GNC is implementing a novel strategy to revitalize its brand and attract customers. This well-known chain specializing in vitamins and dietary supplements is shifting its focus to the burgeoning market of GLP-1 medication users. These medications, which include popular weight loss drugs like Ozempic and Wegovy, have been linked to side effects such as muscle loss and gastrointestinal issues. In response, GNC has launched a dedicated “support section” in its 2,300 stores across the United States. This section features specially tailored vitamins, protein shakes, and supplements designed to assist individuals managing these side effects.

GNC is also enhancing its customer service by training employees on the nuances of GLP-1 medications and the best products to mitigate common side effects. This initiative is part of the company’s broader effort to position itself as a supportive retailer in the health and wellness landscape, particularly as the usage of GLP-1 drugs is expected to rise dramatically.

This strategic pivot comes after GNC filed for bankruptcy in 2020, subsequently closing over 1,200 stores. The move reflects a broader trend where businesses, from gyms to food manufacturers, are adapting their offerings to cater to the needs of individuals on GLP-1 medications.

Even food giants like Nestlé are shifting their focus towards more nutritious products that align with the dietary needs of GLP-1 users, highlighting a significant shift in consumer habits towards healthier options. Through these strategic changes, GNC aims to not only recover from its financial challenges but also lead in a market poised for substantial growth.