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QUARTERLY MAGAZINE OF THE NIOA

NIOA NEWS National Independent Operators Association

Volume 6 Winter 2025

*CELSIUS® *CELSIUS ® helps maintain the body’s regular metabolic function. CELSIUS® CELSIUS® alone does not produce weight loss in the absence of a healthy diet and moderate exercise. So, whether you walk the dog or work out at the gym, make CELSIUS® CELSIUS® part of your daily regimen.

NIOA MESSAGE FROM THE PRESIDENT ERIC MILLER Happy New Year Fellow Franchisees, The NIOA would like to wish all a very happy and healthy 2026. As we know, 2025 was challenging year for GNC. We saw a lot of stores close, putting the number of franchise stores under 700. A silver lining is that the closures have a positive impact for the surrounding stores, making them stronger and more profitable. Unfortunately, GNC loses market share and retail penetration which also leads to less brand recognition. The NIOA will continue to push GNC for a marketing strategy that will drive traffic to our stores.

be able to continue this offer and make a strong category even more profitable for us. Unfortunately, we are seeing no movement for better margins on more GNC branded products and we are reminded that Litv2 is only on sale until the end of the year. GNC is strongest when our brand numbers are growing. Unfortunately, our brand numbers will continue to decline until the margins become best in class. Best in class margins were a selling point when we made the decision to become GNC franchisees.

The NIOA achieved wins in 2025 and we remain cautiously optimistic about the future of our business. SFS has been a major victory for the NIOA and the franchise system. We estimate SFS has added on average over 7% to top line sales. Another great win is that the system will be slightly positive this year with the addition of SFS.

The NIOA celebrated additional wins as we convinced GNC to release the TIKTOK exclusive SKUs to our stores. The 30+ vitapaks and GummyShark flavored Litv2 added much needed sales to our stores. Unfortunately, GNC does not see the value in launching products in our stores as we continue to see more TIKTOK exclusive SKUs like the new 40+ vitapak. One of the main initiatives for 2026 for both the NIOA and franchisees is to push GNC to become more focused on driving customers into our stores. We believe this is crucial as brick and mortar is still GNC’s core business.

Unfortunately, this also means our customer counts and in store sales continue to decline. We know many more stores will close in 2026. Franchisees are facing tough decisions on lease renewals as many will come up in 2026. We must decide whether to keep stores open or close them due to long term legal and financial obligations to which both GNC and landlords will hold us accountable. We also encourage everyone to try to reduce rent and NNN charges at lease renewal on any store with declining sales. The NIOA continues to have conversations with leadership about the SFS qualifiers. Loyalty should not be an SFS qualifier for a revenue stream that we support financially through royalties, franchisee fees, and inventory purchases. Stores need SFS. Franchisees need to know if this is a continuing, future revenue stream as we make long-term legal and financial commitments to keep stores open. The NIOA continues to push for more margin on GNC brand. We were successful in getting LitV2 at a 62.5 margin. GNC has told us that as we prove we can increase movement they will expand this type of margin to more items. This is very frustrating to the NIOA and franchisees. Franchisees are selling significant amounts of Lit V2. Logic would tell us GNC is getting economies of scale and should

The most impactful source of optimism comes from our vendors and all the third-party brands still working to drive sales in the stores. Several board members were able to attend the Olympia and meet with vendors directly. Their excitement and drive for in store sales is impressive! Despite GNC’s negative comps, the industry is growing at an amazing rate. Third party brands believe in our business. They have much needed innovation which our consumers demand. These brands want to be in our stores. GNC still has the best retail penetration for growing brands. We need these brands as they drive excitement and sales in our stores for 2026. The NIOA will continue to push for strong margins and more GNC brand sales in our stores. We will continue to push for improved GNC marketing to drive customers into our stores. We are ready to drive sales and support the core business in 2026. We wish everyone a healthy, happy, and prosperous New Year! NIOA | 1

CONTENTS

NIOA President’s Message GNC CEO Message NIOA 2025 Board Mutant at 20 Celsius - Inside Front cover FitLife - Page 2 Core Culture - Page 3 Redcon 1 - Page 3 Health Plus - Page 3 Cellucor -Page 5 RAW- Page 7 Mutant- Page 11 MuscleSport - Page 13 Huel- Page 14 VMI Sport- Page 14

1 4 6 8

8 Emerging Trends Reshaping the Supplement Industry in 2025

13 MyProtein 21 Franchisee Spotlight 24 Sponsors 26

Advertisers Index

Codeage- Page 15 Adaptive Health - Page 16 Redefine - 17 Jocko - Page 18 Basic Research - Page 19 Axe & Sledge- Page 20 Myprotein - Page 22 CCi - Page 25 NutraBio - Inside Back Cover BioHealth / Legacy - Back Cover

Our Mission Statement

The Association will respect, aid and empower the franchisor while pursuing initiatives to improve profitability, operations and the financial health and welfare of franchisees.

