Last month, I was happy to hear that a client is having one of their best years ever.  A medical office focused mainly on the health and well being of patients, this business offers a unique combination of preventative and curative treatments.

Over the last year, my instinct has told me that the business category that will continue to do well will be health and wellness (as long as they provide excellent services and customer experience).

The recession has caused people to stop and take stock in what’s most valuable in their lives, and what’s often most important is taking better care of their overall health.

It’s not rocket science.  I’m sure you’ve probably thought the same thing, too, as you’ve reflected on the recent changes with the economy and longer-term shifts in cultural attitudes.

It looks like GNC has been thinking about that as well, and may be entering a new era of growth for the company.

A recent article in The New York Times details GNC’s continued success during the recession, and its strategy to make the GNC brand more relevant to female customers.

For the first time, GNC will be advertising in magazines like Self, Yoga Journal, Glamour, and O, promoting its new line of Wellbeing products for hair, skin, nails, and nourishment.

The former muscle-bound company is trying to speak the language of the customer, with black-and-white ads featuring healthy women and an elegant presentation of product lines.

And while I’m not necessarily crazy about packaging in pink or lavender, GNC did listen to women in determining what the obstacles were to purchase, namely the size of pills (for easier swallowing) and coating (for better flavor).

GNC has also opened a pilot store in Pittsburgh, designed to appeal more to female customers.  Bravo to GNC for not going overly feminine – simple changes in lighting, width of aisles, floor space, and colors (brighter, not pastels!) should definitely act as a magnet for male as well as female customers.  Remember:  what her eyes take in is the first impression she has of your business, and goes a long way toward planting your brand into the reward behavior area of the brain.

If you find yourself near a GNC, drop by and take a look at their new line of products for women. I’d love to hear what you think – does GNC hit their intended target, or is it a big miss?