Sprint Fit finds its competitive edge in its e-commerce offering

Pictured above: Some of the Sprint Fit team.

The sports supplement industry is more competitive than ever. Growing health awareness, influencer marketing, and evolving consumer trends have contributed to its growth. The global sports nutrition market was valued at USD 45.24 billion in 2023 – and has a predicted compound annual growth rate of 7.5 percent from 2024 to 2030.

It’s a competitive space, and Sprint Fit has thrived in it. Led by its Founder and CEO, Leon Petraska has created a trusted e-commerce brand through a focus on quality products, customer experience, and data-driven strategy. NZBusiness sat down with Leon to discuss Sprint Fit’s growth and get his advice for businesses looking to supercharge their e-commerce offering.

Like many start-up businesses, Sprint Fit was born from passion and personal frustration. Leon Petraska, a fitness enthusiast, was disappointed with the offerings available to support him on his health journey.  “Many websites felt outdated, and the service was unreliable – one time, I ordered chocolate protein powder but received strawberry instead,” Leon says. This experience sparked an idea: Why not build an online store that delivers on both quality and service?

He envisioned a customer-first approach, focusing on product range, seamless shopping experiences, and order accuracy – elements he says in his experience supplement retailers often overlooked.

Launching Sprint Fit wasn’t easy. “I started with just $50,000 to invest in stock and secure a lease,” says Leon. “Suppliers were hesitant to work with a new, independent e-commerce store. They preferred the big retailers.”

To gain credibility, he was persistent and offered a clear value proposition – fast shipping, high-quality products, and an intuitive website. “And, even more importantly, Sprint Fit delivered.” Slowly but surely, customers took notice.

Sprint Fit originally operated both a physical store and an online platform, but just before COVID-19, Leon shifted focus entirely on e-commerce offering.

“That shift allowed us to optimise operations and deliver the best online shopping experience possible,” he explains. The timing was perfect: Sprint Fit was already positioned for rapid online growth when lockdowns hit, giving it a significant edge over competitors.

Scaling and strategy

From day one, Sprint Fit invested in a fully integrated ERP system to streamline inventory management and customer service.

“It provides us with crucial data and efficiency, allowing us to scale while maintaining a lean team.” This tech-first approach, Leon says has been essential in managing growth without unnecessary overheads.

Sprint Fit’s model is built for volume, with structured processes allowing for expansion without disruptions. “The only factors we need to manage as we grow are warehouse space and staffing levels,” Leon says.

E-commerce offers tremendous advantages over traditional retail but also presents new challenges. Leon identified early on that this felt like the direction of the space, and he needed to be at the forefront of it. For this reason, he says that Sprint Fit has capitalised on:

• Lower overheads, avoiding costly retail leases and large in-store teams.
• A strong digital presence ensures a seamless and intuitive shopping experience.
• Convenience-driven consumer habits, adapting to the demand for fast and reliable online shopping.

However, Leon says that trust remains a major challenge in the online supplement industry, where customers can’t physically see or test products before buying. The company has had to implement strategies to build trust under heightened circumstances.

Unlike competitors that push private-label products, Sprint Fit stocks only globally recognised brands, like Optimum Nutrition and Musashi. “We don’t cut corners – we focus on offering the best from established names,” Leon says. This transparent approach reassures customers and strengthens the brand’s reputation. Sprint Fit sells the top tested protein powder, creatine, fat burners and other supplements on the market, with honest reviews and prices. Plus, “every product undergoes in-house testing before we list it.”

Meeting the needs of diverse customers

Sprint Fit has a diverse customer base – from first-time buyers looking for basic supplements to elite athletes seeking high-performance nutrition. “We cater to all levels. Whether it’s someone trying creatine for the first time or a competitive bodybuilder looking for advanced formulas.” From its product offering, marketing and approach, Leon says that Sprint Fit guides its customers through the consumer experience no matter their level.

Social media has also transformed its consumer decision-making, with Sprint Fit strategically partnering with fitness influencers. “We adapt our approach to digital trends, ensuring we stay ahead in engagement,” says Leon. He is not afraid to try new ideas with influencer marketing and see what works, and this open-minded approach has worked.

A strong work culture is also a non-negotiable for Leon. “Every team member must fit the company’s ethos,” he explains.

Sprint Fit’s staff share a genuine passion for fitness, which translates into better customer engagement and an authentic brand presence. Employees understand what they’re selling and why it matters – a key differentiator in a competitive industry.

The road ahead

The supplement industry has evolved from a niche bodybuilding market to mainstream health and wellness.

“Creatine, for example, used to be associated mainly with bodybuilding. Now, it’s recognised for cognitive and overall health benefits, so we’re seeing demand from a much wider audience.”

This shift reflects broader trends – more consumers are prioritising long-term health, not just aesthetics. Sprint Fit is taking advantage of that by creating an inclusive e-commerce site with education and top-quality products.

“Our goal is to make Sprint Fit the go-to destination for sports nutrition in New Zealand.”

Market share source.