Life Time’s Supplement Strategy Could Be Its Boldest Move Yet
LT Digital, Life Time’s free app open to non-members, isn’t just for workouts—it could become a new gateway to the brand’s registered dietitian–formulated LTH supplements and nutrition products
Life Time, the luxury athletic country club operator, is expanding its focus to active nutrition and supplements with the launch of Nourish—a third-party tested, drinkable multivitamin and greens powder that delivers 23 essential vitamins and minerals.
Pushing into supplements isn’t exactly novel, but much like its investments in dynamic personal training and pickleball—both of which have contributed to membership waitlists and high engagement—Life Time has a knack for staying several steps ahead of the trend.
The high-end operator’s free app, LT Digital, which Life Time opened to non-members last year, will serve as a bridge to the brand’s expanding line of LTH nutritional supplements, Life Time CEO Bahram Akradi suggested on last month’s earnings call with investors.
“With the month-over-month growth we’re seeing, we expect that business to be a billion-dollar revenue business in the years to come and the LT Digital with tens of millions of subscribers on it over the next four, five, six years—will become an easy, natural foundation for the people to find the LTH products and be able to just easily buy it,” Akradi said on the call. “L.AI.C. [Life Time’s AI-powered companion] will help them answer any questions they have about any products, coupled with the understanding of who they are and their activity levels.”
Supplements were one of Life Time’s anticipated trends for 2025, along with strength training and saunas, following its annual health and wellness survey. The findings—which included insight from a mix of consumers and Life Time members—revealed that 59.5% of respondents take a daily supplement, with protein powder, multivitamins and vitamin D being the most popular choices.
As for Nourish, the new product includes probiotics, digestive enzymes, choline and CoQ10 and is part of Life Time’s 50+ LTH supplement line, which offers protein, vitamins, pre-workouts, specialized kits and more. Consumers can shop based on their unique health goals or take a two-minute quiz to fine-tune their routine.
“We’ve leveraged years of experience to build LTH Nourish to ensure it’s a potent, research-supported formula with high-quality ingredients and third-party testing,” Life Time senior director of nutritional products and registered dietitian Paul Kriegler said. “In a world where drinkable greens are becoming a staple in many people’s lives, Nourish stands out by helping fill common nutritional gaps with essential vitamins, minerals, antioxidants and gut-supporting nutrients to simplify and enhance daily wellness routines.”
Other products are in the pipeline this year, including (Re)FUEL collagen protein bars and Dream multivitamin magnesium sleep support powder.
Nourish is now available at the Life Time Shop and on Amazon, while a limited selection of LTH supplements can be found on the LTH TikTok Shop, with more set to roll out soon.