The Hidden Story: Who Owns Gamer Supps in 2025? [Ownership Revealed]

Jonathan Schlatt owns Gamer Supps in 2025. The YouTube creator, known online as jschlatt, acquired the gaming supplement company in May 2022 when it was struggling with reputation issues. Since then, he's rebuilt the brand around a creator-led business model that puts influencers at the center of everything from product development to marketing strategy.

Schlatt isn't running this alone. SMii7Y joined as an investor and equity partner in 2025, bringing his 13 million subscribers and proven track record of generating eight figures in sales for the brand. This partnership represents something bigger than traditional sponsorships—creators are now the actual owners shaping the company's direction.

The story behind this acquisition reveals how Gamer Supps went from facing boycott calls over unpaid creator partnerships to becoming a case study in creator-owned businesses. Founded in 2015 in Brick, New Jersey, the company built its reputation on affordable gaming supplements—their GG formula costs just $0.40 per serving while staying keto-friendly and sugar-free.

But ownership under Schlatt hasn't solved every challenge. The company still holds a 2.9-star rating on Trustpilot, suggesting customer service issues persist despite the leadership change.

If you're curious about how a YouTube creator ended up owning a supplement company and what this means for the gaming industry, you'll find the complete story here. We'll walk through the acquisition, the controversies that led to it, and how this creator-led model is changing how gaming brands operate.

Meet the owner: Jonathan Schlatt's path to acquisition

Jonathan Schlatt, known online as jschlatt, became the official owner of Gamer Supps in 2022 and continues to hold this position today. This goes beyond typical influencer partnerships—Schlatt is the actual majority shareholder running the company.

From content creator to CEO

Schlatt's journey to owning a supplement company started with his content creation career. The American YouTuber and Twitch streamer launched his online presence in July 2013. His main YouTube channel has grown to over 2 million followers, with standout content like his "Elon, r u ok?" video reaching more than 27 million views.

What makes his ownership different: Schlatt actively manages Gamer Supps as its CEO rather than serving as a passive investor. He holds an estimated 70-80% stake in the company, giving him direct control over operations, branding decisions, and strategic direction. His background in content creation shapes everything from product strategy to influencer campaigns.

The May 2022 acquisition announcement

Schlatt made his ownership official in May 2022 with a straightforward Twitter announcement: "Schlatt is sponsored by and now owns GamerSupps! You can support by using his code and getting 10 percent off any product!"

The casual tone initially confused fans who wondered if this was just another sponsorship deal. But the acquisition was real—Schlatt had purchased the company from its original founders Frayman, Morrison, and Garvey for an undisclosed amount.

Why ownership matters for the brand

Schlatt's role as owner means he's directly accountable for company partnerships and business practices. His timing was critical. Gamer Supps was facing serious backlash in 2021 over allegations that it hadn't paid content creators for promotional work. The controversy had sparked boycott calls and potential legal concerns from collaboration partners.

Schlatt stepped in during this reputation crisis. Sources indicate he "saw an opportunity to improve influencer relationships and grow the business using his own platform and experience in digital branding". His established presence in online content creation has helped rebuild Gamer Supps' standing within the gaming community.

The acquisition represented more than a business transaction—it was a strategic move to save a struggling brand through creator-led leadership.

The rise of creator-led ownership

Schlatt's acquisition was just the beginning. Gamer Supps has built something bigger than a single creator buying a company—they've created a blueprint for how gaming brands can operate with creators as actual owners, not just spokespeople.

SMii7Y becomes an equity partner

Jaren Smith, better known as SMii7Y, made the jump from sponsored creator to investor in April 2025. His track record with Gamer Supps made the transition logical—previous collaborations had already delivered eight-figure returns for the brand.

"I'm not just putting my name on the products we put out - I'm putting my money where my mouth is," SMii7Y explained about his investment decision. "I'm so excited to be a direct influence for the future of this company."

