Momentous Goes National With The Vitamin Shoppe

The Move

Momentous just made its biggest retail move to date.

The performance nutrition brand announced an exclusive nationwide rollout with The Vitamin Shoppe, bringing Momentous products to 640+ stores, including Super Supplements, and online at vitaminshoppe.com. It’s the largest retail expansion in the company’s history—and a clear signal that science-first supplementation is going mainstream.

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What’s Landing on Shelves

The Vitamin Shoppe will carry over a dozen Momentous products, including:

• Whey Protein Isolate
• Creatine
• Collagen
• Longevity

Every product is NSF Certified for Sport and third-party tested—one of the core reasons Momentous has become a go-to brand for elite athletes, military operators, and performance-driven consumers.

As The Vitamin Shoppe president Muriel Gonzalez put it, Momentous brings “a level of credibility to sports nutrition that customers are increasingly seeking.”

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Why This Partnership Matters

This isn’t just another DTC brand entering retail. It reflects a broader shift in the supplement aisle:

• Consumers are demanding proof, not promises
• Retailers are prioritizing transparency, certification, and formulation rigor
• Performance nutrition is expanding beyond niche athletes into everyday longevity and healthspan use cases

Momentous has quietly been building toward this moment—earning Inc. 5000 recognition for three consecutive years while expanding its portfolio across performance, women’s health, and cellular longevity.

If you want deeper context on how the brand thinks about science, standards, and scale, revisit our Playbook interview with Momentous Founder Matt Wan from last fall, where he broke down why credibility—not hype—is the company’s real moat.

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Retail as a Signal, Not a Shortcut

Momentous also opened a Hometown Store presence inside The Vitamin Shoppe’s new Cottonwood Heights, Utah location—an elevated, localized retail concept designed to showcase deeper assortments, exclusive products, and community-driven activations.

That move reinforces the strategy: retail isn’t just distribution—it’s brand education at scale.

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The Playbook Take

This partnership marks a tipping point. As supplements mature from “fitness add-ons” into foundational health infrastructure, retailers are betting on brands that can stand up to scrutiny. Momentous isn’t chasing shelf space—it’s setting the standard for what belongs there.