E-commerce retailer MuscleFood.com is under new ownership with former CEO Nick Preston and business partner Ross Carlin taking complete control of the brand.
The duo have brought MuscleFood into their suite of businesses alongside The Good Food Group and several other brands after closing the deal just three days after agreeing to buy the company.
The new group of companies constitutes one of the largest health nutrition brands in the UK and the biggest to be headquartered in Nottinghamshire.
MuscleFood currently employs 85 people, and the new owners stated that they are committed to delivering future growth.
Preston and Carlin acquired MuscleFood for an undisclosed sum from previous owners The GPS Food Group in a deal which also saw the writing-off of much of the brand’s debt. Since their arrival, the company’s trading revenue has risen by 37% in the first week compared to the previous week.
Preston has a long history with MuscleFood, having been on board since the early days of the company in 2014, with a variety of roles including spells as co-CEO and CEO. Under his tenure, MuscleFood earned a reputation as a pioneer of groundbreaking products, including protein pizza, zebra steaks and camel milk.
He left the business in September 2024 but has now returned as co-owner with Carlin, founder of The Good Food Group.
The pair stated that they are committed to elevating every aspect of the business, starting with customer service and communication, before focusing on the product offer. They’re already assembling a senior management team, including several former MuscleFood executives.
Preston said: “It’s fantastic to return to MuscleFood, and we’re both incredibly proud to be the owners. MuscleFood has a history of being such an innovative business, and it’s inspired so many entrepreneurs to launch their own brands over the years.
“I’m really proud of the work the team here have done and we are looking forward to elevating the offer once again and bringing back that spirit of innovation which made MuscleFood such a leader in the market.
“I have been associated with MuscleFood since pretty much the start so it seems poignant to come full circle and return as co-owner.
“Walking back into the office on the first day was something of a pinch myself moment, particularly because the entire deal had been completed so quickly, with the paperwork signed just three days after the opportunity was first presented.
“I’m grateful for all the work the previous owners and board did and for the opportunity we have been given to come in and effectively make a fresh start and begin a whole new chapter for MuscleFood.”
Meanwhile, Carlin noted it was exciting to be able to bring Musclefood into a group of companies, including The Good Food Group, which he founded.
The Good Food Group is an official supply partner to major UK retailers such as Boots, Superdrug and Holland & Barrett.
Carlin said: “We want to show the world who MuscleFood is. The brand made its name through innovating the industry, so it sits very well alongside The Good Food Group, which is also known for innovation.
“It’s early days, but we have already started work on a new customer service improvement plan to make sure our customers get the best service possible. There’s so much potential for growth.
“We will be elevating everything about the brand in terms of quality, service and communication. Persistence beats resistance, and we will deliver what we say we will deliver.
“MuscleFood has a great history of innovation within the food industry, but we are definitely planning forward, not looking back.”