2 | NIOA

PROTEIN THE TASTIEST WAY

Decades Of Partnership We’re #1 at #2

Trusted by millions of people since 1981

NIOA | 3

LETTER TO NIOA FROM GNC CEO MICHAEL COSTELLO Dear Franchise Partners, As we close out the year, I want to share a few updates on the work underway across GNC and how we are continuing to support the franchise community. Since our last update, our work has remained focused on the consumer. We are focused on traffic and margin, two key areas to build health for our joint business. To improve these metrics, we are focused on brand marketing, innovation, and membership. This could be in stores, on GNC.com, TikTok, Amazon, or other marketplaces. We want the GNC brand to be relevant and top-of-mind when consumers think about vitamins, minerals, and supplements. As part of our ongoing focus on the customer, we challenged ourselves to step back and honestly assess how we think about our work and how we present the GNC brand to both our current customers and those we have yet to reach. This reflection led us to our new mission statement: “To fuel the pursuit of personal achievement on the journey to Live Well.” It is a core element of the brand evolution now underway and reflects both where the customer is heading and how we aspire to support them. Innovation & Product Strategy Innovative items attract people to GNC. LIT V2 is a perfect example of what we can achieve when we use our collective energy to create a new and better offering, from product development to franchisee margin to customer delivery. Newness in creatine, protein, and weight management will be a priority in Q1 2026. Approximately 150 new items – both GNC and third-party will join our product assortment in these and other categories. Seasonal flavors will also play a larger role in our product assortment throughout 2026. We are also hearing a clear message about the rising importance of “clean” products. GNC’s Product Development team is working to develop even more GNC 4 | NIOA

products to meet the needs of the current customer without compromising performance. And while we continue to build our reputation for innovation, we are equally focused on making our foundational products, such as our men’s and women’s Vitapaks, even better. Digital & Marketing Support The Drop on GNC.com was also built with the consumer in mind. It serves as a curated destination where customers can easily discover GNC’s newest and most innovative products. The Drop shines a spotlight on GNC exclusives, emerging brands, and the broad range of newness across our assortment, while also giving customers a preview of products arriving soon. We have integrated The Drop into our marketing assets to help drive excitement to GNC. The myGNC Rewards loyalty program continues to be used to strengthen our relationship with our customers. We are leaning in even further to build the rewards program because loyalty enrollment not only drives traffic, it gives us a more effective and personalized way to communicate with consumers throughout their journey. Enrolling customers in our loyalty program allows GNC to more effectively market to them on your behalf. As a reminder, if the customer enrolls in the loyalty program at your store, we market to them as a franchise customer for the first year they are enrolled. At the end of the first year, the customer will then be marketed to based upon where the majority of their sales dollars were spent. We are also exploring opportunities to engage affinity groups in 2026 to broaden membership even further. Expanding the reach and impact of our loyalty program remains a key priority in our shared growth plan. Store Support We remain committed to S.A.L.E.S., GNC’s solutionbased selling program. This program works with the loyalty program and gives our Coaches concrete ideas on how to

connect with our customers. The focus is to partner with our customers in a natural way to help them achieve their goals. This training program is available on The Scoop. We encourage you to discuss it with your DFO if you haven’t already. Organizational Update We also recently brought U.S. Franchising, U.S. Wholesale, and International Franchising together under a unified leadership structure overseen by Cheri Mullen, Chief Global Franchise and Wholesale Officer. This alignment allows us to better leverage the natural similarities and synergies across these businesses, creating a more coordinated and efficient approach to supporting our partners. The entire team is focused on ensuring a smooth transition for all who are impacted by these organizational updates, and we remain committed to maintaining clear communication and consistent support throughout the process. Thank you for your continued partnership and dedication to the GNC brand. Together, we will strengthen the

customer experience, grow our shared business, and advance our mission of helping people Live Well. As we look ahead, two priorities will make an immediate impact: 1. Driving LIT V2, which delivers a strong everyday margin of 60.0% (and increases to 62.5% for the franchise community with the wholesale discount in place until December 31st). 2. Continuing to grow myGNC Rewards membership, which strengthens traffic, communication, and customer retention. Your focus in these areas will help build momentum across the entire system and support the broader work we are doing together to strengthen the business. Live Well,

Michael Costello Chief Executive Officer, GNC

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NIOA | 5

GET TO KNOW YOUR

NIOA BOARD

Eric Miller, President Eric has served on the NIOA Board for six years and is serving in the role of President in 2025. He has been a GNC franchisee since 1991 and currently operates 18 stores. He has sold or closed seven others over his career. Eric’s area of expertise is operating great stores focused on customer service and experience, with great team members who enjoy the mission, while helping customers with their fitness goals or healthy lifestyles. vitamanagement@yahoo.com • (215) 896-7575 Laura Dalton Laura is a seasoned franchisee with nearly 22 years of experience. She currently manages 11 stores in North Carolina. Her strengths include local marketing, event planning, and building strong brand relationships. daltongnc@gmail.com • (919) 608-2639 Benny Farzad Benny is a multi-unit, multi-franchise operator with 13 years of experience as a GNC franchisee. Currently, he manages seven stores. His expertise lies in operations, financials, and multi-store operations and efficiency, with a strong background in both retail and restaurant industries. gncbenny23@gmail.com • (817)718-0849 Kirk Irvin Kirk has been involved with GNC since 2004 and a franchisee since 2012. He has five stores in Jacksonville, FL. Kirk’s passion is to deliver the highest quality customer service while improving the overall operation of GNCs across the country. kirk.irvin@gmail.com • (904) 424-7524 Katie McKay Katie, with her husband Dan, is in her 11th year of franchising with GNC. Based in Kansas City, they operate 20 stores in seven Midwest states. Her background is in marketing with a concentration in copywriting, community events and networking. She uses these skills to build strong store teams and tightly knit communities in each of their markets. gncparkville@gmail.com • (816) 896-0179 Sarah Coxwell Sarah has been a GNC franchisee for 25 years and currently operates 16 stores in five states. She specializes in building high performing teams and customer focused retail environments with a focus on operational and financial efficiency. Sarah also operates businesses in the insurance and real estate industries but is most passionate about her work as a GNC franchisee. sccoxwell@hotmail.com • (251) 463-7844 Armin Morshed Armin has been a GNC franchisee for 14 years, following a year and a half of experience with GNC Corporation. Based in the Dallas–Fort Worth area, he currently operates three locations. Highly involved in the day-to-day operations, Armin oversees all aspects of the business, including staff training, inventory management, marketing and financial reporting. His primary goal is to deliver an exceptional customer experience at competitive prices while strengthening the brand’s presence within the local community. GNC.Bedford@yahoo.com • (817) 602-9288 6 | NIOA

