The established German online store for sports nutrition and supplements, Sportnahrung Engel, is entering a new phase of the company with a fresh tailwind. As part of a transferring reorganization, all business divisions, the Engel Nutrition brand and the entire inventory were taken over by the owner of the GoldenPump brand. Everything will remain the same for customers - with the clear aim of further improving processes and the product range.
For more than 20 years, Sportnahrung Engel has stood for expertise in the field of fitness and sports nutrition. With its own brand Engel Nutrition, the company has built up a strong community with over 200,000 loyal customers. The brand stands for high-quality products, traceable ingredients and practical formulas developed from the experience of active athletes.
Clear priority: availability and fast delivery
The new management is initially focusing on a stable supply of goods. The range will be selectively increased in order to eliminate bottlenecks from the past few months. Customers can rest assured that they will be able to order their preferred products at any time in future. Shipping will continue to take place via the existing online store and within a few working days.
At the same time, we are investing more in the development of new products. The aim is to offer innovative solutions without compromising on quality and functionality - values that have characterized the brand for years.
Strategic realignment: digital focus and coaching at the center
As part of the realignment, Sportnahrung Engel will focus entirely on its online business and individual coaching services in future. The brick-and-mortar store in Trier will be closed in order to invest resources specifically in the expansion of digital services, personal advice and the further development of the brand.
In particular, this decision strengthens the direct connection to the community - flexibly, efficiently and without the restrictions of stationary structures.
Christian Engel remains the central figure of the brand
One decisive factor for continuity is that founder Christian Engel will remain with the company. In his new role as Head of Brand & Product, he will continue to be responsible for product development and quality assurance.
Coaching will also remain firmly in his hands. Existing customers will continue to receive seamless support and new interested parties can continue to access the tried-and-tested 1:1 coaching and online advice. With over three decades of experience in fitness, nutrition and coaching, Engel will continue to actively contribute his expertise.
Christian Engel explains: "It has always been important to me that our customers can rely on one thing: honest products that really work in everyday life. I have been passionate about weight training, coaching and nutrition for over 30 years and it is precisely this experience that has been incorporated into Engel Nutrition. From the very beginning, my aim was to develop products that I would use myself as an athlete and trainer with full conviction: sensible, high-quality and well thought-out. Sportnahrung Engel has stood for this approach for over 20 years. For me, the brand is closely linked to my own history. I am therefore all the more pleased to continue on this path together and to lead the brand into a strong future with new energy - for our community and for all those who have placed their trust in us for years."
About GoldenPump
GoldenPump, based in Berlin, is a brand in the gym clothing and fitness lifestyle sector. The acquisition of Sportnahrung Engel creates a merger of two complementary brands: While GoldenPump stands for apparel and lifestyle, Engel Nutrition represents high-quality sports nutrition. Together, this creates a comprehensive offering for the fitness community - from training to nutrition.
Editorial team fitnessmarkt.de
Source and image source: Sportnahrung Engel
Published on: 21 May 2026