Supplement brands are selling subscriptions.
What’s happening: IM8 secured up to $1B in non-dilutive growth financing from General Catalyst’s Customer Value Fund, providing the supplement brand capital to accelerate customer acquisition without giving up equity.
Daily essentials. Co-founded by David Beckham, the Prenetics-owned brand is built around two subscription-first products: a 90-ingredient daily essentials drink mix and a longevity formula featuring NAD+.
Backed by athlete-investors like Giannis Antetokounmpo and Aryna Sabalenka, it reached $200M in revenue within 18 months.
Revenue mix. Delivering 200K servings per day, IM8 generated $17M in June revenue and expects to finish the year at a $300M ARR. With hydration and gummy launches up next, it’s projecting $400M+ for 2027.
Autoship. Subsidizing growth, General Catalyst is accelerating a proven subscription model, helping IM8 compete alongside category leaders like AG1 and Grüns.
Punchline: Predictable subscription revenue is reshaping how consumer health companies scale, opening the door to new forms of growth capital.
