Elite Supplements turned 20 in 2025. Two decades is a long time in an industry where brands appear and vanish inside a single product cycle, and it is worth saying what we think it has taught us.
Key points
- 20 years in 2025. Australian owned and operated.
- Stores plus online. A national retail network.
- 600+ certified staff. Sports nutrition qualified.
- Three house brands. Emrald Labs, Lunar and Elite Supplements.
- Sales change. Check the site for what is running now.
What does 20 years teach you about supplements?
Mostly that very little of what gets sold as revolutionary survives contact with time.
In two decades we have watched a long procession of ingredients arrive as the next essential thing and quietly disappear. Stimulants get scheduled. Proprietary blends go out of fashion. Categories built on a single study fade when the replication does not arrive.
What has not changed is the short list that actually works: enough protein, creatine, caffeine used deliberately, and consistency over years. Everything durable in this industry sits on those, and everything else is a refinement or a fashion.
That is an odd thing for a supplement retailer to lead with. It is also why we are still here.
What do you stock, and why?
Three house brands, each doing a different job:
- Emrald Labs. Our largest own brand, with transparent labelling and disclosed doses across the range.
- Lunar Performance. Our second house brand.
- Elite Supplements. Our own accessories range.
Alongside those we carry the established third-party brands, because no single range suits everyone and pretending otherwise would not serve you.
What has actually changed since 2005?
- Labelling has improved. Disclosed doses are now expected rather than exceptional, and proprietary blends are increasingly treated as a red flag. That is a genuine win for customers.
- The evidence base has grown. Creatine and protein have gone from contested to settled.
- Regulation has tightened, particularly on stimulants.
- Customers ask better questions. Comfortably the biggest change, and the reason we put over 600 staff through sports nutrition certification.
Sales and promotions
We run promotions through the year, and the specifics change. Rather than list dates that go stale, have a look at the site for what is running now.
If you are stocking up, the things worth buying in quantity are the ones you will definitely use: protein and creatine. Those keep well and you will get through them. Buying three of something novel because it is discounted is how cupboards fill with half-used tubs.
Thank you
Twenty years of trading is twenty years of people choosing to shop with us when they had other options. We are aware of that, and grateful for it.
If you want to know what we think about a product, ask in store. Our staff are certified, and the honest answer is sometimes that you do not need it.
