#191 - GNC’s Next Big Thing: Plink! and Green Regimen’s Winning Formula

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 9 April 2025

⏱️ 41 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Luke Montgomery-Smith, co-founder of Plink!, and Tyshawn Bryant, founder of Green Regimen, to unpack their incredible journeys through GNC’s Next Big Thing competition. From the initial application process to standing on shelves nationwide,

Luke and Tyshawn share what it took to win, what they learned working with a major retailer, and how they’ve continued to grow post-launch.

Hear how Plink! scaled from Vermont startup to national hydration contender, and how Green Regimen broke through with plant-based protein in GNC’s evolving wellness space. Whether it’s walking into GNC stores to personally connect with staff or mastering the retail pitch, this episode is packed with insights for any CPG founder looking to take their brand to the next level.

Don’t miss this behind-the-scenes look at how hustle, strategy, and timing can lead to big wins.

Thinking of applying to the next GNC Next Big Thing?

Apply to GNC x Startup CPG NEXT BIG THING, deadline of 4/30: https://bit.ly/gncnextbigthing

Listen in as they share about:

Luke Montgomery-Smith (Plink!)

Applying to GNC's Next Big Thing
The Expo West Connection
Pitching at GNC HQ
What It Takes to Win as a Startup
From End Cap to Permanent Shelf Placement
Building Relationships with GNC Store Staff
The Power of Strategic Retail Partnerships
Fundraising Momentum After the Win

Tyshawn Bryant (Green Regimen)

Why he Almost Didn’t Apply
Understanding the New GNC
Creating a Standout Submission Video
The Surprise Win for All Finalists
How to Make the Most of a Retail Test
In-Store Demos and Customer Education
Adapting to Different Customer Segments

Episode Links:

Website: https://greenregimen.com/
LinkedIn: https://www.linkedin.com/in/greenregimen/

Website: https://drinkplink.com/
LinkedIn: https://www.linkedin.com/in/lukejms/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
Join the Startup CPG Slack community (20K+ members and growing!)
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Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics

Transcript

Click on a timestamp to play from that location

0:00.0	I stood right next to the plant-based protein section, and I literally just told, you know, the camera.
0:17.7	I said, this is why I believe that we should be here.
0:19.8	And I really believe that.
0:38.6	But I wouldn't have been able to do that if I initially did not learn more about GNC and where they were going as a, as a organization. So I felt very comfortable and I said, you know what? Why not? This is, uh, the way I look at it was for this type of opportunity. I don't know what other retailer that we can be in that could perhaps give us this type of scale. This competition is going to be savage because we've all come from all over the
0:44.1	country at this point and we've got to do a sort of Dragon's Den Shark Tank style pitch to
0:49.7	the board of directors, a head of franchise. It was a pretty nerve-wracking day. And I care, right? It's my business.
0:56.0	So as soon as you're there, you're like, you're in it and you're really feeling every moment.
1:01.0	Hello, hello, everyone.
1:04.0	Today you're going to learn all about GNC's next big thing.
1:07.0	This is one of my absolute favorite opportunities in the industry.
1:10.0	It's a partnership that we have with GNC, where emerging brands from our community get to apply for a national test with GNC.
1:17.6	Isn't that amazing?
1:18.6	GNC is a cultural icon.
1:20.6	They have absolutely launched brands like Ghost Energy and Alani New into the stratosphere.
1:25.6	Their customers are incredibly desirable for almost any brand.
1:28.9	They're looking for top tier wellness options. They're heavily influential in their communities.
1:33.6	So any emerging CPG brand can actually apply for this competition. We have applications that are
1:38.8	going to close at the end of April. Check the show notes for the instructions. Basically,
1:41.9	you submit, you find out if you're selected to send in samples, and then find out if you're a finalist. If you win, you get a national
1:49.0	test with them. I will never forget the first time that I walked into a GNC and saw the winning
1:54.1	brands on a beautiful N-cap right by the checkout. There was a huge promotional poster calling out
1:59.4	next big thing, our logo, all the brands. It's so
	...

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