Finds Tough Competition |

Not many e-commerce companies can say they are competing with the living room sofa. But, which brings content, commerce, and community together for fitness enthusiasts, has made the couch an enemy. Despite its name, the company’s mission isn’t just to produce swollen shoulders and biceps — it gets people up and moving, then motivates them to stay that way.

“Our unique value proposition is to realize the entire fitness journey,” said CEO Gus Kurdzalek. “On our trip to the fitness center, we address training, nutrition and stimulation. Leaves a lot of people a fitness program because the motivation leaves or support group is not available, and then they can not find the appropriate dietary supplements. We provide them with content gives them the motivation to stay in the fitness of their own trip, And we wrap it up in a support group called the community, where people can draw energy from others and give energy to others. Because of this approach, we like to say that the couch is the enemy.”

Headquartered in Boise, Idaho, is one of the largest sports nutrition websites in the world. It carries over 13,500 health and fitness supplements and accessories, and ships to customers in over 155 countries. In addition to the e-commerce component, the company offers both serious athletes and casual fitness enthusiasts a variety of content across 35,000 pages of training and nutrition information and 10,000 videos, with new content added regularly. also offers over 60 training programs with corresponding educational videos, as well as nutrition and supplement plans via a BodyFit subscription.

Krdzalic is taking his job and his passion for fitness very seriously — but not too seriously to cancel any fun outright, which is where the company’s new announcement of a licensing deal with Hostess Brands comes in. Yes, the hostess who makes the snack cakes. The latest in the Hostess Nutrition Brand Bodybuilder Remix comes in the form of new protein powders in Twinkie and Cupcake flavors.

The rationale for what might be considered a protein drink designed for less fitness-conscious consumers stems from Krdzalic’s days as a “natural” bodybuilder, meaning that it didn’t include any performance-enhancing drugs. During that time, around 2006, when he was a customer and computer engineer at Micron, Krdzalic met fellow competitors who wouldn’t eat anything other than chicken, broccoli, and brown rice. He knew feeding was important, but he didn’t think it had to be a punishment. He hated the idea of ​​”cheat days”.

“We’ve seen all these iconic brands that we grew up with, and I thought part of our customer base was eager to get that experience again, that taste that reminds them of the good old days,” he recalls. “I thought how good it would be to ease their emotional and mental state during their fitness journey by giving them a treatment. The hostess was very open and a great partner to work with. We said, ‘Hey, Twinkies, why not?”

Like Peloton, whom Krdzalic respects so much, is trying to bring the gym home. And like Peloton, the company is quickly building a library of content to try to replicate the experience for as many audiences as possible.

And it’s not just weight training. For example, our “Lean at Home” home exercise video series uses resistance training and cardio—no machines, no weights. But Ultimate Cable Workout lives up to its name, promising big shoulders and calling for big machines. The company is currently building several different subscription plans to capture the pandemic-driven home exercise phenomenon.

“If you promise to do an at-home workout that builds muscle, I will take the time to make sure it works,” Kurdzalik said. “Because at the end of the day, if you follow the program and don’t get the results promised, you’re going to go looking elsewhere. For me, one of the most frustrating things during the pandemic has been what I think is ‘consumer cheating.’ Everyone has a workout at home — but if My work is structured in a way that truly addresses body mechanics and physiology, it will deliver the result.”

In addition to the Hostess licensing deal and subscription plans (current plans start at $3.99 a month without supplements), Krdzalik is looking forward to more growth and more content for his audience. “I hope you’ll call us again in a year,” he said. “I can’t wait to see where we’ll be.”


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