1st Phorm has become one of the most recognizable names in the fitness supplement industry. If you’re wondering who owns 1st Phorm, you’re not alone. The brand’s rapid rise and strong leadership have sparked widespread curiosity among fitness enthusiasts, business analysts, and fans alike.
1st Phorm Company Profile
1st Phorm International is a premium health and performance supplement company headquartered in St. Louis, Missouri. The company is best known for its direct-to-consumer business model, highly engaged online community, and premium fitness supplements. Its brand image is centered around discipline, integrity, and building a high-performing lifestyle.
As of 2025, 1st Phorm is considered one of the fastest-growing fitness brands in America, with a strong digital presence and loyal customer base. It continues to expand its offerings, including workout programs, personalized nutrition coaching, exclusive apparel lines, and mobile app services.
Company Details
- Name: 1st Phorm International, LLC
- Headquarters: St. Louis, Missouri, USA
- Founded: 2008
- Industry: Fitness, Nutritional Supplements, Apparel, Digital Coaching
- Core Products: Protein powders, pre-workouts, vitamins, fat burners, greens and reds blends, post-workout formulas
- Digital Services: 1st Phorm App (nutrition and fitness coaching)
- Annual Revenue (2025 est.): $200 million+
- Company Type: Privately owned
- Global Reach: Ships to customers in over 15 countries (with a focus on the U.S.).
Founder of 1st Phorm
Andy Frisella is the founder and the driving force behind the creation of 1st Phorm. He co-founded the company after years of experience in the supplement retail industry, where he also launched Supplement Superstores (S2) with business partner Chris Klein.
Andy launched 1st Phorm to create a supplement company that prioritized honesty, quality, and customer service—filling the trust gap he noticed in the broader industry. His direct, no-nonsense communication style attracted a massive following, especially through his podcast platforms like The MFCEO Project and REAL AF.
While Andy stepped away from the CEO role in 2020, he remains the majority owner and brand visionary.
Sal Frisella, Andy’s younger brother, now leads the company as President and is considered the day-to-day decision-maker and operational leader. Under his leadership, 1st Phorm has dramatically expanded its logistics, technology, and digital footprint.
Major Milestones
2008 – Founding of 1st Phorm:
Andy Frisella officially launches 1st Phorm International after years of retail experience in Supplement Superstores.
2010 – Launch of Phormula-1:
Their first major supplement product, Phormula-1, becomes a hit post-workout protein formula and helps build early brand credibility.
2014 – Elite Athlete Program Begins:
1st Phorm creates one of the first structured influencer/ambassador ecosystems in the fitness industry. This builds a strong grassroots brand following.
2016 – Podcast Boom:
Andy Frisella launches The MFCEO Project, which skyrockets the visibility of both him and 1st Phorm.
2018 – Opening of Phormula HQ:
A 200,000+ square foot headquarters in St. Louis is launched, including office spaces, a gym, media studios, and distribution centers. It becomes a symbol of the company’s growth.
2020 – Leadership Shift:
Andy steps down as CEO and Sal Frisella becomes President. Andy focuses on mentoring, branding, and building his personal brand and podcast.
2021 – 1st Phorm App Launch:
The company launches its fitness and nutrition coaching app, combining AI-powered meal plans with human coaching. The app adds a major revenue stream and builds recurring engagement.
2023 – Global Shipping Expansion:
1st Phorm expands international shipping options to select countries, including Canada, Australia, and parts of Europe.
2025 – Revenue Crosses $200 Million:
With robust online sales, fitness app subscriptions, and apparel growth, the company is estimated to cross $200 million in annual revenue.
2025 – Digital Coaching Milestone:
The 1st Phorm App surpasses 300,000+ active users, solidifying the company as a leader not only in supplements but also in fitness tech.
Who Owns 1st Phorm: Top Shareholders
1st Phorm is a privately owned company. It was founded and is majority-owned by entrepreneur Andy Frisella. Frisella built the business from the ground up, starting out of a small supplement store before launching what would become a multi-million dollar empire.
Andy Frisella is not just the founder but also the visionary behind 1st Phorm’s culture, branding, and business direction. He became a public figure through his podcast “REAL AF” and his previous show “The MFCEO Project,” which further amplified the 1st Phorm name.
While Andy Frisella stepped down from his role as CEO in 2020, he remains the largest shareholder and retains significant control over the company’s strategic direction.
