Complete Nutrition

Complete Nutrition began its journey in 2004 in Omaha, Nebraska, with a focus on providing nutritional supplements, weight management aids, and sports nutrition products. At its height in the early 2010s, the company had expanded to over 200 locations, primarily situated in shopping centers and retail corridors throughout the United States. The brand stood out by offering personalized wellness consultations and a carefully selected range of both third-party and proprietary supplement brands, catering to fitness enthusiasts and those interested in weight management.

However, by 2017, Complete Nutrition faced mounting competition from e-commerce platforms and larger supplement chains, leading to a significant reduction in its physical store presence. In March 2019, the company filed for Chapter 11 bankruptcy protection due to declining sales and operational difficulties. Later that year, Complete Nutrition was acquired by Wellful, Inc., a company specializing in health and wellness. This acquisition marked a pivotal shift as the brand transitioned to focus entirely on e-commerce and direct-to-consumer sales.

As of November 2025, Complete Nutrition operates solely online, having closed all its brick-and-mortar locations. The company continues to serve a national customer base through its website, offering a streamlined selection of products. Despite these changes, Complete Nutrition maintains its headquarters in Omaha, Nebraska. This shift from a widespread retail chain to an online-only model highlights the dynamic nature of the health and wellness industry and the necessity for businesses to adapt to digital trends.