By Vince Andrich, founder of Andrich Fitness Group A product portfolio audit answers one question: which of your products deserve the next dollar, and which ones are spending it? Most brands cannot answer that with numbers. They know total revenue, they know the blended margin, and they know which product the founder loves. They do…
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By Vince Andrich, founder of Andrich Fitness Group The decision to take your brand international is a partner decision before it is a sales decision. The product that won your home market still has to be made legal, priced to survive a new margin stack, and sold by someone who has every reason to keep…
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By Vince Andrich, founder of Andrich Fitness Group The short version A brand advocacy program is a managed roster of verified athletes, coaches and customers who put their own reputation behind your product, tracked by code and link so you know which ones sell. It differs from influencer marketing in one way: the same trusted…
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By Vince Andrich, founder of Andrich Fitness Group Taking your brand beyond selling direct to consumer (DTC) from your website to another retailer or distributor is a business decision before it is a sales decision. That’s because each sales channel and retailer has its own cost structure: payment terms, profit margins and unit velocity targets,…
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Let’s get one thing out of the way. You are not going to out-spend Celsius, Ghost, or Nutrabolt on media. You are not going to out-shelf them at Target, GNC, or Walmart. You are not going to out-influencer them with a generic celebrity endorsement signed to a brand they don’t actually believe in. If that’s…
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GLP-1 drugs are reshaping how Americans eat — and most protein brands are still responding with the wrong message. There is a brand positioning argument available to protein companies and protein-fortified food brands right now that most have not made. Not because the insight is complicated. Because they’re too focused on the drug. GLP-1 receptor…
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The brands that actually compound don’t launch outward. They launch inward — going deeper into the hero SKU they already have. Here’s how C4 and Huel built category leadership by segmenting instead of launching sideways.
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Here’s a scenario I see constantly in the sports nutrition category. A brand launches a pre-workout with a genuinely strong formula. Clinical doses. Real ingredients. The kind of stack that advanced lifters actually recognize and respect. The product gets good reviews. Repeat buyers are happy. But conversion on the product page is soft and nobody…
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