The well-known health supplement brand GNC, has introduced a new personalized service that may be able to help customers achieve the health and wellness goals they are striving for. In a new announcement, GNC introduced the new “wellness coach” approach, which can provide guidance to fit consumer needs.
The commercial, which can be viewed here, highlights this point by showing a wellness coach working with customers who are trying to adhere to a keto diet, and body builders, or those who simply just need help in getting a better night’s sleep. Ryan Ostrom, GNC’s chief brand officer stated “Our expertise is something we think is a competitive advantage versus the competition,” who also said that the campaign aims to reposition the retailer’s sales associates as coaches well-versed in all things nutrition. “In a lot of places, you don’t have the knowledge, you don’t have the experience, and that’s what our coaches bring to the table.”
In an interview with NutraIngredients-USA, Joshua Schall added:
“The newest ‘There for you’ is a big change from the ‘Programs that fit’ campaign of 2019 for GNC. They have moved past event-based selling and are now positioning themselves as a retailer that can add value to your healthy lifestyle…however personalized it is.”
He went on to add more comments about GNC's wellness coaching expansion:
“Whatever you’re into, or wanna get into, we’ll help you get your goal on.” […] “GNC seems to be attempting to distance itself from the damaging consumer perception that they are mostly a place for male gym rats. They show it right at the beginning to say ‘we are still here for you’ but quickly pivot to the remaining commercial making consumers realize they are so much more today. This is a smart move by GNC because these male gym rats have been the first and most aggressive consumer category to shift to a self-directed purchase path with buying active nutrition products online at a retailer like Amazon.”
These statements plus the general direction appears to show how GNC is moving in a new way. The old brand's perception, in the past, only offered products meant for consumers who were in need of mass muscle building products, and consumers who were into serious weight training, and recovery products. With the company's new campaign, they want to show consumers that they now offer a broader array of products, and “wellness coaching.” GNC is hoping that this move will in time, prove to be a game changer for the company's reputation.
GNC's chief brand officer also was on record stating:
“Our expertise is something we think is a competitive advantage versus the competition,” […] “In a lot of places, you don’t have the knowledge, you don’t have the experience, and that’s what our coaches bring to the table.”
The nutritional supplements retailer also introduced GNC4U, or Personalized Daily Vitamin & Supplement Packs in October 2019 to help everyone find the optimal products for their needs and goals.
The GNC TV commercial “We'll Help You Get Your Goal On” features GNC AMP Wheybolic Protein Powder, KetoLogic Orange-Mango BHB, KetoLogic Keto Meal Chocolate Shake, KetoLogic Keto Indulge Hazelnut Dark Chocolate Candy, Force Factor Leanfire with Next-Gen Slimvance, GNC Preventive Nutrition Tri-Sleep, FBOMB Keto Crunch – Cheddar, GNC BodyDynamix Slimvance Core Slimming Complex.
There was also the recent news of GNC partnering with Jay Glazer, an NFL insider, Fox Sports analyst and MMA training coach. The newly announced multi-year relationship will release “Unbreakable Performance Fueled by GNC” as a product line consisting of pre-workout and recovery formulas. Ryan also commented on this newfound endeavor with the performance training coach and popular TV personality, by adding:
“We share the same commitment as Jay. Through his Unbreakable Performance gym and our innovative products, we fuel people to become the best versions of themselves through hard work and smart recovery,”[…] “Personalization and commitment-driven results are at our core. Coupled with the expertise of our coaches, we believe that anything is achievable with courage, support and a will to succeed.”
Jay, the Unbreakable Performance Center (UPC) owner, celebrity trainer and sports nutrition expert for athletes also added:
“GNC is one of the world's leading brands in nutritional supplements, and their innovative approach to health and fitness made them the perfect partner,” […] “Together our passion, determination and innovation represents the best in exercise, recovery, nutrition – and all around living well.”
It seems GNC is making strategic moves to stay relevant and boost its bottom line with advantageous partnerships and going the customized supplement route. Despite the news of the company possibly shutting down up to 900 stores by the end of this year due to credit burdens, the company is keen on international expansion as well as helping GNC customers get their goals on via the new wellness coaches initiative.