NEW

CHAMPION MENTALITY COMPLETE SERIES

CHAMPIONS DON’T MAKE EXCUSES. NEVER QUIT ON YOURSELF. BECOME UNSTOPPABLE.

BE A CHAMPION.

NIOA | 7

FEATURE

Mutant at 20: Different by Design By Katie McKay

8 | NIOA

In an industry saturated with safe formulas and recycled promises, Mutant has never played by the rules. Forged in Canada and fueled by an unapologetically hardcore mindset, the brand has become synonymous with raw power, relentless work ethic, and results that speak louder than marketing buzzwords. At the center of it all is Jim McMahon, the founder whose vision helped redefine what performance nutrition could—and should—be.

McMahon didn’t set out to create another mainstream supplement label. He built Mutant for lifters who train past comfort, athletes who embrace discomfort, and individuals who believe progress is earned, not given. From its iconic mass gainers to high-stim pre-workouts and recovery formulas, Mutant is engineered for punishment-level training. What makes Mutant different? ‘Big Jim’—as I now know him—outlines how formulation philosophy and consistency set Mutant apart in a crowded fitness space. And why those differences matter on the GNC sales floor. Question: Who is Mutant for? Jim: Our thing is we celebrate hardcore. So that’s our core message for Mutant. We’re born different, we’re a little twisted, and we’re born hardcore. That’s the why. That’s our simple message. So, if you identify with that, and you just want to get the essentials, that’s who we are. And we stay in our freaking lane ‘cause we’re freaking rockstars at it. Question: Mutant has such a clearly defined customer. Are the products in your line for that specific customer but different aspects of their lifestyle? Jim: Let’s dive into Mutant Mass, our gainer. Because the basics are the foundation for building anything solid. Okay, for us, Mutant Mass is world-renowned. We attacked Canada ‘cause that’s our home base. And then it blew up in Europe in 2006 for us, and it blew up in Asia, and it just went crazy before we even turned around to our cousins in the United States and thought about marketing in the States. Question: You forgot about us?

Jim: No, no, no, never. You guys are a little noisy sometimes. I don’t think we could ever forget about you. But no, the fun factor for Mutant Mass was in watching it take off. And here’s a story I want to project for your staff, it’s an authentic founder story, ‘cause that was me as the 16-year-old. You’re struggling to put on any kind of size. And think about Canada’s national game of ice hockey. Mutant Mass has probably gotten more NHL players on the product when they were a junior, when they were a teenager, than any other gainer I’ve ever seen. We just didn’t slap together the formula. And I’m not going to lie to people and say, “Oh, they’re super secret.” No, there’s base macronutrient science going on there. It’s not rocket science. But I’m still shocked at how many marketing companies come into our industry and then they think this is such a simple game to go play. And then they can’t formulate something that actually is going to work, the longterm thing. We got over 20 years on Mutant Mass as being what it is. Question: How do you protect your formulations and avoid copycats when you’re not relying on proprietary blends on your labeling? Jim: We never had to worry about protecting the Mutant Mass formula, because, again, it would be hard for somebody to go crack that code. So on the protein portion of Mutant Mass, we did build it specifically knowing that if you just put 100% whey protein into your gainer, on one hand, that makes some good sense because it’s easy for the body to absorb. The body doesn’t have to work on burning calories to absorb that particular protein. It’s a very fast protein.

As opposed to, say, a caseinate. Caseinate is a slower protein. Does the body have to burn a few extra calories to break it down? Yeah, but nothing that’s gonna be substantial. You’re getting the benefit of the extended drip feed. Whey protein will be absorbed usually within one to three hours. The caseins can go up to seven or eight hours. And then you got other proteins which are all in between that. So that’s the assembly of the protein matrix we purposely put into Mutant Mass, so that the protein FEED is more continuous, since day one. Question: So the magic of the formulation is the balance of the ingredients? Jim: It’s a little balance. And the same thing goes with the carbs. Some people crap on waxy maize or maltodextrin these days. If you’re overweight, stay away from the maltodextrin. Totally agree. It’s not the best carb for that audience…but speaking for fellow hard gainers like I was at 18 years old, you can handle a carb blend that still has the cost effective maltodextrin; that plus sweet potato and other whole food carbs, balanced with the protein and the added MCT and other fats, all is fine for the hard gainer – and the proof is out there – Mutant Mass is world class and proven over 20 years. So with the carb matrix, plus the proteins, and then you add the fats, and then what you end up with is a totally different glycemic index. The way I’ve tried to explain to people over the years is think about it this way. Go take two glasses of water. Okay. Go put a carrot in one glass and some sourdough bread, which is really good bread, it’s better than most breads, sourdough is fermented, NIOA | 9

