GNC strikes exclusive deal with CrossFit champ, fitness celebs
Health and wellness retailer GNC will soon have a new line of products at its stores and online. The retailer has agreed to be the exclusive distributor of Podium Nutrition products.
Podium Nutrition is a new sports nutrition company formed by fitness industry figures including five-time CrossFit champion Mat Fraser, "The Buttery Bros" Heber Cannon and Marston Sawyers, and industry veterans Paul Haverland and Jeremy Osborne. Founded this year, Podium launched on its own website earlier this month and received a sell-out reception. The brand currently produces FUSE (a pre-workout), Hydro+Salt (a BCAA and electrolyte combo), and whey protein offerings in various flavors. All products have been carefully formulated for anyone from novices to elite athletes.
"Podium is about pursuing and being your best self, whether you're seeking a physical podium or not," Fraser said. "This is the approach we're taking with the brand, and so we wanted to partner with the top retailer in our industry to be part of our launch.”
All products will be available at GNC stores as well as on GNC's website beginning September 23. More product, athlete and live event announcements will be made by Podium in the coming months. Currently, Podium offers its whey protein powder in three flavors —coffee ice cream, maple butter pancake, and peanut butter crunch — while the pre-workout and BCAA powders come in peach mango and sour watermelon flavors.
“We are thrilled to launch this exclusive partnership with Podium to bring its line of premium nutritional products designed by athletes, for athletes, to GNC shelves across the country,” said Josh Burris, CEO of GNC. “At GNC, we are dedicated to helping consumers ‘Live Well’ and crush their personal goals, and are excited by Podium's shared alignment with this vision. This launch will strengthen our ability to provide athletes with the support they need to reach their optimal performance.”