KEYNOTE | What GNC’s CEO Wants Emerging Brands to Know

Retail success doesn’t happen by accident—and at GNC, one of the most iconic names in health and wellness retail, the bar has never been higher. In this rare, unfiltered conversation, GNC CEO Michael Costello shares exactly what it takes for emerging brands to move from pitch to shelf in today’s fast-changing market.

With a focus on practical brand education, Michael will address the most common mistakes he sees from early-stage companies and offer clear, actionable guidance on how to build meaningful, long-term retail relationships. From understanding how GNC defines need-states vs. traditional categories to the role of science and consumer demand in shaping decisions, this session is all about helping brands get smarter, faster.

You won’t hear buzzwords or blanket encouragement here—just real talk from a retail executive who believes in helping founders get to “yes” or “no” with clarity and purpose.

Key Takeaways:

• What not to do when approaching a retailer like GNC


• The five core need-states shaping GNC’s product strategy


• How to navigate the leap from DTC to retail


• What makes a brand truly ready to scale


• The future of retail through the lens of supplements, functional food, and wellness