Nutrishop is a 17-year old retailer with more than 200 franchise locations in 23 states. The company sells a variety of sports nutrition and general wellness products under brands such as NU TEK, Katalyst and EVO Chem.
To capitalize on the trend toward immune support products the company has launched a new NU TEK Super Multi + that features Vitamins A, C, D3, E, K, B1, B2, B12, Zinc, Magnesium, and Iron along with five herbal, mushroom and mineral blends to offer a comprehensive immune support solution. The blends include ingredients such as wheatgrass, grape seed extract, reishi mushrooms and more.
"Health-conscious individuals generally choose to supplement with vitamins and minerals each day for various reasons, either they have a known deficiency, they have nutritional gaps in their diet, or they like having that extra insurance for their health and wellness goals," said Bryon McLendon, founder and CEO of Nutrishop.
In addition to the new SKU, the company has also opened a second store-within-a-gym concept at a 24-Hour Fitness location in Laguna Niguel, CA. The first such store opened earlier this year in Sacramento.
CEO: Delivering on the promise
McClendon said the new store concepts and new products build on what the company has been preaching all along. Products have to deliver on what they promise to the consumer. If not, all the money spent on influencer marketing, or paying well known sports figures to hawk your wares, will ultimately be wasted.
“Our customer retention percentage for our online sales is currently at 88%. If we were to use smoke-and-mirrors marketing and unsubstantiated claims and the product didn’t deliver, that customer would be gone forever. Now, if a product is developed properly and it does what it is supposed to do for a customer, they will continue to buy that product. It’s very simple,” he said.
“So many new brands launch online and many of them quickly fail. We see this on a very regular basis. I remember seeing new companies surface years ago when we attended fitness expos like the Mr. Olympia Expo or the Arnold Sports Festival. We’d see these new companies emerge, spend so much money on gigantic booths (which I’m sure temporarily fed their egos), but then 12-18 months later, they went out of business. Simply put, they either produced poor products or lacked distribution or both. This happens all the time, except now they’re blindly spending insane amounts of money on influencers and affiliate marketing instead of expo booths,” he said.