better for the gut. And go put a slice of sourdough bread in the other glass of water and come back. Come back an hour later, come back a day later, come back three days later. Your body’s got to work at breaking down the dang carrot. The people who need a gainer, the hard gainers, they need their calories to absorb easy – not super slow like that carrot example. And the BALANCE of our blend, keeps the glycemic index way below, what PLAIN maltodextrin would be too. When you’re focused on macronutrients and you’ve got all these other proteins and you got essential fats and you’ve got other carbs going on - if I gave them, say, rolled oats, the body has to work at breaking that down. And the rolled oats are somewhere between the carrot and the bread. So that’s why we put in all different types of carbs in the Mutant Mass – and…it just freaking works is the main thing! Question: Is Mutant Mass still the original formula or have you played with it? Jim: You tweak a little bit, obviously. But the macronutrient profile is still the same essential protein-carb-fat ratio we targeted, without giving away any secret, and there’s nothing proprietary. But we’ve never really told everybody loudly, if you target the right ratio of carbs to protein, you tilt the balance in the right area. Because far too many young people, they’ll buy the protein, but they’re burning so many of the calories that they’re consuming. Their bodies are consuming the protein for energy instead of getting it to where it’s got to go. We keep it simple. The same core formula is still there - when it comes to the calories, the protein to carb 10 | NIOA

ratio, and the carbs chosen, and the naturally occurring sugars, and the fats we added with the MCT oil. One of the challenges in all of our industry is that consumers have a lot of good information and they have the right intention, but sometimes it gets mixed up. But so much of our audience is that 16, 18, 22-year-old and they just want something that’s going to work. Question: Which hardcore customer will be drawn to which pre-workout formula? Jim: With our Mutant Madness, that’s our very super simplified formula. The way I like to tell people about it is, listen, this is an unapologetic slap in the face of wake your ass up. That’s what that formula is designed for. You want a quick hit of caffeine? That’s what that was designed for, and if that’s the experience you want on that day, that’s what you take. And the world’s strongest man, Mitchell Hooper, for example, says “Jim, yes. Some days I just want the Madness. I just need that.” Other days it’s a more mental game, and he’ll go to the Mind FK, which is very high on the nootropic, high on the blood flow in the brain, it’s just a different workout experience. But in Mutant, we’ve dumbed it down for ourselves and our fellow consumers to make the decision super simple, so you get the result, and get on with your day. If you just want to get up and go, then BAM, there’s Madness. Now, if you’re super serious and you need to focus, you want to get on the Mind Fk. Simple as that. Question: Are you focused on new formulas, new products? Or are you focused on products that are already in your brand family and expanding to different markets or growing current markets?

Jim: Where Mutant sits right now is it’s getting ready to do more product extension and expansion. We’re always in the garage, as I like to call it. We’re biding our time because we probably have eight or nine new products coming up, but you won’t see them until Q3 at the earliest. So, everybody just hang tight. Mutant is just doing its thing, ‘cause, again, this is who we are, we’re a little unique, we don’t mind being boring. Being dependable has its merits too. We like being the tortoise in the race, because it ain’t a race! We want to be your dependable choice, that’s like your best coach or your best training partner – always there, ready you need us. We’ve been doing that for 20 years, so we hope people get it, that they can depend on us – always. Question: With formulation and the release of new products, how do you prioritize? And what inspires you? Jim: I try to keep things rudimentary,

NIOA | 11

super simple. Why? ‘Cause you’re not wasting time deciding. You can decide, act, and then get the result way faster. Indecision will kill you. You get run over. So, when we’re looking at our innovation, the ideas. Okay, what are the ideas? And why did we come up with this idea? Oh, because we got a lot of clients who want this, and we see a void in the marketplace. As a consumer, I just want the right product for the job. So if looking better in your board shorts next summer is a goal of yours, then what are you going to do in the gym to make that happen – and what do you need our help with on that ride? So deciding on which product to formulate, it comes down to business versus fun. So, the business decisions are almost always going to win out, while keeping it fun too – you need both. And so we try to always abide by the so-called 80-20 rule. If we do all the ‘business’ type needs, let’s preserve some space too for the fun things. And here’s why, then you, as a retailer, know that we actually stand for something. You know that we’re not like every other brand. We are trying to be that unique thing, that purple cow in the herd. And you go, “Okay, they’re a little weird, but I kind of like them Mutant people, they’re fun.” And we sell the feeling. We don’t sell a product. We sell a solution through selling the feeling. Question: What do you consider the prime challenge facing our industry right now? Jim: Honestly, I think it’s misinformation. And despite AI and despite big-box and Sam’s Club consuming all the protein and Starbucks consuming even more 12 | NIOA

protein…I still think the consumer misinformation is the biggest challenge. Our industry’s done far too many things to shoot itself in the foot when it comes to trust. And this is going to sound like a little soapbox now, the shitty lies that some brands do when they cite an ingredient, they cite the study, and then their product doesn’t have the right dose. Now aside from what I think about that, when it comes to consumer law and all that stuff, what it really sets up is consumer disappointment. Question: What’s next for Mutant? Jim: Well, here, I’m gonna give you a news bite. Are you ready for this one? Fit Foods is teaming up with researchers at three highly-noted universities. We’ve come up with a specific ingredient blend. There’s already been university studies done on this exact blend, and it’s already been shown to accelerate the muscle protein synthesis at specific doses. But it hasn’t yet been studied in some more ‘real world’ ways yet – so we’re upping the game here. So you can imagine if you’re a GLP-1 patient, they’re having a hard time getting in enough protein to prevent the sarcopenia, the muscle loss, muscle wasting. Well, what if you can give them a more efficient protein and that’s easier to drink? One of the biggest challenges with almost every athlete and every bodybuilder, we’re all human, is that we’re going to make mistakes, we’re going to skip a meal. But you know what, how about you try this protein instead? Why? ‘Cause you know it’s better than normal, and here’s the science, here’s the data, and here’s the

