Nutrex, which has redefined performance nutrition through innovation, science and purpose, is now available in more than 100 countries, including South Korea through its collaboration with Coupang
Jens Ingenohl, originally from Germany, brought nearly a decade of nutrition industry experience with him to the U.S., having previously founded BMS, one of Germany’s leading supplement brands. In Florida, he founded Nutrex Research in 2002, a company driven by his passion for helping athletes achieve real results.
Today, Nutrex products are available in more than 100 countries, including across North America, Latin America, Europe, the Middle East, Africa and Asia. In South Korea, Nutrex is thriving, introducing new products every year with Coupang.
A strategic alliance with Coupang
Nutrex’s entry into the Korean market began with just a few products. But when Ozzie Del Valle, International Sales and Business Development manager at Nutrex, joined the company, that changed. Del Valle’s past work with Coupang sold him on the value of the partnership. “All the buyers are great, they’re supportive, they hold me by the hand,” he said, “and tell me, you should move here and here.”
That includes the introduction of new products this year tailored to Korean preferences and regulations. Coupang’s communication makes the difference, he said. “If there’s an issue, there’s always a quick solution. Coupang is always concerned about how we’re doing, and it’s a win-win relationship. I love the team.”
Headquartered in Oviedo, Florida, Nutrex has an 80,000-square-foot facility that includes a warehouse and distribution center, gymnasium, and operations to develop and distribute its high-quality supplements globally.
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.
“Supporting the American entrepreneurial spirit is at the heart of what we do,” said Coupang VP Bill Anaya. “Whether it’s a local business or a growing supplement brand like Nutrex, our AI-driven export engine provides the tools they need to go global, increase revenue, and expand their local teams.”
The result has been not only compliance but measurable success. “Every time we do our quarterly reviews, Coupang is my golden one because there’s always massive growth, it’s always all positive,” Del Valle said. “It’s all about partnership. The return is incredible and we’re going to be closing the year with triple-digit growth.”
Today, Nutrex’s bestsellers in Korea include LIPO-6 and IsoFit Protein, both adapted to fit evolving compliance laws in Korea.
Attention to quality and insistence on the best ingredients are Nutrex’s hallmarks. “We rigorously make sure every batch is tested, verified, and documented,” said Ingenohl. “We follow strict FDA and cGMP guidelines because quality isn’t a goal – it’s our Golden Rule.”
Built in Florida, formulated for the world
Attention to quality and insistence on the best ingredients is Nutrex’s hallmark. “We rigorously make sure every batch is tested, verified, and documented,” said Ingenohl. “We follow strict FDA and cGMP guidelines because quality isn’t a goal – it’s our Golden Rule.”
Del Valle attributes the success of Nutrex’s business in Korea to the Coupang team. “I have been working in international markets for 25 years, and every time you try to bring a very different business model to another culture, it crashes,” he said. “I was very lucky that Coupang opened its doors and said, ‘This is how it works, this is how the Korean consumer thinks.’ And every time I listen, I win.”
Precision, Passion, and No Shortcuts
Nutrex’s edgy, fast-paced style drives sales and makes fans of its own employees, like Del Valle who studied it and decided to leap aboard. The company is determined to stay on the cutting edge of science and performance as it grows its legacy. And with its Coupang partnership and accelerating growth in Korea, another chapter begins.
