Limitless X Holdings Inc (NYSE American: LIMX) is a direct-to-consumer health and wellness company that develops, manufactures, and sells premium dietary supplement and consumer product brands through e-commerce channels. Revenue comes almost entirely from direct product sales, which totaled $0.9 million for the year ended December 31, 2025, down from $3.4 million for the year ended December 31, 2024, a decline attributed to a shift away from affiliate marketing toward in-house digital marketing. The company is organized around multiple subsidiaries intended to conceive, launch, and scale e-commerce brands, with a technology platform called DING intended to support consumer engagement and commerce-enabled partnerships. Its flagship product is NZT-48, a nootropic supplement licensed from Limitless Performance Inc., a company wholly owned by CEO Jas Mathur, under a manufacturing and distribution license agreement that carries a royalty waiver through December 31, 2027, after which a 4% royalty on gross sales applies. The company is also developing a combat sports and entertainment division spanning boxing promotion, athlete brand-building, and content production through subsidiaries including Limitless Entertainment Group and Limitless Films Inc.

Revenue model

Transactional direct-to-consumer product sales via e-commerce, with product sales of $0.9 million (FY2025) and $3.4 million (FY2024). The company shifted from affiliate marketing to in-house digital marketing during this period. Future revenue pathways disclosed in the FY2025 10-K include streaming rights, brand sponsorships, licensing, and content distribution through its entertainment subsidiaries, though these had not generated material disclosed revenue as of the filing date.

Products and services

NZT-48 (nootropic cognitive supplement, licensed from Limitless Performance Inc.); additional premium consumer health and nutrition products developed in collaboration with influencers, athletes, and celebrities; DING (commerce-enabled digital engagement technology platform, in development); boxing promotion and athlete brand-building services through Limitless Entertainment Group; documentary and original content production through Limitless Films Inc.

Customers and end markets

Direct-to-consumer end market reached through e-commerce. Customers are individual consumers purchasing dietary supplements and health products online. The company uses consumer data and performance analytics from its e-commerce platform to inform product development and marketing. No customer concentration data disclosed in the filing excerpts.

Value-chain role

Brand owner and direct-to-consumer marketer. Product formulation, branding, and commercialization are handled internally under President Daniel Sanders. Manufacturing and logistics are outsourced to a limited number of third-party suppliers and contract manufacturers. The company holds equity interests in brand ventures developed with celebrity and athlete partners.

Geographic exposure

Primary operations in the United States. Content distribution through Limitless Entertainment Group is described as intended to span the United States, Canada, Latin America, and Asia, per the FY2025 10-K. GDPR compliance obligations are noted, indicating some exposure to European Union data regulations.

Source: SEC 10-K, filed 2026-04-15

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