IdealFit is a fitness and nutrition brand based in Lindon, Utah. It was launched in 2015 as a subsidiary of IdealShape, LLC.
The brand’s co-founders, Carla and David Meine, started IdealFit after 12 years of success with IdealShape – the weight-loss arm of the company – in 2015.
According to the brand website, the co-founders built IdealFit with the aim of creating “high quality products” that “help women realize their ideal selves”.
Having seen a sports-nutrition market dominated by men, the company set out to create supplements “designed by women, for women”.
The Meine family sold IdealFit (along with IdealShape - the sister brand) to The Hut Group in June 2016. This allowed the brand to grow rapidly – and within two years, it announced that it hold sold more than “1.4 million packages” to satisfied customers.
Despite selling the company, the Meine family are still involved in the day-to-day running of the IdealFit brand.
IdealFit is now one of three brands using the Ideal name – IdealRaw, an organic supplement brand, has only joined the family since its purchase by The Hut Group.
In July 2018, The Hut Group opened its own US facility to develop and manufacture IdealFit products.
IdealFit has customers across the world. To accommodate its global audience, IdealFit boasts country-specific websites in the UK (idealfit.co.uk), France (idealfit.fr), Canada (ca.idealfit.com) and Japan (www.idealfit.jp), in addition to its original US site.
The brand’s female-centric supplement range features pre-workouts, protein powders (whey and vegan-friendly versions), BCAAs, multivitamins, CLA and omega-3. In addition to supplements, IdealFit also sells workout clothes, fitness plans and more.
The IdealFit team provides a 100% “risk free guarantee” with every purchase – for up to one year afterwards. So if customers are unhappy with their purchase within 12 months of the purchase date, they can return the item and receive “a refund on the purchase price”.