The fitness fashion group LIVE! has just entered the supplementation segment with the Welz brand, amid increased demand for products of this type. The launch is part of a broader movement by the company to create a “well-being ecosystem” that extends to cosmetics.
Founded by Theo Sens, Welz was born as an independent operation from LIVE!. After the pre-launch held this Thursday (28), the brand’s products will hit the market on August 28. Firstly, Welz Daily Hydration, an electrolyte aimed at daily consumption, will hit the shelves; and Welz BodyPeptide, a carbonated protein drink.
“Today there are already brands with robust formulations, quality ingredients and strong technical support. What we realize is that, often, the main barrier is not in the product itself, but in the ability to transform consumption into something recurring and sustainable within people’s routine”, says Theo Sens, founder of Welz.
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The Welz Daily Hydration formula includes an expanded mineral composition, vitamins C and B complex, as well as beetroot powder used to support the distribution of electrolytes in the body. Welz BodyPeptide has protein in peptides, technology developed to support objectives related to body composition, combining practicality with a light and refreshing consumption proposal.
Products linked to well-being and improved performance in physical activities are some of the classes whose . After the first launches, Welz plans to expand the supplement portfolio premium in the protein and creatine categories in 2026.
“Welz arrives to expand our operations in a strategic way, strengthening not only our presence in new categories, but also the awareness of the group on different fronts linked to health, performance and lifestyle, consolidating our vision of building a brand that is increasingly present in the routine and well-being choices of consumers”, says the CEO and founder of LIVE!, Gabriel Sens.
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In March of this year, the company had already acquired the developer of cosmetics aimed at sports practices Pink Cheeks, in search of expanding its participation in segments linked to health and well-being. The idea behind the creation of Welz is to extrapolate factors such as composition and performance to the consumption experience, says the company, integrating supplementation in a simpler way into the consumer’s daily life.
With R$1 billion in revenue recorded in 2025, LIVE! It currently has 377 stores, four of them outside Brazil, in Miami (USA), Dubai (United Arab Emirates), Bangkok (Thailand) and Asunción (Paraguay).