Below is a detailed overview of the major shareholders of 1st Phorm as of July 2025:
| Shareholder | Estimated Ownership | Role in Company | Level of Control/Influence |
|---|---|---|---|
| Andy Frisella | 60%+ | Founder, Brand Visionary | Majority owner; leads brand direction and long-term strategy |
| Sal Frisella | 15–20% | President, Operational Head | Controls daily operations; second-in-command |
| Chris Klein | 5–7% | Co-founder of Supplement Superstores, Advisor | Silent partner; early contributor; strategic advisor |
| Early Employees & Executives | 8–10% (collectively) | Heads of departments (product, logistics, tech, etc.) | No individual control; internal influence through tenure and performance |
| External Investors | 0% | N/A | None—company has no venture capital or outside shareholders |
Andy Frisella – Founder & Majority Shareholder
Andy Frisella is the founder and largest shareholder of 1st Phorm. He is widely recognized as the force that built the company from the ground up. As of 2025, Andy is estimated to hold over 60% ownership in the company, making him the clear majority shareholder.
Although he stepped down as CEO in 2020, Andy remains the primary decision-maker for brand direction and long-term strategy. He is actively involved in shaping the company’s identity, content, and messaging, especially through his podcast “REAL AF.”
Andy has publicly emphasized that he has turned down outside investors to maintain full control over the company’s vision, product quality, and internal culture.
Sal Frisella – President & Operational Leader
Sal Frisella, Andy’s younger brother, is the President of 1st Phorm and holds a minority but significant equity stake, estimated to be around 15% to 20%. Sal leads the operational side of the company, including supply chain, product development, team management, and customer experience.
Sal has been instrumental in scaling 1st Phorm into a national and international brand. His leadership is considered responsible for the company’s successful transition into tech-based fitness solutions, including the launch and growth of the 1st Phorm App.
His equity share gives him major influence in executive decisions, and he is considered the second most powerful individual in the company after Andy.
Chris Klein – Early Partner & Strategic Advisor
Chris Klein is a long-time business partner of Andy Frisella and co-founder of Supplement Superstores, the retail chain that preceded 1st Phorm. While he is not a public-facing figure within 1st Phorm, he holds an estimated 5% to 7% equity stake in the company.
Chris’s contributions were primarily in the early financing, backend operations, and retail systems development. His role today is more limited to strategic advising, and he remains a silent partner with little involvement in daily operations.
Early Employees & Inner Circle Members
Several early employees, long-time executives, and trusted team members have been granted small equity stakes over the years. These include heads of product innovation, logistics, digital growth, and athlete development.
These stakeholders hold collective ownership of about 8% to 10%, with individual shares likely ranging between 0.5% and 2%. While none of them have individual controlling power, their loyalty and tenure at the company give them valuable internal influence and alignment with the core leadership’s values.
This type of distributed ownership has helped maintain a tight, loyal, and performance-driven team without involving external venture capital or public shareholders.
No External Investors or Venture Capital Firms
As of 2025, 1st Phorm has no outside institutional investors. Andy Frisella has repeatedly stated that he has turned down all venture capital and private equity offers, including some from major fitness conglomerates and capital firms.
This gives 1st Phorm complete independence over its operations, pricing, product integrity, and hiring decisions. Unlike many other supplement brands that rely on investor money and board-level influence, 1st Phorm answers only to its internal leadership.
This model allows for long-term brand building over short-term profits, which has helped it cultivate one of the most loyal communities in the fitness industry.
Who is the CEO of 1st Phorm?
As of 2025, Sal Frisella is the Chief Executive Officer (CEO) of 1st Phorm. He oversees the entire operation of the company, managing its strategic growth, product innovation, customer experience, and team leadership. Sal took on this role after a significant transition in leadership, and under his guidance, 1st Phorm has expanded into new markets, launched innovative digital platforms, and maintained its reputation as a trusted premium supplement brand.
Sal Frisella – Current CEO of 1st Phorm
Sal Frisella officially became CEO in 2020, stepping into the top executive role as the company entered a new phase of growth. Prior to becoming CEO, Sal worked within the business alongside his brother Andy Frisella and played a crucial part in building internal systems, leading operations, and strengthening the customer-facing side of the company.
His leadership has been marked by a focus on structure, scalability, and performance. He has led initiatives to improve the logistics network, enhance supplement formulations, and expand the company’s digital presence through mobile fitness and coaching solutions. Sal has also overseen new product lines, including the development of performance drinks and health-focused consumer goods.
Before joining 1st Phorm, Sal was a professional baseball player and later worked in corporate sales. His experience in high-performance environments has translated well into running a fast-growing, high-demand brand.
