Our story inspires.

Unwavering commitment to quality nutrition is our legacy.

Tim Toll

“I am extremely excited about our future as one of the pioneers of this industry. We are building new capabilities everyday and have a clear focus on delivering our mission of “inspiring lives through nutrition, wellness for a healthier tomorrow”. Our employees embrace our core values and mission, setting the stage for success. With a clear vision that allows us to connect with our consumers in new and exciting ways, it’s a great time to be a part of Iovate.”

Tim Toll

Chief Executive Officer

Pivotal Moments In Iovate’s Journey

The evolution of our iconic brands and global imprint. 

1995: The Early Years Begin With MuscleTech And Hydroxycut  

Iovate initally began as MuscleTech Research and Development and is launched as a direct-to-consumer mail order business with just three products: Creatine 6000-ES, Acetabolan, and the original Hydroxycut formula. MuscleTech quickly rises to the top of the sports nutrition industry formulating scienced-backed “Supplements that Work” that deliver on their claims.

1996: MuscleTech Makes Its Brick & Mortar Debut

We launched our Wholesale Retail Division. The MuscleTech brand is soon found at popular retail chains across North America and shortly after over 100 countries worldwide.

1997: On The Move

Rapid growth in product line and employees, our head office relocates to Mississauga, ON. This move won’t be the last.

1998: The First Patent Is Filed!

In August 1998 we apply for our first patent: 6,136,339 – for MuscleTech’s Cell-Tech formula. The patent is issued October 24, 2000, paving the way for over 100 patents, with more pending.

1999: Dedicated To Helping People Live Healthier Lives

The MuscleTech Research Institute is founded at St. Francis Xavier University in Nova Scotia, Canada – cementing our lifetime commitment to research and development. Over the next 25 years, Iovate will work with over 20 universities and research facilities around the world to study the various key ingredients found in our powerful formulas.

2000: Nitro-Tech Is Born

MuscleTech launches the novel protein formula Nitro-Tech. This first-of-it’s-kind whey protein and creatine combination was subsequently studied at St. Francis Xavier University in a gold standard clinical study, where Nitro-Tech subjects gained 70% more lean muscle than subjects using regular whey protein. This level of research sets the standard for the industry to follow and modernizes the approach to supplement formulation.

2004: A New Beginning: Iovate Health Sciences

To reflect our continually evolving family of sports nutrition and wellness brands, MuscleTech Research and Development, Inc. becomes Iovate Health Sciences, Inc.

2005: Meet Six Star

Iovate releases Six Star Pro Nutrition. From the makers of MuscleTech it’s a line of high-quality, premium supplements featuring protein, pre-workout, amino acids, creatine, and more.

2008: Official Headquarters Open 

The head office opens in beautiful Oakville, Ontario. The custom building does not go unnoticed, especially when the blue Christmas lights go on to celebrate the beginning of the holiday season.   

2012: Presenting Purely Inspired 

Iovate makes a splash in the well being market with Purely Inspired, a family of supplements and food products designed to meet the needs of active consumers, seeking world-class affordable formulas that are accessible to all. In 2020 Purely Inspired gets a rebranding makeover with new formulas and better tastes than ever.

2013: One Million Strong 

Our social presence is undeniable as MuscleTech becomes the first sports nutrition brand to reach 1 million followers on Facebook. Today, MuscleTech remains one of the fastest growing brands on social media.

2015: Investing In The Future 

We enter into a long-term, multi-million-dollar partnership with the prestigious University of Toronto, to create the all-new MuscleTech Metabolism & Sport Science Lab.

2016: Globalization

Our reach expands internationally as we are available to consumers in over 130 countries across the world.

2016: Expanding Our Reach

Iovate announces strategic investment by Xiwang Foodstuffs to accelerate growth in China. This deal significantly expands supplement marketers presence and distribution globally.

2020: Levelling Up To The Gaming Market

Iovate expands into an unchartered, yet explosive category. XP Sports was designed for the Esports community, to gain the extra edge and experience epic gamer moments.   

2021: MuscleTech Goes To Superhero Heights With Henry Cavill  

Hot on the heels of a pivotal rebranding, MuscleTech welcomes actor and fitness enthusiast Henry Cavill as Chief Creative Director. With his dedication to health and fitness and strong work ethic, Cavill is the epitome of the MuscleTech brand.