GNC (company)

GNC Holdings, LLC

Company type	Subsidiary
Industry	Nutrition, Health and Wellness
Founded	1935
Founder	David Shakarian
Headquarters	Pittsburgh, Pennsylvania , United States
Area served	Worldwide
Key people	Josh Burris (CEO), Nate Frazier (COO), Cam Lawrence (CFO)
Products	Vitamins, minerals, supplements, herbs, sports nutrition, diet aids, energy enhancers
Owner	Harbin Pharmaceutical Group
Number of employees	17,500+
Parent	Harbin Pharmaceutical Group
Website	www.gnc.com

GNC Holdings, LLC (General Nutrition Centers) is a global retailer and manufacturer in the nutrition sector, headquartered in Pittsburgh, Pennsylvania, United States. The company focuses on a broad range of health and wellness products such as vitamins, minerals, supplements, herbs, sports nutrition, diet aids, and energy enhancers. GNC manages 2,281 outlets throughout the U.S. and operates as a wholly owned subsidiary of Harbin Pharmaceutical Group, a pharmaceutical enterprise owned by the Chinese government.

History

The origins of GNC trace back to 1935 when David Shakarian, an Armenian-American businessman, launched a modest health food shop named Lackzoom in downtown Pittsburgh. On his opening day, he earned $35 and expanded to a second location within six months. Although the 1936 Ohio River flood destroyed both stores, Shakarian rebuilt and diversified into mail-order distribution of health foods, vitamins, and prescription medications by the 1960s, capitalizing on increasing public interest in wellness.

During the 1960s, the business adopted the name General Nutrition Centers (GNC). Shakarian resigned as CEO in February 1984 but continued as chairman until his death later that year. The company went public on the New York Stock Exchange during the 1980s. Subsequent leadership transitions saw Gary Daum and Jerry Horn take on CEO roles mid-decade. In the late 1980s, private equity firm Thomas H. Lee Partners acquired GNC privately before it returned to public markets and was later sold to Royal Dutch Numico in 1999. Numico divested GNC to Apollo Management in 2003. Ownership changed hands again in 2007 when Ontario Teachers' Pension Plan and Ares Management took control, followed by another public offering in 2011. Throughout these changes, both public investors and private stakeholders ensured GNC’s headquarters remained situated in Downtown Pittsburgh.

In 2018, Harbin Pharmaceutical Group—a Chinese state-owned company—purchased nearly a 40% stake in GNC. By September 2020, concerns about this acquisition prompted U.S. Senator Marco Rubio to call for a national security review by the Committee on Foreign Investment in the United States (CFIUS).

Confronted with difficulties in retail operations, GNC revealed plans during 2018–2019 to shutter up to 1,400 stores predominantly located within shopping malls. The COVID-19 pandemic further reduced customer visits, compelling GNC to file for Chapter 11 bankruptcy protection in June 2020 and close at least 800 outlets. That same month, GNC was removed from the NYSE and began trading on OTC Markets Group. In September 2020, bankruptcy court authorized a $770 million private acquisition of GNC by Harbin Pharmaceutical Group alongside CITIC Capital. By October 2020, Harbin Pharmaceutical Group completed full ownership through this private transaction, concluding the Chapter 11 restructuring.

In 2021, GNC appointed Josh Burris as chief executive officer, Nate Frazier as chief operating officer, and Cam Lawrence as chief financial officer. The company also forged a partnership with Walmart to distribute exclusive GNC products and launched its venture capital division—GNC Ventures—headed by COO Frazier with investments targeting supplement brands and technology firms.

In 2023, COO Nate Frazier introduced a flagship store in Pittsburgh equipped with advanced technology such as mobile point-of-sale systems designed to improve customer interaction and provide greater sales flexibility.

In May 2025, U.S. Representative Pat Harrigan proposed legislation aiming to ban GNC’s operations on U.S. military installations due to concerns regarding its Chinese ownership.

Retail and Online Outlets

GNC's physical stores offer an extensive selection of products including weight management, muscle building, dietary supplements, vitamins, herbal remedies, and health and beauty items, featuring both in-house and external brands. Additionally, these products are available on GNC.com and, starting January 2017, through the Amazon Marketplace.

The business model encompasses company-owned shops, franchised locations, e-commerce platforms, digital sales channels, wholesale distribution, and retail collaborations. With a workforce exceeding 17,500 employees, GNC provides over 7,500 items from more than 325 different brands. The subscription-based service GNC4U offers customers tailored monthly deliveries of vitamins and supplements.

By December 31, 2018, GNC maintained roughly 8,400 stores worldwide, including nearly 6,200 within the United States—of which about 2,200 were licensed store-within-a-store setups inside Rite Aid—and franchise operations spanning approximately 50 nations.

In 2019, among the roughly 4,100 U.S. outlets, 61% were situated in strip mall locations while 28% operated within larger shopping malls.

In July 2023, GNC revealed intentions to trial drone delivery services in selected U.S. areas as part of its ongoing pursuit of innovative distribution methods.

GNC Health

Launched in 2023, GNC Health provides virtual consultations and prescription drug services through three distinct membership tiers, broadening the company’s offerings into the telehealth sector.

