The ecommerce boom in the region and the increase in awareness for nutrition and fitness have created opportunities for young business leaders in the United Arab Emirates. Damian Brennan and Alex Pascoe saw a need gap at exactly this intersection that led to the birth of Nutrition Souq. While only 10 months into the race, Nutrition Souq has already created a niche for itself, and an expansion plan.
Road To Nutrition Souq
“As an expert in ecommerce and online marketing and being a fitness junky, I saw a real gap in the online fitness market. The light bulb moment came after visiting a nutritionist who recommended a range of sport supplements. But when I asked where to buy the products, I couldnot get aclear answer. Fitness supplements are also bulky andneed to be repurchased on a regular basis. That was when I decided it was time to take the fitness industry online and make fitness & nutrition easier to access for everyone,” reminisces Damian Brennan, CEO, Nutrition Souq.
The next steps involved the spadework to create a marketplace where customers can find and order nutrition products and sports supplements recommended by professionals with the convenience of home delivery. Since conceiving the idea, Nutrition Souq has grown into a single platform where a person can learn about nutrition and fitness, buy the products and find professionals, gyms and studios to help them achieve their health and fitness goals. “Now our goal is to take the fitness and nutrition industry online in the whole region,” Mr Brennan says.
A goal that numbers show is in the right direction. Even though, the UAE fitness market has grown at an exponential rate of 15 percent in the period from 2013-15, the online fitness market is almost non-existent in the GCC. The UAE alone houses over 1,200 fitness centres and more than 2,000 personal trainers and coaches– but there’s currently no single platform that lists them all. A high turnover of expats also means people are always looking for a gym or fitness centre.
“Add to this massive gap in the fitness market, the fact that the GCC has the fastest growing ecommerce market in the world and has increased by 30 percent year-on-year from 2012 to 2014 and you have all the ingredients for success. The ecommerce market in the region is tipped to continue explosive growth with more uptake on mobile than anywhere else in the world.It’s the perfect time in the history of the region to combine ecommerce with the health and fitness industry,” remarks Alex Pascoe, COO of Nutrition Souq.
On The Right Track
Nutrition Souq has just launched the first version of its online store, where it has signed-up several trainers and gyms. The current business model of the startup revolves around the online store, which also includes an affiliate program so Nutrition Souq can engage with fitness and nutrition professionals at the grass roots level. “Our focus is to work with health and fitness professionals so they can better serve their customers. Future plans such as the Nutrition Souq app are also being prepared but we can’t talk about those yet,” Mr Brennan informs.
Nutrition Souq’s fitness zone blog has already built a substantial following on Facebook with over 32,000 followers. It has also developed content partnerships with Sport 360, Aquarius Magazine, Business Insight Magazine and several fitness blogs where the Founders supply regular health and fitness articles.
The online fitness startup has also developed strategic partnerships with some of the biggest names in the industry including REPS UAE, the official register of personal trainers in the UAE; Core Direction, a collection of over 35 fitness companies that are changing the fitness landscape in UAE; Class Dive, that offers a subscription model to a huge range of fitness classes in UAE and Noviplus, that offers a lifestyle membership that givesexclusive and ongoing savings at various health, fitness and wellness brands in the UAE among others.
Marketing Strategy In The UAE
Nutrition Souq’s marketing strategy is led by the strength of bringing the right information and products at the right time straight to the right customer, in the convenience of a single platform. In the words of Mr Brennan, “Nutrition Souq will be what you Google when you search for health and fitness in the UAE”.
Other marketing strategies revolve around social media, interacting with influencers, guest blogging, strategic partnerships, and creating value that drives loyalty to the brand.
