Good vibrations: Wellnex Life and Mark Wahlberg’s Performance Inspired ink deal

Australian listed health and wellness company Wellnex Life has signed a licensing agreement with Performance Inspired, a US-based nutritional supplement business founded by actor Mark Wahlberg.

Australian listed health and wellness company Wellnex Life has signed a licensing agreement with Performance Inspired, a US-based nutritional supplement business founded by actor Mark Wahlberg.

Under the terms of the agreement, Wellnex Life will have an exclusive license to sell Performance Inspired products in Australia and New Zealand as well as first rights to expand into Asia.

George Karafotias, CEO of Wellnex Life, said the deal highlights the company’s ability to identify and meet emerging consumer demands in the health and wellness industry, and that the business’ goal of being first or fast to market through its distribution channels supports this capability.

“The agreement with Performance Inspired ticks all these boxes and we are tremendously excited about its potential in Australia, New Zealand and Asia,” he said.

“Backed by Mark Wahlberg and [Performance Inspired co-founder] Tom Dowd, we think the all-natural range of products will appeal to our market and are excited to bring these across the Pacific.”

Performance Inspired manufacture a range of all-natural sport and nutritional supplements, including protein powders, whey powders, pre-workout supplements, and more.

CEO and industry veteran Tom Dowd said “We have a huge international demand for our products and Australia has always been the biggest demand market for our products.” 

“The category is red hot so we are thrilled that we have found a strong partner to help bring our amazing products to Australia and New Zealand. This is an exciting time for Performance Inspired as we continue to expand and introduce consumers to better products, they can trust to support their healthy and active lifestyle,” he further added.

Mr Wahlberg – the star of films like Ted (2012) and The Departed (2006) – is enthusiastic to launch the brand down under.

“I’m excited to bring Performance Inspired to one of my favourite parts of the world. I know the customers in Australia & New Zealand will love our clean and robust products,” he said. 

Mr Wahlberg has been vocal in the past about the importance of good nutrition, and previously explained he started the Performance Inspired because he was “always looking” for good quality, all natural supplements.

“We started Performance Inspired Nutrition to offer the best all-natural products out there at a real value proposition for the customer.”

“This is where you’re getting real results, and also something that tastes great. A lot of people who are into fitness will take something that’s good for them even if it tastes bad; most people want something that tastes great.”

A feather in their capsules

The Performance Inspired deal is the second major milestone for Wellnex Life this fortnight, after the company announced manufacturing has commenced on its Wagner Liquigesic range.

These products are the first liquid soft gel analgesics in the Australian market and were developed as part of a joint venture with Chemist Warehouse.

Under the terms of the joint venture, Wellnex Life is for developing, registering and commercialising the products, and Chemist Warehouse is in charge of marketing and distributing them. 

The current manufacturing contract also includes a combination ibuprofen-paracetamol liquid soft gel product. 

Initial orders for the range currently sit at roughly $1 million, including a contract manufacturing order. 

As manufacturing commences on the Wagner Liquigesic range, Wellnex Life is also in the process of finalising two other products into the Australian market. 

These include two slow-release iron gummy products – both approved as complementary medicines – to be sold under ‘The Iron Company’ branding, and a number of energy products (gummies and effervescents) under the ‘Wakey Wakey’ brand name.

Please join CEO, George Karafotias, for a special live investor briefing. George will be outlining the Wellnex business model and their plan to continue their successful expansion. Click to book.

Reach Corporate provide Corporate Advisory Services to WNX and have been engaged by them to manage their investor communications.



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