FitLife Brands, Inc. (FTLF)

In early February 2026, FitLife Brands' stock had gained 25% over the past year, outperforming broader consumer staples peers. In February 2025, the company executed a 2-for-1 forward stock split. January 2026 saw a 19.1% decline in short interest, indicating improving investor sentiment. For the first quarter of 2025, total revenue declined 4% year-over-year to $15.9 million, with net income also decreasing. The second quarter of 2025 saw a 5% year-over-year revenue decline to $16.1 million, and a decrease in net income, partly attributed to elevated merger and acquisition expenses. A contributing factor to the revenue decline was reduced session counts on Amazon for the Dr. Tobias brand. The acquisition of Irwin Naturals closed in August 2025 and is expected to approximately double the size of FitLife Brands and increase adjusted EBITDA by over 50%, with no dilution to shareholders. Management projects the combined businesses to generate over $120 million in revenue and adjusted EBITDA between $20 million and $25 million in the first full year of operations.

Demand for nutritional supplements and wellness products exhibits seasonal patterns. Winter typically sees strong demand for immune-boosting products, with sales potentially increasing significantly. Spring is often associated with detox and renewal, leading to increased interest in cleansing diets and fitness products. Summer priorities shift towards hydration and products related to outdoor sports. Autumn generally brings a focus on preparing for winter illnesses and boosting overall wellness. Companies in this industry often align their marketing and inventory strategies with these seasonal trends to optimize sales.

FitLife Brands develops and markets approximately 300 different products under 13 brand names, spanning categories such as sports nutrition, weight loss, general health supplements, and meal replacements. Key brands include NDS Nutrition, PMD Sports, iSatori, MusclePharm, Dr. Tobias, SirenLabs, Core Active, Nutrology, Metis Nutrition, BioGenetic Laboratories, Energize, All Natural Advice, and Maritime Naturals. The company has transitioned to a primarily e-commerce-focused business model, with Amazon as a significant sales channel.

FitLife Brands, Inc. serves consumers in the United States and internationally. Its products are marketed primarily online, but also through domestic and international GNC franchise locations and various other retail outlets.

FitLife Brands generally maintains a positive brand reputation, reflected in positive analyst sentiment and a "Moderate Buy" consensus rating. The stock's positive trajectory and outperformance of broader consumer staples peers over the past year suggest a favorable market perception. The Dr. Tobias brand, part of the Mimi's Rock acquisition, experienced reduced session counts on Amazon, which contributed to a decline in its revenue.

FitLife Brands, Inc. has 94 institutional owners holding a total of 1,084,583 shares. Major institutional owners include Vanguard Group Inc, BlackRock, Inc., RENN Fund, Inc., Horizon Kinetics Asset Management Llc, Vanguard Total Stock Market Index Fund Investor Shares (VTSMX), Geode Capital Management, Llc, Northern Trust Corp, Vanguard Extended Market Index Fund Investor Shares (VEXMX), iShares Russell 2000 ETF (IWM), and State Street Corp. Among individual owners, Dayton Judd, the CEO, holds a significant stake of 12.27% (1,152,402 shares). Sudbury Capital Management, LLC is also a major holder, with 44.04% of the total shares (4,136,256 shares).