Online healthy food retailer MuscleFood is entering a new phase after being acquired by former CEO Nick Preston and serial entrepreneur Ross Carlin.
The duo, who run The Good Food Group, have added Nottingham-based MuscleFood to their portfolio in a move that brings the brand back under Preston’s leadership.
The acquisition positions the group as one of the UK’s largest health and nutrition companies, with a team of 85 people.
The purchase, completed for an undisclosed amount from previous owners The GPS Food Group, also involved the significant reduction of company debt.
Within a week of the handover, trading revenue rose 37 per cent, showing early signs of renewed energy inside the business.
Preston is no stranger to the MuscleFood brand, having joined in 2014 and held roles including CEO and co-CEO.
During that time, the company gained recognition for product innovation, including protein-packed pizzas and unconventional offerings like zebra steaks and camel milk.
He left in late 2024 but now returns at the helm, this time as co-owner.
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“It’s fantastic to return to MuscleFood and we’re both incredibly proud to be the owners,” he said.
“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.”
The new owners are already assembling a senior leadership team – including a number of returning MuscleFood execs, with an early focus on improving customer service and communications before expanding the product range.
Ross Carlin, who has also founded Buyers Discovery Club and Viva Del Padel, is focused on elevating ‘everything about the brand in terms of quality, service and communication’.
The company already works with major high street names including Boots, Superdrug and Holland & Barrett to help drive product development.
“We want to show the world who MuscleFood is,” said Carlin. “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.”