Fitness Brand Gainful Lands Exclusively at Target

11 of the Gainful's fitness products will be available at Target, enhancing the retailer's growing portfolio of exclusive products.
Zachary Russell
Associate Editor
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Gainful Target

Gainful, a direct-to-consumer brand of workout supplements, is making its retail debut and joining Target’s collection of exclusive brands.

Founded in 2017, Gainful’s launch at the Minneapolis-based retailer includes 11 products, including two protein bases, four choices of flavor boosters, three individual goal boosts, and pre-workout and hydration products. Prices range from $3.99 to $19.99, giving consumers a more affordable option in the wellness aisle.

“We are excited to bring Gainful products to Target guests,” said Dean Kelly, CEO of Gainful. “We understand that everyone’s path to feeling and performing their best looks different so we want to support people from all walks of life and at different stages of their health journey - reach their health and wellness goals by offering a customized protein product that is clean, has proven effectiveness and provides an easy shopping experience.”

Gainful will be celebrating their Target launch with an all-new brand platform and launch campaign that invites consumers to “Make Your Gain.” Traditionally, American gym culture revolves around making “gains” at the gym by packing on muscle, but Gainful will encourage Target guests across America to consider what they could gain from investing in personal performance nutrition.

Gainful customers who shop at Target gain access to a Target guest experience on with curated nutritional guidance and tools, clean recipes formulated by nutrition and fitness experts for maximum effectiveness and a direct line to a team of registered dietitians.

“What, when, and how we fuel our bodies can have a big impact on achieving what we set out to do each day,” said Tara D. Thies, registered dietitian nutritionist at Gainful. “By bringing our network of Gainful nutritionists to Target, guests across the country can now receive the same level of personalized nutrition care as elite athletes."