Jack Sehgal & Ben Benedict: Nutralabz Launches a GR8 Partnership with GNC | Episode #169

Jack Sehgal & Ben Benedict discuss Nutralabz’ brand house strategy, Basic Supplements & GR8 Lifestyle success on PricePlow Podcast #169

In Episode #169 of the PricePlow Podcast, Mike and Ben sit down with industry veterans Jack Sehgal and Ben Benedict at the 2025 GNC Global Conference to explore the remarkable journey behind Nutralabz and its two breakthrough brands: Basic Supplements and GR8 Lifestyle. This conversation reveals the strategic thinking, authentic partnerships, and “daily driver” philosophy that have rapidly transformed these concepts into successful retail brands.

Jack, CEO of Nutralabz and the manufacturing powerhouse behind both brands, shares his evolution from behind-the-scenes manufacturer to brand storyteller, while Ben Benedict brings his extensive GNC franchise background and sales expertise as the newly appointed Chief Revenue Officer. Together, they’ve created what they call a “brand house” – a strategic approach to developing multiple brands that serve different consumer needs without competing against each other.

The discussion dives deep into the revolutionary “daily driver” concept that sparked Basic Supplements, the premium lifestyle positioning of GR8, and the unique eight-ingredient formula constraint that has become central to their product development philosophy. From the authentic friendship forged over a Ruth’s Chris dinner to the community-over-competition mentality that’s reshaping industry relationships, this episode offers rare insights into modern supplement brand building and the power of strategic partnerships.

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https://blog.priceplow.com/podcast/jack-sehgal-ben-benedict-nutralabz-gr8-gnc-169

Video: Jack Sehgal & Ben Benedict Share the Nutralabz Story

Podcast: Play in new window | Download (Duration: 49:57 — 50.7MB)

Detailed Show Notes: Building the Nutralabz Brand House

• 0:00 – Introductions: From Buffalo to GNC Global Conference

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  Mike and Ben welcome listeners to day two of the GNC Global Conference, introducing two industry veterans who’ve made significant waves over the past year. Jack Sehgal, CEO of Nutralabz and the force behind both Basic Supplements and GR8 Lifestyle, joins Ben Benedict, the newly appointed Chief Revenue Officer who brings extensive GNC franchise experience to the team. We first introduced Jack to PricePlow Nation in Episode #160 alongside Chuck Zhang.

  The conversation immediately establishes context – just one year ago, the PricePlow team visited Jack’s Buffalo facility where Basic Supplements was still in the development phase (listen to Episode #156 with Marc Curcio). Fast-forward to today, and they’re sitting at GNC Global with two fully launched brands, representing an ambitious and successful brand house strategy that’s captured industry attention.

  Mike sets the stage by acknowledging the remarkable pace of development, noting how quickly these brands have evolved from concepts to retail reality. The team reflects on how this represents a significant shift from Jack’s previous behind-the-scenes manufacturing role to becoming a visible brand leader and storyteller.

• 0:45 – Ben Benedict’s Journey: From Sneaker Sales to Supplement Industry Leadership

  Ben Benedict shares his unique origin story, revealing how he transitioned from selling sneakers to becoming a GNC manager at just 17 years old. His journey began when the GNC manager next door to his sneaker store, who happened to be a sneaker enthusiast herself, recruited him based on his passion for fitness and nutrition rather than traditional retail experience.

  After a military sabbatical, Ben returned to the supplement industry through GNC franchising, which he credits as the foundation of his business acumen. Working with franchise owners taught him crucial lessons about margins, customer relationships, and the operational realities of running a supplement business – knowledge that would prove invaluable throughout his career.

  Ben’s career trajectory included stops at legendary supplement companies, working alongside industry icons like Jason Moran, Marcus Schell, and Donnie Grace who “schooled him to the game.” His path led through Gaspari Nutrition, Dymatize, Nutrex Research (where we first met him in early 2018) and Ghost, giving him comprehensive experience across the supplement industry landscape. This diverse background, especially his retail-to-vendor transition, provides him with unique insights into both sides of the business equation.

• 4:10 – The Jack and Ben Partnership: Two Years from Concept to Reality

  

  GR8 Lifestyle Supplements has arrived at GNC nationwide! Their 5 innovative products each contain 8 science-backed ingredients for optimizing performance at work, rest and play.

  The conversation turns to how Jack and Ben’s partnership formed, revealing a timeline that underscores the rapid pace of their success. Two years ago, neither Basic Supplements nor GR8 Lifestyle existed – they were merely concepts and aspirations. The transformation from idea to retail reality represents one of the more impressive brand development stories in recent supplement industry history.

  Ben describes meeting Jack at the GNC Franchise Show two years prior, where they immediately connected over their shared vision of how the industry was evolving. Their initial conversations centered around the changing landscape of supplement retail and the opportunities they saw for innovative brand development. The chemistry was immediate, built on mutual respect and complementary skill sets.

