Momentous Rolls Into About 2,000 Target Stores After Passing $100M in Sales

The national push follows a January launch at roughly 640 The Vitamin Shoppe and Super Supplements stores, which the brand counts as its retail debut at scale. Target came next, with Momentous arriving in August through endcaps in more than 580 locations before expanding toward the chain's roughly 2,000 doors across the country.

Co-founder and CEO Jeff Byers acknowledged that the breadth of the rollout felt risky for a brand of Momentous' size. He said the retailers' interest in carrying a broad assortment gave the company a chance to introduce shoppers to more than one ingredient rather than a single hero product.

Byers, who played four seasons in the NFL with the Denver Broncos and Carolina Panthers after a college career at USC, started Amp Human with Erica Good in 2018. Good, now president of Momentous, previously served as general manager of medical products at Dyve Biosciences and worked as a consultant at McKinsey & Co.

Amp Human was built around PR Lotion, a topical sodium bicarbonate product aimed at improving athletic performance and recovery. Even in a crowded supplements market, the founders believed there was room for a company offering consumers more validation in a category where product quality and claims can be difficult to judge.

Momentous independently third-party certifies every product and makes testing results and certificates of analysis available to consumers. Byers said neither he nor Good set out to become supplement company founders or executives.