Beyond Raw

Beyond Raw is the sports nutrition house brand operated by GNC, built around the idea that performance supplements should feel as hardcore as the training they support. Launched in the early 2010s, the brand carved out its identity with the LIT pre-workout line — a tub-and-scoop formula that became one of GNC's best-selling proprietary products. Beyond Raw has since expanded into ready-to-drink formats, protein powders, and specialty ingredients under sub-lines like Concept X, positioning itself as GNC's answer to dedicated sports-nutrition brands rather than a generic store label.

The brand maintains an active social presence. Follow @BeyondRaw on TikTok and Instagram for product drops, athlete features, and training content.

LIT V2 On-The-Go

Beyond Raw's LIT V2 On-The-Go is the brand's ready-to-drink pre-workout entry: a 16-ounce canned format that delivers 250mg of caffeine, 5g of L-citrulline, 3.2g of beta-alanine, and a nootropic stack including 250mg Cognizin citicoline — all without the shaker bottle. The V2 reformulation added Senactiv and AstraGin to the mix, and it's currently available in flavors like Gummy Shark, Gummy Worm, and Passion Orange Guava.

Other Major Products

Beyond Raw's flagship LIT Pre-Workout remains the brand's best-known scoop-based product, built around a transparent formula with clinical doses of beta-alanine, citrulline, and caffeine. The line also includes LIT AF, a more advanced pre-workout with additional pump and focus ingredients, plus a range of protein powders and amino acid supplements that round out the core catalog.

Concept X

Beyond Raw's Concept X sub-line is where the brand experiments with more advanced or niche formulations. It includes products like Concept X Clinically Dosed Pre-Workout, which uses higher-tier patented ingredients and more transparent labeling than the standard LIT line. Concept X represents Beyond Raw's attempt to compete with premium third-party brands on formulation credibility rather than just brand recognition.