The Foundation: 18 Years of Performance
Our Story & Leadership
Founded and led by Matt Hickman, a veteran with over 18 years of experience in the sports nutrition industry, Deluxe Nutrition was born from a simple mission: putting supplementation back in your hands. We believe that premium, high-quality nutrition should be accessible to everyone at the best possible prices.
Starting in 2008, Matt’s vision was to strip away the "fluff" of the industry and focus on what truly matters—the raw, lab-tested purity of the ingredients you put into your body.
More Than Just Nutrition
At Deluxe Nutrition, we are more than just a provider of supplements. We believe that nutritional supplementation can work for everyone. We have developed a range of products tailored to specific training needs, including:
-
The Pro Athlete: Post-workout and recovery solutions for heavy-lifting professionals.
-
The Endurance Specialist: Energy formulas for triathletes and long-distance runners.
-
The Daily Warrior: Wellbeing supplements for football players, personal trainers, and everyday gym-goers.
Our team of experts can create a nutritional program that works in perfect harmony with your regime, regardless of your age or experience level.
Two Brands. One Mission.
Deluxe Nutrition: The Essentials
The original foundation. Deluxe is built on the "Science of Strength," offering pure, raw ingredients in bulk. No fillers, no gimmicks—just the building blocks your body needs for muscle repair and weight management.
Rival Performance: The Lifestyle Lab
The newest evolution of our lab. Rival is our lifestyle electrolyte and performance series. Designed with a vibrant, "cartoon-style" energy, it’s built for the modern athlete who needs rapid hydration and elite-level recovery without sacrificing taste or convenience.
Our Commitment
Purity Without Compromise
All of our solutions are made from only the finest raw ingredients. Every supplier we work with must adhere to, and surpass, stringent standards. This focus on pure portions ensures your body absorbs exactly what it needs, maximizing impact and minimizing wastage.
Our Promise to the Environment
We have moved away from the bulky plastic tubs associated with old-school nutrition. Instead, we use recyclable pouches that:
-
Aid the Environment: Reducing plastic waste and carbon footprints.
-
Guarantee Convenience: Our pouches slide effortlessly through your letterbox, ensuring you never miss a delivery.
-
Maintain Freshness: Keeping your capsules and powders as fresh as the day they were packed.