Supplement Group

Through the creation and acquisition of unique and sustainable health and wellness brands, Supplement Group, Inc. ensures a healthier tomorrow. Founder & CEO Leonard K. Armenta Jr. has been working in the supplement and functional food industry for more than 20 years and has been an essential contributor to the global success of the industry’s most renowned companies.

In June 2020, Supplement Group began experiencing rapid expansion as Leonard secured a pivotal partnership with business mogul David Lovatt. Immediately following, the team quickly moved to acquire SINFIT Nutrition. Shortly after its acquisition in 2020, Supplement Group re-branded SINFIT Nutrition, launching a demand across the food and supplement industries for its protein bars. The appetite for these bars inspired the recently released plant based protein version of the bars, for which Supplement Group has seen immediate success. In the two years since this first acquisition, Leonard and David have grown Supplement Group to fourteen companies, notably including a company original to Supplement Group grown from conception to development to launch. This assembly of companies offers an extensive variety of products for every health and wellness enthusiast. Leonard and David’s shared passion for fitness and quality products continues to fuel their ambition and success.

Since 2020, Supplement Group has successfully been established as one of the most influential companies in the health and fitness industry. From the outset, the objective was to build an extensive repertoire of brands and products to offer customers servicing all business channels in the industry.

Leonard remarks, “High-quality products are an important part of our reputation with customers. It is important to be unique and stand out from others – this is what gives us an edge. Customers trust Supplement Group to offer only the best.” And that is exactly what Supplement Group is doing. With the continuous introduction of new ingredients, Supplement Group prioritizes product innovation by attending the choicest tradeshows and partners with brilliant product formulators to create the most efficacious products on the market. The results speak for themselves. In the last 6 months, Supplement Group has rebirthed and launched a protein sparkling water, Fizzque, and its own nineties throwback supplement brand, STORM Lifestyles.

Since 2020, Supplement Group has successfully been established as one of the most influential companies in the health and fitness industry.

As an innovative and forward-thinking company, Supplement Group is proudly represented by a female led and operated marketing and graphics team. This team aims to “disrupt the norm” by developing inventive branding and marketing concepts that lead trends in the fitness industry. With the emergence of nineties throwback branding in other markets, marketing manager Lexi Armenta and her team built upon this concept to develop their own vision and became the first in the supplement industry to launch a product with such relevance: STORM Lifestyles. The team is proud of its crucial contribution the development and launch of STORM Lifestyle, as well as one-of-a-kind products like Fizzique, which continues to set Supplement Group apart within the beverage industry.

Regarding Supplement Group’s consistent growth and upward trajectory, Leonard says, “I pride myself in not being a know-it-all. Everything I do for my business comes from a collaboration with my team. I know if they believe in what we are doing then they will be more successful and will work harder than ever to ensure things are done right.” He continues, “I have an open-door policy with my team, and I encourage them to challenge me when they don’t see eye-to-eye on something I have planned. Having fresh eyes look over your plan is a must-have. We are always reviewing new ingredients and considerations, such as how to keep calories low while maintaining the cleanest ingredient labels, like using honey and non-artificial sweeteners. It is indescribable having a team that shares my energy and passion and wants to succeed as much as I do. This is what fosters growth and a positive workplace environment, and leads to success in production, innovation, marketing, and sales. “


The Supplement Group team has become family, sharing a mutual respect and a sincerity in supporting each other’s success. The key? Communication. As Leonard puts it, “Open communication is non-negotiable. Here, every voice is heard and valued.” Headquartered in Wheat Ridge, Colorado, Supplement Group employs professionals across the U.S. and Europe. The U.S. based and international sales teams are at the forefront of the company’s rapid growth and endeavor to broaden its global presence. Supplement Group recognizes the challenges of working with international companies, such as varying ingredient permissions and labeling practices. Presented with these challenges, however, the company has triumphantly pivoted its efforts to accommodate its customers – the international sales team going as far as to translate labels to meet compliance standards of other countries. The company’s team rallies in the face of hard work, creating solutions to meet the needs of every customer.

Supplement Group stands as a partnership and team forged from the best in the business. Team members collaborate to support each other’s success, as well as that of the business, and offer their expertise in mentorship to younger professionals. The company culture is that camaraderie and willingness to help others, no matter the task. As it is written in the DNA of the Supplement Group team, “No egos allowed”.


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