Create Wellness, a New York-based creatine-focused wellness company, announced it has raised $20 million in Series B funding to accelerate growth and expand its presence across retail and e-commerce channels. The funding round was led by Alliance Consumer Growth, with participation from Impact Capital, the family office of entrepreneur Mike Repole, and existing investor Unilever Ventures.
The company plans to deploy the capital to expand retail distribution, increase consumer education, advance product innovation, and scale marketing efforts as it aims to make creatine a mainstream wellness supplement.
Create Wellness has rapidly emerged as a leader in the creatine category, driven by its flagship creatine monohydrate gummies. Following a nationwide rollout in October 2025 across major retailers, including Target, The Vitamin Shoppe, and Sprouts, the company has maintained top-selling positions in its category. Additional distribution includes GNC, Wegmans, Amazon, and direct-to-consumer channels.
The company has also scaled its team significantly, growing from five employees in late 2025 to 25, while adding senior executives from companies such as AG1, Vital Proteins, Mammoth Brands, SmartSweets, and The Farmer’s Dog.
Alongside the funding, Create Wellness is expanding its product portfolio with the launch of Creatine + Electrolytes, a new format that combines 5 grams of creatine monohydrate with electrolytes and taurine to support hydration, energy, and cognitive performance. The product will be available online and will roll out exclusively in Target stores beginning April 12, 2026, doubling the brand’s retail footprint within six months of its initial launch.
Create Wellness positions itself as a category-defining brand focused solely on creatine, emphasizing product quality, accessibility, and innovation. Its products are third-party tested and NSF for Sport certified, supporting its broader mission to make creatine a daily wellness staple for a wide consumer base.
KEY QUOTES:
“Create Wellness is one of the most exciting emerging brands in the VMS industry. They’ve created best-in-class products in a large, fast-growing category. Create is making creatine accessible, delicious, and convenient for a whole new set of consumers who may not have considered it before.”
Josh Goldin, Co-Founder of Alliance Consumer Growth
“Creatine is one of the most trusted supplements in the world, and Create is redefining how it connects with today’s wellness-driven consumers. By making creatine more accessible and appealing, the brand is resonating with a broader audience. Our team has expertise in scaling emerging brands and we are excited to support Create’s next phase of growth.”
Mike Repole, Founder of Impact Capital
“This investment is a validation of where creatine is headed, and of Create’s position as the category leader. We’ve built the most trusted creatine brand in the market. With ACG, Impact Capital, and Unilever Ventures behind us, we’re well-positioned to take this brand to every consumer who should be taking creatine, which in our view is essentially everyone.”
Sienna McCormick, Co-CEO of Create Wellness
“When we first partnered with Dan and Sienna, we saw the opportunity for creatine to evolve from a niche performance product into a mainstream supplement. Create has executed against that vision, combining innovation and a deep focus on product quality with a highly accessible consumer proposition to unlock the next phase of growth for the category.”
Izzy Hemington, Principal at Unilever Ventures
“Our consumers have built creatine into their daily routines. The new products, packaging and formats make it easier than ever to take Create anywhere. And our new brand identity, backed-up by best-in-class NSF for Sport Certified products, reflects what we’ve always believed: creatine is for everyone.”
Dan McCormick, Co-CEO of Create Wellness
