Chris Bumstead’s BUM Energy Drink and Raw Nutrition have just been snapped up by German supplement giant The Quality Group (TQG).
Though relatively unknown, TQG, backed by global private equity firm CVC, is the powerhouse behind two major European brands: ESN and More Nutrition.
Now, BUM Energy Drink and Raw Nutrition are the latest additions to their growing portfolio.
BUM Energy Drink & Raw Nutrition: The Takeover Breakdown
Raw Nutrition was founded in 2019 by Dom Iacovone, who also owns part of Christian Guzman’s revamped 3D Energy, and bodybuilding coach Matt Jansen.
Then in 2021, six-time Mr. Olympia champion, Chris Bumstead (CBUM), came on board as a co-owner, helping the brand blow up in the US fitness space.
The success was undeniable, and in 2024, Inc. Magazine recognised Raw Nutrition as the fastest-growing Consumer Packaged Goods (CPG) company overall.
CBUM brought BUM Energy Drink to the market in 2023 – a clean energy drink with 112mg of caffeine and a dose of the brain-boosting nootropic, Cognizin.
With his massive following, the drink became an instant hit and now ranks among the top 50 best-selling energy drinks in America.
Has CBUM Sold Out?
Since the news of the takeover dropped, some people have been quick to accuse CBUM of ‘selling out’ to a corporate giant. But that’s not quite the story here.
Although The Quality Group now owns Raw Nutrition and BUM Energy Drink, CBUM, Dom Iacovone, and Matt Jansen are still very much involved. They’ve become shareholders in TQG, meaning they’ll continue to lead the brands day-to-day.
Explaining the decision on Instagram, Dom wrote: “At the end of 2019, we set out to do things our way. Some might say we’ve achieved more in 4 years than most have in 20, but we still have plenty to do.
“In 2024, we realised that what got us here isn’t going to take us to the next level. Putting our egos aside and doing what’s best for the business is something I’ve learned over the years, and I think it’s a trait all great leaders share.
“We needed a partner who not only had the capital to scale but also the experience of taking brands like ours to the next level. The Quality Group and CVC are that partner. What they’ve done with ESN and More Nutrition over the past few years is a masterclass in success.
“I’m excited to take all that knowledge and experience and put it into Raw. Here’s to the next decade of dominating the category with what I think is the best team in the business.”
With the support of The Quality Group’s German muscle, resources, and financial backing, both Raw Nutrition and BUM Energy are set to level up big time.
SEE ALSO: Chris Bumstead Gymshark: Why Leaving Was My Biggest Mistake
