Thrive magazine debuted on U.S. newsstands March 1 in partnership with Vancouver's Brendan Brazier, a vegan health guru and former Ironman triathlete.

Speaking to the Canadian Press, BC-based Brazier said he hopes Thrive will be distributed in his home country. For now, the title is available in the U.S. at outlets including Whole Foods, Barnes and Noble, Sprouts and Earthfares.

Published by Maranda Pleasant, the mag expands on Brazier's bestselling Thrive book series about natural health and vegan living. (Brazier is also the creator of Vega, a line of health supplements.)

The quarterly publication spotlights the highly successful, whether athletes, artists or entrepreneurs, presenting itself as "the first magazine to feature plant-based performance nutrition as a means to enabling professional and Olympic athletes to perform at the highest level."

Pleasant, a former artist, is best known in publishing spheres for starting Origin magazine in 2011, a 200-page high-quality glossy that is popular with the Whole Foods crowd. In 2013 she launched a sister title, Mantra, for yoga enthusiasts.