Get Healthy
(Brooksville & Spring Hill, FL)

The staff at retail establishment Get Healthy has earned an impressive moniker from its shoppers. “Our customers call us ‘the people who know,’ and over the years, we’ve become known as the health information center of our community because we carry only high-quality supplements that are backed by research and third-party testing.”

These are the words of Brian Mosser, Get Healthy’s general manager of operations. The store has two locations in Florida’s Hernando County, whose freshwater rivers and springs, state forests and preserves appeal to the likes of both tourists and residents.

The retailer started out in the early 1990s and has evolved over time, adapting to the needs of its customers, as well as its owners.

“Get Healthy started out as a single location business opened up by Karen Greenway and Laura DeWitt in 1991,” said Mosser, who has been a part of the team since October 2006. “Since that time, Get Healthy has seen many beneficial changes and sometimes difficult challenges along the way, as many of our fellow independent stores have. We’ve seen a growth from one storefront to four locations spanning three counties in Florida. But as Karen and Laura realized they would be looking at retiring, we downsized the locations to our two main locations in Hernando County, and I took over as general manager of operations for Get Healthy [in 2017].”

Greenway and DeWitt, who are officially retired from Get Healthy, both have backgrounds in the health and wellness industry—among their various accomplishments, Greenway currently serves as the executive secretary of SENPA, while DeWitt was a seven-time All-American USA Triathlete, among other achievements.

Hernando County awarded both of them “Business Women of the Year” in 2001.

Establishing a Reputation

Get Healthy’s flagship location can be found in Brooksville, but products—especially vitamins and supplements—are widely available in either location.

“ … The space dedicated to the products we carry has grown organically through the years,” Mosser noted. “We base this on either of the two stores’ particular needs and demands of customers shopping in that location. Our flagship store and largest of the two locations is located in Brooksville. In this location, we have the widest variety of product selection. Vitamins and supplements have been the core of our business from the beginning of Get Healthy. Our customers know we are always staying on top of changes happening in our industry, and that we have their health and best interests at heart. Due to some of the changes in our industry, we occasionally have to discontinue a specific line of products. However, when this happens, we are easily able to transition our customers from one product to another with the knowledge we provide.”

In its supplement category, Get Healthy carries some core brands, such as Bluebonnet, Ancient Nutrition, Enzymedica and EuroPharma, which Mosser noted “offer the best of the best when it comes to nutrients. With these brands, customers have seen complete changes in their health and lives.” Another factor that the store considers is a company’s support of independent stores—manufacturers, such as EuroPharma, are in favor of MAP (minimum advertised pricing), and are constantly policing online sales to help protect sales in physical retail stores.

Mosser also pointed out that within the grocery department, there’s been a trend for low carb and keto products, which has influenced the store to allow more space for items such as low-carb foods, along with keto-friendly breads, snacks and ingredients.

And in late 2018, at the Brooksville location specifically, Get Healthy opened its Get Fresh Café, offering a variety of keto (the desserts and treats are in high demand), gluten-free, vegan and vegetarian lunch options made in-house by the retailer’s resident expert keto baker.

Remaining Relevant in 2019

Modern-day challenges are ongoing, but these are all part of the adventure of running a business.

“The challenges have been different through the years,” Mosser said, “and I believe there will always be a new challenge to face around the corner; however, aren’t the challenges we face and the solutions we come up with what make us an even better business for our customers? For example, I don’t think there is an independent store in our industry that could truly say online sales hasn’t affected their business in some way. Instead of caving into the defeatist mentality of discounting our entire store to match online prices, Get Healthy decided to offer a once-a-month 20 percent off customer appreciation day. On this day, we not only offer 20 percent off storewide, but we also have samples of groceries open for people to try across the store. We also book reps from companies to demo supplements and new products to help entice customers to try something new. I believe it’s thinking like this that is going to keep struggling brick-and-mortar stores going in the right direction.”

Having Fun With Social Media

Besides offering promotions, the Florida-based retailer has recently undergone a transformation in terms of how it utilizes social media. Having an online presence is key, especially if one is trying to appeal to a younger demographic.

“2018 saw a change in how we approached social media,” Mosser mentioned. “We even promoted one of our employees to specifically oversee our social media and website. I personally think that too many of the smaller independent stores feel that social media can be too overwhelming or expensive to have a success with. In my opinion, now is the time to be investing a portion of your time and energy into social media! I understand not every store can justify or afford to have an employee just dedicated to manage social media, but that doesn’t mean having a web presence isn’t still an option for you. Platforms like Facebook and Instagram are free ways to connect to your customers.”

Mosser suggested that if a retailer doesn’t have the budget to invest in expensive marketing and graphic programs, they can try www.canva.com. “You can upload graphics or use their free graphics to design and build some very professional looking ads. This website has been a game changer for us and what we’re able to create and post on our social media,” he said.

“Remember, it isn’t just the Baby Boomers and their parents you’re trying to catch the attention of these days—think Millennial,” Mosser added. “At Get Healthy, we always remember what our core mission statement is, but we’re not afraid to have a little fun and make a bit of a fool of ourselves at times. Videos and short clips are what catch people’s attention these days, and with the quality of cameras on people’s phones, it’s easy enough to film a quick video and have it posted to Facebook or Instagram in a matter of moments.”

Plans in the Works

Building on the momentum from opening a café last year, Get Healthy will be working with a gym that is set to open up next door to its Brooksville location.

Precisely, the retailer will work with the gym in a partnership to be “the community’s nutritional center for health, fitness, and overall whole body wellness,” as noted by Mosser.

Currently, it offers various evening nutritional lectures and seminars featuring experts such as Jordan Rueben, Brenda Watson, Dr. Michael Murray, Dr. Jacob Teitelbaum and Terry Lemerond, an experience Mosser says that a Vitamin Shoppe, such as one located a few miles down the road, and other large franchises/big-box stores cannot offer the community.

So what keeps customers coming back exactly? It is a healthy combination of the proper customer service, a source of knowledge and a pleasant environment.

“ … One of the things we pride ourselves on here at Get Healthy is that we are here to provide you with the utmost customer service and hopefully help you have a little fun along the way,” Mosser concluded. “We’ve been a part of our customer’s lives through the good times and bad, whether it’s helping bring a new life into the world or helping those grieving from a loss. As I mentioned earlier, customers know that Get Healthy is an information hub to our community. All too often, and I mean that in a good way, I’ve had customers say, ‘I read this online, but I wanted to check with the experts to see what I really should get.’

“Along with dedicated, passionate, and educated staff,” he said, “Get Healthy has an energy and vibe of its own. Customers love everything, from our assorted playlist of music to our custom chalk art that can be seen throughout our stores. The environment you set is a key factor in a successful business.” VR