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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 named The Feed official North American performance nutrition partner on March 26, 2026.
- Brightpick said The Feed can reach 70,000 daily picks with six people per shift.
- Feed Lab creatine launched at $0.25 per serving, strengthening margin and loyalty.
What critics are saying
- Amazon and big-box retailers can commoditize gels, bars, and hydration within months.
- Brightpick automation concentrated fulfillment into robots; any systems failure threatens service continuity.
- If athlete trust breaks after a contamination scandal, The Feed's core brand evaporates fast.
What makes The Feed unique
- The Feed owns the endurance-nutrition niche, with 300+ brands and athlete-specific curation.
- In 2026, The Feed launched NSF for Sport Mode, emphasizing tested, banned-substance-screened products.
- The Feed Retail Partnerships gives retailers exclusive brands like Science in Sport and PILLAR Performance.
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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
↑ 34%1 year growth
↑ 34%2 year growth
↑ 34%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