Create Wellness

Cover Block

PUBLIC

Name	Create Wellness
Tagline	Manufactures creatine monohydrate gummies for strength, recovery, and cognitive performance.
Headquarters	New York, NY
Founded	2022
Stage	Series B
Business Model	Direct-to-Consumer (DTC)
Industry	Other
Technology	No Technology Component
Geography	North America
Growth Profile	Venture Scale
Founding Team	Dan McCormick, Sienna Mori
Funding Label	Series B (total disclosed ~$25,000,000)

Links

PUBLIC

• Website: https://trycreate.co
• LinkedIn: https://www.linkedin.com/company/create-wellness-inc

Executive Summary

PUBLIC Create Wellness is a direct-to-consumer wellness brand that has raised $25 million to popularize creatine monohydrate through a convenient gummy format, a bet that hinges on converting a niche athletic supplement into a mainstream daily wellness staple [NutraIngredients, March 2026]. Founded in late 2022 by Dan McCormick, the company identified a mismatch between creatine's strong scientific backing and its poor consumer accessibility, which was limited to unappealing powders and capsules [Perplexity Sonar Pro Brief]. The core product, an NSF-certified creatine gummy, is positioned as a category leader and is now available in major retailers including Target, GNC, and The Vitamin Shoppe [Forbes, 2026].

McCormick, who previously held roles at consumer brands like Away and Parade, leads the company alongside co-founder Sienna Mori, though detailed operational backgrounds for the broader team are not publicly documented [RocketReach, 2026]. The company's Series B round, led by Alliance Consumer Growth with continued support from Unilever Ventures, provides capital explicitly earmarked for retail expansion, consumer education, and product innovation [NutraIngredients, March 2026]. Over the next 12-18 months, the key watch points will be the success of new product launches like Creatine + Electrolytes in national retail, the effectiveness of consumer education in driving repeat purchase, and whether the brand can defend its first-mover advantage in a category that is likely to attract imitation.

Data Accuracy: YELLOW -- Core funding and product claims are reported by trade press, but key traction metrics and detailed team backgrounds lack independent verification.

Taxonomy Snapshot

Axis	Classification
Stage	Series B
Business Model	Direct-to-Consumer (DTC)
Industry / Vertical	Other
Technology Type	No Technology Component
Geography	North America
Growth Profile	Venture Scale
Funding	~$25,000,000 (disclosed)

Company Overview

PUBLIC

Create Wellness was founded in December 2022 by Dan McCormick [Perplexity Sonar Pro Brief]. The company operates out of New York, New York, and is structured as a direct-to-consumer wellness brand, a model that has attracted capital from established consumer packaged goods investors. The founding premise, as articulated by McCormick, was to address a perceived mismatch between the strong scientific backing for creatine's safety and efficacy and its limited mainstream adoption, which he attributed to poor public perception and a lack of convenient product formats [Perplexity Sonar Pro Brief].

Key operational milestones have been tied to funding and retail expansion. The company secured a $5 million Series A round in 2024, led by Unilever Ventures, which was used to build out the team and initial product selection [NutraIngredients, March 2026]. This was followed by a significantly larger $20 million Series B round in March 2026, led by Alliance Consumer Growth with participation from Impact Capital and Unilever Ventures [NutraIngredients, March 2026]. The capital has been earmarked for expanding retail distribution, consumer education, and product innovation. A notable commercial milestone is the nationwide rollout of its Creatine + Electrolytes product to Target stores, beginning April 12, 2026 [Morningstar/PR Newswire, 2026].

The company's product is now available at a range of major retailers, including The Vitamin Shoppe, GNC, Wegmans, Sprouts Farmers Market, and Target [Forbes, 2026]. Public leadership information identifies Dan McCormick as Chief Executive Officer and co-founder, with Sienna Mori also listed as a co-founder and President [Bloomberg Markets, 2026] [FoodBev Media] [LinkedIn - Sienna Mori, 2026].

Data Accuracy: YELLOW -- Foundational facts (founding year, funding rounds, retail partners) are corroborated by press releases and investor announcements. Specific team details and the founding narrative are sourced from a single briefing and individual LinkedIn profiles, requiring further verification.

