A new locally based nutrition retailer is moving in near VCU where a casualty of Richmond’s frozen yogurt wars once operated.
No Limits Nutrition Center is expected to open June 6 at 1311 W. Broad St. The shop, which will sell supplements, vitamins, weight gain options, meal replacements and other health products, has a three-year lease on the 1,100-square-foot space.
Owner Joe Kincaid, a 21-year-old former GNC employee, said he hopes to cater to VCU students and fitness-minded young professionals in the Fan.
“Being in the Fan, it’s easier to cater to college students or people who go to the gym,” Kincaid said. “I’m across from the sports and medicine building at VCU near the Siegel Center – there’s tons of foot traffic.”
No Limits’ storefront was most recently a Crave Frozen Yogurt Cafe, which closed in 2013. Kincaid said renovations on the space have cost about $3,000, and he’s invested $22,000 in inventory. He said the venture is being financed with help from his aunt.
Brands in stock at No Limits will include supplements from Richmond-based Gym Flo and Arlington-based Core Nutritionals, as well as bigger brands like MTS Nutrition and Dymatize. Customers can buy in the store or over the phone and have products shipped. Online sales will eventually be added.
Before opening No Limits, Kincaid worked a variety of jobs, including stints at a local UPS store, Can Can Brasserie in Carytown and the GNC a few blocks away from No Limits on Lombardy Street. He said he’s always been into fitness and weightlifting and liked the prospect of being his own boss.
“I was like, ‘This is crazy – I should do something for myself,’” Kincaid said. “I’ve wanted to do this for a long time now.”
Kincaid will have to contend with at least one retail colossus to gain his foothold in the local supplements market. GNC has 17 area stores, according to its website. Other chains such as The Vitamin Shoppe and Vitamin World have stores in the area. That’s not to mention grocery stores that have nutrition and supplement sections of their own.
Kincaid said he hopes No Limits’ customer service will set it apart.
“Everything that I’m selling in the store is something I’ve tried or intend to try,” he said. “I’m not going to sell you something unless I can tell you what every single ingredient in there does.”