Family owned and operated

Innovating consumer brands since 1995

A privately held, family-operated global consumer products company. We develop, manufacture, market and scale innovative brands in personal care, skin care, tanning, sports nutrition and dietary supplements.

See our brands Meet the family
  • Headquartered in South Florida
  • Offices in Budapest and São Paulo
  • Sold in 40+ countries

Our brands

The brands we operate

A smiling woman in a kitchen holds a pouch of SteelFit creatine gummies

SteelFit®

Sports nutrition + skin fitness

A premium sports nutrition and skin fitness brand for people who train consistently. SteelFit pairs clinically dosed supplements with performance topicals, made to fit real routines and support long-term progress.

Formulas
Clinically dosed
Quality
Third-party tested
Manufacturing
Made in USA with globally sourced ingredients
Creatine
Creapure®

Known for Abs of Steel®, Buns of Steel®, Creapure® creatine, Steel Fuel pre-workout and Steel Hydrate.

Visit steelfitusa.com
A group of bodybuilding, bikini and physique competitors wearing deep competition tans

Pro Tan®, since 1987

Competition tanning

Since 1987, Pro Tan has been the No. 1 selling competition tanning product in the world for fitness and bodybuilding events. Athletes book professional competition tans at events or buy products to do it themselves.

World rank
No. 1 in competition tanning
Preferred by
NPC and IFBB Pro League
Official sponsor
Arnold Classic and Olympia Expo
Since
1987

Known for Instant Competition Color®, Overnight Competition Color®, Super Dark Competition Color® and Quick Bronze®.

Visit protanusa.com

Our family

Two generations, one family business

Performance Brands is now a second-generation family business. Our success is built on innovation, proven execution and lasting partnerships.

  • First generation

    Founded the company in South Florida in 1995

    Our founder brings more than 40 years of consumer products experience and has developed more than 12 brands across personal care, tanning and supplements.

  • Second generation

    Joined 15 years ago and built SteelFit®

    The founder’s son joined the company 15 years ago and has developed and continues to lead SteelFit®, our sports nutrition and skin fitness brand.

    Portrait of Rob, smiling, at a fitness event RobFounder and CEO of SteelFit®

What our success is built on

  • Innovation

    New products and formats that lead their categories, from competition tanning to mushroom gummies.

  • Proven execution

    More than 12 brands developed, more than $300 million in retail sales and more than $30 million in brand exits.

  • Lasting partnerships

    Long-term relationships with retailers and distribution partners in more than 40 countries.

About us

Three decades of building brands

Founded in 1995 in South Florida, Performance Brands, Inc. is a privately held, family-operated, global consumer products company with a proven history of developing, manufacturing, marketing and scaling innovative brands.

With more than 40 years of industry experience through its founder, Performance Brands has developed more than 12 consumer brands, generated more than $300 million in cumulative retail sales, and successfully exited brands for more than $30 million.

  • Personal care
  • Skin care
  • Tanning
  • Sports nutrition
  • Dietary supplements

By the numbers

Founded in South Florida
1995
Years of industry experience through our founder
More than 40
Consumer brands developed
More than 12
Cumulative retail sales
More than $300 million
In successful brand exits
More than $30 million
Countries where our products are sold
More than 40

Track record

Our most recent success: Fungies®

Fungies is an innovative mushroom gummy supplement brand we built from launch to a national retail presence, then sold.

More than 13,000 retail locations in just four years

  • Walmart
  • Target
  • Walgreens
  • CVS
  • Kroger
  • Meijer

  1. Built

    Fungies expanded into more than 13,000 retail locations in four years, including Walmart, Target, Walgreens, CVS, Kroger and Meijer.

  2. Ranked

    Fungies became the No. 3 mushroom supplement brand in the retail channel, behind Force Factor® and OM Mushroom. Our Lion’s Mane gummies reached the No. 1 retail sales position in the Lion’s Mane category.

  3. Exited

    In July 2026, Performance Brands successfully exited Fungies through its sale to Piping Rock Health Products.

Global reach

Built in Florida, sold around the world

Our reach extends well beyond the United States. With international offices in Budapest, Hungary, and São Paulo, Brazil, we support a global network of distribution partners and help our brands grow across diverse markets.

More than 40 countries where our products are sold

  • Headquarters

    Davie

    Florida, USA

    Eastern Time

  • Europe

    Budapest

    Hungary

    Central European Time

  • South America

    São Paulo

    Brazil

    Brasília Time

Contact

Get in touch

For partnership, distribution and retail inquiries, contact our headquarters. For product questions, reach each brand directly.

Headquarters

Performance Brands, Inc. 15851 SW 41st St, Suite 800
Davie, FL 33331
United States

Phone1-800-555-8895

General inquiries

Emailrob@performancebrands.com

Our brands