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Overview
The Feed is an online retailer that sells sports nutrition and healthy snacks designed for athletes, including hydration solutions, protein supplements, recovery shakes, energy chews, gels, and bars from well-known brands. Products are available through its e-commerce site, offering a curated selection of branded nutrition delivered directly to consumers. The company specializes in endurance athletes and active families, differentiating itself by focusing on performance-focused nutrition from top brands rather than general wellness products. Its goal is to help athletes improve performance and recovery by providing convenient access to targeted nutrition.
About The Feed
Industries
Healthcare
Consumer Goods
Company Size
51-200
Company Stage
N/A
Total Funding
N/A
Headquarters
Colorado
Founded
2013
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Simplify's Take
What believers are saying
- Supertri’s 2026 North American series expands The Feed’s athlete-facing brand visibility.
- USA Cycling and USA Triathlon credits drive recurring member acquisition through 2026.
- New products added June 2026 show active merchandising and category expansion momentum.
What critics are saying
- Amazon and other general retailers undercut pricing while copying sports nutrition assortment.
- The Feed still relies on branded suppliers like Maurten, Skratch, and Gu; margin pressure follows.
- Automation concentration in Broomfield creates an existential outage risk from robotics failure or warehouse disruption.
What makes The Feed unique
- Boulder-based The Feed owns athlete-specific curation, single-servings, and nutrition coaching.
- USA Cycling, USA Triathlon, and Supertri partnerships embed The Feed inside endurance ecosystems.
- Forty-eight Brightpick robots in Broomfield support 2-hour fulfillment and 5,000 orders daily.
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Benefits
Health Insurance
Dental Insurance
Vision Insurance
Paid Vacation
Paid Holidays
Employee Discount
Wellness Program
Growth & Insights and Company News
6 month growth
↑ 31%1 year growth
↑ 31%2 year growth
↑ 31%Giraffe can retrieve and place totes on shelves up to 20 ft. high. Source: Brightpick. Mobile manipulation is growing upward. Brightpick, which has developed the Autopicker robots, today added Brightpick Giraffe to its product line. It said the new system can reach up to 20 ft
Listen to this articleVIDEO. As robots tackle more tasks, The Feed has begun installing Brightpick Autopicker systems in its new warehouse. The deployment includes a total of 48 robots, and Broomfield, Colo.-based sports nutrition and e-commerce company, expects it to go live in March. Brightpick has also rolled out its robots to Dr. Max, a leading European pharmaceutical supplier. The Feed specializes in cycling nutrition, related exercise-recovery equipment, and cycling clothing
SYNC Performance is thrilled its SYNC Junior Team Athletes are partnered with The Feed giving them the ability to build a nutritional package specific to their personal needs throughout the season and access to their nutrition experts.
Taylor Knibb joins The Feed High Performance Team.
Boulderroadrunners is excited to announce a new sponsorship agreement with The Feed.
The Feed is Hiring for 2 Jobs on Simplify!
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About The Feed
Industries
Healthcare
Consumer Goods
Company Size
51-200
Company Stage
N/A
Total Funding
N/A
Headquarters
Colorado
Founded
2013
The Feed is Hiring for 2 Jobs on Simplify!
Find jobs on Simplify and start your career today