The expansion introduces two specific product lines to GNC’s digital and physical storefronts: OmegaXL + Krill, designed for joint mobility, and the extra-strength OmegaXL Sport. The latter carries the NSF Certified for Sport designation, clearing it of over 290 banned substances to appeal to competitive athletes. Vanessa Walker, Chief Strategy Officer at Great HealthWorks, noted that the move is intended to drive brand discovery and provide the physical validation that retail placement offers.
Great HealthWorks Ends DTC Exclusivity with First GNC Retail Partnership
After two decades of selling exclusively through direct-to-consumer channels, supplement maker Great HealthWorks is shifting its strategy. Starting this July, the Fort Lauderdale-based company will place its flagship OmegaXL line onto GNC shelves nationwide, marking a significant pivot toward traditional retail for the long-standing wellness brand.
By leveraging GNC’s established distribution network, Great HealthWorks aims to reach a broader, more educated consumer base that may have previously bypassed their direct-sales model. This transition represents a major operational shift for the company, which has operated its own vertically integrated production and fulfillment facilities in Florida since 2003. The partnership effectively merges the company’s niche, science-backed supplement focus with the massive retail footprint of a global wellness powerhouse.
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