About Us

The APAX Group is a company with a purpose and commitment to providing consumers with the quality nutritional support products they need to look good, feel good, and get more enjoyment out of life. Our products are unique in the market, and provide premium quality ingredients and innovative formulations at a price point that makes them accessible to the average consumer

Our History

The APAX Group is born of APAX Nutrition Europe Ltd., a supplement company with a rich history of bringing exceptional products to the market in Spain, Ireland and the Netherlands. Our founder and CEO, Sebastien Hebbelinck brought the company’s legacy to Colorado in 2010. Over the last decade, APAX USA has launched some of the most innovative and popular supplements in the U.S.

Our Vision

APAX strives to work closely with our strategic partners to create a solid base of loyal consumers. We are dedicated increasing the assets and investments of the company to support the continuous development of innovative products for a long term and sustainable growth. Ultimately, we are working to build an exceptional reputation as a leader of quality and innovation in the nutritional support products marketplace.

We leverage our network of strategic partnerships to provide retail partners sustainable growth while also building a relationship of trust with our consumers.


Our flagship brand! FeelGood Superfoods® launched in 2013 with the purpose of bringing new and affordable organic supplements to the market. Our superfood powders, capsules, immune shots, kombucha and other wellness products are found in stores nationwide. Every ingredient used is sourced from sustainable farms and third party tested to ensure the highest quality.

Prana Principle™ is your partner for cannabinoid-rich beauty and topical products.

Lipoless® combines two clinically tested ingredients in an innovative, time release soft gel capsule.

Fizzilicious® is a unique line of children’s multivitamins in the form of fun and great-tasting “fizzy drink” tablets.

Lineafreeze° is a professional slimming gel made with natural, plant based ingredients.

Isoride® is a distinctive line of sports nutrition products for elite endurance athletes