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If you are a bodybuilder or fitness fanatic, it has probably crossed your mind that having a job in the fitness industry would be a great idea. Why not turn your hobby into your profession? So what are some of your options? Clearly, the most popular ones are:
Start A Gym
- Extremely expensive, but a great idea if you can do it.
Become A Personal Trainer
- The most popular choice, easy to do if you study hard.
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- Expensive and depending on your competition, can be risky.
Start Your Own Supplement Brand
- Also expensive, but if done correctly can be a great idea.
Obviously, in this article, we will talk about how to start your own supplement brand, and how to be successful.
Why am I writing this article? I believe that the better the supplement brands are, the better the industry will be as a whole. If somebody can start a new line of supplements and do it right, it can bring revenue to the industry and can be great for the customers. If they do it wrong, it can make the industry look bad and turn people off from buying supplements ever again.
How would I know anything about this subject? I have been in the industry for many years and have worked with over 600 supplement companies. I am very close to the customers that use the products and I constantly hear their feedback. I have seen what works and what doesn’t. I am also in a position to decide what new brands to pick up, and getting retailers to carry your line is the first step towards success.
What Is Success?
So how will you know if you are successful?
Any Supplement Company Would Be Successful If They:
- Are carried by the major supplement retailers or distributors.
- Are respected in the industry by competitors and customers.
- Are giving great results to people that buy and use their product.
- Are making a profit.
The following guidelines and tips can help you succeed where MANY have failed!
Create Good Looking & Accurate Labels
You can have the greatest product in the world, but if it is not packaged nicely, it will not sell or be as trusted. Customers should not judge a book by its cover, but the fact of the matter is that they do. The supplement lines with the coolest and flashiest labels, often sell better even if they are the same as other lines. Customers (sometimes accurately) decide if a company knows what they are doing if the company spent time creating professional labels that have accurate information.
Hire a good graphic designer and don’t accept anything but the best for your labels. Check the labels for accuracy and be sure you have the proper disclaimers on them. FDA requires certain statements to be made. Make sure you have the right ones by contacting FDA at U.S. Food and Drug Administration and also by studying the labels of well-known supplement companies.
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Keep Your Products In Stock
One of the most amazing things to me, as a supplement retailer, is how often supplement companies run out of their products. When we are out of a product, we try to tell customers to choose a different product. This means that the loyal buyer of your brand is now being introduced to another brand.
If it is not in stock, you can’t make a sale. It doesn’t matter if you have a huge demand for it or not.
I recently went to the mall to buy some shoes from Foot Locker. I had $100 in my hand, ready to buy. The sales rep checked and they didn’t have my size! All the work that Foot Locker did to create a store, advertise it, and hire employees didn’t matter. I was about to give them another $100 in revenue (on a slow day) and they would NOT let me do it. This is true in any company.
Keeping products in stock can be difficult, but it is worth applying effort to. You will be known as a reliable supplier and you will win new customers. Making the retailers look bad to their customers (the customer blames the retailer in their mind, not the supplement company) is not a good way to do business.
Have Your Products Tested
Most likely you will be having your products manufactured by another company. Be sure to choose a company with a good reputation, and demand that you get a certificate of analysis for every batch that they run for you. If they won’t do it, or if you do not trust that they are doing it correctly, do not use them, even if they have the best prices.
Get your products tested from time to time from another third party to be sure.
If it comes out that your products do not meet what your labels say they are, your company is pretty much through. Start over with a new name if you think you can.
This hurts the industry as a whole since customers will wonder if other brands are as “shady” as you are. The media also loves this kind of negative story, as we all learned from the ephedra fiasco.
Create Products That Work
This is the most important tip of all. If your products do not work, you will not be successful. End of discussion. If you spend millions in advertising, you may make money in the short term, but it will not last. Customers will only be burned once, and they will tell everybody they know (and millions that they don’t know on the Internet). You will be hurting the industry since customers will be leery of other products on the market.
Test your products. Use real science. If a product is a dud, discontinue it or don’t come out with it at all. Word of mouth is by far the most powerful form of advertising and it will make or break your business, your investment, and your hard work.
Conclusion
So that’s it. Pretty easy, huh? If you work hard and always keep the customer in mind at ALL times, you can succeed. You can help the industry to improve and make a lot of friends at the same time. Isn’t that what everybody wants?
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