LEVELS

In 2016 we noticed that most other protein powders were severely outdated: all-black canisters, synthetic style branding, an old-school meathead feel, and ingredients many consumers would rather avoid (sucralose, dyes, artificial flavors, fillers, and so forth). As we saw it, there was an opportunity to engage and create value in an area that customers were gravitating towards. Levels was founded in an apartment. It was launched with less than $10k in capital. It was run as a one-man shop until it hit multiple millions in revenue. Since then, growth has been purely organic — the right ingredients, the right packaging, and the right price. No celebrities, no multimillion-dollar marketing fund, just an authentically good product. Levels has now grown to $20m+ brand while continuing to rank top 3-5 in whey category share on Amazon, all while staying profitable.