Amanda Kloots Launches Proper: Superfood Supplements for Busy Lives Made Simple

Amanda Kloots, the renowned fitness entrepreneur and TV personality, has officially launched Proper, a new line of superfood-packed supplements aimed at simplifying healthy living for busy individuals. This venture, which debuted this Tuesday, is a collaboration with The Center, a leading beauty incubator, and reflects Kloots’ commitment to making wellness accessible and enjoyable. Proper’s initial offerings include five distinct powdered blends tailored to meet various health needs: Daily Boost, Digestion + Bloat Relief, Immune Support, Metabolism + Energy Boost, and Calming Aid. Each blend is affordably priced at $28 for a month’s supply and is designed to be seamlessly integrated into daily routines, whether mixed into smoothies, yogurt, or simply water. Kloots, who balances life as a single mother and a fitness professional with multiple commitments, expressed her ambition to create products that resonate with everyday women. “I love creating anything that I believe will help people stay healthy, and I know how hard that is because I’m a single mom and I have five jobs,” she shared in an exclusive interview with WWD. Her previous success in the fitness market, particularly with her popular jump rope, laid the groundwork for this new venture. Frustrated by the lack of convenient and palatable supplement options in the market, Kloots set out to develop a line that not only delivers results but is also enjoyable to consume. “I wanted to create a line with the same approach as my previous products,” she explained. “What if I could make supplements that actually taste good and are easy to incorporate into your daily routine?” To complement the powdered blends, Proper will also feature a water bottle priced at $14 and an electric mixer for $13, further enhancing the user experience. Industry analysts predict that Proper could generate between $15 million and $18 million in retail sales in its inaugural year, a promising outlook for the new brand. Kloots partnered with Ben Bennett, the founder and CEO of The Center, who shares her vision of empowering women and addressing the unique challenges they face. Bennett, who identified the need for supplements that cater to the everyday woman rather than athletes, emphasized the importance of accessibility and affordability in their product line. “It was important for us to make something that felt really approachable, something that wouldn’t intimidate anyone,” Kloots affirmed. Proper’s target demographic embodies the essence of the "everyday woman"—busy, juggling multiple responsibilities, and seeking effective wellness solutions that fit into their hectic lives. Kloots and Bennett’s shared experiences of growing up with single mothers in Ohio have shaped their commitment to creating a brand that resonates with consumers on a personal level. With its focus on taste, convenience, and high-quality ingredients, Proper aims to be a game-changer in the wellness space. The brand is already available online, and plans for expansion into brick-and-mortar retail are underway as they seek to make their products widely accessible. This launch marks a significant milestone for The Center as they venture into the wellness industry for the first time, reflecting the increasing overlap between beauty and wellness in consumer lifestyles. As Kloots and her team continue to innovate, they are set to redefine how women approach health and wellness, making it an integral and enjoyable part of their daily lives.