NUTRABOLT
“THE PROCUREMENT AND SUPPLY FUNCTION REALLY IS THE ENGINE TO THE BUSINESS SALES ”
BRENDAN O ’ TOOLE VP OF PROCUREMENT , NUTRABOLT
mantra states – ‘ strong bodies , clear minds , and a culture of respect and belonging ’ within the active health sector . Cunningham has built the company into “ a global juggernaut ”, effectively “ pulling himself up by the bootstraps ” to fund it at the beginning .
“ At the heart of it , we ' re a branding and distribution company ,” says O ’ Toole . “ Our primary focus is , and continues to be , ensuring that we ’ re the global leaders on
the pre-workout side , which is our branded product line called C4 .”
Nutrabolt has three core brands that its products fit under , each marketed to different groups and specialising in related pre- or post-workout supports : C4 Energy , Cellucor , and XTEND . The best element of these brands , aside from their differentiated price points to appeal to consumers of different financial capabilities , is the time and dedication that goes into developing each of the formulas , which are targeted at different aspects of the body but with the same overall desired outcome .
O ’ Toole explains further : “ We have different iterations of that : C4 Sport , C4 Original , C4 Ultimate . It ' s really meant to be accessible throughout for different customer goals and life cycles through their performance journey . C4 Sport is meant to
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