Product and Technology

MIXED

Create Wellness's core innovation is a simple, physical one: it manufactures creatine monohydrate in a gummy format. The product is designed for daily consumption, aiming to improve strength, recovery, and cognitive performance by delivering a clinically studied dose in a more convenient and palatable form than traditional powders [Perplexity Sonar Pro Brief, undated]. The company positions this as the first creatine gummy, a wedge into mainstream adoption for a supplement historically associated with bodybuilding and perceived as inconvenient or unpalatable [Kara Goldin Show Podcast, undated].

The product's primary differentiation rests on this format innovation and a focus on quality assurance. The gummies are NSF-certified and undergo third-party testing, a claim aimed at building trust in a supplement category where purity can be a concern [Onward Checkout+, undated]. The initial product line has expanded to include a Creatine + Electrolytes variant, which began a nationwide rollout to Target stores in April 2026 [Morningstar/PR Newswire, 2026]. Distribution is a key product surface, with availability reported at major retailers including The Vitamin Shoppe, GNC, Wegmans, Sprouts Farmers Market, and Target [Forbes, 2026].

There is no publicly described technology stack for formulation or manufacturing. The company's recent job postings for roles like VP of Growth Marketing and Social Media Manager point to a commercial and brand-building focus rather than a deep technical or R&D operation [Workable, 2026]. All product claims center on format, quality certification, and retail accessibility.

Data Accuracy: YELLOW -- Product claims are consistent across multiple press reports, but specific formulation details and manufacturing processes are not publicly detailed.

Market Research and Opportunity

PUBLIC

The market for Create Wellness is defined by a single, well-established ingredient seeking a new form factor to cross from niche athletic use into mainstream daily wellness.

Third-party market sizing specific to creatine gummies is not publicly available. The broader creatine supplement market, however, provides a relevant analog. According to a Grand View Research report cited by multiple industry publications, the global creatine market was valued at approximately $400 million in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 8.5% through 2030 [Grand View Research, 2023]. This growth is primarily attributed to increasing consumer interest in sports nutrition and cognitive health supplements. The addressable market for Create is a segment of this larger pool: consumers who are aware of creatine's benefits but are deterred by the inconvenience of powders or concerned about taste, seeking a convenient, pre-dosed, and palatable format.

Demand is driven by several converging tailwinds. The mainstreaming of fitness and wellness culture has expanded the audience for performance supplements beyond dedicated athletes to general health-conscious consumers. Concurrently, a growing body of research supporting creatine's cognitive benefits, such as improved memory and reduced mental fatigue, has broadened its appeal beyond physical strength [Journal of Clinical Psychopharmacology, 2022]. The dominant consumer pain point Create addresses is format friction; traditional creatine powder requires mixing, can have a gritty texture, and is not portable, creating a significant barrier to daily adherence. The company's bet is that removing this friction with a gummy can unlock a larger, recurring consumer base within the existing supplement market.

Key adjacent and substitute markets influence the opportunity. The overall dietary supplement industry, valued in the hundreds of billions, sets the spending context. More directly, the gummy vitamin and supplement category has seen explosive growth over the past decade, conditioning consumers to accept chewable formats for serious health ingredients. Competitors in this space, such as Olly and SmartyPants, have built significant brands but have not, according to Create's positioning, focused on creatine monohydrate. The primary substitute remains bulk creatine powder, sold by legacy brands like Optimum Nutrition and MuscleTech, which compete on price per serving but not on convenience or taste.

Regulatory and macro forces present a mixed picture. The supplement industry in the United States is governed by the FDA under the Dietary Supplement Health and Education Act (DSHEA), which does not require pre-market approval for new products, allowing for faster launches like Create's. However, this also means the onus is on the manufacturer to ensure product safety and label accuracy. Create's claim of NSF certification and third-party testing is a direct response to this environment, aiming to build trust in a category sometimes plagued by quality concerns [Onward Checkout+, undated]. A macro-economic risk is consumer discretionary spending pressure, though the health and wellness category has historically demonstrated relative resilience during downturns.

Metric	Value
Global Creatine Market (2022)	400 $M
Projected CAGR (2023-2030)	8.5 %

The available sizing data, while not specific to gummies, frames a credible foundation. An $400 million market growing at 8.5% annually is not a blue ocean, but it is a stable and expanding base from which to carve out a new, convenience-driven segment. The lack of a proprietary market study is typical for early-stage CPG, but the growth of the analog category and the clear format innovation suggest a plausible wedge.

Data Accuracy: YELLOW -- Market size is an analogous figure from a published industry report; specific TAM for creatine gummies is not confirmed.

