A-League champions Auckland FC terminate fans’ deal with embattled NZ Muscle supplement company

“Out of respect for them and the players won’t comment further. Product supplied fell outside the voluntary recall.”

NZ Muscle first signed on as the “official recovery partner” of the high-profile sporting club 12 months ago.

Since then the company had provided sports nutrition and recovery supplements like creatine and protein to the team as well as significant discounts for club members. Both parties promoted the deal widely.

But NZ Muscle is now at the centre of a Commerce Commission inquiry into alleged illegal and unethical business conduct.

Auckland FC's owners include American billionaire Bill Foley, New Zealand’s richest businesswoman Anna Mowbray and her partner and ex-All Black Ali Williams. Auckland FC has "terminated" its partnership with NZ Muscle. Photo / Herald composite Auckland FC’s owners include American billionaire Bill Foley, New Zealand’s richest businesswoman Anna Mowbray and her partner and ex-All Black Ali Williams. Auckland FC has “terminated” its partnership with NZ Muscle. Photo / Herald composite

Auckland FC – whose owners include American billionaire Bill Foley, New Zealand’s richest businesswoman Anna Mowbray and her partner and ex-All Black Ali Williams – told the Herald it has cut ties with NZ Muscle.

“We no longer have a relationship with NZ Muscle,” a club spokesman told the Herald.

“It was terminated following the allegations that were made in June.”

The supplement company was told of the cancellation by phone.

Auckland FC told the Herald it is yet to decide on a new official supplier of sports supplements.

NZ Muscle’s reputation took a hammering after a video, titled “EXPOSING New Zealand’s Biggest Supplement Brand”, was released online on June 19.

NZ Muscle founder and boss Dion Roosenbrand continues to maintain his silence. Photo / Herald composite

Explosive claims made in the video – which featured former workers and other whistleblowers – included NZ Muscle knowingly selling stock when it had passed its use-by date.

The 40-minute video also alleged the company had relabelled cheaper foreign products as its own New Zealand-made premium product. The video showed empty stacks of tubs of a cheaper Mexican product in large bins at NZ Muscle’s Auckland headquarters.

Dual investigations were then launched by the Commerce Commission and the Ministry for Primary Industries’ (MPI) New Zealand Food Safety unit. MPI also ordered the recall of two of the company’s products.

A social media post from NZ Muscle revealing their partnership with Auckland FC, a deal that has now been terminated.

NZ Muscle has apologised to customers and removed some products from its shelves and popular online shop. It said an internal review had found some non-compliant packaging.

The Herald has been told by a source that Auckland FC contacted the makers of the video – who included owners of a rival supplement brand – several days after the documentary’s release seeking further information about the allegations made against NZ Muscle.

Auckland FC players – who left for Saudi Arabia on Friday ahead of Thursday’s Fifa Intercontinental Cup opening round clash against play Al-Ahli Saudi FC, and a guaranteed $3.4 million payday – were then told that the club had cut ties with NZ Muscle, and instructed to stop using NZ Muscle products.

The supplements that Auckland FC had received from NZ Muscle came with batch-testing results that showed none contained any ingredient that could trigger a failed drugs test.

Those test results – conducted at an independent sports drug testing laboratory in Australia – are posted on NZ Muscle’s website.

A source said that given claims aired in the video – including the potential risk of cross-contamination – the club decided it couldn’t risk players being exposed to the supplements.

In announcing the deal with Auckland FC on August 26, 2025, NZ Muscle wrote in a social media post: “Powering every play! NZ Muscle is now the official recovery partner of the Auckland FC! We’re here to fuel the players with the energy, recovery and strength they need to perform at their best and cheer them on every step of the way.

NZ Muscle congratulated Auckland FC in a social media post after their A-League Kiwi derby win over the Wellington Phoenix.

“Here’s to a season full of power, passion, and big wins on and off the field.”

Auckland FC went on to win the 2025-26 A-League in just their second season, and NZ Muscle repeatedly highlighted its links to the franchise in its online content.

After a 3-1 win over Kiwi rivals the Wellington Phoenix in a round-robin clash in December, NZ Muscle posted: “Congrats on the big WIN @aucklandfc – must be that NZ Muscle creatine”.

Other posts on Instagram included Auckland FC players talking about what NZ Muscle products they used and what benefits they believed they were gaining from them.

The now-removed offer of a 20% discount on NZ Muscle products for Auckland FC members.

A video posted online by NZ Muscle in February featured a staff member packing and then delivering Auckland FC’s latest supplement, creatine and electrolyte order.

In March, Super Rugby club Moana Pasifika announced it had also signed a deal with NZ Muscle as its official protein and supplements supplier.

In March, Super Rugby club Moana Pasifika announced it had signed a deal with NZ Muscle as its official protein and supplements supplier. The rugby team played its final game on May 30; three weeks before the release of the video making serious allegations against NZ Muscle. Photo / Herald composite

The now-defunct rugby team played its final game on May 30; three weeks before the release of the video making serious allegations against NZ Muscle.

In its statement to the Herald, NZ Muscle gave an update on its responses to the Commerce Commission investigation and the business going forward.

“Good progress has been made on the consumer issues that were identified, and the business will continue to make positive changes to the way it operates.”

Neil Reid is a Napier-based senior reporter who covers general news, features and sport. He joined the Herald in 2014 and has 34 years of newsroom experience.