Coupang is SAN Nutrition’s largest sales channel in South Korea, accounting for approximately 75% of the company’s Korean sales
In 1996, Matt Boldt quit his job as an engineer to launch SAN Nutrition in Oxnard, California after recognizing an unmet market opportunity to introduce new supplements to enhance health and athletic performance. Today, the company he founded employs approximately 30 people and sells products around the world.
As the company has grown to sell products internationally, Coupang is proud to serve as SAN Nutrition’s largest sales channel in Korea. When asked what has enabled the success he’s seeing with Coupang, Boldt points to communication, transparency and being easy to work with.
“The transparent forecasts Coupang provides help with our planning and goal setting,” said Boldt, president and CEO of the company. “It’s very refreshing to see that in our industry because sometimes, you can be left in the dark and don’t know what type of demand is coming down the pike. With Coupang, the team has been very forthcoming and collaborative – even to the point of providing valuable input to introduce new packaging sizes, like our 1200-gram performance creatine, exclusive to Coupang in the Korean market.”
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.
“At Coupang, we’re proving that you don’t have to be a massive corporation to have a global footprint,” said Bill Anaya, VP at Coupang. “Our innovative export engine gives American small businesses and producers the same reach as the world’s largest brands. Seeing teams like SAN Nutrition thrive internationally while growing their U.S. business is exactly why we built this technology.”
As an amateur competitive body builder during college, Boldt was frustrated by the limited range of ergogenic aids available at the time. After graduating, he consulted for a sports supplement company and contributed to Ironman Magazine’s in-house line of supplements. The experiences were invaluable as he learned essential industry insights and gained exposure to product development. Still, he recognized the market was underserved at the time.
“The founding of SAN was driven by a desire to address a market gap,” said Boldt. “We identified products that were missing from the industry and saw an opportunity to be both creative and innovative. Our focus extended beyond just product development – we also actively engaged in custom synthesis processes and worked alongside manufacturing experts and formulators to bring new products to market.”
Matt was born in the U.S. but raised in Germany, so as he launched his business, his passion for athletics, his personal experience with the science of body building, and his global perspective were all strengths he leaned into. “The goal was always to go worldwide and not just solely focus on the domestic market. Coupang is helping us do that.”
