The South African sports nutrition industry’s fastest-growing brand, NPL (Nutritional Performance Labs), is celebrating its 10th anniversary by opening an expansive new headquarters in Northriding, Johannesburg. The milestone underscores the success of the company’s decade-long commitment to full label transparency in a sector frequently criticized for misleading claims.
Founded and run by the Van den Berg family, NPL was created a decade ago out of frustration with the industry standard. According to CEO John van den Berg, the mission has always been simple: integrity first.
“We started NPL because we were frustrated with what was out there,” says Van den Berg. “As a family business, we’re not answerable to investors pushing for shortcuts. We answer to our customers, and they deserve to know exactly what they’re putting into their bodies. That philosophy hasn’t changed since day one.”
New HQ reflects ambitious growth
The move to the expanded Northriding facility signals a new chapter and reflects the company’s exponential growth over the past 10 years. The modern, state-of-the-art building is purpose-built to support increased capacity and R&D, featuring:
- A dedicated laboratory for ongoing product development and quality control.
- State-of-the-art on-site gym facilities for real-world product testing.
- A vast 8000 pallet-bay warehouse alongside 1500 square metres of office space.
This infrastructure investment solidifies NPL’s position as a dominant force in the market, allowing the company to source materials globally and maintain complete control over quality and consistency.
Transparency as the core differentiator
In an industry where proprietary blends and vague labelling are common, NPL has built its foundation on evidence-based formulations and complete ingredient disclosure. This approach, focused on earning trust the “old-fashioned way,” has resonated strongly with athletes, gym-goers, and health-conscious consumers.
The company currently offers close to 300 different stock types across specialised ranges, from the iconic Elite Pro Series to the plant-based Go Green Series and the recently launched endurance range, Hydrade.
“Every ingredient is tested, with additional random batch testing to ensure consistency and safety,” explains Van den Berg. “And because transparency matters, we fully disclose all our formulas, so our community knows exactly what they’re getting.”
The high rate of returning customers serves as the clearest proof that this straightforward approach to supplementation has become non-negotiable for a growing number of South Africans.
Building a community beyond supplements
Beyond product development, NPL has invested in community engagement through events like the annual BodyRev 12-week transformation challenge and the women’s-only outdoor fitness event, FemmeFit. This commitment, which goes beyond the product on the shelf, reinforces the brand’s connection with its loyal base.
As NPL begins its next decade in its new home, the company remains focused on innovation and its founding principle: proving that success in the supplement industry is achievable without compromising integrity or transparency.
“Hitting 10 years feels special, but we’re really excited about what comes next,” says Van den Berg. “We’ve shown that you can build a successful business without compromising on integrity. Our customers have supported us every step of the way, and this new chapter is about serving them even better.”
