Create Wellness launched on Monday a Creatine + Electrolyte mix that will be available on Create’s website, Amazon, and exclusively in-store at Target,
Create Wellness
Create Wellness, a creatine gummy supplement brand, has raised $20 million in new funding amid a prolonged surge in American fitness and muscle-building supplementation.
The round was led by Alliance Consumer Growth (ACG), along with family office Impact Capital, and included participation from existing company investor Unilever Ventures. Previously, Create Wellness raised $5 million in a 2024 Series A funding round led by Unilever Ventures. Create Wellness has raised a total of $27.3 million in outside funding.
Create Wellness was co-founded in 2022 by the husband-and-wife duo Dan McCormick, co-CEO, and Sienna McCormick, co-CEO. Dan McCormick said he was a near-lifelong user of creatine powder and spotted an opportunity to make the product more user-friendly and attractive to a broader audience beyond male bodybuilders.
“We didn’t see any brands treating creatine like a hero product. It was always an add-on product, and our view is that creatine deserves the same respect and honor that other compounds or supplements receive,” said McCormick.
Create Wellness plans to direct the new funding into expanding retail distribution, investing in consumer education, advancing product innovation and additional marketing. Create Wellness is sold through The Vitamin Shoppe, GNC, Wegmans and Sprouts market and Target. Create Wellness is doubling its product assortment at Target to include a newly launched Creatine + Electrolyte mix and an upcoming unflavored creatine monohydrate powder in single-serve sticks.
Create Wellness’s rapid expansion and ability to tap into outside funding emerges, in part, from current American fitness trends toward weightlifting and use of GLP-1s which have, in turn, spurred interest in protein and other muscle-building remedies. The U.S. protein market was valued at $114.4 billion in 2024 and is projected to grow at a steady annual rate of 1.9% until 2028, according to Mintel. But women and older adults are seen as a key driver behind the creatine sales boost, with retailers like GNC where women now account for 30% of all creatine purchases at the retailer, up from 18% in 2020, according to Bloomberg.
Today, roughly one in three Americans says they regularly strength train, up from one in five in the early 2000s. The American College of Sports Medicine identified exercise for mental health and “active aging” exercise for older adults as contributing to this shift and among two of the biggest fitness trends for 2026.
“Wellness has moved beyond the physical, with a growing lens on longevity and quality of healthspan — and as such, mental and emotional well-being has grown in importance,” said Josh Goldin of Alliance Consumer Growth (ACG), via email.
Goldin credited Create Wellness’s approachable lifestyle branding with accelerating trial and adoption of creatine beyond the traditional gym-bro crowd. Mori said customers are split almost even between men and women.
“Create Wellness was an arbitrage opportunity in terms of the perception of creatine and the [monohydrate gummy] form factor. It’s a unique opportunity for us to capitalize on,” she said.
In addition to the funding announcement, Create Wellness also launched a new multi-functional supplement: Creatine + Electrolytes. It is the brand’s first expansion outside of pure creatine. The product will be available on the brand’s website, Amazon, and exclusively in-store at Target.
But McCormick said that creatine will always be the core and hero ingredient for the brand, and that goal is not to build a supplement platform. Instead, the new product is based on McCormick’s knowledge that fitness-goers were already using both creatine and electrolytes and would find the convenience of a combo product appealing or an easy add-on for electrolyte-only users. Previously, Create Wellness launched a flavored creatine powder, but the team found that it did not fit into customers’ existing habits, and later discontinued the product.
“It is going to be a learning journey as we try to expand and make this our first true secondary product launch,” said Mori. “But we’re fully focused on one goal, creatine, and it’s allowed us to move much quicker in this space than others; we are on our way to becoming synonymous with creatine.”