# #149 - Buyer Spotlight: Roberta Townes, GNC

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-07-02
- Length: 44m
- Episode: 53
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-07-02-149-buyer-spotlight-roberta-townes-gnc
- Listen: https://share.transistor.fm/s/28fbc12e

## Summary

Roberta Townes, Senior Category Merchant at GNC, explains how the retailer sources and launches new CPG brands through its 'Next Big Thing' program and exclusive partnerships with brands like Alani Nu and Ghost. She details the strategic importance of launching in high-volume 'A' segment stores, driving consumer traffic via social media and in-store demos, and maintaining proactive communication with merchants to avoid being delisted. The conversation highlights GNC's global reach of nearly 2,500 US stores and 50+ countries, emphasizing that success requires a 360-degree approach combining product quality, consumer education, and retail execution.

## Outline

1. Introduction: Roberta Townes and GNC's Role in Health & Wellness
2. Roberta's Career Path: From Sears to GNC Merchandising
3. GNC's Product Categories: Food, Drink, and Wellness Solutions
4. The 'Next Big Thing' Program and Brand Discovery Process
5. Strategic Launches: Store Count, Exclusivity, and Brand Examples
6. Sourcing Brands: Social Media, Trade Shows, and DMs
7. Pitching GNC: Mission, Consumer Alignment, and Traffic Plans
8. Managing Underperformance: Proactive Communication and Interventions
9. Current Market Trends: Functional Foods, Longevity, and Demos

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

large enterprises

## Mentioned

- GNC (company)
- Alani Nu (product)
- Ghost (product)
- Barebell (product)
- Sears (company)
- Victoria's Secret (company)
- Kmart (company)
- Expo West (other)
- TikTok (other)
- Instagram (other)
- LinkedIn (other)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Kenneth Cole](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-16-advice-line-with-kenneth-cole) (How I Built This)
- [111: Selling & Growing Your Product at Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-01-26-111-selling-growing-your-product-at-retail-stores) (Product Startup)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [094: How New Startup Products Get Into Big Retailers](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers) (Product Startup)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-07-02-149-buyer-spotlight-roberta-townes-gnc. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.