SPORTIKA Celebrates 25TH Anniversary


When it comes to the business of international sports nutrition product distribution, 25 years really is the gold standard. That’s why Sportika is branding its logo in gold – to recognize their longevity in the international distribution business. The company in fact holds a unique position in that they’re the only distributor to focus 100 per cent internationally on the delivery of sports nutrition products for the last 25 years.

Sportika was launched in 1991 when Rich White and his former partner had become fed up with U.S. distribution. White had worked in international sales at Strength Systems and was able to leverage his contacts overseas to begin shipping full containers of sports nutrition products. Since the 1990s, Sportika has worked with numerous top brands in sports nutrition such as MuscleTech, BPI, MusclePharm, Cellucor, EAS, Twinlab, MHP and Inner Armour, to name a few. Sportika has in fact been with MuscleTech since the supplement company’s inception; this brand reflects Sportika’s longest and most successful relationship.

Sportika has a truly global presence. Operating in over 140 countries, Sportika provides a total of over 150,000 square feet of warehouse space. “We are truly a one-stop shop, offering over 40 brands with a diverse portfolio of sports nutrition powders, pills, bars, RTDs and healthy snack options,” says Matt Torneo, Vice-President of Global Marketing. “For us, it’s all about brand-building. Our customers are mainly distributors but also comprise websites and supplement stores themselves.”

Sportika’s team travels the world extensively for trade shows and in-market support. They always have a presence at the Olympia and the Arnold Classic, bridging the gap between customers and brands. They’ve also attended FIBO in Germany for the last 20 years and are regulars at the Arnold Australia, Arnold Brazil and Arnold Spain. Customers need not worry about excessive paperwork, since Sportika handles all the necessary documents for country-specific registrations and importation

The value of connection has always been the backbone of Sportika overseas. Personnel represent six different languages, namely: Spanish, Chinese, Italian, Polish, Russian and Ukrainian. “We believe in not just speaking the language, but really understanding cultures where we operate,” says Torneo. “Many of our territory managers are from the countries they represent.”

About six years ago, Sportika added a marketing department which has since expanded significantly to support in-market distributors with graphic support and strategic initiatives such as brand ambassadors all over the world. “The Sportika marketing team has evolved into a sports nutrition ad agency,” says Torneo. “We have worked with some of the top brands in the world on creative consultation.”

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