dose – which helps make the skipped meal, LESS of a problem. So this will be exciting science that we’re coming out with. That’s a scoop. Question: What’s your vision for your brand long-term? Jim: Mutant’s long-term plan is that we’re going to focus on the ‘grocery basket’ – what people need to get their result – those daily needs, but made better, which are best found in specialty retailers. That’s who we are. But we’re also going to be adding specific products for specific conditions too. We’re not going to try to be all things to all people. But when you get over to some of the conditionspecific areas, then we got four or five other formulas in the works. Question: Are those products ones that you intend to put in front of GNC for approval? Jim: Yeah. These are very premium formulas. You’re not going to see these in a big-box store. We’ve always believed in what we call “win-winwin”: the consumer wins by getting a better formula – the stores win by representing the better items – and then we share in those wins too. That’s only way we know how to do this and it works. I’ve been in business 30 years – we just give our best, and it just works. Win-win-win is the only way we play! Conclusion: More than a supplement brand, Mutant is a mindset. And nearly two decades in, it remains a defiant force in a crowded market—still loud, still aggressive, and still built for those who refuse to be average.

The vitamins, minerals, and supplements market has seen a significant transformation in recent years. Driven by shifting consumer preferences, advances in science, and growing demand for holistic health solutions. As we enter 2025, the industry is poised for further evolution. Consumers are seeking products that support health and enhance their quality of life in new, innovative ways.

8 Emerging Trends Reshaping the Supplement Industry in 2025 Reprinted from Creative Thirst

This article delves into the eight emerging supplement trends. And how those trends are reshaping the supplements industry. We’ll highlight the key drivers, notable products, and opportunities for new entrants. These trends are setting the stage for the next wave of growth. Now more than ever, there’s potential to revolutionize how consumers approach wellness through supplementation. 1. The Ozempic Effect and Its Impact on Weight Loss Supplements Weight loss has always been in the top growth categories of supplements. The GLP-1 trend is a signal of the increased demand for weight loss supplements. GLP has almost created its own new category in the desire for effective weight management solutions.

NIOA | 13

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and cordyceps. These fungi are gaining recognition for their cognitive and moodboosting benefits. As brain health has become a strong sub-niche with several sub categories. Notable Brands/Products: Four Sigmatic and HUM Nutrition have popularized mushroom-based supplements. Some popular supplement offers combine fungi ingredients with other adaptogens like Ashwagandha and Rhodiola. As with any growing and emerging market market, the key to moving fast is product and ingredient differentiation.

Key Drivers: The popularity of weight-loss medications like Ozempic and Wegovy, has sparked widespread interest in weight management. As these medications show efficacy in aiding weight loss, they have influenced the market for weight loss supplements. This is pushing brands to develop products that complement these medications or offer alternative solutions. Notable Brands/Products: Companies like Trimtone and PhenQ have capitalized on the demand for weight loss supplements. They offer products that promise to enhance fat burning, curb appetite, and boost metabolism. Market Growth: The global weight loss supplements market is expected to continue to grow. This will be driven by the increasing prevalence of obesity and the rising demand for effective weight management solutions. The market for weight loss supplements is projected to reach $33 billion by 2030. Challenges & Opportunities: The challenge for new entrants lies in differentiating their products in an already saturated market. However, there are opportunities for innovation. Especially for brands that can offer clinically backed, safe alternatives that work in conjunction with prescription GLP-1 drugs. 2. The Mushroom Boom: Rise of Nootropics and Adaptogens Nootropic supplements, such as those made from mushrooms, support cognitive function, memory, and focus. They’re gaining popularity due to the rise in mental performance demands. This is a trend I’ve been seeing for a few years now. It’s still early and has not reached its peak. This means, lots of room for growth here. Key Drivers: The growing interest in mental clarity, focus, and stress relief has driven the popularity of nootropic and adaptogenic mushrooms like lion’s mane, reishi,

Market Growth: The nootropic supplement market, expected to grow at a CAGR of 12.8%, is set to reach $13.2 billion by 2027. Adaptogens and mushrooms are becoming key ingredients in mental health and cognitive performance products. Challenges & Opportunities: While the popularity of mushrooms in supplements is on the rise, educating consumers on their specific benefits is a major opportunity. However, this is also a limitation for new underfunded supplement companies. For newcomers, leveraging sciencebacked formulations and transparency about sourcing will be key to success. Along with a healthy marketing budget. 3. The Femtech Revolution in Women’s Health Supplements Women’s health supplements are evolving through the Femtech revolution, with products targeting hormonal health, fertility, and menopause. Femtech is the combination of “female” and “technology.” It includes a wide range of innovations in healthcare, including digital health apps, wearables, fertility trackers, period management tools, menopause support, and more. This category is driven by technology. The opportunity lies in creating products, and services, to address the unique health and wellness needs of women. Femtech’s goal is to address often-overlooked health issues that specifically affect women, such as menstrual cycles, reproductive health, and menopause. It also includes areas like breast health, mental health, and sexual wellness. Femtech has gained significant momentum in recent years as women’s health continues to receive more attention in the tech and healthcare sectors. This is leading to innovations that aim to empower women to take control of their health in new ways. Women have always made up the largest buyers of supplements. I expect the Femtech market to merge with supplements, apps, and services in a big way. NIOA | 15

