BODi Enters Brick-and-Mortar Retail, Expanding Nutrition Offerings

Deals to bring BODi’s Shakeology line to Sprouts and Vitamin Shoppe stores mark the digital fitness company’s first-ever retail partnerships for its nutrition products

BODi’s Shakeology line is launching at more than 80 Sprouts Farmers Market locations next week and will roll out across The Vitamin Shoppe’s 640-plus stores later this year, the digital fitness company said.

BODi, formerly known as Beachbody, has also lined up a distribution partnership with KeHE, a natural and specialty foods distributor whose network reaches more than 30,000 grocery, supermarket and online retailers.

The 160-calorie nutrition drink will retail at $34.99 for a seven-serving bag at both Sprouts and The Vitamin Shoppe, with flavor lineups varying by retailer.

The deals mark BODi’s first brick-and-mortar retail distribution agreements for its nutrition products.

The vegan Shakeology formula — which includes more than 30 superfoods — offers 16 grams of protein, while the whey formula provides 17 grams of protein.

The move into retail is a natural progression that lets the brand reach a broader audience, BODi co-founder and CEO Carl Daikeler said.

“This is another important step in our goal to make Shakeology more accessible to more people,” he added.

The retail push runs alongside a new P90X supplement line, a nod to one of BODi’s most recognizable fitness programs, with similar plans for Insanity. Other launches are in the pipeline, including energy drinks being tested in select markets, a ready-to-drink Shakeology and protein bars expected later this year.

Each Shakeology purchase includes free access to BODi’s digital fitness platform.

“We’ve seen that the strongest results come from combining effective nutrition with our proven digital fitness,” Daikeler said. “What’s changed is that nutrition has become the most efficient entry point for many people.”

The at-home fitness OG has been on a journey in recent years. BODi wound down its multi-level marketing (MLM) model at the end of 2024, cut roughly a third of its workforce and transitioned to a single-level affiliate program.

Earlier this year, BODi tapped Equinox trainer Waz Ashayer to headline P90X Generation Next, a reboot of one of the most recognizable programs in home fitness history.

BODi is not the only brand thinking about retail shelves. AG1, formerly Athletic Greens, launched its first brick-and-mortar rollout at Costco last year, expanded to Target and debuted at more than 1,500 Ulta Beauty stores this week.