Redcon1 | Gearing Up to Be #1
Redcon1: Gearing Up to Be #1
In April 2016, Aaron Singerman decided to embark upon a personal quest: he wanted to create “the biggest sports supplement company in the world!” That’s quite a goal to set for one’s self, but with the right vision, passion, drive and execution— it can happen.
This was Aaron Singerman’s vision when he launched his supplement company, Redcon1, two years ago. With phenomenal growth, Singerman has taken Redcon1 to new levels with a broad vision of where he wants to be and how he wants to get there. Aaron Singerman is no stranger to the supplement industry and when he started his new venture, he had one thing in mind— he wanted to be the best.
In the two years since its inception, Redcon1 has continued to be a leader in the supplement industry. Aaron knew the direction he wanted to go from the start, and that meant getting the right spokesperson for the brand. “Even before I had a name,” he told me, “we knew we wanted Dallas McCarver on board!”
Dallas “Big Country” McCarver, a shining and rising star in the IFBB, was set to be the face behind Redcon1 after Dallas moved from Tennessee to Boca Raton, Florida. Sadly, in August 2017— a month before he would compete in the 2017 Mr. Olympia and a possible future Mr. O— he passed away. The loss gripped Aaron hard, not only at the loss of such a great talent, but also at the loss of a great friend.
Singerman pushed on, continuing to build his company and his brand. Half of the business is rooted in international sales. Redcon1 products are featured in over 60 countries. Redcon1’s business has 25 percent going directly to consumers, and 25 percent going to retailers (i.e., Vitamin Shoppe, GNC, Bodybuilding.com and Amazon).
Aaron’s approach to business with Redcon1 is direct to consumer, direct to retailer and utilizing digital marketing. “In our office we have 40 employees; four are direct salespeople that sell to over 1,000 brick-and-mortar stores nationwide. We also have 12 people on our in-house marketing team and that’s the fun part— the digital marketing end.”
The marketing end has always been “my favorite part of the business,” Singerman says with a laugh. “I really enjoy it.” Singerman makes several appearances in Redcon1’s vlog and talks directly to his customers about his passions and views.
Since adding Dallas McCarver to the team in 2016, Singerman has continued to find and groom fresh young talent like Classic Physique rising star Steve Laureus. Laureus made his first IFBB pro appearance at the 2018 IFBB Pittsburgh Pro and followed up with an appearance at the New York Pro. Laureus, who is from Long Island, New York, trains at the world-famous East Coast Mecca, Bev Francis Powerhouse Gym (aka Bev’s Gym) in Syosset, New York. “I think he’s going to win the Classic Physique Division this year at the Olympia!” Singerman told me with a laugh. “I’m sure of it!”
Laureus, who weighs in at an impressive 221 pounds with 21” arms at 5’11”, holds that amazing vacuum pose that few such as Frank Zane and Chris Bumstead have mastered. At only 27, will he be able to cause a stir at this year’s Olympia? With Breon Ansley looking to repeat his win, and Chris Bumstead wanting to cause an upset— we shall see.
Aaron also has Chris Hester, an amateur looking to become a rising star. Weighing in at 225 pounds, with 21” arms, he lives in Boca Raton, Florida and trains with Flex Wheeler. His first bodybuilding competition was the Southern States in Fort Lauderdale, and then hopes to compete in the 2018 USA Championships in Las Vegas. Chris Hester is originally from Chicago and went to school at Alabama State, where he played college football as a starting running back. He is also a powerlifter.
“I like finding fresh, young talent,” Aaron Singerman says with confidence. “I like being able to groom them and invest in them.”
In addition to having his products in over 1,000 brick-and-mortar stores, including military commissaries and internationally, Redcon1 can be found in over 1,000 GNC locations. Singerman also has products in 800 Vitamin Shoppe locations. “Right now, we’re preparing for our biggest release ever in the Vitamin Shoppe on June 1, 2018.”
Singerman also relies on a special community of Tier Operators. These are dedicated customers and fans alike who spread the word about Redcon1’s products. In return for their loyalty, these Tier Operators gain commissions, get special releases on products and discounts on various products. It is these same individuals that he looks to get the word out on his newest products, such as at the Arnold Sports Festival with Redcon1’s new MRE Bar.
“Eighty-two percent of the sales at Redcon1 are by men 18 to 35 years of age, but we have been trying to target more women going forward,” Aaron explains. The MRE Bar that debuted at this year’s Arnold Sports Festival has salmon, beef, chicken and eggs. Redcon1’s MRE meal replacementbar and powder has been a great success, and is now Redcon1’s biggest-selling product.
Some would think that with all this phenomenal growth, Aaron would be looking for investors, private equity firms or partners to help him grow the company further, and perhaps even take a shot at going public? “No,” he says firmly. “When you go public, you lose part of your control and you can’t run your company your way.”
Although his growth has taken off like a skyrocket in the night sky, Aaron Singerman has a simple explanation for it. “Just have fun. I love what I do. You can see the enthusiasm at the parties we have. At this past Arnold, we had so many of our Tier Operators come down to help us out. That means a lot. It’s surreal sometimes.”
DISCUSS THIS ARTICLE ON THE MD FORUM
FOLLOW MUSCULAR DEVELOPMENT ON:
FACEBOOK: MuscularDevelopment Magazine
TWITTER: @MuscularDevelop
INSTAGRAM: @MuscularDevelopment
YOUTUBE: http://bit.ly/2fvHgnZ