Fitness Fanatics is a sports nutrition distributor based in Hong Kong that sells products across Hong Kong, Mainland China, and Malaysia. The company sources protein powders, functional snacks, and health supplements from brands based in the U.S. and Europe to sell to consumers and retailers. Fitness Fanatics operates an omni-channel network with over 1,500 points of sale, including gym vending machines, specialty stores, supermarkets, and e-commerce platforms. The business operates through two primary channels. The B2B segment distributes products in bulk to wholesalers, gyms, and large membership stores. The B2C segment sells directly to individuals through the company’s own online stores and vending machines. Fitness Fanatics relies on exclusive distribution agreements for specific brands, which grants the company pricing control. One supplier and one large multinational retailer generate a significant portion of the company's revenue. The company's growth strategy focuses on replicating its gym vending machine model in new markets, specifically Singapore and the Philippines, while deepening its presence in Malaysia and China. Fitness Fanatics also provides ancillary marketing services, such as roadshows and advertising placement, to brand owners. The company does not manufacture products and maintains an inventory-intensive model that requires financing to manage trade receivables and stock levels.