Indonesian nutrition brand L-Men marked its 25th anniversary on October 28, 2026, highlighting its involvement in fitness communities, sports partnerships, and healthy lifestyle initiatives over the past 25 years.
Owned by Nutrifood, L-Men marked the milestone under the theme "Stronger For More." As part of the anniversary, the company highlighted its manufacturing operations in Cibitung, Bekasi, covering processes from raw material selection and production to quality control.
L-Men Brand Manager Yesaya Christian said the company's journey has involved more than developing nutrition products, with consumer trust, innovation, and community engagement also playing important roles.
"For 25 years, L-Men's journey has not only focused on offering relevant products, but also on building trust through quality, innovation, and tangible benefits for the community," he said.
The company also highlighted its collaborations with researchers, academics, and scientific partners in Indonesia and abroad. According to L-Men, its manufacturing process uses whey protein ingredients, smart manufacturing technology, and quality control procedures, while following BPOM regulations and halal certification requirements.
Recent additions to its portfolio include a creatine-and-HMB supplement and high-protein noodles. The products were presented as part of the company's efforts to respond to different nutritional needs, from sports nutrition to more convenient sources of protein in everyday meals.
From Local Fitness Communities to the ASEAN Para Games
Beyond its nutrition business, L-Men has been involved in fitness programs, educational activities, and sporting events across Indonesia. Its initiatives include The New L-Men of The Year competition and the L-Men Institute, alongside partnerships with athletes and fitness communities.
For its 25th anniversary, the brand also organized simultaneous healthy lifestyle activities at 25 Nutrihub locations. L-Men said organizations and local healthy living communities have supported its activities over the years, providing a network for programs outside formal competitions and events.
L-Men has supported 25 hybrid workout athletes and participated in major sporting events, including Indonesia's National Sports Week (PON) in Aceh and North Sumatra in 2024 and the ASEAN Para Games in 2022. It served as an Official Protein Partner for both competitions.
The ASEAN Para Games brought together athletes with disabilities from across Southeast Asia. L-Men's involvement in the regional competition was one of its sports-related partnerships, alongside its work with athletes and community programs in Indonesia.
Within the company itself, L-Men also recognized employees through the L-Men Crew Award, an initiative for staff members who consistently practice healthy habits and encourage colleagues to do the same. The recognition was another part of the anniversary activities highlighted by the company.
Reflecting on Two Decades of Fitness and Healthy Living
Among those attending the anniversary celebration was Fernando Surya, winner of L-Men of The Year 2006 and recipient of the L-Men Lifetime Achievement Award 2024.
Twenty years after winning the competition, Fernando remains active in the fitness industry and now works as a HYROX Performance Coach.
"L-Men has been an important part of my journey for nearly two decades, and I see more Indonesians treating health as a long-term investment for a better life," he said.
Fernando is one of several alumni of L-Men of The Year and The New L-Men of The Year who have pursued careers in different fields. They include Rikas Harsa, Ivan Kabul, Okky Alparessi, Glenn Victor, dr. Adib Dwitamma, Nino Indrawan, and Galank Gunawan. According to the company, alumni have gone on to work in sports, healthcare, education, entrepreneurship, and the creative industries.
Reflecting on his experience, Fernando also emphasized the importance of consistency and personal growth beyond physical achievements.
"I also believe that being strong is not about who is the best today, but who can consistently grow into a better person and make a greater impact over time," he said.
