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NutraClick in expansion mode

More space, new executives for Boston-based maker of nutritional supplements

NutraClick, which recently relocated its offices from Cambridge to Boston, makes Bona Clara beauty products. Other products include Force Factor and Femme Factor.

NutraClick, which recently relocated its offices from Cambridge to Boston, makes Bona Clara beauty products. Other products include Force Factor and Femme Factor.

NutraClick appears to be gulping down some of its own protein shakes.

A maker of nutritional supplements to help exercisers become more buff, the Boston company has been bulking up itself, hiring three new executives. With another 30 positions open, it is nearly doubling the size of its downtown Boston office.

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NutraClick moved from Cambridge to Downtown Crossing last year and will occupy about 22,000 square feet on School Street.

The company is adding Steve Wietrecki as chief financial officer, Carl Schwartz as vice president of acquisition and retention marketing, and Brian Walker as vice president of engineering.

The moves are the latest in a rapid sequence of changes for the four-year-old company, which changed its name from Hungry Fish Media in February and has grown from two to 220 employees and six distinct brands. NutraClick is trying to hire 30 more workers in engineering, sales, marketing, and product development.

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“We reach more of the weekend warrior type” and not necessarily bodybuilders, NutraClick CEO Daniel Wallace says.

The company sells supplements under the brand names Force Factor, Femme Factor, and Peak Life, and beauty products under the Bona Clara and Stages of Beauty names.

Founded by a pair of former Harvard University rowers, NutraClick barged its way into the crowded supplement market in 2009 by selling Force Factor to consumers online, using a digital marketing strategy aimed at everyday people.

“Sports nutrition has traditionally been driven by in-store sampling and ads in bodybuilding magazines, super-targeted to the extreme end of the spectrum — professional athletes and bodybuilders,” said chief executive Daniel Wallace.

“When we run an ad on Yahoo News, for example, we’re reaching someone who is a normal guy who wants help to improve his body and get in the best shape of his life. We reach more of the weekend warrior type.”

Its timing was pretty good. Nutritional supplements have gone mainstream and the market is exploding. Sales last year totaled $11.5 billion in the United States alone, according to Packaged Facts, a market research firm in Rockville, Md.

From the outset, NutraClick’s online marketing was so effective that customers were beginning to look for Force Factor in brick-and-mortar locations, too. That prompted the retail giant GNC to stock its products, and now all of the company’s goods are available at more than 30,000 stores nationwide, including at Walmart and CVS.

Online sales generate about 75 percent of company revenue, Wallace said.

NutraClick’s brand expansion is aimed at diversifying its product offerings within the supplement business and beyond the industry.

Force Factor is geared toward men looking to build muscle, Femme Factor is designed for women, and Peak Life targets older populations with natural supplements to relieve joint pain and support prostate health, among other needs. Stages of Beauty and Bona Clara are skin-care brands; ProbioSlim focuses on digestive health and weight management.

In a twist of irony, NutraClick made all of this progress without supplemental cash from equity investors.

“We’ve bootstrapped the company from its inception and are fortunate to operate the business based on organic growth,” Wallace said. “We’ve definitely been approached, but we don’t have an institutional investor in the door — and that’s been by choice.”

Callum Borchers can be reached at Callum.Borchers@globe.com.
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