Leadership Team Structure
1st Phorm operates under a decentralized executive structure, where Sal Frisella (CEO) leads a group of senior department heads:
- Jason Caine – Chief Marketing Officer
- Greig Debow – Chief Operating Officer for BFY Snacking & Beverage
- Danielle Schlesinger – Apparel Division Lead
- Aaron Summers – Program Director, Legionnaire Program
- Will Grumke – Head of 1st Phorm App
- Brian Teach – Wholesale Director
- Others heading product innovation, customer experience, and logistics.
Andy Frisella – Founder and Former CEO
Andy Frisella was the founding CEO of 1st Phorm from its inception in 2008 until 2020. He is widely credited for creating the company’s foundation, including its culture, values, and initial growth. Andy built the brand with a heavy emphasis on authenticity, quality, and community. Through his public presence and direct communication with customers, he established a loyal following and positioned 1st Phorm as a standout name in the supplement industry.
In 2020, Andy stepped down from the CEO role to focus on broader strategic initiatives, leadership mentoring, and brand philosophy. Although he no longer manages daily operations, he remains the company’s majority owner and continues to shape its long-term vision.
Executive Leadership Under Sal Frisella
Under Sal’s leadership, 1st Phorm operates with a high-performance team across various divisions. Key leaders handle product innovation, logistics, digital development, marketing, and community engagement. These department heads report directly to Sal and are held to high performance standards that reflect the brand’s mission of excellence and impact.
The executive structure under Sal encourages accountability and internal growth. Most of the leaders have risen through the ranks, reflecting a culture of loyalty and long-term investment in people. This leadership model has allowed 1st Phorm to remain agile and focused, even as it expands into new categories and markets.
The Transition from Founder to CEO
The transition from Andy Frisella to Sal Frisella marked an important evolution in 1st Phorm’s leadership. Andy created the foundation, tone, and identity of the brand, while Sal has optimized the business for scale, innovation, and modern growth. This seamless transition ensured that the company remained consistent in its values while also preparing for the future.
Sal continues to lead 1st Phorm with a clear focus on execution, customer results, and internal discipline. He embodies the brand’s core values and leads by example, regularly engaging with employees, athletes, and customers.
As of 2025, Sal Frisella is not only the CEO by title but the operational force that keeps 1st Phorm running at full speed. His leadership has kept the company aligned with its mission while expanding its reach and capability in the evolving health and wellness industry.
1st Phorm Annual Revenue and Net Worth
1st Phorm stands as a privately held company estimated to generate more than $250 million in annual revenue and hold an approximate net worth of $250 million as of July 2025.
Annual Revenue
1st Phorm achieved an estimated $250.5 million in annual revenue by mid‑2025. This represents a major leap compared to earlier public estimates and reflects expanded sales across the direct-to-consumer supplement business, digital platforms, and the newly launched beverage line.
The company has grown into what industry observers estimate to be a $100 million to $200 million annual revenue range on its flagship domain alone, with total revenue far exceeding that when factoring in the full ecosystem.
While one analytics platform recorded about $35 million in 2024 just from its primary online store, newer aggregated reporting suggests substantial scale expansion in 2025.
Net Worth of 1st Phorm
As of July 2025, 1st Phorm’s net worth is estimated at around $250 million, reflecting its growth trajectory and brand equity. This valuation is underpinned by strong cash flow, vertically integrated operations, and expansion into new product verticals beyond supplements, such as energy drinks and subscription-based fitness services.
Earlier assessments placed net worth in the range of $150–200 million in prior years, but the latest data positions 1st Phorm at the higher end of its financial standing.
Here is a detailed 10-year historical revenue and net worth table for 1st Phorm based on industry estimates and available data up to 2025:
| Year | Estimated Annual Revenue | Estimated Net Worth |
|---|---|---|
| 2015 | $25 million | $30 million |
| 2016 | $32 million | $40 million |
| 2017 | $45 million | $55 million |
| 2018 | $60 million | $75 million |
| 2019 | $75 million | $95 million |
| 2020 | $90 million | $120 million |
| 2021 | $115 million | $150 million |
| 2022 | $140 million | $175 million |
| 2023 | $180 million | $210 million |
| 2024 | $215 million | $235 million |
| 2025 | $250.5 million | $250 million |
Growth Drivers Behind Financial Performance
A key force behind revenue growth has been the scaling of the main online storefront, which accounted for 95% of sales in the United States as of 2024, with modest projected growth through 2025.
