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Publicly traded Beachbody, which goes mainly by Bodi these days, said its 17-yr-old Shakeology superfood shake finally is ready to crack retail in a meaningful way, entering 80 Sprouts locations around US this mo and adding 640 Vitamin Shoppe stores in late summer, with KeHe enlisted as broadline distribution partner. Those moves mark serious push into retail after former multilevel marketing player claims to have generated over $4 bil in cumulative sales representing over 1 bil servings. Coming later this year: an RTD version of Shakeology, among a flock of other new entries under Shakeology and other brands from co based in El Segundo, Calif, that's been undertaking considerable strategic pivot from days as multilevel marketer, prioritizing nutrition biz as attacking much bigger market than digital fitness biz that it continues to operate. Sprouts is picking up 7-serving bag of Shakeology priced at $34.99 in Chocolate Whey, Chocolate Vegan, Tropical Strawberry Vegan and Vanilla Vegan flavors, while Vitamin Shoppe is picking up all 5 flavors including Tropical Strawberriy Vegan. The whey-based entry delivers 17 g protein while the vegan entries deliver 16 g. As for KeHe, that's also providing retail route for other Bodi brands including line of P90x supplements that launched in Mar, along with planned energy drinks, an RTD extension of Shakeology and protein bars, all anticipated later this year. The energy drinks will debut in Southern Calif via co's Insanity and P90x brands this summer. It's retained Advantage Solutions to manage sales and retail distribution. HiTouch Libations house will handle DSD chores in SoCal backyard. Bodi, which co styles as BODi, is rebranding from former Beachbody monikerAnnouncements came as co earlier this month reported Q1 period that saw sales contraction on both its digital biz and its CPG biz as migration proceeds and co moves to maintain consistently profitable operation. Q1 revenue dropped 25% to $54.3 mil on 22% drop in Digital segment revenue to $33.6 mil as subscriptions dropped 21% and 28% drop in Nutrition segment revenue to $20.7 mil. By now it's exited 3d segment, Connected Fitness. As exec chmn Mark Goldston reminded investors, "Q3 2026 will mark the first quarter where we can make direct year-over-year comparisons that fully reflect our new business model as the legacy MLM business will have completely cycled out of both periods." On positive side, Bodi logged its 3d consecutive qtr operating in the black, with operating income of $3.1 mil reversing $3.7 mil operating loss a year earlier.As Goldston reminded investors, exit from MLM commission structure has enabled far lower price points, enabling the retail push. In the case of Shakeology, it's been able to move to that 7-serving size at $34.99 from prior 30-serving pack at $129. Retail push is benefiting from high awareness co has generated for brands like P90X, Insanity and Shakeology over the years via MLM strategy.Among brand portfolio, P90x supplement line launched this past winter leveraging home fitness brand to play in preworkout, hydration, creatine, recovery protein and fast-acting energy segments, starting on Shopify. Broader mandate for Nutrition segment is to offer easier onramp to consumers who might eventually sign on for co's digital wellness offerings. In past it sought to use the pricier digital wellness suite as the onramp. (We got assist from Seeking Alpha transcript in writing this story.)

Revamping Beachbody Intensifies Retail Push with Shakeology Entry into Sprouts, Vitamin Shoppe & KeHe; RTDs Entering Mix in Shakes & Energy Segments

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