Amanda Kloots Launches “Proper”: Convenient Supplements for the Busy American
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Fitness entrepreneur, author, and TV personality amanda Kloots is expanding her wellness empire with the launch of Proper, a new line of convenient and flavorful supplements. Developed in partnership with incubator The center, Proper offers five superfood-packed powders designed to address various health needs.
The collection, available starting October 24th, includes Daily Boost, Digestion + Bloat Relief, Immune Support, Metabolism + Energy Boost, and Calming Aid, each priced at $28. To complete the experience, Proper also offers a $14 water bottle and a $13 electric mixer for easy readiness. Industry analysts project first-year retail sales between $15 million and $18 million.
Kloots, a single mother juggling multiple roles, explained her motivation behind Proper in an exclusive interview with WWD: “I love creating anything that I believe will help people stay healthy, and I know how hard that is as I’m a single mom and I have five jobs.”
This isn’t Kloots’ first foray into the wellness market. Her previous ventures have focused on accessible fitness solutions. “When I launched my first product, my jump rope, my whole thing was, if you only have 10 minutes, just jump rope for 10 minutes,” she shared. This philosophy of simplicity and effectiveness directly informs the Proper line.
Inspired by her own experiences with ineffective and inconvenient supplements, Kloots aimed to create a line that avoids the pitfalls of the “supplement graveyard.” She sought to develop products that are both effective and easy to incorporate into busy schedules, reflecting the demands of modern American life.
Proper: Wellness Made Simple
With Proper, Kloots aims to provide a convenient and effective way for Americans to prioritize their health without sacrificing precious time. The focus on ease of use and tasty flavors positions Proper to appeal to a broad audience seeking simple solutions for a healthier lifestyle.
New Supplement Line Caters to Busy American Women
Amanda Kloots, a well-known American personality, has partnered with Ben Bennett, CEO of The Center, to launch a new supplement line specifically designed for the modern American woman. The line, born from a shared understanding of the challenges faced by working mothers, aims to provide accessible and effective solutions for everyday wellness.
Kloots explains her vision: “I created a supplement that was really good, tasted good, I wanted to take and that really met the needs of somebody like me: this everyday woman that is running on empty, trying to raise her family,” she said.
Their collaboration began in 2023, fueled by a shared ohio origin and a mutual understanding of the struggles of single motherhood. Bennett, raised by his mother, deeply resonated with Kloots’ experiences.
“There’s a lot of parallels in our lives, but what rang the bells for me when we talked about what she wanted to do was thinking about the challenges that a working woman has on a daily basis,” Bennett shared.
In a crowded supplement market, Kloots and Bennett believe their unique approach will set them apart. They’ve consciously avoided creating a generic, one-size-fits-all product.
“She didn’t want to make an all-encompassing super supplement for these super athletes,” bennett explained. “When we look at other brands, we see who we think their customer is, and it doesn’t feel like it’s our girl.”
Affordability was a key consideration. Kloots emphasized, “It was important for us to make something that was affordable and attainable to everyone, so that you felt like you were getting so much bang for your buck.”
Priced at $28 for a 30-day supply, the supplements are designed for flexible use, allowing women to tailor their intake to their daily needs. Kloots describes the approach: “I basically looked at my day and my week, or even my month, and [figured] out how every day is diffrent. We’re not these people that need the same thing every single day. Sometimes my day is filled with stress and anxiety and I need something to help me calm down. sometimes I’m eating super healthy and I don’t need a daily greens… You can tailor it to what you need.”
Their shared background also shaped their target customer. Bennett describes their ideal consumer: “We joke about the woman from Logan, Ohio. That’s our girl,” Bennett said. “I feel very connected to her. Amanda feels very connected to her… That was the North Star for us.”
While launching direct-to-consumer initially, the founders plan to expand into brick-and-mortar retail in the future. Bennett confirms, “we are talking to retailers…”
Proper Powder: A New Wellness Brand Launches
The wellness industry is buzzing with the launch of Proper, a new brand poised to disrupt the market. This innovative company, incubated by The Center, is set to debut its line of wellness powders, with a major retail partnership expected before the year’s end.”I think that Proper will end up launching in a large retail partner before the end of the year, maybe sooner than that,” shared Bennett, a key figure in the brand’s development.
