Sports nutrition brand Maxx wins nearly 100M yuan in Series A+ round from CITIC Agriculture, Li Ning and others

Professional sports nutrition brand MyVita has announced the completion of a nearly RMB 100 million Series A+ financing round, co-invested by CITIC Agri-Food Industry Fund, Li-Ning Company, and Viva China. The proceeds will be primarily used for product R&D, professional sports scenario development, user education, channel expansion, supply chain and organizational capability building, supporting the company in scaling its existing business.

Multi-Party Win: Industry and Capital Converge on MyVita

With the completion of this funding round, industrial and capital resources from diverse sectors—including food consumption, nutrition and health, sports industry, and market-oriented capital—are further converging on MyVita.

Among the current investors, CITIC Agri-Food Industry Fund brings deep industrial investment expertise, while Li-Ning Company and Viva China have long been深耕 in the sports industry. Together with existing shareholders such as Mengniu Group, Sirio Pharma, and Hillhouse Ventures, MyVita's shareholder lineup now spans food consumption, professional nutrition, sports industry, and market-oriented investment.

Zheng Xianyue, General Manager of CITIC Agri-Food Industry Fund, commented: "We remain bullish on the sports nutrition track. As more people transition from 'participating in sports' to long-term, regular, and scientific training, sports nutrition addresses not just a single product need but also aligns closely with consumers' pursuit of health and long-term quality of life.

"In investing in MyVita, we value that the company has built a relatively complete product system covering everything from daily training to post-competition recovery for athletes, and has systematically, scientifically, and productively addressed 'what to supplement, how to supplement, and when to supplement.' This capability built around 'nutrition + sports' has the potential to extend from core professional athletes to a broader population of regular trainees.

"Additionally, founder Wu Jian is an experienced runner himself, and the core team includes many deeply engaged sports participants. The team understands professional nutrition while being immersed in real sports scenarios, enabling them to directly identify user needs and continuously translate those needs into products through a mature R&D and supply chain system.

"We believe time will reward companies that truly understand users and consistently create long-term value, and we are willing to accompany MyVita on this journey."

Li-Ning Company stated: "We are delighted to have the opportunity to collaborate with an outstanding startup like MyVita. We believe sports nutrition will become an increasingly important part of sports consumption. Through this investment, we hope to further understand consumers' real needs across different sports scenarios, deepen our insights into sports consumers, and provide better choices for sports consumers from the perspective of sporting goods."

Industry Resources Concentrate on Leading Brands

For China's still-early-stage sports nutrition market, the completion of this funding round further reflects the trend of industrial resources concentrating on leading professional sports nutrition brands. The continued entry of shareholders from diverse backgrounds—food consumption, professional nutrition, sports industry, and market-oriented capital—provides MyVita with a richer industrial foundation for the next phase of product R&D, user outreach, professional education, and scenario expansion.

Over the past year, MyVita's professional supplement products achieved double-digit growth. As its product matrix continues to improve, the company has evolved from a single-product breakthrough with liquid protein to building a comprehensive professional sports nutrition product system covering different stages of training, competition, and recovery.

Wu Jian, Founder of MyVita, said: "What MyVita aims to do is not just provide more sports nutrition products, but to continuously offer more professional and convenient sports nutrition solutions for people who take their training seriously—covering training, competition, recovery, and daily life."

As the industry enters an accelerated development phase, key resources such as capital, supply chain, channels, and sports ecosystem are further concentrating on leading brands that have already established product and user bases, creating a sustained positive cycle. MyVita's existing advantage in industrial resource aggregation positions it to potentially emerge as a frontrunner in the next phase of competition in China's sports nutrition market.

Discovering Needs from Real Sports Scenarios

Founded in 2022, MyVita is a sports nutrition brand targeting professional athletes and regular trainees. The company entered the market with liquid protein and has since developed a product matrix covering the full cycle of sports supplementation and daily nutritional needs, including liquid protein, energy gels, liquid salt tablets, beetroot, and tart cherry products.

MyVita initially entered endurance sports scenarios such as marathons, trail running, and triathlons through its liquid protein product.

