KA-EX Appoints Aaron Heidebreicht CEO North America to Lead US Expansion
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Switzerland's #1 sports supplement brand is now sold at more than 4,000 US points of sale, including 2,200 GNC stores nationwide.
NEW YORK — KA-EX, Switzerland's #1 sports supplement brand, announces the appointment of Aaron Heidebreicht as CEO North America. The appointment is the next step in KA-EX's commitment to the US market, where the brand is now sold at more than 4,000 points of sale following its national launch across 2,200 GNC stores in August 2026, with Vitamin Shoppe to follow suit in January 2027 with 700+ doors.
Heidebreicht brings 20+ years of sports nutrition leadership to the role. A former professional baseball player, he has held leadership positions at GNC, Nutrabolt and KAGED, where he served as Chief Commercial Officer, and most recently led Applied Nutrition's North American business as CEO. At KA-EX, he leads US commercial strategy, retail expansion and the build-out of the North American team from Nashville, Tennessee.
"North America is our most important growth market, and the response from retailers and athletes this year has shown what is possible here. Aaron has built and scaled some of the most successful brands in this category. With him leading North America, we are investing in a dedicated US team and in the partnerships that will bring KA-EX's Swiss science to many more athletes and everyday consumers," said Pedro Schmidt, CEO and Founder, KA-EX.
KA-EX's US growth is being driven by specialty and premium fitness retail. Following the GNC national launch, Earthbar will move from test markets to a full-chain rollout in January 2027, and KA-EX is one of The Feed's highest-growth brands in 2026.
"KA-EX does something no one else in this category does: its patented VICAP cap keeps sensitive ingredients stable until the moment you drink. That is a real advantage at shelf, and our retail partners are already seeing it. My focus is on building the team, structure and partnerships that turn this momentum into a lasting North American business," said Aaron Heidebreicht, CEO North America, KA-EX.
KA-EX currently has two products in the US market. Cortisol Stress Reducer and Creatine + Energy. Both available in Ready-to-drink and Ready-to-mix formats. RTDs are built on VICAP, the brand's patented dual-chamber cap technology, which keeps active ingredients separate until the moment of consumption. The range is Informed Sport and NSF certified and is used by athletes and teams including Brooklyn Pro Pickleball Team, Brooklyn FC, Tudor Pro Cycling.
Availability
Creatine + Energy and Cortisol Stress Reducer are available at GNC, The Feed, Earthbar, Amazon, GoPuff, Rumble and ka-ex.com.
About KA-EX
KA-EX is Switzerland's #1 sports supplement brand. Its patented VICAP dual-chamber technology keeps sensitive actives stable until the moment you drink. In the US, Creatine + Energy and Cortisol Stress Reducer are sold at 4,000+ points of sale, including GNC, Earthbar, GoPuff, Rumble and The Feed, and are Informed Sport and NSF certified. Learn more at ka-ex.com.
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