#097: Aaron Heidebreicht & Darin Decker - Kaged at GNC in 2023

The PricePlow Podcast

https://blog.priceplow.com/podcast/kaged-gnc-aaron-heidebreicht-darin-decker-097

In May of 2023, Kaged brought Team PricePlow to GNC’s annual Franchise Convention in Las Vegas, NV. This is a closed show (as in not consumer facing) that provides an incredible opportunity for brands to showcase their latest product offerings and sales to GNC Franchisees.

At the show, Kaged — a brand with little official presence at GNC — made a massive splash, showcasing 27 new SKUs that are coming to the retailer. They teased new functional food products and an Elite product line with upgraded ingredients just for GNC.

Kaged is coming to GNC… with 27 new SKUs

In part 1 of a 2-part series, Ben sat down with Kaged’s Chief Commercial Officer Aaron Heidebreicht and VP of Sales Darin Decker to discuss this massive launch, tease some new products, and to explain many of the recent shifts at Kaged — and their plan moving forward.

In part 2, which will be posted in Episode #098, Ben and Aaron later sat down with GNC’s Nate Frazier (Chief Operating Officer) and Ken Huntly (VP of Sports Nutrition) to explore the retailer’s role in these operations and where they are going this decade, especially with respect to their sales strategies.

Both of these episodes are must-listens for anyone interested in the business of the dietary supplement industry. Kaged provides the groundwork for how a premium brand can do things the right way, and a lot of it comes down to the right partnerships.

To listen, find the PricePlow Podcast on your favorite podcast app (some links are below) or watch the video on YouTube:

https://www.youtube.com/watch?v=DUee8G_6T_Y

This is Part 1 of 2 episodes at the 2023 GNC Franchise Convention:

• (0:00) – Introductions – at the 2023 GNC Franchise Convention
• (1:40) – How did Kaged get here at GNC?
• (4:00) – The importance of education
• (8:00) – 27 New SKUs coming to GNC
• (11:30) – Kaged Functional Foods – Protein Bar and Crumb Cakes
• (18:45) – Kaged’s Partnerships: The adults in the room
• (23:30) – The Kaged Rebrand and New Female Customers
• (24:50) – Kris Gethin out: Changes in Identity and Direction
• (32:00) – Kaged Expansion: New Hires and Strategy
• (38:00) – Closing Down, Aaron knows everyone

Thanks to Kaged for bringing Team PricePlow to the 2023 Franchise Convention! This was part 1 of 2 – if you haven’t done so already, head over to Episode #098 with Nate Frazier and Ken Huntly of GNC.

Finally, subscribe to the PricePlow Podcast on the podcast app of your choice – we have more heavy-hitting episodes coming.