Amanda Kloots is getting into supplements.
The fitness entrepreneur, author and TV personality, along with incubator The Center, on Friday revealed the launch of Proper, a line of supplements, developed with flavor and convenience in mind. The lineup, available from Tuesday, includes five superfood-packed powders: Daily Boost; Digestion + Bloat Relief; Immune Support; Metabolism + Energy Boost, and Calming Aid, all priced at $28. The launch will also include a water bottle, $14, and electric mixer, $13. Industry sources estimate the brand will reach between $15 million and $18 million in retail sales its first year.
“I love creating anything that I believe will help people stay healthy, and I know how hard that is because I’m a single mom and I have five jobs,” Kloots, who also runs her own fitness platform, told WWD exclusively via Zoom.
While this isn’t her first time launching a product in the wellness industry, Kloots’ ethos has never changed.
“When I launched my first product, my jump rope, my whole thing was, if you only have 10 minutes, just jump rope for 10 minutes,” she said.
After trying a slew of different brands and finding products collect dust in what she calls the “supplement graveyard,” Kloots wanted to create a line with the same approach as her previous products.
Ben Bennett and Amanda Kloots
Courtesy
“[I thought] what if I created a supplement that was really good, tasted good, I wanted to take and that really met the needs of somebody like me: this everyday woman that is running on empty, trying to raise her family,” she said.
Upon being connected in 2023 with The Center founder and chief executive officer Ben Bennett, Kloots knew she’d found the right partner and it was time to create something. The duo bonded over both being from Ohio. In addition, Bennett was raised by his mother and resonated with Kloots’ story as a single mother.
“There’s a lot of parallels in our lives, but what rang the bells for me when we talked about what she wanted to do was thinking about the challenges that a working woman has on a daily basis,” Bennett said.
While the duo are aware of the slew of supplement brands entering the market every day, it’s this initial idea that they believe will differentiate the line.
“She didn’t want to make an all-encompassing super supplement for these super athletes,” Bennett said. “When we look at other brands, we see who we think their customer is, and it doesn’t feel like it’s our girl.”
Kloots added: “It was important for us to make something that was affordable and attainable to everyone, so that you felt like you were getting so much bang for your buck.”
Therefore the products are priced at just $28 for a 30-day supply and are built to be used when needed and in conjunction with each other.
“I basically looked at my day and and my week, or even my month, and [figured] out how every day is different,” Kloots said. “We’re not these people that need the same thing every single day. Sometimes my day is filled with stress and anxiety and I need something to help me calm down. Sometimes I’m eating super healthy and I don’t need a daily greens… You can tailor it to what you need.”
Kloots and Bennett’s connection also inspired who they are envisioning as their core customer.
“We joke about the woman from Logan, Ohio. That’s our girl,” Bennett said. “I feel very connected to her. Amanda feels very connected to her… That was the North Star for us.”
Although the brand is launching direct-to-consumer, Bennett said brick-and-mortar retail will be crucial in the future.
“We are talking to retailers now and I think that Proper will end up launching in a large retail partner before the end of the year, maybe sooner than that,” he said.
While the brand is launching with five powders, there’s more to come, according to Bennett, who hinted at additional formats down the line.
“There’s a very healthy pipeline of product coming,” he said. “There are two additional powders coming in 2025 and there will be new categories of product also… What Amanda’s really focused on is looking at new formats that are convenient and delicious.”
This also marks a significant milestone for Bennett and The Center, as it will be the first wellness-focused brand for the incubator.
“For the better part of a decade we’ve seen the blurring of lines between [beauty and wellness],” Bennett said. “It feels like consumers are really comfortable thinking about the categories together and understand that holistic inside-outside approach to wellness and beauty, so it made a lot of sense.”
He continued: “I had been interested in developing something in the wellness space that was purely in that category, but I was waiting to see if somebody would show up that would tell me a story that I felt was compelling.”