The move represents more than financial investment. SMii7Y brings authentic influence to a brand that's betting its future on creator credibility rather than traditional marketing approaches.

Creators control the brand identity

Most energy supplement companies hire creators to promote their products. Gamer Supps flipped this model entirely.

"Our partners are the brand," the Gamer Supps team stated. "They shape the drops, the voice, the culture—everything. SMii7Y's been a huge part of that from day one, so making him an owner was the most natural move ever."

This goes beyond marketing copy. Creators directly influence which products get developed and how they're positioned in the market. When Schlatt took over in 2022, one of his first moves was announcing a collaboration with internet star Kaho Shibuya and anime character designer Masashi Kudo. The partnership signaled that product development would follow creator interests, not corporate boardroom decisions.

No traditional executives in sight

You won't find a typical CEO or CMO representing Gamer Supps publicly. The company deliberately keeps its executive team anonymous, choosing instead to "let our Creator Partners be the voice of our brand instead of using a company spokesperson."

This isn't just a marketing strategy—it's how they operate. Multiple creators are involved as owners, investors, and operators, making SMii7Y's investment part of a broader shift toward creator-controlled businesses in the gaming space.

The approach challenges how supplement companies typically scale. Instead of hiring executives and building corporate teams, Gamer Supps grows by bringing in creators who already understand their audience.

From founding to acquisition: A brief history

Gamer Supps started with a simple idea in 2015. Eric Frayman, Ryan Morrison, and Ryan Garvey saw gamers downing sugary energy drinks during long sessions and thought there had to be a better way. They established their company in Brick, New Jersey, with a focus on healthier energy supplements designed specifically for esports gamers.

Original founders and early years

The early strategy worked. Gamer Supps found its niche by targeting performance-focused gamers who wanted alternatives to traditional energy drinks. The founders built their brand through competitive marketing and constant innovation, rolling out new flavors regularly to keep their audience engaged.

Their growth came primarily through influencer partnerships and paid advertising, which helped them reach gamers across the globe. This approach would later become both their strength and their weakness.

Why the company was sold

The problems started surfacing in 2021. Multiple content creators came forward with allegations that Gamer Supps had failed to pay them for promotional work.

One brand ambassador, IceRocker, detailed her experience publicly: "Most of you guys know me for this merch line I put out which I promoted the hell out of and made a pretty damn good name for. In 2019 I did a sort of collab with GS who I was 'partnered' with a [sic] the time. I was a disaster from the very start…"

The backlash was swift. Calls for boycotts spread throughout the gaming community, with many demanding the company compensate creators properly before they'd consider buying products again.

How the brand changed after 2022

Schlatt moved quickly after acquiring the company. Just two months later, in July 2022, Gamer Supps announced a partnership with internet star Kaho Shibuya and Bleach anime character designer Masashi Kudo. The collaboration signaled a new direction for the brand under creator-led ownership.

The changes weren't just cosmetic. Between 2022 and 2024, Gamer Supps reformulated their products, halving the amounts of Vitamins B6 and B12 while adjusting their proprietary blend quantities. These formula changes reflected the new ownership's hands-on approach to product development.

Controversies and public perception

Schlatt's ownership hasn't eliminated Gamer Supps' reputation challenges.

The company continues to face criticism for business practices and partnership decisions, showing how creator-led ownership brings its own accountability issues.

The unpaid creator controversy that triggered the sale

The most damaging controversy hit in 2021 when multiple content creators accused Gamer Supps of failing to pay for promotional work. One brand ambassador, IceRocker, shared her experience from 2019 in detail. She created marketing designs and digital mockups for the company but never received proper compensation.

The situation got worse when she discovered her shaker cups had been released during a Black Friday sale without notification. Her investigation revealed this was "common" practice with other Gamer Supps partners.

These allegations sparked boycott calls across the gaming community. Consumers urged others to avoid Gamer Supps products "until it paid the creators". Gaming websites even predicted potential lawsuits from collaboration partners, though none materialized.