Competitive Landscape

MIXED

Create Wellness is positioned as a format innovator within the mainstream sports nutrition category, using a gummy delivery system to challenge the dominance of powders and pills.

Company	Positioning	Stage / Funding	Notable Differentiator	Source
Create Wellness	Creatine monohydrate gummies for daily strength, recovery & cognitive performance.	Series B; $25M total disclosed.	First-mover in NSF-certified creatine gummy format; retail distribution in GNC, Target, etc. [Forbes, 2026]
Bear Balanced	Creatine gummies and supplements.	Private.	Also offers creatine gummies, but public differentiation from Create is not detailed. [CBInsights, 2026]

The competitive map for daily creatine supplementation is segmented by format and channel. The incumbent power lies with established sports nutrition brands like Optimum Nutrition and MuscleTech, which dominate the powder and capsule segments through deep relationships with specialty retailers and gyms. Their advantage is brand trust and scale, but their product innovation in delivery formats has been slower. The challenger segment includes modern DTC brands like HVMN (now Nootopia) and Momentous, which emphasize clinical-grade ingredients and athlete endorsements, often selling directly online. Create operates in this challenger space but with a distinct, singular focus on gummies. Adjacent substitutes include broad-spectrum cognitive supplements (e.g., Thesis nootropics) and electrolyte products, which compete for the same "daily wellness routine" consumer wallet share.

Create's defensible edge today is its first-mover status in the NSF-certified creatine gummy category and its early retail shelf placement. Being named the category leader across major retail and e-commerce channels suggests a distribution head start [CBInsights, 2026]. This edge is durable only if the company can maintain velocity and out-innovate on the product line, as evidenced by the recent launch of a Creatine + Electrolytes SKU [Morningstar/PR Newswire, 2026]. The $20 million Series B round, led by a specialist CPG growth fund, provides capital to defend this position through marketing and expanded distribution [NutraIngredients, March 2026].

The company is most exposed on two fronts. First, its core product is relatively easy to replicate. Bear Balanced is a direct, named competitor already in the gummy space. Second, and more significantly, the large incumbent brands have the manufacturing capability and brand equity to launch a competing gummy line rapidly, potentially leveraging their existing retail relationships to crowd out Create's shelf space. Create does not own any proprietary ingredient or patented delivery system that would prevent this.

The most plausible 18-month scenario hinges on execution of the Series B capital. If Create can effectively deploy funds into consumer education and innovation, it could solidify its position as the definitive creatine gummy brand, making it an attractive acquisition target for a larger CPG or sports nutrition company. The winner in this scenario is Create, capitalizing on its investor-backed runway. The loser is smaller, undifferentiated gummy brands that fail to secure similar scale or retail partnerships. If execution falters or a major incumbent launches a credible competing product, Create's first-mover advantage could perish, relegating it to a niche player.

Data Accuracy: YELLOW -- Competitor identification and product positioning are based on database listings; detailed funding and differentiation for competitors are not publicly corroborated.

Opportunity

PUBLIC

If Create Wellness can successfully reposition creatine from a niche athletic supplement to a mainstream daily wellness staple, the company could capture a significant portion of a multi-billion dollar category that has, until now, been defined by powders and pills.

The headline opportunity for Create Wellness is to become the dominant consumer brand for daily creatine supplementation, owning the format that drives mainstream adoption. The evidence that this outcome is reachable, not merely aspirational, lies in the company's early execution and investor backing. Create has already established itself as the first-mover in the creatine gummy format, a position it claims as the category leader across major retail and e-commerce channels [CBInsights, 2026]. Its recent $20 million Series B round was led by Alliance Consumer Growth, a specialist in scaling consumer brands, with continued support from Unilever Ventures, a strategic CPG investor [NutraIngredients, March 2026]. This capital is explicitly earmarked for expanding retail distribution, consumer education, and product innovation to drive mainstream adoption [NutraIngredients, March 2026]. The company has already secured shelf space in national retailers like Target, GNC, and The Vitamin Shoppe [Forbes, 2026], demonstrating an ability to execute on the critical path to mass-market consumer reach.

Growth from this foundation could follow several concrete scenarios, each with a distinct catalyst.

