Fraser’s, Buttery Bros’ Podium Nutrition Lands Exclusive Distribution Deal With GNC

September 26, 2021 by
Photo Credit: Podium Nutrition
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Podium Nutrition officially launched its retail website on September 1, providing new supplements to CrossFit enthusiasts. Now the company has expanded in a significant way, which will only increase its reach to new consumers. Podium has signed an exclusive retail deal with GNC. 

The details: The current lineup of products — Podium Fuse pre-workout, Podium Whey, and Podium Hydro & Salt — will be available in GNC stores around the United States, as well as on the company’s website. This partnership has been in the works for “almost a year” and takes effect weeks after Podium sold out of its first run of products. 

Why this matters: Podium was originally the creation of CrossFit darlings Mat Fraser, Heber Cannon, Marston Sawyers, and industry veterans Paul Haverland and Jeremy Osborne. Now, however, the company is now crossing over into a new world.

  • GNC caters to all types of fitness enthusiasts, not just those who compare Grace times or debate if anyone can dethrone CrossFit Mayhem Freedom.  
  • This means that traditional bodybuilders and consumers from other walks of life could make Maple Butter Pancake Whey Protein or Podium Fuse a part of their daily routine. 

Fraser celebrated the deal in a press release: “Podium is about pursuing and being your best self, whether you’re seeking a physical podium or not. This is the approach we’re taking with the brand, and so we wanted to partner with the top retailer in our industry to be part of our launch.”

Bottom line: The founders of Podium, along with reigning Fittest Man on Earth Justin Medeiros and YouTube sensation Craig Richey, have a bright future ahead of them. They will collaborate on new products and flavors that will become available in the coming year while reaching a significantly larger audience. Now, this exclusive deal puts Podium one step closer to contending with Progenex, BSN, and several other supplement companies. 

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