By partnering with Coupang, EFX Sports is driving year-over-year sales growth by reaching millions of customers in South Korea and Taiwan
EFX Sports, a Montana-based sports nutrition and supplement brand, is growing its business globally with the help of Coupang, a Seattle-based American retailer and technology company that works with thousands of U.S. companies and brands, and drove the sale and export of more than $5 billion in U.S. goods and services overseas in 2025. EFX first partnered with Coupang in 2018 as a pathway to sell their sports nutrition products to customers across South Korea and has since expanded into Taiwan as well.
EFX is an in-house sports nutrition and health supplement brand owned by All American Pharmaceutical, a supplement manufacturing company. Based in Billings, Montana, the EFX team of about 150 employees formulates, tests and manufactures their sports nutrition products for customers around the world. In the first half of 2026, EFX increased sales through Coupang by nearly a quarter (23%) over the same time period in 2025.
“Having a partner that handles all the details of export fulfillment and logistics saves a great deal of time and effort so our team can stay focused on product development and quality production,” said All American Pharmaceutical CEO and Executive Scientist Dr. Jeff Golini. “That’s why our business is growing so fast in Korea with Coupang.”
All American Pharmaceutical was recently named Montana’s 2025 Exporter of the Year.
“All American Pharmaceutical’s growth demonstrates the powerful economic impact that innovative industries can have on our state,” Montana Governor Greg Gianforte said. “Their commitment to expanding international sales — particularly in key markets such as Korea — strengthens global partnerships, supports good-paying jobs, and helps drive long term economic resilience.”
“When we sell All American products to customers overseas, we’re bringing new revenue into our state,” said Golini. “We were the first dietary supplement company to win Montana Exporter of the Year, so it meant a lot to us — and Coupang played a big role in that.”
U.S. Senator Tim Sheehy highlights the importance of global exports to local communities during Billings visit
U.S. Senator Tim Sheehy (R-MT) recently joined Coupang on a visit to All American Pharmaceutical and EFX Sports in Billings to show how American innovation and technology can help small and midsize businesses grow globally.
“The Montana economy is part of the global economy, and we should never be afraid to compete,” said Sheehy. “Whether we’re selling Montana products in Korea, Taiwan, Japan or Europe, access to global markets means more opportunity, more investment and more good-paying jobs back home. EFX is proof that a company founded right here in Montana can compete with anyone, win on the world stage and bring that success home to the next generation of Montanans.”
Sheehy’s visit highlighted the role that small to medium-sized businesses play as the backbone of Montana’s economy, and how Coupang helps companies like EFX Sports grow by handling the traditional burdens and complexities of the export process, including logistics, customs, shipping, cross-border regulations and other administrative details.
U.S. Senator Tim Sheehy (R-MT) joined Coupang on a visit to All American Pharmaceutical and EFX Sports in Billings.
Coupang’s AI-driven logistics network bolsters American exports
Headquartered in Seattle, Coupang is a Fortune 150 retail and technology leader that serves customers in 190 countries and territories around the world, including Korea, Taiwan, Japan and the U.S. The company, which recently debuted on the Fortune Global 500 in 2026, helps American businesses open direct sales channels into Asia. The company uses innovative, AI-driven technology to deliver a smooth overseas selling experience for businesses like EFX, and a world-class shopping experience for customers.
“At Coupang, we help American small and medium-sized businesses grow by connecting them with new markets overseas,” said Coupang Chief Global Affairs Officer Robert Porter. “These companies are continuing a great American tradition: innovating to find new ways to fulfill customer needs and create value. We’ve built an AI-driven global network to help manage the export, fulfillment and logistics process, helping businesses like EFX and All American reach new customers a half a world away.”
All American Pharmaceutical CEO and Executive Scientist Dr. Jeff Golini says his business is increasing sales by selling nutrition and health supplements overseas through Coupang.
From youth sports to sports nutrition, a winning brand is born
Brian Andrews is the president of EFX Sports and founded the brand in 2005 in collaboration with All American Pharmaceutical. Andrews credits the company’s success in building a winning sports nutrition brand in part to his personal experiences with youth sports and bodybuilding as a young adult. Andrews started out as a skateboarder, but once he started working out, he got hooked on it.
“I think about people around the world we will never, ever meet in our lifetime using our products,” said Andrews. “We’re enhancing their life in some way. Reaching new customers around the world allows us to achieve our goal to help as many people as possible maximize their potential to become a healthier, stronger and better version of themselves.”
The company now sells more than a dozen different supplement products in Korea and Taiwan through Coupang, including popular items such as Karbolyn Green Apple, a fast-absorbing carbohydrate powder designed for rapid muscle glycogen replenishment and sustained energy, and Kre-Alkalyn PH-Correct creatine monohydrate, a patented, pH-buffered form of creatine monohydrate.
Karbolyn Green Apple, a fast-absorbing carbohydrate powder, is one of over a dozen products EFX Sports is selling through Coupang.
“Our growth with Coupang has been tremendous, and exponentially higher than other companies we work with,” said EFX Sports Director of Specialty Ryan Silveira. “We export to several other regions — Canada, Germany, UAE and others — each has its own challenges. But with Coupang, it couldn’t be simpler. We ship directly to their fulfillment center in Riverside, California, they handle the rest.”
To learn more about how your business can reach millions of global customers with Coupang, visit Coupang Global Services.
