale business selling weight loss and wellness products through CVS, Walmart, Walgreens, and Costco Canada). Irwin is FitLife's largest acquisition and is predominantly wholesale today, pulling blended gross margins down, but FitLife views building Irwin's Amazon presence as a key near-term growth opportunity.