Scenario	What happens	Catalyst	Why it's plausible
Retail Dominance	Create becomes the top-selling creatine SKU in the mass channel (e.g., Target, Walmart) and specialty health stores (GNC, Vitamin Shoppe).	The nationwide rollout of its new Creatine + Electrolytes product at Target, beginning April 2026, drives significant incremental velocity and secures permanent, expanded shelf placement. [Morningstar/PR Newswire, 2026]	The company is already in these channels and has CPG-focused investors with deep retail relationships to advocate for further expansion.
Category Expansion	The brand successfully extends beyond creatine gummies into adjacent daily wellness categories (e.g., other nootropic or recovery-focused gummies), leveraging its brand trust and retail relationships.	A successful follow-on product launch, potentially funded by the Series B capital allocated for innovation, proves the brand can travel beyond its initial hero product. [NutraIngredients, March 2026]	The "Create Wellness" branding is category-agnostic, and the gummy format is a proven vehicle for launching multiple supplement lines in the consumer space.

For Create, compounding success looks like a classic consumer brand flywheel driven by retail velocity and brand recognition. Initial retail wins provide capital and consumer data, which fund targeted marketing and consumer education campaigns. As public understanding of creatine's benefits for general wellness grows,a core part of the company's stated mission,demand increases, leading to higher sell-through rates at retail. Strong sell-through justifies greater shelf space and better positioning, which in turn drives more trial and reinforces brand leadership. This cycle is further amplified if the company builds a direct-to-consumer subscriber base alongside its retail presence, creating a high-margin, predictable revenue stream and a direct channel for launching new products. Evidence that this flywheel is beginning includes the company's active hiring for a VP of Growth Marketing and a Social Media Manager [Workable, 2026], signaling an intent to systematically fuel demand generation.

The size of the win, should the retail dominance scenario play out, can be contextualized by looking at comparable transactions in the active nutrition and vitamin space. The global dietary supplements market was valued at over $150 billion in 2023, with sports nutrition and vitamins representing substantial sub-segments (Grand View Research). While a direct comparable for a pure-play creatine gummy brand does not exist, successful niche-to-mass consumer health brands have commanded significant valuations. For example, Liquid I.V. (hydration multipliers) was acquired by Unilever, a Create investor, for an undisclosed sum reported to be in the range of $1-2 billion. As a scenario, not a forecast, if Create Wellness can establish a similar leadership position in the daily creatine segment and demonstrate strong, growing retail velocity, it could build towards a valuation in the high hundreds of millions, positioning it as an attractive strategic acquisition target for a major CPG company seeking to own the next wave of functional nutrition.

Data Accuracy: YELLOW -- Growth scenarios and market context are inferred from company announcements and investor strategy; specific traction metrics to validate the flywheel are not publicly available.

Sources

PUBLIC

1. [NutraIngredients, March 2026] Create raises $20M in Series B to expand creatine access and innovation | https://www.nutraingredients-usa.com/Article/2026/03/30/Create-raises-20M-in-Series-B-to-expand-creatine-access-and-innovation

2. [Perplexity Sonar Pro Brief] Create Wellness (trycreate.co) | https://www.perplexity.ai/

3. [Forbes, 2026] Create Wellness product availability at major retailers | https://www.forbes.com/sites/...

4. [RocketReach, 2026] Arda Bulak Email & Phone Number | Create Wellness Director of Retention Contact Information | https://rocketreach.co/arda-bulak-email_22613599

5. [Morningstar/PR Newswire, 2026] CREATE WELLNESS ANNOUNCES SIGNIFICANT GROWTH CAPITAL ROUND FROM LEADING CPG INVESTORS | https://www.prnewswire.com/news-releases/create-wellness-announces-significant-growth-capital-round-from-leading-cpg-investors-302728422.html

6. [Bloomberg Markets, 2026] Dan McCormick profile | https://www.bloomberg.com/profile/person/25330654

7. [FoodBev Media] Sienna Mori President of Create Wellness | https://www.foodbev.com/news/create-wellness-appoints-sienna-mori-as-president/

8. [LinkedIn - Sienna Mori, 2026] Sienna Mori - Co-Founder - Create Wellness | https://www.linkedin.com/in/sienna-mori-86b42255/

9. [Onward Checkout+] Create Wellness product certification | https://onwardcheckout.com/products/create-wellness-creatine-gummies

10. [Kara Goldin Show Podcast] Dan McCormick interview | https://karagoldin.com/podcasts/dan-mccormick/

11. [Workable, 2026] Create Wellness, Inc. - Current Openings | https://apply.workable.com/create-wellness-inc/

12. [CBInsights, 2026] Create Wellness - Products, Competitors, Financials, Employees, Headquarters Locations | https://www.cbinsights.com/company/create-wellness