Punters ‘ditching pubs’ for fitness raves, says Applied Nutrition boss as protein sales soar

The boss of Applied Nutrition has said consumers are ‘ditching pubs for gyms and running clubs’ a year on from its blockbuster London listing.

Thomas Ryder, whose protein powder and supplement firm is backed by Coleen Rooney, said the health industry was ‘booming’.

The group saw sales increase 24.2 per cent to £107.1million for the year ended 31 July, while profits rose 18.8 per cent to £30.9million.

Ryder, a Liverpudlian former scaffolder who set up the business in 2014, said it had been a ‘milestone’ year after the company’s £350 million float last October.

Once thought of as ‘just for bodybuilders’, supplements are now popular ‘across all demographics’, Ryder said.

Health-conscious customers are switching pub plans to socialise together at the gym or ‘nightclub’ fitness events, he added.

Applied Nutrition boss Tom Ryder founded the group in 2014

He said: ‘We’re working with companies who are encouraging people to come to nightclubs, but it’s to drink protein drinks and do workouts rather than dancing and drinking alcohol.’

Applied Nutrition has partnered with event firms such as ‘Coffee and Vibes’ who organise fitness classes, followed by healthy food and DJs.

Ryder added: ‘So there’s a shift in how consumers are socialising now, and it is more towards health and wellness. They’re literally ditching pubs and bars for gyms and running clubs.’

The company is pinning hopes on soaring demand for products such as collagen protein water and energy gels.

And the group views the increasing uptake of fat jabs, such as Ozempic, as another opportunity to reach new customers.

Weight-loss drugs, medically known as GLP-1s, can cause a loss of muscle mass alongside fat, so doctors advise that users take up strength training and eat enough protein to combat the unhelpful side effects.

Ryder’s remarks echo those of Gym Group boss Will Orr, who said youngsters are ‘more interested in their health’ than drinking.

He also said it was an ‘absolute honour’ to be listed on the London market, which has experienced an exodus of firms leaving to list in New York or to be taken over by private equity, in recent years.

Shares have risen by a third since its debut, adding just under £100million to its market value.

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