Who Founded True Protein?
True Protein was founded in 2014 by Australian entrepreneur Ben Kierath. The company was created with the vision of offering high-quality, all-natural nutritional supplements to a market he felt was saturated with artificial products. Kierath, alongside his family members, worked to build the company from a humble idea into a reputable name in the sports nutrition industry, focusing on transparent and clean ingredients. For several years, it was considered a proudly Australian-owned and operated family business.
The Mission of the Early True Protein
The founding team focused on several core values that distinguished the brand in its early years:
- Natural Ingredients: Committing to using globally sourced, high-quality natural ingredients without artificial fillers or flavors.
- Transparency: Providing clear and concise information about their products to build customer trust.
- Onsite Blending: Manufacturing products in their Sydney facility to maintain full control over the process and ensure quality standards were met.
- Community Building: Fostering a community among athletes, fitness professionals, and customers who shared the brand's commitment to health and performance.
The Acquisition by F45 Training
In a significant development for the company, F45 Training announced its acquisition of True Protein on May 11, 2021. This move was a strategic play by the global fitness franchisor to expand its offerings beyond gym memberships and apparel, solidifying its position in the broader health and wellness market.
The acquisition fundamentally changed the ownership of True Protein. While the company's initial shareholders included multiple members of the Kierath and Benney families, the deal meant that control transferred to F45 Training. This marked a major shift from the brand's roots as a family-run enterprise to a subsidiary of a publicly-traded, international fitness giant.
Rationale Behind the Acquisition
The reasoning behind F45's purchase of True Protein was strategic for both entities:
- For F45: Acquiring True Protein allowed F45 to enter the fast-growing supplement market with an established, respected brand, providing a new revenue stream and an opportunity for cross-promotion to its global network of gym members.
- For True Protein: The acquisition provided True Protein with access to F45's extensive international distribution channels and a vast, pre-existing customer base, enabling significant scaling and growth.
Comparison: Ownership Structure Before and After Acquisition
To better understand the change, here is a comparison of True Protein's ownership structure before and after the F45 acquisition.
| Aspect | Before F45 Acquisition (Pre-May 2021) | After F45 Acquisition (Post-May 2021) |
|---|---|---|
| Primary Owner | Family-owned business, with multiple family shareholders. | F45 Training, a global fitness franchisor. |
| Key Decision Makers | Founders and key family members, including Ben Kierath. | F45 Training's corporate leadership. |
| Company Status | Privately owned and operated. | Subsidiary of a larger, publicly-traded company. |
| Core Focus | Primarily a supplement company with a strong focus on product quality and natural ingredients. | A supplement brand integrated into a broader fitness and wellness ecosystem. |
| Distribution | Primarily direct-to-customer and through select retail partners. | Leveraging F45's expansive global network and franchises. |
The Evolution of True Protein Under F45
Since the acquisition, True Protein has continued to operate, but now with the backing and strategic direction of F45. While the brand maintains its core commitment to natural, high-quality ingredients, its reach and marketing efforts have expanded to align with F45's global presence. For example, True Protein can now be promoted directly to F45's extensive member base, driving a new wave of growth. This integration is a prime example of how fitness and supplement companies can converge to create a more comprehensive consumer offering.
Conclusion: The Modern Identity of True Protein
To answer the question, "Who is the owner of True Protein?", it is essential to look at the brand's history. While initially founded and owned by Ben Kierath and his family, the company's ownership officially transferred to F45 Training following its acquisition in May 2021. This move transformed True Protein from an independent Australian family business into a subsidiary of a global fitness powerhouse. The change in ownership marks a new chapter for the brand, blending its foundational values with the immense reach and resources of its new parent company.
