ADA, Michigan, April 20, 2016 /PRNewswire-HISPANIC PR WIRE/ — Amway, the world’s leading direct selling company*, today announced the launch of the XS™ Sports Nutrition line, marking the company’s expansion in the sports and performance nutrition category and presenting an opportunity for the next generation of Amway Independent Business Owners (IBOs). The XS™ Sports Nutrition line is an extension of the XS™ brand, a line of healthier energy drinks, which Amway acquired in 2015. This further infuses Amway’s product portfolio with the energy, authenticity and quality customers expect.

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The XS™ Sports Nutrition line features a variety of products, including protein powder and shakes, pre- and post-workout supplements, energy bars, and sports drinks that help active consumers to hydrate, energize, and recharge. The products help fuel an active and adventurous lifestyle by quenching thirst, boosting and sustaining energy, hastening recovery and building of lean muscle mass after exercise.

“This is an important time for Amway to expand our presence in the thriving sports nutrition market, which offers new and exciting business opportunities for the next generation of young entrepreneurs,” said Jackie Nickel, Amway chief marketing officer for the Americas. “Everyone can benefit from these products, from the athlete to the everyday active adult, living their own adventures and looking to challenge themselves. The launch presents an incredible new entrepreneurial opportunity for Amway Independent Business Owners to expand their customer base and product offerings.”

Growth in the Category

The Sports Nutrition market has grown to a nearly $19 billion category in the United States, with rapid expansion driven by greater consumer awareness, education and availability of products to a more mainstream consumer base. Sports nutrition products are no longer just for gym rats or extreme athletes.  In fact, about half of US adults consume sports nutrition products today and, of that group, 50% are under 35.

“Rapid growth of the sports nutrition market not only provides great business opportunity for Amway IBOs, but it also appeals to the next generation of entrepreneurs that demand a mix of personal and professional passions for true satisfaction,” said Nickel. “The new XS™ Sports Nutrition line meets this demand with products that we’re confident IBOs will want to consume and sell, all within a brand that’s rooted in adventure, experience and balance.”

The History of Amway and XS

In 2015, Amway strategically acquired the XS™ brand to expand its geographic reach and improve their ability to reach the next generation of business entrepreneurs. Amway has been the exclusive distributor of XS™ products since 2003, growing the brand to $150 million in annual sales and expanding into 38 global markets. XS co-founder David Vanderveen, who was an Amway Independent Business Owner more than 20 years ago, credits his entrepreneurial experience with Amway with giving him the confidence and know-how to create his own brand. Since the acquisition, Vanderveen is now a vice president and general manager of the XS™ brand with Amway.

“XS™ Sports Nutrition is not only an excellent product line but also represents a significant selling opportunity for young entrepreneurs to enter a thriving market space,” says Vanderveen. “I was an IBO and these products were designed with IBOs in mind. The XS™ Sports Nutrition line fuels a bold approach to a healthy lifestyle, and offers IBOs additional opportunities to pursue their entrepreneurship goals.”

To learn more about Amway’s XS™ Sports Nutrition launch, please visit amway.com/XS.       

About Amway
Amway is a $9.5 billion direct selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics and eSpring™ water treatment systems – all sold exclusively by Independent Business Owners. Global sales in 2014 made Amway the No. 1 direct selling business in the world, according to the Direct Selling News 2015 Global 100. The company’s annual sales figure includes revenue from direct selling operations and other business holdings. For company news, visit globalnews.amway.com.

About XS
In 2001, XS was born in Laguna Beach, California to deliver positive energy via great-tasting, sugar-free drinks that are loaded with B-vitamins. Adopted in 2003 by Amway Independent Business Owners who were channeling the entrepreneurial and adventurous spirit of Rich DeVos and Jay Van Andel, XS™ is the brand for engaging the next generation of the Amway business. 

* Global sales in 2014 made Amway the No. 1 direct selling business in the world, according to the Direct Selling News 2015 Global 100.