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Key Drivers: Women’s health is an area seeing a significant shift, driven by the growth of Femtech. Supplements targeting hormonal balance, fertility, menopause, and menstrual health are increasingly popular. Notable Brands/Products: Brands like Ritual and Fertility Nutraceuticals are among the leaders in this space. Market Growth: The global women’s health market is expanding rapidly. Women’s health supplements are projected to reach $21.3 billion by 2027. And Femtech innovations will propel this growth. Challenges & Opportunities: For new entrants, creating effective, evidence-based products that cater to the unique health needs of women is a promising opportunity. The challenge lies in navigating regulatory hurdles and ensuring products are safe and well-tested. And much like the mushroom space we’re still at the early stages. This is both a positive and a negative. Due to the amount of marketing funding needed for the tech side. 4. Longevity-Focused Supplements and Personalized Nutrition The market for longevity supplements is growing. More people seek products that promote healthy aging, with a focus on cellular health and personalized nutrition. This focus on cellular health is on the rise.

Key Drivers: As people live longer, the demand for products that promote healthy aging and longevity is growing. Supplements that support cellular health, and immune function, that reduce the effects of aging are in high demand. Personalized nutrition is also becoming a significant factor in tailoring supplements to individual genetic makeup. Notable Brands/Products: Companies like Elysium Health and Life Extension have made strides in offering longevity-focused supplements. Notably nicotinamide mononucleotide (NMN) as a new supplement trend. But it comes with much drama over regulations. Market Growth: The longevity supplement market is set to grow exponentially. With predictions of a CAGR of 11.4%, reaching $22 billion by 2027. Challenges & Opportunities: New entrants can capitalize on the growing demand for personalized nutrition by offering tailored supplement regimens. However, ensuring scientific rigor and clinical validation will be essential for gaining consumer trust. The combination of longevity and personalization is a very strong supplement trend that we’ll see more of soon. 5. Innovative Supplement Delivery Beyond Traditional Pills Innovative supplement delivery methods are rapidly transforming the way consumers experience vitamins, NIOA | 17

minerals, and other wellness products. Beyond traditional pills, these advancements include alternatives like gummies, powders, and liquids. And even transdermal patches. Each offers distinct benefits in terms of bioavailability and ease of use. As consumer preferences shift toward convenience and efficacy, these novel delivery systems are meeting the demand for more personalized, efficient, and enjoyable supplement experiences. From a marketing perspective, the delivery mechanism has always been a strong factor of differentiation. This supplement trend is pushing the boundary of the supplement industry into new territories. Key Drivers: Consumers are seeking more convenient, enjoyable, and effective ways to consume supplements. This has led to a surge in innovative delivery methods, including gummies, powders, sprays, and liquid formulas. Notable Brands/Products: Ritual and SugarBearHair have popularized gummy supplements, while Klean Athlete and Onnit offer powders and liquids to improve absorption and efficacy. Market Growth: The global supplement delivery market trend is expected to grow at a CAGR of 10.2%, with alternative delivery methods driving innovation. Challenges & Opportunities: Brands that can develop effective, bioavailable formulas using non-traditional

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delivery methods have a significant opportunity for differentiation. Challenges include ensuring taste, ease of use, and maintaining product efficacy. 6. Mood and Mental Health Supplements Mood and mental health supplements are gaining increasing attention as consumers seek natural solutions to manage stress, anxiety, and depression. These supplements often feature ingredients like adaptogens, amino acids, and herbal extracts. These are believed to support emotional well-being and cognitive function. With rising awareness about mental health, this supplement trend is becoming a part of self-care routines. This offers consumers an alternative to traditional medications. As demand grows, the market for mood and mental health supplements continues to expand rapidly. Key Drivers: As mental health awareness continues to rise, there’s an increasing demand for supplements that support mood, reduce stress, and combat anxiety and depression. Adaptogens like ashwagandha, CBD, and magnesium are gaining popularity. Notable Brands/Products: Calm by Calm Therapeutics and Moon Juice offer supplements targeting mental clarity, anxiety reduction, and overall mood enhancement. Market Growth: The mental health supplement market is

projected to grow by 10.4%, reaching $14.7 billion by 2026, driven by the increasing focus on mental wellness. Challenges & Opportunities: One challenge is navigating the evolving regulatory landscape for products like CBD. However, the opportunity lies in offering natural, effective mental health supplements that meet the growing consumer demand for stress relief.

expected to reach $7.7 billion by 2027, fueled by consumer interest in holistic beauty solutions. Challenges & Opportunities: New entrants can leverage the growing demand for natural, effective beauty supplements. However, competition in this sector is fierce, and brands need to offer high-quality, scientifically-backed products to succeed.

7. Performance Nutrition and Hydration Products Performance nutrition and hydration products are revolutionizing the way athletes and fitness enthusiasts fuel their bodies for optimal performance. These supplements, ranging from electrolyte-rich drinks to protein powders and energy-boosting formulas, are designed to enhance endurance, recovery, and overall physical performance. As more individuals embrace active lifestyles, the demand for specialized products that support hydration, muscle function, and energy levels continues to rise. This growing sector is reshaping this supplement trend, offering solutions for peak physical health.