  Jack emphasizes how this partnership wasn’t about finding just any Chief Revenue Officer – it was about finding someone he could trust completely. The relationship developed organically through industry events and conversations, with both recognizing that they could accomplish more together than separately. Ben’s retail background and commercial expertise perfectly complemented Jack’s manufacturing knowledge and brand vision.

• 5:50 – Jack’s Evolution: From Behind-the-Scenes to Brand Storyteller

  Jack opens up about his initial reluctance to become the public face of his brands, explaining his previous preference for staying behind the scenes as a manufacturer. His transformation into a brand storyteller represents a significant personal and professional evolution, driven by the recognition that effective brand building requires authentic leadership and clear vision communication.

  The decision to step forward publicly wasn’t taken lightly. As a manufacturer serving multiple brands, Jack had to carefully consider potential conflicts of interest and client relationships. However, the overwhelming support from industry peers and the unique positioning of his brands ultimately convinced him that the storytelling role was not only appropriate but necessary for success.

  Jack describes how the partnership with Ben freed him to focus on what he does best – developing brand narratives and building relationships – while Ben handles the commercial execution. This division of labor allows Jack to return to his passion for creative brand development while ensuring strong commercial leadership. The result is a more effective organization where each leader can focus on their core strengths.

• 8:30 – The Daily Driver Revolution: Addressing Market Overcomplexity

  

  Are you ready to get back to the basics? Basic Supplements launched October 10, 2024, and they’re showing us exactly where they’re manufactured!

  The guys explore the concept that sparked Basic Supplements – the “daily driver” approach to supplementation. Ben explains how they recognized a growing consumer fatigue with overcomplicated, expensive supplement formulations. The industry had developed an “arms race” mentality, with brands competing to pack more ingredients and higher doses into products, often at the expense of affordability and practicality.

  Jack credits Ben with helping him understand this market opportunity through their early conversations about industry trends. The “daily driver” concept emerged from recognizing that many consumers simply want effective, affordable supplements they can use consistently without breaking the bank or overwhelming their system with excessive stimulation.

  The team discusses how this philosophy directly addressed inflation concerns and changing consumer priorities. With $70 pre-workouts becoming increasingly common, there was a clear market need for high-quality, affordable alternatives that still delivered results. Basic Supplements filled this gap by focusing on essential, proven ingredients at effective doses, packaged in an accessible price range.

  This was a fascinating part of the conversation – a problem that was identified by Mike over 100 episodes ago was solved by Jack and his team through the inspiration of a phrase that Ben started using over the past couple of years! It doesn’t come more full-circle than this.

• 10:30 – Basic Supplements Philosophy: Transparency and Simplicity

  

  Basic Supplements shares heavy metals test results showing their whey protein has significantly lower levels than meat and fish. See the data on how their rigorous testing and quality control sets new standards for supplement safety.

  Jack and Ben elaborate on the foundational principles behind Basic Supplements, emphasizing how transparency and simplicity drive every product development decision. The brand’s commitment to disclosing protein sources (specifically Glanbia Nutritionals), manufacturing location (Nutrablend Foods), and even protein percentages by weight represents an unprecedented level of openness in the supplement industry.

  This transparency extends beyond ingredient sourcing to include third-party testing results and clear, straightforward labeling. The team explains how this approach builds trust with both retailers and consumers, especially in an industry where proprietary blends and vague claims are common. By being completely open about their formulations and manufacturing processes, Basic Supplements differentiates itself through honesty rather than marketing hype.

  The simplicity principle means focusing on ingredients with substantial research backing rather than chasing trending compounds with limited evidence. Each Basic Supplements product contains essential ingredients at effective doses, avoiding the temptation to include “kitchen sink” formulations that may look impressive on labels but don’t necessarily deliver proportional benefits.

• 14:00 – GR8 Lifestyle: Premium Performance for Modern Lifestyles

  The conversation shifts to GR8 Lifestyle, revealing how this brand serves a completely different market segment than Basic Supplements. Jack explains that GR8 targets consumers who want premium formulations and are willing to pay for sophisticated ingredient combinations and higher-end positioning. This represents the “performance in the boardroom” concept – supplements for ambitious individuals who need to perform at high levels across all aspects of life.

  

  Looking beyond basic collagen supplements? GR8 Lifestyle REJUVEN8 combines 10g premium collagen with creatine, CoQ10, and more for comprehensive cellular health support. Your skin, joints, and energy levels will thank you!

  Ben describes how GR8’s positioning allows them to use more expensive ingredients and complex formulations while maintaining the eight-ingredient constraint that has become central to their product development philosophy. Products like Rejuven8 (with collagen, creatine, and cellular health ingredients) and Ultim8 (combining protein with colostrum and recovery compounds) represent sophisticated approaches to supplementation that go beyond basic nutrition.

