Krdzalic took over the reins at the online retail giant in early 2017. The company boasts over 29 million unique visitors per month to its website, which is both the largest online sports nutrition store in the world and home to 35,000 pages of workouts, recipes, nutrition, and much more.
In addition to selling third party brands, the company recently launched its own Signature series.
“We’re not trying to compete with our business partners,” said Krdzalic. “We’re trying to create a platform of products for our consumers. Every time we begin a project we start with a customer in mind and regardless of what point in the fitness journey they’re at they’ll have a natural entry point into supplements, into content, into training videos.”
For the third-party brands, Krdzalic noted that the company has a 150-point checklist to ensure regulatory compliance.
“We don’t on-board every brand. They have to pass our compliance before they would ever be on-boarded into the site,” he said.
“It’s tremendously important for the industry as a whole. If the people are getting results, they’re feeling better and healthier then the industry has a lifespan.”
Looking ahead, Krdzalic noted that on the e-commerce side the company is aiming to improve the opportunity for a consumer to discover the product that they want, to understand that the product is going to deliver a value for them, to lead to the results that they are after, and make the transaction very easy and smooth for them.
Another strategic goal is to, “have our brand be more synonymous with the fitness journey and that they are for everyone, not just for someone who may be a bodybuilder because that is anything but the truth about our customer base today,” he said.
Feeding into this goal, the company is already running a campaign that talks about Build Your Body, build your life.