#130: Aaron Heidebreicht - Applied Nutrition to Storm the American Shores

Mar 20, 2024

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The supplement industry is abuzz with changes, and one of the biggest announcements has been the hiring of Aaron Heidebreicht as Applied Nutrition’s USA CEO. This brings with us a major shift to AN’s North American strategy, all covered in this podcast.

Aaron Heidebreicht Joins Applied Nutrition to Take on The Americas

This podcast was recorded early in the morning before Expo West, where we got to sit down with Aaron and dovetail quite a few storylines. Many of our listeners know Aaron from his appearances in Episode #097 at GNC and Episode #105 at The Vitamin Shoppe, which came with Kaged, where he was the chief commercial officer since late 2022.

Applied Nutrition’s first foray into the American market was with All Black Everything, a brand named from Europe’s best-selling pre-workout supplement that shares the same name. To understand the original mission of the business, see our Episode #114 with TJ Humphreys, their previous CEO.

Aaron’s job is to keep the ABE vision, but take it larger, bringing a whole new series of AN Performance supplements to North America… and far more!

https://blog.priceplow.com/podcast/aaron-heidebreicht-applied-nutrition-130

Video: Up and Early with Aaron Heidebreicht at Expo West 2024

https://www.youtube.com/watch?v=bm8joHE1aNw

Detailed Show Notes: Applied Nutrition is Coming to the USA in a Big Way

(0:52) – Applied Nutrition Background
(1:34) – Applied Nutrition USA
(2:54) – Applied Nutrition’s Vast Array of Products
(4:18) – AN’s ABE Story Arc
(6:18) – Aaron’s Transition From Kaged to Applied Nutrition?
(7:05) – Aaron’s Journey
(8:24) – Why Applied Nutrition?
(11:35) – Who’s Aaron Bringing Over to AN?
(12:38) – Why Not A Startup?
(14:37) – AN’s North American Strategy
(16:36) – Marketing Specifics
(18:08) – Brand Ambassadors
(19:45) – ABE’s Current Influencer Content
(20:56) – ABE vs. AN, Building Brand Awareness
(22:27) – Expanding On The ABE Nation Model
(24:21) – The Untapped “Mature Nutrition” Market
(25:30) – Strategies For Innovation
(27:17) – The Growing Importance of Informed Sport
(28:06) – AN’s New Branding vs. ABE Nation
(31:13) – AN’s Unified Brand Strategy
(33:16) – Myprotein As a Precedent For AN’s Strategy?
(33:54) – Lessons Learned From Myprotein
(36:25) – AN’s Strategic Priorities
(38:19) – Mike’s Reflections on Aaron’s Career
(38:54) – Upcoming Releases

Where to Find Applied Nutrition and Aaron

AN Instagram: @AppliedNutrition
ABE Instagram: @ABENation
LinkedIn: Aaron Heidebreicht
ABE on PricePlow:…