  The brand’s focus on “healthspan” rather than just traditional fitness metrics reflects changing consumer priorities. GR8 customers are typically older, more affluent, and focused on long-term wellness rather than short-term performance gains. This demographic shift has created opportunities for brands that understand the intersection of health, performance, and lifestyle optimization.

• 18:30 – The Eight-Ingredient Constraint: Innovation Through Limitation

  One of the most interesting aspects of both brands is their commitment to limiting each product to exactly eight key ingredients. Jack explains how this constraint, initially seen as restrictive, has actually driven more innovative and thoughtful formulation decisions. Rather than throwing everything possible into a product, the team must carefully select ingredients that work synergistically and provide maximum benefit.

  Ben shares examples of how this limitation has led to creative solutions, such as using Amino9 (a trademarked essential amino acid blend) to count as one ingredient while providing all nine essential amino acids in their HYDR8 product. This approach allows them to deliver comprehensive nutrition while maintaining their eight-ingredient philosophy.

  The constraint has also simplified consumer education and product positioning. With only eight carefully selected ingredients per product, the team can thoroughly explain the purpose and benefits of each component, making products more accessible to consumers who want to understand what they’re taking and why.

• 22:30 – Community Over Competition: Reshaping Industry Relationships

  A significant theme throughout the conversation is the shift from cutthroat competition to collaborative community building within the supplement industry. Jack emphasizes how supporting other brands and maintaining positive relationships has become central to his business philosophy. This approach has created a “posse” of industry professionals who actively support each other’s success.

  Ben provides historical context, explaining how the industry has evolved from zero-sum competition to recognizing that market growth benefits everyone. The demographic expansion and channel diversification mean that brands can succeed without taking market share directly from competitors. Social media influence, international markets, and category expansion have created more opportunities for multiple brands to thrive simultaneously.

  The team discusses specific examples of this collaborative approach, including featuring other brands on their podcast, supporting competitors’ launches, and maintaining relationships even when not doing direct business. This community-building approach has proven both personally rewarding and commercially beneficial, creating a network of industry support that helps everyone succeed.

• 25:00 – Manufacturing Excellence and Brand Differentiation

  

  Join Jack Sehgal, CEO of Nutrablend Foods, and Chinese supplement business expert Chuck Zhang, diving deep into supplement manufacturing excellence, supply chain management, and the evolving Chinese market on Episode #160 of the PricePlow Podcast

  Jack provides insights into how Nutrablend Foods’ manufacturing capabilities enable both brands while maintaining clear differentiation. The decision to reduce their customer base from 40+ brands to just 12 represents a strategic focus on quality over quantity, allowing them to provide better service and build stronger partnerships with selected clients.

  This manufacturing foundation gives both Basic Supplements and GR8 Lifestyle significant competitive advantages, including supply chain control, quality consistency, and cost management. The vertical integration allows for rapid product development and the ability to maintain inventory during supply chain disruptions that have affected many competitors.

  Ben explains how the manufacturing relationship provides credibility with retailers who understand the importance of reliable supply chains. GNC’s confidence in carrying both brands partly stems from knowing that Nutralabz has the capacity and expertise to maintain consistent product availability and quality standards.

• 29:30 – Real-World Retail Success: Consumer and Retailer Feedback

  The conversation includes valuable insights from Mike’s experience working the GNC booth, providing a unique perspective on consumer reactions to both brands. The cross-category appeal of products like Rejuven8 (combining collagen with creatine) has created opportunities for retailers to position products in multiple sections, maximizing visibility and appeal to different consumer segments.

  Retailers appreciate the flexibility these formulations provide, allowing them to place products where they feel they’ll perform best with their specific customer base. The Basic Supplements line appeals to price-conscious consumers looking for straightforward, effective products, while GR8 Lifestyle attracts customers seeking premium formulations and sophisticated ingredient combinations.

  Consumer feedback has been particularly positive regarding the transparency and quality of both brands. The clear labeling, disclosed sourcing, and third-party testing have built trust, while the innovative flavors and effective formulations have driven repeat purchases and word-of-mouth recommendations.

• 34:00 – PricePlow’s Product Development Partnership

  An important aspect of the conversation reveals the collaborative relationship between the Nutralabz team and PricePlow in developing the final three GR8 Lifestyle products. This partnership demonstrates how industry relationships can extend beyond media coverage to actual product development collaboration, bringing together complementary expertise to create better products.

  The formulation process involves balancing the eight-ingredient constraint with market needs and consumer preferences. Examples include the decision to use multiple forms of creatine across different products to allow for stacking, and the careful selection of ingredients that provide both individual benefits and synergistic effects when used together. There will be some of the popular new Aura Scientific ingredients utilized inside as well, and possibly something from OmniActive Health Technologies.

