GNC hopes to tap health, wellness market

PITTSBURGH – Workers were busy last week at GNC’s world headquarters in Pittsburgh removing the street-level display photos featuring chiseled athletes with pile-driver biceps and redwood thighs.

In their place, passers-by will now see color photos of a couple jogging along a beachfront, or a father and young daughter playing in the surf.

At the dawn of its 81st year of operation, GNC Holdings Inc., the giant Pittsburgh vitamin and supplement retailer, is recrafting its body builder image to a warmer, more inclusive health and wellness resource for everyone.

For Michael Archbold, who just marked his first anniversary as CEO, the reason behind the strategy is simple: The market for sports nutrition products, with which GNC has long been associated, is a $5 billion industry. The broader health and wellness industry rings up some $37 billion annually in sales.

The high-protein and muscle-building standbys will still be found in the stores, Archbold said in an interview last week, but only a few steps away customers will also see fish oils, probiotics, weight management products, minerals and herbal supplements.

The idea is to draw more customers, and particularly more women, into the stores without putting off the existing sports nutrition loyalty customers who represent two-thirds of all store sales.

Archbold acknowledged the change represents “a significant culture shift” for GNC, one which in the past year has seen internal changes – from the installation of a new senior leadership team to modifying the training of store associates – all done with the goal of tailoring service to the unique needs of individual customers.

“We needed to set a new vision for GNC, to create a world of health and wellness and inspire everybody in every way to live well,” he said.