In this episode of Branded, Ben Kaplan sits down with Michael Costello, CEO of GNC, to unpack how a 90-year-old health and wellness brand is adapting to today’s fast-changing market.
With supplements available everywhere—from Amazon to your local grocery store—why would anyone still choose to shop at GNC? Michael shares how GNC is redefining its consumer experience, using data, personalization, and trust to set itself apart from the competition. He breaks down GNC’s Five C’s strategy, talks about what really matters to today’s customers, and explains how the brand is evolving without losing what made it successful in the first place.
Key topics include:

Why in-store experiences still matter in an online-first world
How GNC is using data and loyalty programs to better serve customers
The biggest shifts in health and wellness trends right now
The challenges of leading a legacy brand in a crowded market

Whether you’re into fitness, business, or just curious about how brands stay relevant, this conversation offers a fascinating inside look at the future of GNC—and what other companies can learn from it.

GNC vs. Amazon: Why This 90-Year-Old Brand Isn’t Giving Up