New ownership, new controversies

Schlatt stepped in when the company was "struggling to maintain its brand" reputation. He's worked "behind the scenes to improve GamerSupps' reputation in the gaming community", but controversies haven't stopped.

The company recently faced backlash for partnering with controversial VTuber Kirsche Verstahl. This decision led some creators to terminate their sponsorships. VTuber kaiyo ended his partnership, citing concerns about "certain creators affiliated with the brand" sharing "openly bigoted views without facing any consequences".

Some customers also complain about the company's marketing approach. One Reddit user described their "FOMO sales tactics" as problematic, noting how constant product releases leave customers "burnt out and exasperated".

Why creator-led ownership complicates accountability

Gamer Supps' approach of letting "Creator Partners be the voice of our brand instead of using a company spokesperson" makes addressing controversies more complex.

When creators are both the marketing voice and ownership stakeholders, the lines between brand accountability and individual creator responsibility become blurred.

This model works well for authentic marketing but creates challenges when controversial partnerships or business decisions need to be addressed publicly.

The company's strategy of keeping its executive team anonymous while empowering creators as the brand voice means there's often no clear corporate authority to answer for controversial decisions.

What Gamer Supps' creator ownership means for the gaming industry

The Gamer Supps story reveals something bigger than just one company changing hands. When a YouTube creator can step in to save a struggling supplement brand and turn it into an eight-figure business, that signals a fundamental shift in how gaming companies operate.

Schlatt's approach worked because he understood something traditional executives often miss—authenticity matters more than corporate polish in the gaming community. His willingness to put creators in actual ownership positions, not just sponsorship deals, created genuine partnerships that drive real results.

SMii7Y's equity stake in 2025 proves this wasn't a one-time experiment. Other creators are now owners, investors, and operators throughout the business. This model gives gaming brands something most struggle to achieve—authentic connection with their audience through people who actually understand the community.

The challenges haven't disappeared. Customer service issues persist, and controversial partnerships still create headaches. But the creator-led approach has solved the bigger problem that nearly killed the company—trust within the gaming community.

For other gaming brands watching this unfold, the lesson is clear. Creators aren't just marketing channels anymore. They're potential business partners who can bring both audience and operational expertise. The brands that recognize this shift first will have a significant advantage in reaching gaming audiences who increasingly value authenticity over advertising.

Gamer Supps under Schlatt shows what happens when creators stop being hired spokespeople and start becoming actual stakeholders. Whether this model spreads across the gaming industry depends on how well other brands can stomach giving up traditional corporate control for creator-driven growth.

FAQs

Q1. Who currently owns Gamer Supps?

As of 2025, Jonathan Schlatt, better known as jschlatt, is the majority owner of Gamer Supps. He acquired the company in May 2022 and continues to hold the largest stake, estimated between 70-80% of shares.

Q2. Are there other notable owners or investors in Gamer Supps?

Yes, SMii7Y (Jaren Smith) joined as an investor and equity partner in April 2025. Additionally, several other content creators are involved as owners, investors, and operators, though specific details aren't publicly disclosed.

Q3. How has the ownership change affected Gamer Supps' business model?

The acquisition by Schlatt marked a shift towards a creator-led business model. This approach empowers partnered creators to actively shape the brand's voice, culture, and product development, moving away from traditional corporate leadership.

Q4. What controversies has Gamer Supps faced in recent years?

Prior to Schlatt's acquisition, Gamer Supps faced allegations of unpaid creator collaborations, leading to boycott calls. More recently, the company received criticism for partnering with controversial creators, resulting in some sponsored content makers terminating their relationships with the brand.

Q5. How has Gamer Supps' product line evolved since the ownership change?

Since Schlatt's acquisition, Gamer Supps has introduced new collaborations, including partnerships with internet personalities and anime designers. The company has also made formula adjustments, such as altering vitamin content and proprietary blend quantities in their products between 2022 and 2024.