Navigating the 2025 Supplement Trends: What Businesses Need to Know to Succeed The supplement industry is on the brink of a transformation in 2025. This transformation is driven by emerging trends that cater to the evolving needs of healthconscious consumers.

Key Drivers: As fitness culture grows, consumers are turning to performance-enhancing supplements that aid recovery, improve endurance, and boost hydration during workouts. This includes protein powders, amino acids, and electrolyte-rich supplements. Notable Brands: Hydrant, Gatorade, and Orgain have seen significant growth in performance hydration products and sports nutrition supplements. Market Growth: The global sports nutrition market is anticipated to reach $22 billion by 2027, with hydration products and recovery supplements playing a major role. Challenges & Opportunities: The challenge is to create products that stand out in a highly competitive market. Opportunities exist to offer clean, sustainable ingredients that align with the growing preference for plant-based options.

Whether it’s weight loss, mental health, longevity, or innovative delivery methods, there are numerous opportunities for growth in this dynamic market. Direct-to-consumer strategies play a vital role in shaping consumer preferences. It’s true, that clinical studies and strong branding remain essential for attracting investors and gaining market traction. Businesses that want to capitalize on these trends should focus on consumer needs. They must deliver high-quality products. Staying ahead of the supplement trend curve with innovative solutions is essential. This approach is the key to success in the ever-changing supplement landscape.

8. Beauty-from-Within Supplements Beauty-from-within supplements, like collagen and biotin, are gaining traction. Supplement consumers have a desire for holistic beauty solutions that support healthy skin, hair, and nails from the inside. I’ve seen this supplement trend rise over the years and it’s gained quite the momentum. Key Drivers: The beauty industry’s crossover with wellness has led to the rise of supplements that promote healthy skin, hair, and nails from the inside out. Collagen, biotin, and antioxidant-rich products are particularly in demand. Notable Brands/Products: Vital Proteins and Nature’s Bounty are key players in the beauty supplement market, offering collagen powders and other skin-supporting products. Market Growth: The beauty-from-within market is NIOA | 19

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My Protein:

A Q&A with Graeme Puffett How a Global Direct-toConsumer Brand Is Winning in GNC Stores

FEATURE

By Katie McKay

As the sports nutrition category continues to evolve, brands that can balance value, credibility, and retail partnership are increasingly standing out. My Protein is one of those brands—globally established, digitally native, and now leaning further into specialty retail in the U.S. I sat down with Graeme Puffett, VP North America at My Protein, to discuss what’s working in GNC stores today, where the brand sees the category heading, and what franchisees should be paying attention to in the year ahead. Question: Are My Protein products currently selling in GNC corporate stores as well as franchise locations? Puffett: Yes, we are in GNC corporate stores as well as franchise locations. GNC is actually our biggest and most important retail partner in the U.S. We have more SKUs with GNC than with any other retailer, and that depth of assortment really reflects how strategic the partnership is for us. We continue to develop our product strategy to support GNC’s strategic priorities and what GNC shoppers are looking for. Question: Which My Protein SKUs are performing best in GNC right now? Puffett: We originally launched into GNC with our protein wafers, and they’ve done phenomenally well. They brought a real point of difference to what is traditionally a fairly bland category, and once people try them, the feedback is overwhelmingly positive. Outside of wafers, Myprotein Clear Whey is performing well. Clear Whey as a subcategory is still smaller than traditional whey protein, but it has grown significantly over the last 12 months. We were one of the earliest global

brands to really lean into Clear Whey, and today we’re the number one Clear Whey brand globally. A lot of our innovation is focused around Clear Whey and we anticipate Clear Proteins to continue to grow faster than traditional Whey over the next few years. Question: How does My Protein think about pricing and value, especially in a discount-heavy environment? Puffett: Our philosophy is simple: good quality products at a good price. We’re not trying to be the most expensive brand, and we’re not trying to claim we’re the absolute best quality in the world either. That’s not who our consumer is. From a retail standpoint, we’re very conscious of pricing integrity. Our everyday retail pricing in GNC is very competitive, and in many cases our average selling price in GNC is actually better than on our own website. For key retail SKUs—like wafers, Clear Whey, and creatine gummies—we’re careful not to undercut our retail partners online. Question: How has My Protein’s channel mix changed in the U.S.? Puffett: When I first started, the business was about 95% direct-to-consumer. Today, it’s much more balanced. Roughly 50% is DTC, about 30% is retail, and 15–20% is marketplaces like Amazon. We’ve intentionally shifted NIOA | 21

HYROX (OFFICIAL NUTRITION PARTNER)

