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I’ve spent the last 20+ years obsessed with one thing: the Commercial Architecture required to turn category challengers into market leaders. From architecting JYM Supplement Science into an omnichannel powerhouse, to installing the channel governance and account-revenue metrics that moved Quest Nutrition from $22M to $240M in 30 months, I’ve proven that scale is a byproduct of discipline. My work—including driving 13x growth at Bang Energy—centers on the rigorous P&L governance and commercial synchronization required to sustain high-velocity expansion. Today, I act as an Enterprise Value Architect, helping boards and leadership teams bridge the gap between "scrappy innovation" and "institutional rigor." Whether through a permanent executive role or strategic advisory, I focus on: Product Portfolio Audits: SKU & Margin optimization for maximum velocity. GTM Positioning: Building the narratives that drive market cut-through. Revenue Architecture: Synchronizing the commercial engine for scale. I also represent a select portfolio of health, fitness, and longevity podcast properties — shows hosted by recognized thought leaders with high-trust, high-intent audiences. If you're a brand in the $5M–$100M range looking for host-read placements that actually move product, I can connect you directly to the right properties. No media buyer in the middle. If your team is ready to scale with precision, let’s connect. #ChiefRevenueOfficer #EnterpriseValue #HealthTech #ScaleUp #RevenueArchitecture
Andrich Fitness Group is a boutique commercial strategy consultancy I founded in 2007, serving founders and CEOs of health, performance, and nutraceutical CPG brands navigating growth, repositioning, or new market entry. Core work includes go-to-market strategy, brand positioning, revenue and messaging audits, SKU rationalization, channel development, and concept-to-commercialization execution. I also conduct pre-funding commercial evaluations and brand due diligence for private equity firms and acquisition teams assessing health and wellness CPG assets. Clients range from $5M to $100M brands with strong products and flat or confused commercial trajectories. The engagement model is operator-level, not advisory distance. I work alongside leadership teams to diagnose what is broken, build the frameworks to fix it, and execute against defined commercial outcomes. Twenty + years of brand-side experience across Quest Nutrition, Bang Energy, JYM Supplement Science, and GAT Sport informs every engagement. Prior industry experience includes senior commercial roles at Progenex USA, EAS, Body-for-Life, MET-Rx, and Weider Nutrition International.
Fractional Chief Sales Officer | GAT Sport Focus: Global Market Penetration & B2B Commercialization The Mission: Orchestrated a rapid multi-channel turnaround and international expansion strategy for a leading nutraceutical portfolio. Domestic Retail Velocity: Engineered a 25% increase in Vitamin Shoppe placement and secured distribution across 800+ specialty doors through a synchronized sales and marketing GTM framework. Global Market Entry: Directed complex B2B market entry and regulatory compliance across high-barrier regions including Israel, Australia, LATAM, and India, adding $1.2M+ in new annualized revenue streams within 7 months. International Partnership Development: Scaled the brand’s global footprint by securing new distribution hubs in the Bahrain, Oman, and EU markets, establishing a foundation for consistent monthly recurring sales growth.
Chief Brand Officer | JYM Supplement Science Focus: Omnichannel Pivot & Profitability Engineering The Mission: Architected the strategic transition of an exclusive in-house brand into a dominant omnichannel leader. Scaled total company revenue from $18M to $49M by institutionalizing a data-driven sales and marketing framework. Retail Portfolio Optimization: Engineered a 25% increase in gross profit at GNC by expanding the product portfolio by 20%. Achieved this through rigorous SKU optimization, lifecycle management, and high-impact product placements. Strategic Account Growth: Transformed Vitamin Shoppe from a 5-SKU online-only account to a 12-SKU physical retail powerhouse, yielding a 42% surge in account profitability through optimized retail placement. Data-Driven Margin Enhancement: Leveraged predictive analytics to overhaul promotional strategies and scan-down periods at major retailers, significantly enhancing overall gross margins and execution efficiency. Omnichannel Expansion: Orchestrated the brand’s entry and growth across Amazon, iHerb, and direct-to-consumer (D2C) platforms, ensuring a unified brand narrative and pricing integrity across all touchpoints.
Vice President Sales and Marketing | Bang Energy Focus: High-Velocity Market Penetration & Channel Synchronization The Mission: Engineered the aggressive commercial expansion that transformed a niche specialty brand into a global energy powerhouse. Led strategic channel expansion across specialty retail, e-commerce, and FDM. Hyper-Growth Architecture: Cultivated strategic partnerships with premier health and fitness retailers, resulting in a 13x revenue surge from $3.6M to $48M annually and solidifying a dominant brand presence in specialty markets. Specialty-to-Mass Transition: Successfully executed the business case to bridge specialty retail into grocery, convenience, and mass channels. Scaled revenue from $48M to $70M+ while maintaining zero cannibalization of core specialty accounts. Promotional & Pricing ROI: Conducted comprehensive market analysis and pricing optimization that generated a 20% increase in promotional ROI, aligning marketing spend directly with high-velocity sales objectives. Sales Leadership & Penetration: Mentored and developed a national specialty sales team, driving a 25% increase in account penetration and institutionalizing a high-performance sales culture.
General Manager, Chief Strategy Officer | Quest Nutrition Focus: Integrated Revenue Architecture & Omnichannel Market Dominance The Mission: Engineered the commercial and cultural framework that propelled Quest Nutrition from a category challenger to the #1 protein bar brand in the U.S., scaling revenue from $22M to $240M+ in 30 months (10x growth). Brand-Led Sales Engine: Co-created the "Cheat Clean", "Cooking with Quest", and “Inside Quest” platforms. These initiatives built a massive community and a self-sustaining ecosystem of user-generated content that slashed customer acquisition costs. GTM & Distribution Velocity: Expanded footprint to 20,000+ retail outlets through innovative trade activation and cross-functional execution, accelerating product launch timelines by 40%. Channel Strategy: Successfully bridged the "Specialty-to-Mass" gap, securing institutional-grade retail partnerships and increasing campaign ROI by 35% without compromising the brand’s core "insurgent" identity.