SuppNow creates workout supplement vending machines for LA gyms

Calling all gym rats, athletes and fitness enthusiasts — the next time you want your quick and easy protein fix, check out SuppNow.

Founded by USC alumnus Armand Farrokh and his business partner Nick Cegelski, a senior majoring in public relations, SuppNow offers vending machines filled with nutritional supplements in local gyms and health centers and was recently named “Top Undergraduate Venture” by the University.

“I came up with the idea when I was just getting back into wrestling,” Farrokh said. “I realized that every time I wanted to buy supplements, I either paid too much in a store or dealt with shipping headaches online.”

In order to combat both of these drawbacks, Farrokh wanted to create an easier and more affordable way to purchase top supplement brands.

With SuppNow kiosks, he believed he could offer supplements that beat online retail prices while having the convenience of being available right inside a gym.

Farrokh first pitched SuppNow during the entrepreneurship course at USC, BAEP 451: The Management of New Enterprises.

After receiving positive feedback, he continued his business plan in BAEP 452: Feasibility Analysis and invited USC Club Wrestling teammate Nick Cegelski on board.

The duo got straight to work by calling gyms, negotiating with manufacturers and pitching nonstop.

According to Cegelski, the ideal gyms for launching SuppNow’s vending machines were ones with enough traffic and trainers to attract a large number of customers.

“We implemented a system that gives trainers free supplements when they refer people to our machines,” Cegelski said. “There are no quotas to fill, and it’s not pushy at all. In fact, everyone is happy because trainers get free products, clients get steered toward reliable supplements and of course, we get more customers and PR.”

SuppNow officially launched its first kiosk in May 2015 at Hollywood Gym.

Since then, they have expanded to L.A. Fitness gyms in Playa Vista, Fountain Valley and Irvine.

“When someone walks up to one of our machines, it’s like consulting a personal nutritionist,” Cegelski said. “Each machine has a 32-inch interactive touch screen that includes prices, pictures and reviews of top supplement brands to help guide you in the right direction.”

SuppNow also employs promoters to help spread the word about its business.

Emma Lev, a senior majoring in theater, has worked the events at several gyms where SuppNow is located.

“As a promo rep, I frequently answer questions about the products in the machines and how they may be beneficial to incorporate in one’s routine,” Lev said. “I also work with trainers at the gyms to get them excited, and I strategize with the rest of the team to come up with Instagram posts and other ways to develop effective customer engagement strategies.”

With the startup’s increasing popularity as well as a recent $2,500 award from the USC Stevens Center for Innovation, Cegelski and Farrokh are optimistic about the future.

Currently, the duo is working on a makeover of SuppNow and planning some big visual changes to the interface to make the machine more personable.

“We’re launching a franchising model so we can rapidly expand throughout the country with minimal costs,” Farrokh said.

“We’ll expand our operations beyond Southern California and shoot for hundreds of locations, both SuppNow-owned and franchise, Farokh said. “It’s our dream to become the Redbox of supplements, and that’s what gets us up every morning to charge onward.”