What's that business? Complete Nutrition opens near Miller Hill Mall in Duluth

• Complete Nutrition

Grant Roeming is manager of Complete Nutrition, a new nutritional supplement store near Miller Hill Mall that has a sleek design, modern layout and a staff that works with customers to help them reach their weight, fitness and health goals. (Bob King / rking@duluthnews.com)

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What: Complete Nutrition

Address: 1405 Miller Trunk Highway (across from Miller Hill Mall by Starbucks) in Duluth

Business: An upscale nutritional supplement retail store that sells weight loss, sports nutrition and healthy aging products and takes a personalized approach with customers to help them reach their goals.

Owners: Dan Davis and Nate Ohlrich of Madison. They also own Complete Nutrition franchises in Madison and Appleton, Wis., Grand Forks, N.D., and Bismarck, N.D.

Previous jobs: Both were consultants for General Nutrition Centers (GNC).

Founded: The Duluth store opened in January.

Business model: Staff members meet with customers for up to an hour to assess their diet and lifestyle habits and develop individual plans for them to reach their weight, fitness and health goals. The plans take a lifestyle approach to reach goals, including a balanced diet, hydration, exercise and use of natural supplements the store sells.

“We want to make sure everybody gets good results and that the plan makes them feel good and meets their goals,” owner Dan Davis said. “The supplements help you get there quicker.”

Customers also can purchase products without the free one-on-one consultation.

Nationwide chain: The store is one of about 125 Complete Nutrition franchised stores in the country and the first for Duluth. The Omaha, Neb.-based company — part of the growing weight loss and sports nutrition industry — was founded in 2004.

About the supplements: The supplements, drinks, powders and shakes carried by Complete Nutrition are natural, plant-based aids to weight loss or weight gain, muscle building, healthy aging and general health. They include fat burners, herbal supplements and protein powders in an exclusive line available only at Complete Nutrition stores.

Some products carry lively names, such as: “Buzzerk,” a pre-workout supplement; “Assault,” an intense fat burner and strength booster; and “Charger” to replenish testosterone levels.

Customers: Most of the store’s male customers are 18 to 55 and the women are 25 to 55. Most women want to lose weight, while many of the male customers want to build muscle mass, increase endurance in sports or replenish youthful hormones, Davis said, adding that men are more used to taking supplements to reach their goals than women.

Biggest seller: With 70 percent of Complete Nutrition’s customers looking to lose weight, store manager Grant Roeming said their biggest seller is CTS360, a two-month weight loss program. The dietary supplement, taken several times a day, claims that it burns fat, boosts metabolism, controls appetite and cravings and accelerates weight loss.

“It’s natural and completely safe,” Roeming said. Taken along with a diet and exercise regimen, the user can lose 21 pounds in 12 weeks, he said. A Duluth woman recently lost 25 pounds in six weeks, 5 pounds beyond her plan goal, using the system, he said.

Costs: Costs range from $8 for herbal supplements to $219 for a two-month supply of CTS360. The personal consultations are free.

Employees: Six staff members. Most have backgrounds in fitness training and sports nutrition and undergo a month of training to serve as consultants for customers.

Hours: 9 a.m. to 8 p.m. Mondays through Fridays; 10 a.m. to 6 p.m. Saturdays; noon to 6 p.m. Sundays.

Call: (218) 722-1817

Tags: news, business, health