Grenade boss reveals business priorities during pandemic
As gyms are forced to shut their doors causing many sports nutrition brands to lose a key channel for both sales and marketing, Alan Barratt is staying positive and says the sports nutrition industry is lucky that its core market is young, healthy and dedicated to staying fit no matter what the circumstances.
He said people's dedication to staying fit was exemplified by the huge number of views Grenade's home workout series has garnered in the last couple of weeks.
“We filmed a very comprehensive home workout series with Chloe Madeley last year, it’s on Amazon Prime and that’s been going crazy.....
"The health and fitness market is a resilient and healthy bunch and, what's more, something like this is going to make people more aware of the importance of looking after their health through fitness and nutrition."
Barratt even says he was told by many avid gym-goers that fear of the virus would not stop them going to the gym... that was until doors were forced shut on Friday night.
He said it's this extreme commitment that leads him to believe core consumers will continue to train from their homes and remain loyal to their sports nutrition brands.
He realises his brand is in a less capricious situation than others thanks to the fact it is available in mix of locations including forecourts and supermarkets.
“Before COVID-19, sales were strongest in the inner city stores but as footfall fell across town centres it increased in others – like the supermarkets."
But Barratt certainly is not relying on these essential retailers.
"The supermarkets have to focus their attention on refilling pasta, rice and loo roll, so many of our shelves are likely to be empty at the moment.
“There are plenty of sports nutrition brands that aren’t in supermarkets and they rely on gyms and health stores. This is where online sales become so important and we’ve seen a six-fold increase in web traffic in the last 10 days.”
In order to ensure store closures and empty shelves don't scupper sales, he has been encouraging consumers to use the brand’s own website which offers next day delivery for orders made before midnight.
The successful entrepreneur is also using this opportunity to use his good fortune to help the local community and key workers.
“We will shortly be announcing an initiative where we will be sending free care packages to our legendary front line care workers who are unable to get to the shops.
“On a personal note, I’m also creating a veg patch which I plan to use to help feed those in my local community”