About Us

We got tired of the cupboard

Open the cabinet above your kettle and count the bottles. Now count how many are empty, how many you stopped taking in March, and how many you'll reorder this week, knowing full well you'll be doing it again in nine days for something else.

That cabinet is the reason this company exists.

Three of us

There are three of us, and all three came out of sport.

Kevin has built brands before and made them work, so we're not learning the expensive lessons on your order. Marijn is the builder of the three of us. If something needs to be figured out, taken apart and put back together properly, it ends up on his desk, and he knows this category inside out.

I'm Thor. I studied nutrition and supplements, and I've been training for more than ten years. I still couldn't keep five bottles running at the same time. I'd order magnesium on a Sunday, forget the omega, and find the vitamin D empty on a Thursday morning when I was already late for something.

Ten years of knowing exactly what to take. Still bad at actually taking it.

Nobody was solving the boring part

This industry has one answer to everything: more. More products, more ingredients on the label, more reasons to add to cart. Nobody's answer was make it easy to keep going, even though that's the only part that decides whether any of it does anything for you. A supplement you stopped taking in March isn't a supplement. It's a jar.

So we built the boring version.

31 days, every time

Every product we sell holds 31 days. You build a stack of what you actually need, it arrives in one box, it runs out together, and it comes back on the same date next month. One delivery. One charge. Nothing to remember.

It isn't clever. It's just what should have existed already.

Why the US

We're starting in America because it's the biggest supplement market in the world and the most crowded one, and crowded is exactly where the cupboard problem is worst. More brands, more shelves, more half-empty bottles. Somebody should be building for the person standing in front of that cabinet instead of the person scrolling an ad.

We're not trying to be the loudest brand in America. We'd rather be the one you're still taking a year from now.

What you can hold us to

We'll tell you what's in every bottle and why it's in there. We'll tell you when you don't need something we sell. And if you're done with us, you cancel in two clicks. No email, no phone call, no "speak to a specialist."

Founders 31VITAL
Kevin, Marijn and Thor