How VMI Sports Started: The Journey and Vision

This summer marks 12 years as a company – as a brand. I want to Thank You, to all of you, our customers, for bring with us along for the ride. When I drew the initial logo for VMI on a piece of paper in 2010, I truly never thought we’d come this for. We are grateful to everyone who’s been a part of building out the vision we have; delivering high quality performance nutrition products that have a functional balance of ingredient efficacy, packaging design, and unique flavors.

While we’ve been around over a decade, it’s important to share that 2024 has been a breakout year for VMI – a year that has included a first to market launch of the “dual inclusions” Protolyte® Chocolate Covered Strawberries flavor, being featured articles in publications such as Bevnet®, as well as celebrating our 1^st full year in our new Headquarters in NY.

My business partner Frank and I had a vision for building out a supplement brand that could be able to deliver on all the aspects customers look for – quality, flavor, packaging design, and of course value. When we started out, we came from wholesale distribution, and though we knew the ropes enough to build a brand. As an entrepreneur, you learn quickly “you don’t know, what you don’t know”.  Just like each of you on your fitness journey, our brand journey has taken time, effort, and a lot of hard work.  We’ve stayed on the mission to deliver quality supplements, without taking shortcuts; finding cool new flavors, not just sticking to the same old fruit punch.

Why is this important? Because we can relate. I was a bodybuilder when I started out, and Frank, a college Lacrosse player. We were you. We are you. Our journey as a brand started out as our journey as athletes’ years before.  In search of ways to improve out performance we reached for protein powder just like you do. And each day, you have a choice to go to the gym, a choice to eat right, & a choice of what supplements you’ll use that day to fuel you. 

We had a choice too; we chose to make a brand that stood not just for something, but for someone – for you.  The vision I has when I drew that V logo with a swoosh over a decade ago, was to make a brand that you could choose – that you could rely on – that would fuel your performance for every workout that your fitness journey had in store.

While we have lots more releases in store for the back half of this year that I will continue to share with you in regular updates, I want you to know one more thing; we’re not just here to sell you protein – we’re here to support your goals on your fitness journey, whatever that may be. That’s who we are. We are you.

Now go be great, and talk soon~

Tom