One-stop shop fits bill
Frustration leads mum to create health store
A NEW sports supplements outlet is poised to reshape the sector by offering a onestop solution targeted at a customer base that goes beyond male bodybuilders.
Wholesupps is the brainchild of Danielle Noordink. It offers online and instore sales of sports supplements as well as a gym, pilates/yoga and photography studios.
The online store opened in July last year and the shop followed three months ago.
Ms Noordink said she got the idea for the shop after having her second child.
“I was lost and needed help to lose weight and get fit,” she said.
“I couldn’t find help that catered to me.
“I found there were a lot of people, not just mothers, who had that same feeling.”
Ms Noordink said she found many of the stores out there intimidating and unwelcoming.
“Most stores still target male consumers even though 65 per cent of end users are female,” she said.
“I got a supplements plan that cost hundreds of dollars and did not work for me.
“I feel there was no effort put into the education side.
“I found myself using protein and putting on weight because I was using it at the wrong times.”
She said she decided to create a shop that contained all the features she wanted in a supplements store.
Three months ago the shop opened and Ms Noordink said it had been an immediate hit with customers.
Downstairs are polished concrete floors, a vitamin supplement counter, drinktasting area and aisles stocked with 2000 different products, including leading brands ATP Science and International Protein.
Ms Noordink said the shop didn’t sell house brands so there was no vested interest in flogging its own products to customers rather than another brand that may be more suitable.
Upstairs are the gym and pilates/yoga studio as well as a photography studio for the “influencers” the store engages to promote products.
The shop offers free body scans and meal plans drawn up by its instore nutritionist.
“People come in, do a body scan free of charge and then the results determine the products they require,” Ms Noordink said.
“We also have a nutritionist do meal plans from the results of the data.
“That is something no one else offers.
“We cater to the customers first and foremost.”
Ms Noordink said the shop’s industrial location meant foot traffic was minimal. However, she said, word of mouth had been strong, leading to a spike in sales in recent weeks.
She said future plans included hosting boot camps in the carpark and growing instore sales, which currently split 80 per cent in favour of online.