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Albé Geldenhuys

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Albé Geldenhuys
Consumer Goods
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Company Snapshot
Soon after joining the Hatfield Health and Racquet Club in Pretoria as a sales executive selling gym memberships, Albé Geldenhuys identified a need for affordable, scientifically advanced, clinically aligned and safe dietary supplements. In 1999, he signed a contract with Columbia Pharmaceuticals to develop and manufacture USN (Ultimate Sports Nutrition) products. By 2002, with no external funding or borrowing, USN had secured a 70% market share in what was assumed to be a saturated market in South Africa, and is now poised to become a leading player in the $7bn global dietary supplement market, which is expected to reach $13bn by 2020. 

The company offers a breadth of products (over 150 in its catalogue), such as protein powders, weight management solutions, multi-vitamins and performance supplements, that fall in an affordable price range. All of these products are manufactured with the highest possible global standards and rigorously tested by accredited laboratories globally, 90% of which are produced in their respective countries, which helps strengthen negotiation powers with key local suppliers that have granted ingredient exclusivity in certain geographies, and access to certain patented ingredients. By owning its manufacturing facilities, USN has direct control over IP and is readily able to respond to markets, allowing for good profit margins. 

USN has grown organically, however, its next phase of growth will be more deliberate as it raises capital, defines its international expansion strategy, and builds a high-level team to capture the US, South American, European and Australian markets (it’s already a top five supplement company in the UK). With some major international contracts lined up, the goal is to become the number one sports supplement company globally.