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Sportsfuel buys online vitamin subscription service

Sports nutrition retailer Sportsfuel has acquired Kiwi-owned online subscription service Vitally.

The company says the acquisition will help Sportsfuel strengthen its presence in the health & fitness industry in New Zealand. The value of the deal has not been disclosed. 

Operating since 2018, Vitally has built a solid customer base, offering personalised vitamin subscription plans for customers. 

“We’re looking to improve the site’s user experience and make the entire process more effective and efficient,” said Alex Mark, director of Groovy Group. “Although it’s too early to announce exactly what changes we’re going to make, we can confidently say that some exciting improvements will be occurring in the not-too-distant future.” 

Founded in 2007, Sportsfuel was acquired by Rob Greed and Alex Mark of brand holding group, Groovy Group, in July 2018. Currently, the group owns more than 10 brands, which span categories such as health & nutrition, entertainment and software as a service.

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