Laura Dalton, an award-winning franchisee, took Raliegh, NC by storm with an innovative approach to bringing in customers to her GNC franchise.
Laura and her husband, Carter, have nearly doubled their store count from six to eleven, demonstrating serious commitment to bringing science-backed health and wellness products to their community. Their latest event, a meet-and-greet with fitness influencer Sam Sulek, showcased their ability to create engaging and fun experiences for their customers. We caught up with Laura to talk about her journey, the event, and her plans for the future.
Q: What inspired you and Carter to acquire additional GNC corporate locations in the Raleigh market? What are your goals for these new stores?
Laura Dalton: Having spent the last 22 years within the Raleigh community, I’ve been wanting to expand for a while now. To provide a consistent experience for customers and to drive our mission of helping people Live Well throughout the area. Our expansion gives us the opportunity to make sure GNCs in Raleigh are known as THE place for high standards and customer service – and that is what our customers expect.
Q: Organizing a meet and greet with a well-known fitness influencer like Sam Sulek is a fantastic idea. How did this event come about and what were you hoping to achieve with it?
Laura Dalton: We really listen to our customers, above all. So, I heard about Sam through our customers and saw that he worked with a solid line with great names and formulas. After meeting Sam’s team and Hosstile’s owners, we saw a great opportunity to tap into the Gen Z crowd. The event, which we organized in less than eight weeks, was really geared toward introducing new customers to GNC and to showcase the high-quality, science-backed products you can only find here.
Q: How do you keep up with the latest trends in health and wellness to ensure your stores meet customer needs and stay ahead of the competition?
Laura Dalton: I follow trends on TikTok, Instagram, and podcasts, and, but again most importantly, I listen to our customers. Their feedback is invaluable. Conversations with other franchisees and our senior director of franchising help us stay informed about customer requests and whether these trends are just for us regionally or if they run nationwide.
Q: What role do you see digital marketing and social media playing in the growth and success of your franchise? Can you share any successful tactics you’ve used?
Laura Dalton: Social media is crucial for staying engaged with our customers, introducing them to new brands and products, promoting offers, and maintaining a personal connection with our stores and staff. Connection and relationships are key to everything we do.
Q: How did you manage to pre-sell over 500 tickets for the meet and greet event with Sam Sulek? Any marketing strategies or tips you can share with other franchisees?
Laura Dalton: We started by just setting up an Eventbrite page and worked closely with the team to create cool marketing. Networking with other franchisees who had hosted similar events was also incredibly helpful. We distributed 750 flyers, promoted the event on Instagram, and sent email blasts to thousands of people. Large posters in store windows and endcap signs also helped. Hosstile and their athletes promoted the event on their platforms, which was really impactful in boosting visibility and engagement.
Q: Now that the event has wrapped up, how did it go? Can you let us know anything you learned during this experience?
Laura Dalton: There were some unknowns we had to navigate, but overall… the event was a HUGE success. We had a great turnout, with some fans waiting hours to meet Sam (over 1,000!). We ended up providing popsicles and water to help with the heat and sampled different products while people waited. Our team was fabulous, plus Sam and his team were amazing to work with. It was a group effort, and everyone was vested in its success. Moving forward, we would tweak a few things, but it was a learning experience, and we’re really proud of what we accomplished.
Q: Looking ahead, what are your plans for the future of your GNC franchises? Are there any upcoming initiatives or events we should look out for?
Laura Dalton: Since mid-December, we’ve reopened six locations, had grand reopenings for five of them, and focused on the Sam Sulek event. Our second-half focus is on community outreach, educating people on health and wellness, and boosting the social media presence of our newer stores. We’re also excited about promoting new brands throughout the year and even reintroducing some fan favorites. Our goal is to keep building momentum and providing our customers with the best products and services.
Q: What challenges have you faced during your journey as a GNC franchisee, and how have you overcome them? Any particular strategies that have been key to your success?
Laura Dalton: Like any business, there are times when customer traffic is down or staffing becomes a challenge. Costs can also rise unexpectedly. I’ve learned to control what I can and not be afraid to invest in marketing, even without knowing the true ROI. Relationships with other franchisees, vendors, my team, and GNC franchising have been my lifeline. It’s about building brick by brick and staying resilient.
Q: As a successful franchisee, what advice would you give to someone looking to start their own GNC franchise?
Laura Dalton: Love what you do but put in the effort to cultivate your business and brand. It takes time, but if you’re passionate and dedicated, you can create something incredible. Our success in Raleigh is the result of a lot of hard work, but also a deep commitment to our community and the GNC brand.
Laura Dalton’s journey with GNC is a story of dedication, innovation, and community spirit. Her efforts not only enhance the GNC brand but have also inspired other franchisees to reach new heights in their own endeavors. Ready to get started yourself? Reach out to our team at livewell@gncfranchising.com.
