This Startup Is Selling Supplements at Cost in Challenge to Industry Giants

Aonic is doing the unthinkable: selling its products with no markup to consumers who pay an annual subscription fee for its membership club

Supplement company Aonic is looking to disrupt the wellness industry with the launch of a new pricing model — without markups.

Aonic Club, the company’s just-launched membership model, will sell supplements to members at cost, with the brand generating revenue from the annual membership fees only.

The brand first emerged on the market last year, a collaboration between fitness coach and WeRise founder Senada Greca and entrepreneur Max Meier. It embodied the movement towards evidence-backed products, with its own scientific team and advisory board that includes Harvard-trained scientist Dr. David Jan, who has spent two decades developing and manufacturing nutrition products.

Aonic’s new strategy relies on AI to improve sourcing and operations and eliminate markups for brokers, distributors, brands and retailers, in turn lowering costs for the company and consumers.

The company is taking control of operations in the process, sourcing ingredients for its protein, creatine, electrolytes and daily vitamins directly, controlling its formulas and production, and then selling products online direct-to-consumer at cost.

For instance, the price of 30 servings of Aonic’s all-in-one daily supplement solution and greens powder will be $18.70 for members, compared to competitors like AG1 at $54.67 and IM8 at $89. Its preworkout will cost just $10.27, compared to Ghost, a popular brand, at $44.99.

“Inflation is the main concern for Americans right now.” said Meier. “Big companies have access to the most powerful technology of our lifetime, but they’re falling short when it comes to using it to help people pay less.”

“We are passionate about changing that,” he continued. “With a great team, a community that believes in what we’re building, and technology that helps us work more efficiently, we can offer the highest-quality products at drastically lower prices by cutting out the markups.”

Aonic is offering founding members a reduced rate of $49 for the first year, with regular membership costing $99 the first year, then $149 annually thereafter.

“One of the questions I get most from my community is which products are actually worth the money,” Greca said. “People trust my recommendations, and I take that seriously. I helped build Aonic to make products I’d use myself, at prices people could afford every day. With Aonic Club, members pay what the products cost and vote on what we make next. We want to make what the people actually need.”

While the brand is first focusing on its suite of supplements and wellness products, Aonic is looking to bring the model to more mainstream markets including groceries, pet food, beauty, personal care and household items in 2027.