The rise of an SA brand and its Founder
THE SPORTS NUTRITIONIST WHO LISTENED TO WOMEN
and the impressive rise of a proudly South African brand
If you spend enough time in the sports nutrition industry, you notice a few trends. One of them is that there isn’t really a dedicated sports nutrition and supplement range dedicated to women. Most of the available solutions tweak their existing products to attract women with a passion for health, fitness and sports. But what, says Tinkler, about the reality of how differently male and female body’s function? “Most supplements manufactured for men aren’t suitable for women and can cause a host of hormonal issues,” he added.
Gloot, a range of products 100% suited to women, conceptualised and made in SA, includes superfood supplements, toners, meal replacement shakes, collagen supplements, weight loss support and energy supplements. Each one built on the foundations of women’s health and prioritising the unique needs of feminine physiology.
Gloot is the result of a deep dive into supplements and nutrition, one that reflects Tinkler’s 12-year involvement in the industry. “I wanted to make products that are backed by research and help women reach their wellness and beauty goals. It’s also built around the fact that women are busy – they want supplements that can easily fit into their daily routines.”
It’s working. The Gloot Girl Community has grown to over 15 000 participants in 7 months and the brand is now available in leading stores across South Africa. In February 2024, the brand launched into Clicks stores and on Takealot, since then, it has scaled to more than R4 million a month and is rolling out into Foschini, Food Lovers Market and Shoprite Medirite as of August 2024.
Considering the brand was just launched in November 2023, the speed at which this brand has taken off highlights how women have needed a product designed specifically for them, not as a marketing afterthought.
“Women have been traditionally underserved by this market,” Tinkler says. “After spending several years launching and working with another brand, I realised that I wanted to make products that prioritise female health, wellness and beauty. Products that don’t just give them what they need physically, but that are designed to appeal to women aesthetically.”
Even with his understanding of how important it was to create a brand that spoke directly to women, Tinkler didn’t anticipate it to grow as rapidly has it has, nor to gain such customer stickiness. “We’re just getting started and finding our feet as a brand and so we’re listening to our customers, paying attention to what they’re loving and what they’re asking for. We knew we had the experience to scale the brand, but we didn’t anticipate it at this speed on our ecommerce store or nationwide through Clicks.”
The speed has been driven by a market hungry for recognition – active, everyday women who want a smart route to a healthier lifestyle. Gloot customers are also active on social media, posting on Instagram and Facebook daily about how the brand has impacted their lives. The Gloot Girl Community is filled with daily advice, tips and motivations designed to help members achieve their goals and connect with one another. “We focus on our community, customers, and their pain points. And we try to bring out targeted solutions that cater to these pain points using clean ingredients, high quality and without any unnecessary additives.”
The why is obvious – create a supplement that resonates with 51.1% of the South African market – but what about the how? Tinkler’s expertise in the industry is proven and has spent time working with market leaders. “Initial capital investment is always an issue, and launching a full range of products into a national retailer requires a large capital investment in stock, logistics and operations,” he says. “We were lucky. We had manufacturing partners willing to back us and take a chance on us with longer payment terms.”
“We’re just getting started. We have plans to continue innovating in the health and wellness space, and we’re exploring options in the beauty, skincare and active-wear spaces,” he says.
With products designed to serve up solutions around female health, menstrual symptoms, urinary tract issues, gut health and skin health, alongside innovative new ranges such as protein water and collagen glow, Gloot is serving up health and wellness on a platter of feminine innovation. And Tinkler is still listening to what women want, adding new solutions at affordable price points that make women know they’re being heard.
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About Gloot
Gloot is a female health, wellness and beauty brand dedicated to providing high-quality health & beauty products designed to meet the unique needs of women. Our mission is to empower women to achieve optimal health and well-being through natural and effective solutions.
Issued By: The Lime Envelope
On Behalf Of: Gloot
For Media Information: Bronwyn Levy
Telephone: 076 078 1723
E-mail: bronwyn@thelime.co.za
