LTH Launches NOURISH - A Comprehensive Daily Greens + Multivitamin Supplement During National Nutrition Month

Rhea-AI Summary

Life Time (NYSE: LTH) has launched NOURISH, a new drinkable multivitamin and greens powder supplement, expanding its LTH supplement line. The product contains 23 essential vitamins and minerals, offering 21% more than leading competitors, along with probiotics, digestive enzymes, and specialized ingredients like Peak O2 Mushroom blend and Sensoril® ashwagandha.

NOURISH undergoes third-party testing for safety, potency, and efficacy, targeting energy, immune health, focus, and gut function. The launch comes as the global greens powder market is projected to reach $991 million by 2031. The product is available for purchase on the Life Time Shop, Amazon, and select items on the LTH TikTok shop.

This release is part of Life Time's broader expansion of its LTH supplement line, which includes over 50 products. The company plans to introduce additional products throughout 2025, including (Re)FUEL collagen protein bars and DREAM multivitamin magnesium sleep support powder.

Positive

• Launch of new product NOURISH expands revenue streams in growing market
• Product offers 21% more vitamins and minerals than leading competitors
• Expanding distribution channels including Amazon and TikTok shop
• Strategic positioning in growing market projected to reach $991M by 2031

Negative

• Enters highly competitive greens powder market with numerous existing alternatives
• Success depends on consumer adoption in crowded supplement space

Insights

Consumer Goods Analyst

Life Time's launch of NOURISH represents a strategic entry into the high-growth greens powder market, projected to reach $991 million globally by 2031. The company is leveraging its established health and fitness brand to expand its supplementation business, creating potential for additional high-margin revenue streams.

NOURISH appears positioned as a premium offering, with 21% more essential vitamins and minerals than leading competitors and third-party testing for quality assurance. This differentiation is crucial in the increasingly crowded supplements space where consumers increasingly demand transparency and efficacy evidence.

This launch isn't an isolated initiative but part of Life Time's broader strategy to grow its proprietary supplement portfolio, which now includes over 50 products. Their multi-channel distribution approach (company website, Amazon, TikTok) demonstrates a modern omnichannel strategy that reduces reliance on physical locations and potentially creates recurring revenue relationships with customers.

While financial projections are absent from this announcement, the expansion into supplements represents a logical brand extension that aligns with current wellness consumer trends. The planned pipeline of additional products throughout 2025 indicates a sustained commitment to this business segment rather than a one-off product experiment.

Retail Distribution Strategist

Life Time's expansion of retail product offerings through NOURISH demonstrates an important strategic pivot that diversifies revenue streams beyond their traditional gym-based model. Their multi-channel distribution strategy—spanning direct-to-consumer website, Amazon, and even TikTok Shop—shows contemporary retail thinking that meets consumers where they already shop.

The supplement industry offers significantly higher margins than traditional fitness memberships, with premium products like NOURISH typically commanding 50-70% gross margins. By emphasizing third-party testing and registered dietitian formulation, Life Time is positioning these products in the premium segment, distinguishing them from countless unverified alternatives.

This product launch represents Life Time's evolution from a fitness location provider to a holistic wellness lifestyle brand. The company is effectively monetizing its health authority position through tangible products that extend the customer relationship beyond physical locations. The supplement business also creates opportunities for recurring revenue through subscription models, potentially smoothing out the seasonal variability typical in the fitness industry.

The strategic value extends beyond immediate sales—supplements create daily brand touchpoints with consumers, reinforcing the core fitness business. This brand extension strategy has been effectively executed by companies like Equinox and SoulCycle, though success ultimately depends on product quality and marketing execution in an already crowded supplement marketplace.

NOURISH is the latest product in Life Time's expansive, third party tested LTH supplement line

CHANHASSEN, Minn., March 24, 2025 /PRNewswire/ -- Life Time (NYSE: LTH) has launched its long-awaited drinkable multivitamin + greens powder, NOURISH, as part of the expanding line of proprietary LTH supplements. Created by Life Time's team of in-house product developers and registered dietitians, one scoop of NOURISH provides 23 essential vitamins and minerals – 21% more than another leading brand – including the optimal, superior forms of key nutrients such as vitamins A and B6, and zinc.

NOURISH was formulated in-house with third party testing to ensure its potency, safety and efficacy to support energy, immune health, focus and healthy gut function. With the addition of probiotics, digestive enzymes, and choline, as well as the advanced Peak O2 Mushroom blend, Sensoril^® ashwagandha, CoQ10 and AstaReal^® astaxanthin, it is a robust foundational daily product for those looking to meaningfully upgrade their supplement routine with a more transparent formula than other alternatives.

"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," said Paul Kriegler, Registered Dietitian and Senior Director of Nutritional Products at Life Time. "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."

The global market for greens powders is projected to reach $991 million by 2031. With this growing demand comes an increasing number of options, making it challenging for consumers to identify high-quality, science-backed products. To give consumers peace of mind, NOURISH and all LTH products undergo extensive development to ensure they meet Life Time's unmatched standards for safety and effectiveness. Each product is consistently third-party tested and formulated by Life Time's expert team of registered dietitians.

NOURISH is now available for purchase on the Life Time Shop. It can also be purchased on Amazon.

A limited selection of LTH supplements are now also available on the LTH Tik Tok shop, with more products coming soon.

The launch of NOURISH is part of Life Time's continued expansion of its relaunched LTH supplement line of more than 50 products, including superior offerings such as REWIND Collagen Elixir and REVIVE Colostrum Powder, in addition to multi- and other vitamins, fish oil, protein, pre-workout, creatine, electrolytes, and more. Looking ahead throughout 2025, Life Time will introduce new products, including (Re)FUEL collagen protein bars, DREAM multivitamin magnesium sleep support powder and more.

For more information about Life Time, visit www.lifetime.life or follow on social media at Facebook, Instagram and LinkedIn. LTH is also on Instagram featuring education, experts and recipes.

About Life Time
Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its portfolio of more than 175 athletic country clubs across the United States and Canada, complimentary, comprehensive healthy way of life app and nearly 30 of the most iconic athletic events in the country. The health and wellness pioneer uniquely serves people 90 days to 90+ years old through its healthy living, healthy aging, healthy entertainment communities and ecosystem, along with a range of healthy way of life programs and information, and trusted LTH nutritional supplements and products. Life Time was recently certified as a Great Place to Work^®, reinforcing its commitment to fostering an exceptional workplace culture on behalf of more than 42,000 dedicated team members.

https://vt.tiktok.com/ZT2nfoAeD/?page=TikTokShop

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SOURCE Life Time, Inc.

FAQ

What makes LTH NOURISH different from other greens supplements in the market?

NOURISH contains 23 essential vitamins and minerals (21% more than leading brands), plus probiotics, digestive enzymes, and specialized ingredients like Peak O2 Mushroom blend and Sensoril® ashwagandha, all third-party tested for safety and efficacy.

Where can I buy LTH NOURISH supplement in 2025?

NOURISH is available for purchase on the Life Time Shop, Amazon, and select products are available on the LTH TikTok shop.

What is the market potential for greens powders like LTH NOURISH?

The global greens powder market is projected to reach $991 million by 2031, indicating significant growth potential.

What new products will LTH launch in 2025 besides NOURISH?

Life Time plans to launch (Re)FUEL collagen protein bars and DREAM multivitamin magnesium sleep support powder among other products in 2025.