Vitamin Shoppe, Ironman enter partnership

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Secaucus-based The Vitamin Shoppe entered an agreement June 2 to become the official supplement retail partner of the Ironman U.S. Series, to provide athletes access to nutritional expertise, education and a curated selection of high-quality sports nutrition products, superfoods and foundational health supplements specifically formulated to aid in rigorous training, recovery and competition.

“At The Vitamin Shoppe, we support the lifelong wellness of our customers in every chapter of life – and this particular group of customers is truly committed to healthy living and achieving exceptional goals,” said Chief Executive Officer Sharon Leite in a prepared statement. “We are honored to have the trust of Ironman and its athletes as we support them on their journeys to become their best selves.”

All athletes registered for upcoming full-distance and half-distance Ironman U.S. Series events will get exclusive discounts on both national brands and The Vitamin Shoppe’s proprietary brands. The discounts are applicable on all products sold by The Vitamin Shoppe, both online and at the retailer’s 715-plus stores nationwide.

“Whether you are a professional, or just getting started in the sport, we know our athletes need to approach the world of supplements with safety and education first. The Vitamin Shoppe has curated a bespoke product selection that speaks to Ironman athletes of all levels,” said Ironman Group Chief Revenue Officer Matthieu Van Veen in a prepared statement. “Supported by educational resources, this partnership aims to further empower athletes to make safe and informed purchases.”