Create Wellness Scores $20M to Push Creatine From Niche to Mainstream

NEW YORK, NY – March 30, 2026 – Create Wellness, the company that transformed a gritty gym supplement into a popular gummy, has secured a $20 million Series B funding round, signaling a major new chapter for both the brand and the rapidly evolving wellness industry. The investment, led by consumer brand powerhouse Alliance Consumer Growth (ACG) and Impact Capital, the family office of beverage mogul Mike Repole, validates creatine's journey from the locker room to the kitchen cabinet.

This infusion of capital is earmarked to accelerate what is already a meteoric rise. Create Wellness plans to expand its retail footprint, double down on product innovation, and launch a broad consumer education campaign. The goal is to solidify creatine not as a niche product for elite athletes, but as a foundational element of modern daily health, akin to a multivitamin or protein powder.

The investment round also saw continued participation from existing backer Unilever Ventures, underscoring the confidence established players have in the brand's vision. For a company that grew from five to 25 employees in just over a year, this funding is less a lifeline and more a rocket booster.

From Niche to Necessity: The Mainstreaming of Creatine

For decades, creatine monohydrate was synonymous with bodybuilders and powerlifters, a supplement understood primarily for its ability to build muscle and increase strength. However, a wave of scientific research and a cultural shift toward proactive wellness are recasting the supplement in a new light. The global creatine market, valued at over $1.3 billion in 2025, is projected to surge to nearly $8.7 billion by 2033, a testament to its expanding appeal.

This explosive growth is fueled by a diversifying user base. Data shows creatine sales among women are skyrocketing, driven by studies suggesting benefits for everything from menstrual cycle-related fatigue to post-menopausal muscle and bone health. Similarly, older adults are turning to the supplement to combat age-related muscle loss and support cognitive function. The expanding body of evidence on creatine's benefits for brain health, mood, and memory has captured the attention of a wellness-savvy public far beyond the gym.

Create Wellness has been both a catalyst and a beneficiary of this trend. By packaging creatine in a convenient, palatable gummy, the company has effectively removed the primary barriers to entry for new users: the inconvenience and chalky taste of traditional powders. "This investment is a validation of where creatine is headed, and of Create's position as the category leader," said Sienna McCormick, co-CEO of Create Wellness, in a statement. "We're well-positioned to take this brand to every consumer who should be taking creatine, which in our view is essentially everyone."

The Repole Effect: Why CPG Titans Are Betting on Gummies

The names leading the funding round are as significant as the dollar amount. Mike Repole, the visionary behind vitaminwater and BODYARMOR, built his career by identifying untapped consumer needs and disrupting stagnant categories with innovative, accessible products. His investment through Impact Capital suggests he sees a similar opportunity with Create Wellness.

"Creatine is one of the most trusted supplements in the world, and Create is redefining how it connects with today's wellness-driven consumers," Repole stated. "By making creatine more accessible and appealing, the brand is resonating with a broader audience."

Likewise, Alliance Consumer Growth boasts a portfolio of some of the most successful breakout brands of the last decade, including Shake Shack, SKIMS, and OUAI Haircare. Their strategy often involves identifying brands that are not just selling a product, but are at the forefront of a cultural shift. "Create Wellness is one of the most exciting emerging brands in the VMS industry," said Josh Goldin, Co-Founder of ACG. "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."

The involvement of these CPG titans is a powerful endorsement. It signals a belief that Create Wellness can replicate the success of beverage and beauty disruptors by transforming a functional ingredient into a lifestyle brand built on convenience, trust, and mass-market appeal.

Innovation in a Gummy: Science, Strategy, and Shelf Space

While the gummy format has been key to its initial success, Create Wellness is demonstrating that its commitment to innovation runs deep. The company has aggressively pursued retail distribution, securing coveted shelf space and achieving "top-selling creatine gummy" status at Target, The Vitamin Shoppe, and Sprouts since its nationwide rollout in late 2025. This rapid retail success provides a powerful platform for its next phase of growth.

In tandem with the funding announcement, the company is launching Creatine + Electrolytes, a multi-functional product that underscores the industry-wide trend toward supplement stacking and synergy. The new format combines a full 5-gram dose of creatine monohydrate with a balanced profile of sodium, potassium, and magnesium, plus 1 gram of taurine. This formulation is designed to support not just strength, but also hydration, energy, and cognitive performance simultaneously.

This new product launch will double the brand's footprint in Target stores, a significant vote of confidence from a major retail partner just six months after its debut. Critically, in a gummy market where the stability and dosage of active ingredients can be a concern, Create's products are third-party tested and NSF for Sport Certified—a key differentiator that builds trust with both elite athletes and everyday consumers.

"Our consumers have built creatine into their daily routines," noted co-CEO Dan McCormick. "The new products, packaging and formats make it easier than ever to take Create anywhere." This focus on integrating seamlessly into a consumer's life, backed by scientific credibility and the strategic support of industry giants, positions Create Wellness to not just ride the wave of creatine's popularity, but to be the brand that steers it into households across the country.