Matthew Kelly identifies three mistakes that sink supplement brands: neglecting flavor when consumers prioritize it, expanding product lines instead of deepening existing ones, and failing to retain customers. Retention, not acquisition, separates scaling brands from leaky buckets.
Well, in my category, flavour's more important than anything else. More important than the ingredients, literally. That's mad. And like, that's so valuable. Like, you should gatekeep that. The other one is just, you just can't go too broad. You should go deep, not wide. What I mean by that is new formats, new flavours, new versions instead of new products. Like, you know, yeah, whatever. We did a lot of things last year that I thought were just so dumb in hindsight. Fuck me. And the other one's probably acquisition's the easy part. Retention's actually all that matters though. Past a certain scale. And that's literally the difference between brands that make it and get acquired and don't. Mm-hmm. Honestly, I think you could have a brand doing $100 million revenue, profitable. If it's retention shit, it's never getting bought because it's a leaky bucket.
He blagged his way in to Gymshark's ex-CEO. Steve Hewitt ended up investing | Jack Zambakides
