Supra Human Surpasses $25M in Revenue, Redefining High-Ticket Fitness Coaching
Founded by a former NFL player, Supra Human caters to six-figure professions seeking more than just physical transformation
Supra Human, a high-end Scottsdale-based online coaching company co-founded by former NFL player John Madsen and former FOX and NBC anchor Nineveh Madsen, has surpassed $25 million in annual revenue, with projections reaching $52 million after Q1.
The brand targets clients earning at least $150,000 for men and $100,000 for women, figures that serve as the minimum income thresholds for program eligibility.
Under co-owner and CEO Nineveh Madsen, who prioritized building a scalable operation, Supra Human has grown a 96-person global team, expanded its footprint, launched a women’s transformation division and laid the groundwork for in-person leadership summits, brand partnerships and new lifestyle product lines.
Supra Human positions physical training as a gateway to behavioral change, integrating strength programming with nutrition tracking and mindset coaching. Madsen, who played for the Oakland Raiders, transitioned into high-performance coaching after his football career. His focus on performance and leadership development has shaped the company’s niche in the crowded digital fitness space.
“We don’t just help people lose weight or get fit,” Supra Human founder John Madsen said. “We eliminate every trace of mediocrity holding them back and rebuild a body—and mindset—that’s completely unrecognizable from who they were before. Our goal is to make greatness the standard. We’re not here to inspire you for a week. We’re here to change how you think, how you live, and how you lead—permanently.”
As the fitness coaching company scales, the two see Supra Human not just as a brand but as a solution to what they view as a wider cultural shortfall.
“There’s a major leadership crisis happening—in business, in families, in people’s own lives,” Nineveh said. “What we’ve created is a system that puts people back in control of their physical health, mental strength and personal power. And we’re just getting started.”