Compared to traditional protein powders that require mixing, liquid protein is ready-to-drink, making it more suitable for competition, training, and daily supplementation scenarios. It has also encouraged a group of athletes who previously did not use protein powder to pay more attention to post-training protein supplementation and recovery.

As MyVita's core market-entry product, liquid protein has consistently gained consumer recognition since its launch. To date, cumulative sales have covered tens of millions of athlete sessions. It has ranked first in national sports protein drink sales for two consecutive years (certified by Euromonitor) and has been sold in Sam's Club for three consecutive years.

Through deep engagement with events, running clubs, and professional sports communities, MyVita gradually discovered that athletes need to address not just post-competition protein supplementation, but a series of nutritional issues throughout the entire process of preparation, competition, and recovery:

• How to store energy before a race
• How to manage carbohydrate and electrolyte intake during exercise
• How to manage gastrointestinal condition during long-distance exercise
• How to recover nutritionally after exercise

Addressing these real needs, MyVita has continuously expanded its product portfolio and gradually formed a business path driven by sports scenarios: discovering needs in real scenarios, translating needs into products through R&D and testing, conducting user education and precise outreach through events, running clubs, venues, and professional content, and ultimately achieving conversion through real user experience and professional community口碑.

The double-digit growth of professional supplement products over the past year further validates the scalability of this approach beyond liquid protein.

Currently, marathons, trail running, and triathlons remain MyVita's most important core scenarios and serve as the foundation for continuously understanding users, testing products, and building professional brand recognition.

Expanding from Core Users to Broader Training Scenarios

While continuing to deepen its presence in endurance sports, MyVita has also begun extending its established product and service capabilities to broader training scenarios.

As the boundaries between different sports—such as running, strength training, and functional fitness—gradually blur, more athletes are engaging in cross-discipline, long-term, and regular training. Targeting mixed-fitness and comprehensive fitness populations, MyVita has reorganized its product portfolio according to different needs before, during, and after training, reaching relevant training groups through events, venues, coaches, and professional content.

Offline, MyVita has deployed "MyVita Energy Stations" in training venues. Unlike simple gym water coolers, these energy stations centrally provide professional supplements, liquid protein, and beverages tailored to pre-, during-, and post-exercise needs, offering athletes a comprehensive sports nutrition solution covering the entire training process. Currently, MyVita has entered hundreds of venues and training spaces, deploying hundreds of energy stations. Additionally, MyVita's Sports Nutrition Academy professional lecturers and course systems will enter partner venues, providing sports nutrition training and professional content support for coaches and members, further enhancing venues' sports nutrition service capabilities for members.

For MyVita, entering mixed-fitness is not about starting a separate business line. Rather, the company aims to validate whether the product and user experience developed in core scenarios like marathons, trail running, and triathlons can continue to serve more regular trainees who focus on athletic performance.

Building a Sports Nutrition Education System Beyond Products

Sports nutrition has strong professional attributes. Consumers not only need to know "what to supplement" but also understand "why to supplement, when to supplement, and how to supplement." Therefore, user education has always been an important component of MyVita's business system.

MyVita has established a Sports Nutrition Academy. In the first half of 2026, the Academy completed over 100 training sessions covering events, running clubs, training venues, and sports communities. Topics included:

• Energy strategies for races of different distances
• Hydration and electrolyte management in high-temperature environments
• Gastrointestinal management during long-distance exercise
• Post-exercise recovery

MyVita's Sports Performance Lab uses tests such as VO2max to help athletes more accurately understand their own athletic capabilities and training status. To date, the lab has completed nearly 1,000 individual tests.

Online, MyVita has built a content matrix consisting of multiple professional accounts, continuously producing content on training, supplementation, and recovery, with cumulative views reaching tens of millions.

For MyVita, this funding round represents both recognition of its past business development and the beginning of a new phase of scaling validation. Going forward, the company will continue to innovate products based on the real needs of professional athletes, deepen its core sports scenarios, and further validate the potential to extend its existing capabilities to more training scenarios and athlete populations.