Create Wellness Raises $20M Series B to Expand Creatine Beyond the Gym

Creatine built its name in the weight room. Create Wellness took it out of the corner and put it in people’s hands. Create Wellness just pulled in $20M in Series B funding, and if you’ve been paying attention, this wasn’t luck. This was timing meeting taste, then scaling like it had something to prove. Alliance Consumer Growth and Impact Capital, backed by Mike Repole, stepped in to lead the round, with Unilever Ventures running it back like they saw the movie early and liked the ending.

Dan McCormick and Sienna McCormick didn’t invent creatine. They just gave it a format that actually fits real life. Not gym-bag life. Real life. The kind where convenience wins and habits stick when friction disappears. Over 250M gummies later, it’s clear the market didn’t need more science. It needed better delivery.

And here’s where it gets interesting. Creatine used to sit in a pretty tight lane. Muscle, performance, rinse, repeat. Create Wellness widened the lens without overexplaining it. Now it’s recovery, cognition, daily wellness. >50% of their customers are women. Read that again and let it settle. That’s not a niche shift. That’s a demand signal most brands missed while arguing over protein flavors.

Retail followed the momentum. Target, The Vitamin Shoppe, Sprouts, GNC, Wegmans. Shelves don’t hand themselves over. You earn that kind of presence with velocity, not vibes. And come April 12, the Creatine plus Electrolytes launch hits Target stores, doubling down on distribution with something built for how people actually move through a day.

The product evolution is tight. Gummies for ease. Stick packs for function. Five grams of creatine, layered with electrolytes and taurine, packaged like it understands attention spans are short and expectations are high. No theatrics, just execution.

There’s a lesson sitting under all of this, and it’s not subtle. You don’t always need a new ingredient. Sometimes you need a new experience around an old one. Format can be strategy. Distribution can be storytelling. And if you hit both at the same time, the market tends to respond in a language everyone understands. Movement.

Create Wellness is building more than a supplement brand. They’re building a behavior. And behavior, once it locks in, doesn’t ask for permission to scale. Congrats to Dan McCormick and Sienna McCormick, and to the teams at Alliance Consumer Growth, Impact Capital, and Unilever Ventures for leaning into something that feels obvious now, but didn’t a minute ago.