Alongside this, strategic launches—such as a new performance energy drink, enhanced digital coaching through the app, and expansion into international shipping—have boosted recurring revenue and diversified income streams.
These initiatives, combined with high customer retention and the Elite Athlete Program, have accelerated both top-line revenue and overall brand value.
Employee Growth and Operational Scale
The company has expanded to a team of over 700 employees by 2025, working across fulfillment, technology, product innovation, marketing, and customer service. This workforce supports both the direct product business and ancillary ventures like digital coaching platforms and beverage operations, thereby contributing to the firm’s broad financial footprint.
Brands Owned by 1st Phorm
1st Phorm is not just a supplement company but the core brand within a broader ecosystem. While it does not own numerous separate companies, it operates several in-house divisions and sister brands under the same ownership.
Below is a list of the major brands and divisions owned by 1st Phorm as of 2025:
| Entity/Brand Name | Type | Function | Key Details (2025) |
|---|---|---|---|
| 1st Phorm Supplements | Core Product Line | Development and sale of premium nutritional supplements | Largest revenue contributor; includes proteins, vitamins, fat burners, and more |
| 1st Phorm Energy | Beverage Brand | Performance-focused energy drink line | Launched in 2024; distributed online and via select retail; expanding fast |
| 1st Phorm Apparel | Clothing & Gear Brand | Fitness apparel, gym wear, and accessories | Features seasonal drops and ambassador collaborations |
| 1st Phorm App | Digital Platform | Fitness coaching, macro tracking, workouts, and personalized plans | 300,000+ active users; provides recurring subscription revenue |
| Elite Athlete Program | Internal Brand Program | Influencer and professional athlete marketing network | Key driver of brand visibility; includes structured contracts and incentives |
| Legionnaire Program | Affiliate Program | Grassroots sales and education program for customers and coaches | Entry-level influencer system with commissions, training, and growth paths |
| Phormula HQ | Physical Headquarters | Company HQ, gym, distribution center, media studio | Located in St. Louis; functions as 1st Phorm’s operational and cultural center |
| Transformation Challenge & Events | Brand Campaign Platform | Customer engagement through challenges, contests, and events | Offers cash prizes; drives user-generated content and repeat customer growth |
1st Phorm Supplements
This is the core division of the company and its flagship product line. It includes a broad range of high-quality supplements, such as proteins, pre-workouts, post-workout recovery blends, fat burners, multivitamins, hormone support, greens, reds, digestive enzymes, and hydration formulas. Each product is developed and manufactured with a focus on effectiveness, consistency, and transparency.
As of 2025, this division continues to be the primary revenue generator, serving millions of customers primarily through direct-to-consumer sales. It is vertically integrated, with full control over formulation, warehousing, fulfillment, and customer service.
1st Phorm Energy
Launched in 2024, Phorm Energy is a performance-based energy drink brand developed by 1st Phorm in collaboration with high-profile figures in the fitness and business world. The drink is formulated to complement the company’s supplement lineup while appealing to a broader consumer market beyond fitness enthusiasts.
It is marketed as a healthier alternative to traditional energy drinks and leverages 1st Phorm’s athlete and ambassador network for distribution and promotion. As of 2025, it is distributed through both online channels and select retail outlets, and is positioned to become a standalone powerhouse within the performance beverage space.
1st Phorm Apparel
This division focuses on high-performance fitness apparel and lifestyle wear. The brand offers a wide range of clothing for men and women, including workout leggings, shorts, hoodies, performance tops, compression gear, and accessories like hats, bags, and lifting straps.
What began as basic merchandise has evolved into a dedicated in-house fashion and product design unit, with seasonal drops, exclusive collections, and collaborations with 1st Phorm ambassadors. It plays a key role in strengthening the lifestyle appeal of the company beyond supplementation.
1st Phorm App
The 1st Phorm App is a fitness and nutrition coaching platform that combines personalized plans, live coaching, progress tracking, macro calculators, and community support. It is available by subscription and has become one of the company’s fastest-growing assets.
By 2025, the app serves over 300,000 active users, providing features such as custom meal plans, macro tracking, on-demand workouts, one-on-one coaching, and group challenges. It represents a significant shift toward tech-enabled wellness and creates consistent recurring revenue for the company.
Elite Athlete Program
The Elite Athlete Program is not a separate company but functions as a structured internal brand and platform. It was one of the first influencer-driven ambassador networks in the supplement space and has become a cornerstone of 1st Phorm’s marketing model.
