Coupang is EFX Sports’ first and largest sales channel in South Korea, accounting for 90% of the company’s sales there
EFX Sports is based in Billings, Montana, where its team formulates, tests, manufactures and ships their international sports nutrition brand. The company has fans in dozens of countries and will soon launch three new products in South Korea where sales through Coupang have doubled since 2022.
With more than 150 people employed at its Montana facility, the company plans to expand its offerings in 2025 through Coupang. “What stands out is how reliable and collaborative they are,” said Brian Andrews, EFX Sports president. “They’re excellent communicators, always supportive of new products, and their marketing efforts – such as banners and site searches – have been incredibly effective. Coupang isn’t just a distributor – they’re a true partner in helping us succeed beyond the U.S.”
Coupang, which is based in Seattle and serves millions of customers in Korea, Taiwan, Japan and other markets, helps American businesses open direct sales channels into Asia, allowing them to grow their revenue by reaching new customers. Coupang helped drive the sale of more than $5 billion in U.S. goods and services in overseas markets in 2025, and uses innovative technology and logistics support to deliver an exceptional shopping experience for its customers.
“Coupang is actively opening international doors for American producers and workers,” stated Coupang VP Bill Anaya. “From small businesses to giant manufacturers, we provide the AI-driven logistics and export systems needed to compete globally. By helping partners like EFX Sports find new markets abroad, we’re ensuring that American entrepreneurship continues to flourish and create jobs domestically.”
From skateboarding to sports nutrition, a winning brand was born
Skateboarding through the streets of Richmond, Virginia, Brian Andrews was a lanky teen with a budding sense that sports and fitness could be his ultimate training ground.
“I replaced skateboarding with working out, and then, I was hooked on it,” said Andrews, who immediately found a gym, a trainer and a passion for science, psychology and marketing. “I read every magazine and every book I could get my hands on. I knew there had to be a better way, and that’s what I was looking for.”
The answer to “there has to be something better” has grown into a successful international brand. The company entered the Korean market in 2022 with Coupang – and health-conscious consumers responded. Coupang sales have since doubled with popular products including Essential Amino Acids, Kre-Alkalyn EFX and Karbolyn.
“Partnering with Coupang has been a game changer for us,” Andrews said. “They’ve opened a whole new market in South Korea, giving us access to a vast customer base and significantly boosting our brand visibility and sales. Their partnership has been key to our growth in the region.”
In his book Formulated to Win!, Andrews wrote that the lessons learned on the field or in the gym translate to excellence in everything you do. “For years, I studied the habits and mindsets of champions from every arena imaginable. Imagine optimizing your family dynamic, taming your finances, and reaching peak fitness – all while vaporizing any friction that dares to slow you down,” he wrote. “This is not a dream. It’s a reality waiting for you to seize it.”
Andrews and his book, Formulated to Win!