Launching with five distinct powder blends, Proper is far from finished. Bennett hinted at a robust product pipeline,stating,”There’s a very healthy pipeline of product coming. There are two additional powders coming in 2025 and there will be new categories of product also… What Amanda’s really focused on is looking at new formats that are convenient and delicious.” This expansion demonstrates a commitment to providing consumers with diverse and appealing options.
For Bennett and The Center, Proper represents a significant achievement. It marks the incubator’s first foray into the wellness sector, a strategic move reflecting the growing convergence of beauty and wellness markets. Bennett explained, “For the better part of a decade we’ve seen the blurring of lines between [beauty and wellness]. It feels like consumers are really comfortable thinking about the categories together and understand that holistic inside-outside approach to wellness and beauty, so it made a lot of sense.”
The decision to create a wellness-focused brand was a deliberate one. Bennett elaborated on his vision: “I had been interested in developing something in the wellness space that was purely in that category, but I was waiting to see if somebody would show up that would tell me a story that I felt was compelling.” The Proper brand clearly resonated with his vision, leading to this exciting launch.
With its innovative approach and commitment to expansion,Proper is well-positioned to capture a significant share of the burgeoning wellness market. The brand’s focus on convenience and delicious flavors, combined with its strategic retail partnerships, promises to make it a household name in the near future.
Amanda Kloots Launches “Proper”: Convenient wellness for Busy Americans
Amanda Kloots, known for her roles as a fitness entrepreneur, author, and TV personality, is expanding her wellness empire with the launch of Proper, a new line of convenient and flavorful supplements designed for the busy modern American woman. Developed in partnership with incubator The Center, Proper offers five superfood-packed powders addressing various health needs.
Wellness Made Simple
Senior Editor, World-Today-News.com: Amanda, congratulations on the launch of Proper! What inspired you to venture into the supplement market, especially with a focus on convenience?
Amanda Kloots: Thank you! As a single mom juggling multiple roles, I understand the struggle of finding time for self-care. I love creating anything that helps people stay healthy, but I know how hard that can be. my whole ideology is about making wellness accessible and simple. with Proper, I want to provide solutions that fit seamlessly into even the busiest schedules.
Senior Editor: what makes Proper stand out from the crowded supplement market?
Amanda Kloots: I’ve always been frustrated with supplements that are either ineffective,taste terrible,or too elaborate to use. With Proper, we focused on creating products that are both effective and enjoyable to take. We use tasty flavors and convenient formats so that incorporating wellness into your daily routine feels effortless, not like a chore.
Senior Editor: Can you tell us more about the specific needs you’ve addressed with the Proper line?
amanda kloots: We offer five targeted blends: Daily Boost for overall well-being, Digestion + Bloat Relief, Immune Support, Metabolism + Energy Boost, and Calming Aid.Each formula is thoughtfully crafted with superfoods and essential nutrients to address common concerns many women face.
Senior Editor: Proper’s price point seems very reasonable for high-quality supplements. Was affordability a conscious decision?
Amanda Kloots: Absolutely. It was crucial for us to make proper accessible to everyone. We want to empower women to prioritize their health without breaking the bank.
Tailored Wellness for the Modern Woman
Senior Editor: You’ve partnered with Ben Bennett, CEO of The Center, on this venture. How did this collaboration come about?
Amanda Kloots: Ben and I both hail from Ohio and share a deep understanding of the challenges faced by working mothers.We connected on a personal level and quickly realized our visions aligned perfectly.
Senior Editor: Ben, from your perspective, what makes Proper unique?
Ben Bennett: Amanda’s vision was truly inspiring. We wanted to create a product that didn’t just cater to the stereotypical “wellness warrior” but spoke directly to the needs of real women – those juggling careers, families, and everything in between. We recognized a gap in the market for supplements that were both effective and convenient,without being overly complicated or expensive.
Senior Editor: how do you see Proper evolving in the future?
Amanda Kloots: We’re incredibly excited about the future of Proper. We’re committed to expanding our offerings with new and innovative products that continue to address the evolving needs of our community. Our goal is to empower women to live their best lives through accessible and sustainable wellness solutions.