  This collaborative approach has resulted in products that reflect both the brands’ philosophical commitments and practical market considerations. The partnership ensures that new products maintain the quality and innovation standards that have made both brands successful while addressing emerging consumer needs and market opportunities.

• 38:00 – International Success and Growth Strategy

  

  GR8 Lifestyle ULTIM8 is more than just protein. This premium formula packs 25g protein plus colostrum, myHMB, Velositol, and creatine at clinical doses. A true recovery system, not just another protein powder.

  Ben explains his thoughts on the impressive international performance of both brands, particularly in Latin American markets through partnerships with distributors like SND (this will likely be in Episode #171). The international success demonstrates how the brand positioning and product quality translate across different markets and consumer preferences.

  The global expansion strategy leverages Jack’s extensive international relationships built over years in the manufacturing business. These established connections provide distribution channels and market knowledge that would be difficult for new brands to develop independently. The result is rapid international growth that complements domestic retail success.

  The international markets have also provided valuable feedback on product formulations and positioning, helping refine the brands for broader appeal. Different markets emphasize different aspects of the products, providing insights that inform future product development and marketing strategies.

• 40:30 – The Brand House Vision: Future Expansion Plans

  Jack reveals that Nutralabz is designed as a “brand house” with plans for additional brands beyond Basic Supplements and GR8 Lifestyle. This strategic approach allows them to serve different market segments while leveraging shared infrastructure, expertise, and relationships. Each brand maintains its distinct identity while benefiting from the overall organization’s capabilities.

  The brand house model provides flexibility to address emerging market opportunities without constraining any single brand’s positioning. As consumer needs evolve and new market segments emerge, Nutralabz can develop targeted brands rather than trying to force existing brands into new positions that might dilute their core appeal.

  This expansion strategy is supported by the manufacturing capabilities and team expertise that enable rapid brand development and launch. The success of Basic Supplements and GR8 Lifestyle provides proof of concept for the brand house approach, demonstrating that focused brands with clear positioning can achieve significant success in relatively short timeframes.

• 43:30 – Lessons Learned and Strategic Focus

  

  Basic Supplements has launched their first supplement, Basic Whey, and beyond some fun new flavors, they’re doing things different by disclosing the Glanbia proteins used inside, where their products are manufactured (Nutrablend Foods in Buffalo, NY), and showing the total protein percentage by weight on the front of each tub!

  The conversation explores key lessons learned during the rapid development of two successful brands. Jack emphasizes the importance of focusing on core competencies rather than trying to serve every possible market or customer type. This strategic discipline has enabled both brands to achieve clear positioning and strong market performance.

  Ben adds insights about the importance of authentic partnerships and relationship building. The success of both brands stems partly from genuine industry relationships rather than transactional business arrangements. This authenticity has created a supportive network that extends beyond immediate business needs to include ongoing collaboration and mutual support.

  The team also discusses the learning process involved in brand development, acknowledging mistakes and course corrections while maintaining forward momentum. The willingness to admit errors and adapt strategies has been crucial to achieving success in highly competitive markets.

• 47:00 – Industry Evolution and Future Outlook

  As the conversation concludes, the team reflects on broader industry evolution and future opportunities. The shift from single-product focus to comprehensive brand ecosystems represents a maturation of the supplement industry, with consumers increasingly seeking brands they can trust across multiple product categories.

  The success of both Basic Supplements and GR8 Lifestyle demonstrates how authentic brand building, strategic partnerships, and clear market positioning can create significant value in crowded markets. The community-over-competition approach has proven both personally fulfilling and commercially successful, suggesting a sustainable model for industry growth.

  Looking forward, the team sees continued opportunities for innovation within their eight-ingredient constraint, international expansion, and the development of additional brands that serve emerging consumer needs. The foundation they’ve built provides a platform for continued growth while maintaining the quality and authenticity that have driven their initial success.

Where to Follow and Learn More

• Jack Sehgal: LinkedIn
• Ben Benedict: LinkedIn
• Basic Supplements:
  • Learn about Basic Supplements on PricePlow
  • @getbasicsupps on Instagram
  • PricePlow.com/basic-supplements
• GR8 Lifestyle:
  • Learn about GR8 Lifestyle on PricePlow
  • @GR8 on Instagram
  • PricePlow.com/gr8
• Previous Episodes:
  • Basic Supplements with Marc Curcio – Episode #156
  • Nutralabz with Jack Sehgal – Episode #160

Thank you to Jack and Ben for sharing your awesome brand-building journey and insights into the supplement industry’s evolution. We appreciate your commitment to community building, authentic partnerships, and strategic focus provides a blueprint for sustainable success in competitive markets.

Sign up for news alerts on both brands below, and subscribe to the PricePlow Podcast for more conversations with industry leaders and innovators!

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