Vegas Protein Challenge: Jim McMahon

Celebrating a Legend in Sports Nutrition

We were honored to welcome Jim McMahon, a true icon in the sports nutrition industry, to the NiHPRO^® Protein Challenge!

With over 30 years of experience, Jim has been a driving force behind some of the world’s most successful sports nutrition brands, selling in more than 100 countries.

Mutant – A favorite for athletes worldwide.
PVL – Pure Vita Labs – Premium sports nutrition solutions
Whey Gourmet – Delicious, high-quality protein.
North Coast Naturals – Clean, natural nutrition.

Known for creating top-tier products paired with unforgettable branding, Jim has also collaborated with some of the world’s strongest athletes, leaving a lasting mark on the industry.

It was a privilege to have Jim join the NiHPRO^® Protein Challenge and share his insights. His expertise and passion for innovation continue to inspire how we approach protein quality and taste.

About Fit Foods

Fit Foods, where Jim has played a pivotal role, is a global leader in:

Research, development, and manufacturing
Distribution of premium nutritional supplements

With an NHP-licensed, certified organic facility, Fit Foods manufactures its own legendary brands:

Mutant, PVL, Whey Gourmet, and North Coast Naturals

Thank you, Jim McMahon, and everyone who visited the NiHTEK^® booth at the NiHPRO^® Protein Challenge. Your contributions inspire us to keep innovating for a healthier, stronger future!

Follow Jim for more inspiration: