My guess is that they were not making money on it for several reasons...
They were paying Fred Couples and John Isner something for being spokespeople. I am sure that GNC likely extracted significant margin for being their retail outlet. Of course you also had previous management baggage that was basically stealing money by accepting any kind of paycheck...and doing nothing. (I am not referring to Mullan or Jenkins here).
If you were to sell only via Web, suspect you could make it work.
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