The confusion over Core Power's ownership is a classic case of a shared brand name across different sectors. To provide a clear answer, it is necessary to examine each entity separately. The protein shake brand has a history tied to the dairy industry and a beverage corporation, while the yoga studio chain's journey is rooted in fitness and private equity investment. The name is also used by a maritime nuclear energy company, CORE POWER, but this is a far less common association for most consumers.
The Ownership of Core Power Protein Shakes
Core Power protein shakes are a product of fairlife, LLC, which is a subsidiary of The Coca-Cola Company. The journey of the protein shake brand to this point is a story of innovation and strategic acquisition.
fairlife's Corporate History
fairlife was founded in 2012 as a partnership between Select Milk Producers, a group of dairy farmers, and The Coca-Cola Company. Coca-Cola initially acquired a minority equity stake in the newly formed company to help with national distribution. The core technology behind the products was developed by Select Milk Producers, focusing on ultra-filtering milk to concentrate protein and calcium while reducing sugar and removing lactose.
This partnership helped the brand gain significant traction in the market. By early 2020, Coca-Cola acquired the remaining equity stake in fairlife, solidifying its position as the sole owner. The move was a major strategic play for Coca-Cola, expanding its portfolio into the value-added dairy segment with a high-growth brand. fairlife's portfolio now includes its ultra-filtered milk, Core Power protein shakes, and fairlife Nutrition Plan shakes.
The Product's Origin
Before the formation of fairlife, the protein shake product was originally launched under the name Athletes HoneyMilk. This initial offering was a direct competitor to brands like Muscle Milk. The subsequent rebranding to Core Power under the fairlife and Coca-Cola partnership leveraged a more powerful and memorable name, ultimately leading to significant market growth.
The Ownership of CorePower Yoga
CorePower Yoga is an entirely separate entity from the protein shake brand. It is a large, nationally recognized yoga studio chain. Its ownership is held by a prominent private equity firm.
Timeline of Ownership for CorePower Yoga
- 2002: CorePower Yoga is founded in Denver, Colorado, by entrepreneur Trevor Tice.
- 2013: Private equity firm Catterton Partners makes a significant capital investment to accelerate growth. Tice steps down as CEO in 2014.
- 2019: L Catterton (formed from Catterton Partners) sells CorePower Yoga to TSG Consumer Partners for an undisclosed sum.
TSG Consumer Partners
TSG Consumer Partners is a private equity firm that specializes exclusively in branded consumer businesses. Since acquiring CorePower Yoga, TSG has focused on building on the company's existing platform and strong brand identity. The acquisition reflects TSG's broader investment strategy in the fitness and wellness space, which includes other recognizable brands.
Comparison of Core Power Brands
| Feature | Core Power Protein Shakes | CorePower Yoga |
|---|---|---|
| Owner | The Coca-Cola Company (via fairlife) | TSG Consumer Partners (Private Equity) |
| Product Type | Ready-to-drink protein shakes | Nationwide chain of yoga studios |
| Founded | As fairlife in 2012; product originated earlier | 2002 by Trevor Tice |
| Industry | Food and Beverage (Dairy) | Fitness and Wellness (Yoga) |
| Key Ingredient/Service | Ultra-filtered, lactose-free milk | Physically intense, heated yoga classes |
Key Events in Core Power's Brand History
- 2002: Trevor Tice launches the first CorePower Yoga studio in Denver, CO.
- 2010: Select Milk Producers launches a protein shake called Athletes HoneyMilk.
- 2012: The Coca-Cola Company and Select Milk Producers form fairlife, rebranding Athletes HoneyMilk to Core Power.
- 2013: Catterton Partners invests in CorePower Yoga to fund expansion.
- 2019: TSG Consumer Partners acquires CorePower Yoga from L Catterton.
- 2020: The Coca-Cola Company completes its full acquisition of fairlife.
Conclusion
The ownership of "Core Power" is not singular. The context is vital to understand which company is being discussed. The protein shake brand, Core Power, is part of fairlife, a subsidiary wholly owned by The Coca-Cola Company. Meanwhile, CorePower Yoga, a leading chain of yoga studios, is owned by the private equity firm TSG Consumer Partners. This dual-brand situation highlights how identical brand names can exist in entirely different industries, leading to understandable confusion for consumers. For more details on the corporate entity behind the yoga studios, visit the TSG Consumer Partners website.
