For more than 30 years, FitFoods has built a reputation as a global leader in sports nutrition. Founded by entrepreneur Jim McMahon with a commitment to purpose over profit, the company has grown into a powerhouse and is now in more than 100 countries. Through its partnership with Coupang, it has launched in South Korea with its real ingredients, real doses, and real science approach.

McMahon is still president, CEO and chief thinker of FitFoods and U.S.-headquartered Fit Foods Distribution Inc., in Arkansas. FitFoods manufactures some of the most recognizable brands in the industry, including PVL and Mutant. “We built our business store to store, business to business,” said Ian Bell, FitFoods’ Senior Director for Business and Brand Development. “Jim would travel around, sell our products and evolve the company, always maintaining strong, gold-standard customer service. That’s always been our mantra – providing the best.”

What began with PVL has developed into a portfolio of trusted products, with Mutant emerging as a standout. The launch of Mutant Mass transformed the brand into a cultural force. Today, the company’s products resonate with elite athletes, including Olympic competitors and powerlifters, to weekend warriors and everyday families.

Driven by Vision, Powered by People

Behind the brands is a team of nearly 200 employees who share a passion for fitness and health along with a commitment to McMahon’s vision. “Jim has the deep experience, wisdom, and the knowledge to formulate products that fit the market opportunity,” said Brent Baker, Vice President of Global Sales for FitFoods. That dedication has enabled FitFoods to not only keep pace in an industry as trend-driven as fashion, but to lead by focusing on quality, reliability, and consumer satisfaction.

Enter Coupang: A Perfect Match

That success had a lot do to with Coupang’s marketing capabilities and its predictable, measurable returns, according to Bell. “In the past, the industry was magazine-driven. You’d place an ad and hope it worked,” said Bell. “Now, with Coupang, the ROI is almost immediate, month to month. It’s no longer a mystery – you spend against a product, and you see results.”

This shift from traditional brand-building to performance-driven marketing has been transformative. “It was refreshing to see something like an equation,” Bell said. “If we spend X, we get Y. That doesn’t happen. Coupang figured it out.”

Mutant Mass: A Global Icon, A Coupang Bestseller

Among FitFoods’ portfolio, Mutant has emerged as the undisputed leader on Coupang. Recognized globally and awarded for decades, Mutant was one of the first “clean gainers” on the market. It delivers high-quality protein alongside complex carbs like oatmeal and quinoa, rather than relying on simple sugars.

“Mutant Mass is by far our number one product on Coupang,” said Brian Arnedo, U.S. National Sales Manager. “It’s been a cornerstone for our brand worldwide, and what truly sets it apart is taste. No one can argue with that.”

Mutant as a brand leans into its bold personality with a creative identity that appeals to serious bodybuilders and fitness enthusiasts. The relaunch of Mutant on Coupang in late 2024, with striking new branding, has resonated with Coupang customers.

PVL: Clean, Tested, Trusted and Now in Korea

While Mutant dominates the hardcore bodybuilding segment, PVL – FitFoods’ original brand – sits at the intersection of performance and accessibility. Used by professional teams and Olympic athletes, PVL emphasizes clean formulations, tested quality, and broad appeal.

“PVL is everyone’s brand,” said Bell, “from the athlete to the mom to the weekend warrior.”

FitFoods introduced PVL to Coupang just a few months ago after completing regulatory approvals. Its flagship product, PVL ISO Gold, a premium whey isolate, has already proven itself globally as a category leader, regularly competing with Mutant Mass for top sales in several markets.

Looking Ahead: Shared Growth and Opportunity

FitFoods is pushing to capture even greater share with Coupang’s scale, direct-to-consumer efficiency, and marketing precision. Coupang’s access to tens of millions of customers has given FitFoods a new audience, ensuring that more consumers – from professional athletes to health-conscious families – can access the trusted nutrition they need.

“We’re really doing well – in a space that is doing very well,” Bell said. “We’re delivering on all levels, and with Coupang, the opportunity ahead looks even bigger.”