CLEAR WHEY ISOLATE

CLEAR WHEY RTD

PROTEIN WAFERS

NEW FLAVOR COOKIES & CREME

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toward an omnichannel model, and retail is a critical part of that strategy. Partners like GNC are critical to our brand’s growth and success in the US. Question: Creatine continues to grow as a category. How is My Protein approaching it differently? Puffett: Creatine is growing exponentially, but it’s also becoming more competitive and more diversified. Our goal is to bring points of difference to GNC. We’ve recently launched Myprotein creatine gummies, Which, unlike most Creatine Gummies, taste fantastic; they are also Gluten Free and Non GMO, and importantly are third-party tested, so they contain what they claim. Initial performance is very strong. We also have additional creatine innovations coming down the road, including new formats and limited-edition SKUs that will be GNC exclusives. The idea is not just to participate in the category, but to help make GNC the destination for creatine. Question: Manufacturing and quality control are top concerns for franchisees. How does My Protein address that? Puffett: One of the unique things about My Protein is that we’re vertically integrated. About 95% of our powder products—including Clear Whey and creatine powder— are produced in our own facility in Kentucky. Most of the ingredients are U.S.-sourced and U.S.-manufactured. For products we don’t manufacture in-house, like gummies, we work only with reputable co-manufacturers. As a large global and publicly traded brand, there’s a lot at stake for us in getting this right. We also back this up with certifications like Informed Choice and Informed Protein, along with third-party testing where appropriate. Question: What do you see as the biggest challenges facing the sports nutrition industry right now? Puffett: Inflation is a major one—especially whey pricing, which is at historic highs. That puts pressure on manufacturers, retailers, and ultimately consumers. The other big challenge is credibility. It’s become very easy for new brands to launch products through social platforms without proper oversight. That hurts the reputation of the industry as a whole. Established brands have a responsibility to help raise standards and protect consumer trust. Question: If you were a GNC franchisee today, where would you focus?

Puffett: From a product standpoint, I would continue to lean into Clear Whey. All signs point to it continuing to outperform traditional whey over the next several years. Beyond product, GNC’s biggest advantage is expertise. The ability for staff to educate customers and guide them to the right solution is something you can’t get from Amazon or Walmart. That knowledge is what keeps customers coming back into stores. Question: What’s new or coming soon that franchisees should be aware of? Puffett: We’re launching Clear Whey ready-to-drink 16oz cans in GNC, starting with two core flavors. They’re non-carbonated, 20 grams of 100% whey isolate, include electrolytes, and are designed to be easy to drink—without tasting like a traditional protein shake. We have 2 flavors launching in January and then a further 2 GNC exclusive flavors launching in March that will be revealed at the Arnold in early March. We also have additional Clear Whey innovations and exclusive launches planned throughout the year, with GNC playing a central role in those rollouts. Bottom Line for Franchisees For GNC franchisees, the takeaway is clear: global brands with proven DTC scale are increasingly becoming retail allies—not competitors. As My Protein continues to expand its U.S. footprint, operators should look for opportunities to leverage high-velocity SKUs, in-store education, and sampling to drive trial and repeat purchases. The brands that win at shelf will be the ones that support franchisees with consistency, credibility, and collaboration. Reach out to the Myprotein team – Sean Brady at Sean.brady44@thg.com or Graeme at Graeme.Puffett64@ thg.com for product info and sampling support.

Clear Protein Slushy

Serving Size - 1 Slushy Ingredients: 1 scoop Clear Whey Isolate or Clear Vegan Protein 200ml water 1 handful crushed ice Tip: Add fruits as an optional garnish

Instructions: First, add 200ml of water and 1 scoop of your favorite flavor of Clear Whey Isolate or Clear Vegan Protein to a shaker. Shake thoroughly until the mix is fully combined and allow any froth to settle. Next, add a handful of crushed ice to a blender and then pour your clear protein shake mix on top. Blend well until you get a smooth, thick slushy consistency. Serve in a glass with any garnish of your choice. calories 83 kcal, fat 0g, carbohydrates 0g, protein 20g

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Franchisee Spotlight Frachisee Spotlight: Jay Dosanjh Franchisee Location: Manteca, CA Number of Stores: 9 What is your biggest challenge as a GNC franchisee? The biggest challenge is staying competitive in a world where online shopping (like Amazon) offers convenience and sometimes lower prices. Customers want expert guidance that you can’t get online, so we focus on instore experiences, but balancing inventory, staffing, and educating shoppers about quality over cheap alternatives takes constant effort.

How many years have you been in the GNC system? What prompted you to become a GNC franchisee? I’ve been in the GNC system for 9 years. I started out as a passionate customer about health and wellness myself. I started using GNC products to support my own fitness goals and saw how they genuinely helped people. Becoming a franchisee was a natural step to turn that passion into a business where I could help my local community live well every day. What are you most proud of in your work as a GNC franchisee? I’m most proud of the relationships I’ve built with customers and the real impact we’ve made on their lives. Whether it’s helping someone reach a weight loss goal, manage energy levels, or recover from an injury, seeing regulars come back with success stories is incredibly rewarding.

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What is your best tip to share with other NIOA members? (Choose one or more of the following areas.) Marketing Tip: We focus on local marketing and exceptional customer experience. Build partnerships with nearby gyms, trainers, or wellness events to drive foot traffic, and always personalized consultations. We have simple diet plans, exercise regiment plans, and suggestions on what supplements work together with each other. We also ask about their goals and create custom plans. This turns one-time buyers into loyal regulars who refer others. Do you have an example of a local marketing event that’s worked well for you? Yes! One of our most successful events was partnering with a local gym for a “Weight Loss Challenge”. We set up a booth with free samples, Inbody composition scans, and mini-consultations on supplements for fitness goals. We also offered exclusive in-store discounts for attendees. It brought in dozens of new customers, and boosted our saws. Community events like this build trust and show we’re more than just a store…we’re wellness partners!

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2026 SPONSORS DIAMOND SPONSORS

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2026 SPONSORS PLATINUM SPONSORS

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2026 SPONSORS GOLD SPONSORS

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