Sports nutrition industry veteran Paul Vraciu joins Alete Active Nutrition™ as new CEO, bringing more than two decades of business and marketing leadership
Feb 14, 2024
THOUSAND OAKS, CALIF.— February 14, 2024 — Alete Active Nutrition, LLC (Alete) – a portfolio company that owns multiple sports nutrition brands, including SaltStick®, Bonk Breaker®, JoJé Bar® and Vitassium® – today announced the appointment of Paul Vraciu as its new Chief Executive Officer (CEO). With an extensive background in sports nutrition and CPG brand-building, Vraciu brings a wealth of experience and strategic vision to continue leading Alete's rapid growth.
Vraciu is replacing former Alete CEO Mac Tillman, who led the company for nearly three and a half years. Under Tillman, Alete experienced significant annual growth in the specialty bike/run/outdoor market, as well as the acquisition of JoJé Bar and Bonk Breaker. Tillman recently left the company to pursue another opportunity.
“I’m excited to be coming to Alete at such a pivotal time. I truly believe we have some of the best products across hydration, energy, and performance – and an even stronger innovation pipeline. The team has done an incredible job scaling our brands, and we’ve barely scratched the surface of their potential,” said Vraciu.
Prior to taking the helm at Alete, Vraciu was Head of Commercial at Perfect Day and a Board Member of Alete. Before that, he held various leadership roles within sports nutrition, including Business Unit Head at Ascent Protein, where – as employee number one – he led the creation and expansion of the Ascent Protein brand into gyms and mass-market retail. Vraciu also held roles at industry giants Leprino Foods and Procter & Gamble.
As CEO of Alete, Vraciu will focus on scaling Alete’s brands across e-commerce, U.S. retail, and international distribution.
About Alete Active Nutrition
At Alete Active Nutrition, we believe in the health benefits of living an active life. Backed by American Pacific Group, Alete Active Nutrition LLC is creating a portfolio of athlete-focused sports nutrition brands, including SaltStick®, Vitassium®, JoJé Bar®, and Bonk Breaker®, that provide the people, prowess, and products to activate an athlete’s potential for a healthy life. Learn more at aletenutrition.com.