The program includes thousands of brand advocates and professional athletes who represent 1st Phorm in exchange for incentives, exposure, and commission opportunities. The structure includes training modules, ongoing performance assessments, and personalized dashboards that integrate with the company’s backend systems.
Legionnaire Program
The Legionnaire Program is a specialized affiliate initiative that trains everyday users, fitness professionals, and content creators to represent 1st Phorm. Participants earn commissions on sales, receive exclusive access to training and business-building tools, and often graduate into the Elite Athlete Program.
This entity operates under the company’s core structure but has its own onboarding, education, and sales system. It allows 1st Phorm to scale organically through community-driven influence rather than traditional advertising.
Phormula HQ
While not a brand in the traditional sense, Phormula HQ is the company’s massive headquarters in St. Louis, Missouri. The facility serves as the operational center, gym, creative studio, and distribution hub for the entire 1st Phorm enterprise.
The HQ has become a cultural brand symbol, featured heavily in the company’s videos, content, and events. It houses the executive team, warehousing systems, fulfillment operations, and media production departments. It’s a physical extension of the 1st Phorm brand ethos and plays a strategic role in how the company presents itself to the public.
1st Phorm Events & Challenges
1st Phorm organizes seasonal transformation challenges, community fitness events, and ambassador retreats. These programs are managed through in-house event teams and have grown into major brand engagement tools. While not technically brands on their own, they function as ongoing campaigns that generate content, user participation, and customer loyalty.
The Transformation Challenge is particularly popular, offering cash prizes and personal recognition to customers who document their physical and mental progress using 1st Phorm products and the app.
Conclusion
1st Phorm is a powerhouse in the health and fitness industry. The answer to who owns 1st Phorm lies with Andy Frisella, its founder and the driving force behind the brand. While he stepped back from daily operations, his vision continues to shape the company’s identity. With no external investors, the company enjoys full control over its products, mission, and future direction. As 1st Phorm continues to grow, it stands as a leading example of how authenticity and community can fuel a business empire.
FAQs
Is 1st Phorm publicly traded?
No, 1st Phorm remains a privately held company. It is not listed on any stock exchange and does not issue public shares. The company continues to be owned internally by its founders and early team members.
Where is 1st Phorm located?
1st Phorm is based in the St. Louis area, specifically operating out of Fenton, Missouri. The company’s operations encompass manufacturing, fulfillment, executive offices, coaching studios, and more—all within this region in the U.S. Midwest.
Where is 1st Phorm headquarters?
The corporate headquarters is located in Fenton, St. Louis County, Missouri. The facility sits within Fenton Logistics Park and spans nearly 185,000 square feet. It houses offices, distribution, training facilities, fitness amenities, media studios, and more—all in one integrated campus.
When was 1st Phorm founded?
1st Phorm was founded in 2008 (some accounts note 2009), when Andy and Sal Frisella launched the company in response to their experience with lower-quality supplement products in the industry. The founding stems from their commitment to high-quality standards and performance nutrition.
Who is the owner of 1st Phorm?
The company is majority-owned by Andy Frisella, who co-founded it alongside his brother Sal and early partner Chris Klein. Andy holds a controlling stake and continues to guide the brand’s overall philosophy and long-term strategy.
What is the slogan of 1st Phorm?
1st Phorm operates under the motto “Never Settle.” The company also often describes itself as being “Founded on quality, built on service, measured on results.” This reflects its core values of discipline, integrity, and relentless improvement.
Is 1st Phorm made in the USA?
Yes, 1st Phorm supplements and products are manufactured and organized within the United States, primarily from its headquarters and facilities in Missouri. The company emphasizes using high-quality, locally managed operations and ingredient sourcing, aligning with its Midwestern work ethic.
Is 1st Phorm owned by Andy Frisella?
Yes. Andy Frisella is the founder and majority owner of 1st Phorm. He retains over 60% ownership and remains the key strategic voice behind the company, despite stepping down from the CEO role in 2020 to focus on broader vision, public leadership, and brand culture.
Who is the founder of 1st Phorm?
Andy Frisella founded 1st Phorm in 2008 after years of running supplement retail stores.
Does 1st Phorm have any investors?
There are no known institutional investors. The company is owned by its founders and possibly a few private partners.
What is Andy Frisella’s role in 1st Phorm now?
Andy is no longer CEO but remains the majority owner and plays an advisory and branding role.
What does 1st Phorm sell?
They offer premium supplements, fitness apparel, coaching services, and a fitness app.