About Xplosiv
Xplosiv is a New Zealand-owned sports supplement retailer with more physical stores than any other specialty sports supplement retailer in the country. Founded in Auckland in 2011 by John Birrell, Xplosiv now runs 23 stores nationwide alongside xplosiv.nz, and has served more than 100,000 customers.
- Est. 2011
- 23 stores nationwide
- 100,000+ customers served
- NZ owned & operated
- Open Book tested
From a bedroom in Auckland
Xplosiv started the way plenty of good New Zealand businesses do: out of necessity. In 2011, after the recession, founder John Birrell applied for job after job and couldn’t land one. What he did have was a training habit and a hunch that supplements could be done better here.
Local suppliers wouldn’t deal with a guy operating out of his bedroom, so he went around them and imported stock himself. The bedroom filled with boxes. Then the boxes went up the stairs and claimed the spare room. Eventually the “warehouse” moved into an old office in Westgate, a building never designed for retail. Then something unexpected happened: people just started showing up to buy in person.
So the office became a shop. One shop became two, two became three, and today Xplosiv runs 23 stores across New Zealand alongside xplosiv.nz.
Ethics before business
Selling supplements means dealing with people’s health, and Xplosiv runs the business accordingly. Under our Open Book policy, products are tested against their label claims and the results are published. We’re transitioning the range to verified-only, starting with protein powders. Where a product doesn’t meet its claim, it gets delisted, even when that costs us sales.
“We believe in doing what’s right, no matter what. That’s why the majority of our protein, and the protein we recommend, is tested and verified for label claim. Trust isn’t expected; it’s earned.”
— John Birrell, Founder
Label variances that would pass elsewhere don’t pass here. That standard pushed Xplosiv to organise its own supply chain: manufacturing for our house brands runs through Vitalabs, our Auckland manufacturing partner, and five 100 g retention samples are kept from every batch made there, so any batch can be re-checked later. Analysis is carried out by accredited third-party laboratories, not by us and not by the manufacturer. The direction of travel is simple: if it isn’t verified, we won’t stock it.
Xplosiv today
Xplosiv is New Zealand-owned and operated, now running under a full management structure led by CEO Matt James. Founder John Birrell stays hands-on with product development. That same standard shapes Xplosiv’s own house brands: Athletech, NoWhey and Pack Nutrition.
More than 100,000 customers later, the job hasn’t changed: source the right products, prove what’s in them, and back the people using them.
Visit us
Xplosiv operates 23 stores across New Zealand, from Whangārei to Invercargill, plus nationwide delivery from xplosiv.nz. Click & Collect is available at most stores. Order online, choose it as your shipping method at checkout, and pick your order up in store.
Questions about Xplosiv
Is Xplosiv New Zealand-owned?
Yes. Xplosiv is New Zealand-owned and operated. The company was founded in Auckland in 2011 by John Birrell and has grown into 23 stores nationwide plus xplosiv.nz, serving more than 100,000 customers.
How many stores does Xplosiv have?
Xplosiv operates 23 stores across New Zealand, from Whangārei to Invercargill, alongside its online store at xplosiv.nz. Most are company-owned and a small number are independently operated franchises. Use the store locator to find your nearest location and its opening hours.
Does Xplosiv test its supplements?
Yes. Under Xplosiv’s Open Book policy, products are tested against their label claims by accredited third-party laboratories and the results are published. Xplosiv is transitioning its range to verified-only, starting with protein powders. Where a product doesn’t meet its claim, it is delisted.
Does Xplosiv keep samples of what it sells?
Yes. Five 100 g retention samples are kept from every batch manufactured at Vitalabs, our Auckland manufacturing partner. That means any batch can be pulled and re-checked later against its original result, rather than relying on a single test at the time of production.
Who runs Xplosiv?
Xplosiv was founded in Auckland in 2011 by John Birrell and is led day-to-day by CEO Matt James, under a full management structure. Birrell remains involved in product development.
How long has Xplosiv been in business?
Xplosiv has been trading since 2011, starting as a bedroom importing operation in Auckland and growing into the specialty sports supplement retailer with the most physical stores in New Zealand.
Company details
Xplosiv Supplements Limited, New Zealand company number 3575632, NZBN 9429030928565. Registered office: Unit 1, 5 Northside Drive, Westgate, Auckland 0814. Incorporated in Auckland on 18 October 2011.
Questions about an order or a product? Email [email protected], call 0800 883 371, or use our contact page. Every store also has its own phone number on its store page.