AN USA Appoints CEO for its North American Business

AN USA, a UK-based sports nutrition, health & wellness company with an office in Plano, has appointed Aaron Heidebrecht as CEO of its North American business.

Aaron Heidebrecht

AN USA, a UK-based sports nutrition, health & wellness company with an office in Plano, has appointed Aaron Heidebrecht as CEO of its North American business.

The company is behind brands such as All Black Everything, or ABE.

“Aaron is a highly respected leader in the U.S. sports nutrition and beverage market, which makes his decision to lead the growth of our North American team a huge endorsement of the quality and significant potential of our brands and products,” Tom Ryder, Group CEO of Applied Nutrition, said in a statement.

Heidebreicht is a seasoned executive with over 20 years of experience in the active nutrition, athletics and functional food & beverage sectors.

The company said the appointment marks a key milestone in the expansion of AN’s market share in the U.S.

AN USA was established in 2022 by Applied Nutrition, one of Europe’s fastest growing sports nutrition, health & wellness brands, which was founded in 2014 and is headquartered in Liverpool, England.

Since then, AN has secured national listings in Walmart alongside several other major outlets across the U.S.

Heidebreicht is a former professional athlete who has held leadership positions in some of the US’s biggest sports nutrition brands including GNC, Nutrabolt (Makers of C4 and Xtend) and KAGED, where he was chief commercial officer. He has a background in corporate finance, business economics, and omnichannel and multichannel marketing.

“I’m thrilled to join the AN team to lead the North American business as we scale up our digital capabilities and grow our brand awareness across the ABE, Body Fuel, and AN sub brands,” Heidebreicht said. “Our mission here is to create an atmosphere and environment for everyone to be able to succeed.”

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