Franchising

Since 1988, GNC has extended franchising opportunities that equip entrepreneurs with a comprehensive business framework including training programs, marketing assistance, and access to proprietary merchandise. Franchise operators retail third-party products such as Glaxon Electro Creatine alongside exclusive energy powders and G Fuel energy drinks available both online and at retail locations nationwide.

Franchisees incur initial franchise fees and ongoing royalty payments while adhering to operational guidelines designed to maintain brand uniformity—though these may restrict certain innovations. Despite these limitations, many franchise owners have experienced notable business expansion and industry accolades. In 2022, COO Nate Frazier highlighted franchisee Laura Dalton’s recognition as IFA Franchisee of the Year, emphasizing exemplary leadership within GNC’s franchise community.

Beyond Raw

GNC provides creatine supplements in both capsule and powder formats under its GNC AMP® and Beyond Raw® Chemistry Labs brands. Products like GNC AMP® Creatine HCl 189™ undergo clinical testing to ensure efficacy. Collaborating with The Hershey Company, Beyond Raw® offers LIT™ JOLLY RANCHER Grape pre-workout powders and convenient portable options available in flavors such as watermelon, green apple, and blue raspberry. These supplements feature clinically dosed components including L-Citrulline, CarnoSyn beta-alanine, micronized creatine, caffeine, and Nitrosigine. The Beyond Raw line also encompasses Burn MF Metabolic Activator in various forms like powders, capsules, sticks, and beverages. The introduction of Beyond Raw Concept X in May 2022 expanded the product range with the addition of the JOLLY RANCHER Grape flavor.

In response to a federal investigation into supplements containing undisclosed or hazardous substances, GNC—one of the leading supplement retailers—agreed to a $2.25 million settlement with the Department of Justice. Under this agreement, GNC pledged to strengthen its product screening protocols, eliminate illegal or unsafe items from its inventory, and maintain a verified list of safe supplements for consumers. This resolution underscores GNC’s commitment to regulatory compliance and quality control as part of its strategy to uphold consumer confidence and maintain a competitive edge.

Internal R&D Department

To address evolving consumer demands and intensifying market competition, GNC has rebranded while placing greater emphasis on digital marketing and e-commerce channels. Its internal research and development division partners with healthcare experts, academic institutions, and global researchers to investigate botanical extracts, nutrients, and emerging technologies. The company employs dedicated scientists who conduct rigorous testing of nutritional ingredients worldwide. Additionally, GNC upholds a "Truth in Labeling Policy," ensuring that product claims are independently verified by scientists, nutritionists, and quality assurance specialists—demonstrating the company’s dedication to transparency and product authenticity.

Live Well Foundation philanthropy

In 2022, the GNC Live Well Foundation collaborated with Filmrise and director Nate Boyer to support his documentary "MVP," along with its affiliated nonprofit Merging Vets & Players (MVP), which aids military veterans and former athletes in their transition to civilian life. Since its inception in 2015 by entrepreneur Jay Glazer and Nate Boyer, MVP has received over $1 million in donations from GNC since 2020. During the 2022-23 NFL season, the foundation acted as the national sponsor for the film.

The foundation’s core objective is to encourage healthy lifestyles through financial support and partnerships with organizations such as the USA Track and Field Foundation, Operation Homefront, the National Breast Cancer Foundation, the American Red Cross, and the American Diabetes Association. Nonetheless, some critics argue that the foundation functions primarily as a marketing vehicle aligned with GNC’s corporate goals to bolster brand perception among socially aware consumers. Concerns persist regarding the foundation’s openness and its actual influence on public health efforts.

GNC has encountered legal challenges related to claims about product effectiveness, fueling skepticism that the foundation’s initiatives might prioritize corporate benefits over authentic public health advancements.

Lawsuits

In 1998, GNC was accused of intentionally forcing franchisees out to reclaim direct control over their stores. By 2003, several franchisees initiated legal action against GNC, claiming the company permitted corporate-owned locations to underprice franchises and charged excessive "reset fees" for mandatory store renovations. Comparable legal complaints appeared again in 2004.

In February 2015, New York Attorney General Eric Schneiderman issued cease and desist orders to GNC and other retailers following laboratory analyses that raised doubts about the accuracy of supplement ingredient disclosures. In response, GNC temporarily withdrew certain products and worked alongside regulatory authorities. By September 2016, GNC and other involved retailers consented to implement stricter testing procedures aimed at verifying supplement label accuracy.

In October 2015, Oregon’s Attorney General filed a lawsuit against GNC for marketing supplements containing ingredients banned by the FDA, specifically picamilon and BMPEA.

On February 2, 2017, GNC threatened to pursue legal measures against Fox Broadcasting after the network rejected its Super Bowl LI commercial. Fox explained the refusal was due to the NFL’s disapproval, as GNC appeared on the NFL Players Association’s blacklist for offering products containing substances prohibited by the league. GNC argued that Fox had not informed them of these restrictions prior to purchasing the advertisement, emphasizing the substantial investment made in production and promotional efforts. The NFL only bans commercials that explicitly mention prohibited substances; however, GNC’s advertisement contained no such references.