Life Time's NOURISH: A Game Changer in the Greens Powder Market

Life Time, Inc. (NYSE: LTH) has made a bold move in the health and wellness industry with the launch of NOURISH, a comprehensive daily greens + multivitamin supplement. This new product is part of the company's expanding line of proprietary LTH supplements, which are designed to support overall wellness and complement Life Time's existing fitness and wellness offerings. The launch comes at a time when the global market for greens powders is projected to reach $991 million by 2031, indicating significant growth potential.



NOURISH stands out in the crowded greens powder and multivitamin market due to its comprehensive formulation. One scoop of NOURISH provides 23 essential vitamins and minerals – 21% more than another leading brand – including the optimal, superior forms of key nutrients such as vitamins A and B6, and zinc. This superior formulation sets NOURISH apart from competitors by offering a more robust nutritional profile.

The product's emphasis on transparency and quality is a key competitive advantage. NOURISH undergoes third-party testing to ensure its potency, safety, and efficacy. This commitment to quality is highlighted by Paul Kriegler, Registered Dietitian and Senior Director of Nutritional Products at Life Time, who said, "We've leveraged years of experience to build LTH NOURISH to ensure it's a potent, research-supported formula with high-quality ingredients and third-party testing." This transparency and assurance of quality can build consumer trust and loyalty, which is crucial in a market where consumers are increasingly demanding evidence of efficacy and safety.

The inclusion of probiotics, digestive enzymes, and choline, as well as specialized ingredients like the Peak O2 Mushroom blend, Sensoril® ashwagandha, CoQ10, and AstaReal® astaxanthin, further differentiates NOURISH. These ingredients support energy, immune health, focus, and healthy gut function, making it a more holistic supplement compared to many alternatives. This comprehensive approach can attract health-conscious consumers looking for a single product that addresses multiple wellness needs.

The supplement industry offers significantly higher margins than traditional fitness memberships, with premium products like NOURISH typically commanding 50-70% gross margins. By emphasizing third-party testing and registered dietitian formulation, Life Time is positioning NOURISH in the premium segment, distinguishing it from countless unverified alternatives. This positioning can attract consumers willing to pay a premium for quality and transparency, further driving revenue growth.



The launch of NOURISH is part of Life Time's continued expansion of its LTH supplement line, which now includes over 50 products. This expansion demonstrates Life Time's commitment to growing its proprietary supplement portfolio, which can create additional high-margin revenue streams. The product's availability on multiple platforms, including the Life Time Shop, Amazon, and the LTH TikTok shop, demonstrates a modern omnichannel strategy that meets consumers where they already shop. This multi-channel distribution approach can reduce reliance on physical locations and potentially create recurring revenue relationships with customers.

In summary, NOURISH's competitive advantages, including its comprehensive formulation, third-party testing, and specialized ingredients, position it well to gain market share in the greens powder and multivitamin market. These advantages, combined with Life Time's omnichannel distribution strategy and the high-margin nature of the supplement industry, can translate into significant revenue growth for the company. The launch of NOURISH aligns with Life Time's broader strategic goals by providing a premium supplement that supports overall health and wellness, enhancing the customer experience at Life Time's athletic country clubs and creating synergies with the company's existing fitness and wellness offerings.