Mar 3, 2016

Flex Your Business Muscle

Given the needs of self directed men and women fitness enthusiasts aging Indians students and athletes to specialize in improving the health and well-being Active Body Nutrition has entered India with a wide selection of quality products


In India, more and more people are realizing the value of good health, fuelling a greater interest in all the things that promote it. Health & Wellness is not just a goal. It is both a lifestyle choice and a thriving consumer market.

Given the needs of self directed men and women, fitness enthusiasts, aging Indians, students, and athletes to specialize in improving the health and well-being, Global company Active Body Nutrition has entered India with a wide selection of quality products ranging health, vitamins, thermogenics, heart health, immune system, cleanses, minerals, herbals, sports nutrition, weight management, total well being and endurance.

Founded by Juan and Camilo Jimenez , who have deep roots in competitive body building space and have won coveted awards within the health and fitness industry in Canada, Juan the President of Active Body Nutrition shares his plans to expand in Indian market.

What is the story behind the emergence of Active Body Nutrition?

Camilo and I have been engaged in fitness throughout our life and thanks to our parents, who cultivated the need for an active lifestyle from our young age. Our love for health and fitness drove us to this entrepreneurial venture when our first store was started under a known Canadian franchise in 2006 and later we ventured into our own brand in 2013.

Currently, the brand Active Body Nutrition is owned by four partners- Camilo Jimenez, Josephine Tortora, Sandeep Alexander and myself. From a single store in January 2013, today the brand has grown to 25 locations in Canada. What initiated as a simple business venture, has today has become a movement. Over the time, the desire to impact the community catapulted us to shift gears to franchising.

How do you evaluate the Indian market and what are your plans for the market?

There has been strong economic growth in India, which is a universal sign of a country's population becoming extremely health and wellness conscious. The passion and respect that millennial Indians are showing towards looking and feeling healthy has garnered our interest to test the waters. We see India as one of the biggest markets for expansion as Indians are becoming conscious on consuming innovative food and drinks and this trend is not just true for Metro cities but also in smaller cities of India.

We are also looking at big expansion through master franchisors that could be our extended arm in the region. However, India is diverse and I feel Education will be the need for health and wellness nutrition, perhaps more than the West.

What sets your brand apart from the rest of the brands in India?

We are one of the few brands around the world with a holistic health and fitness paradigm offering vitamins, supplements alongwith a juice bar, meal prep, active apparel and fitness accessories. We are an all-inclusive brand that extends our services not just to bodybuilders, but from a young child to senior citizens.

In addition to pure retail, we also have exclusive regional representation rights of renowned brands such as Nutrabolics and many more that add profitability to a prospective franchisee's business model.

Elaborate about the products offering.

Active Body Nutrition has a wide selection of products ranging from women's and men's health, vitamins, thermogenics, heart health, immune system, cleanses, minerals, herbals, sports nutrition, weight management, total wellbeing, and endurance. The supplement brands we sell in Canada include Muscletech, Nutrabolics, Mutant, Dymatize, Organika and many others.

Similarly our Juice bar menu parades 80 state of the art smoothies crafted by nutrition experts for the health and fitness connoisseur. The apparel and accessories segment includes T shirts, hoodies, tights, tank tops, gym apparel, gym bags, shaker cups, gym belts and related accessories.

What franchise model are you planning to introduce in India?

We hope to build a good network of franchisees all over India. We hope to open our first stores in the major Metros before proceeding to Tier- II cities. We have only planned to have franchised outlets in India.

Our multi-pronged promotional strategy will involve digital marketing through social media, print media, road shows, sponsorships, radio and television campaigns. We are confident to replicate our success in Indian soil too.

What are your criteria for selecting franchisees and how will you support them?

Passion, vision, investment and long term commitment this is all we need the franchisees to come with. We have formulated a compressive guidance format for franchisees, through training from health and wellness experts from North America. Periodic training will be provided by industry experts who include body builders, motivational speakers, business experts, marketing and design experts. The format would be mostly online followed up with annual on-site training. We give exclusive representation rights for international supplement brands, access to menu methodologies and nutritional benefits ofsmoothies/ shakes. There will be access to systems and operations manual, store design and operations support and exclusive access to webinars and tutorials within Active Body Community.

For the first few stores, our support will come physically from the top management. Eventually, we have planned to have a physical presence of our support office team within India.

Where do you envisage your brand five years down the line?

In the next five years, I want to see Active Body Nutrition as a recognizable family brand. A supplement source that is respectable in all communities and to expand to 750+ locations worldwide along with growth in brand and partnerships.

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