Final Approach To Fitness: Cellucor's Dan Lourenco Interview - Bodybuilding.com

Get The Full Cellucor Story: bbcom.me/1wIZ8Ce
You may know Cellucor for its flagship pre-workout C4 Extreme, but there's more than energy to this supplement company. Read about its meteoric rise to the top!
For many Bodybuilding.com readers, Cellucor is best known for a single letter and a number: C4. This pre-workout juggernaut has raced all the way to No. 1 on the list of our top 50 selling pre-workout products (No. 3 overall). As thousands of BodySpace users can attest, this has done a lot in recent years to reinforce the idea that a good pre-workout belongs in the supplement pantheon right alongside things like protein, multivitamins, and fish oil.
So what does Cellucor have to offer you beside energy? Company spokesman and VP of Marketing Daniel Lourenco gave us a glimpse into the inner workings of the finest export from Bryan, Texas!
Cellucor started in 2002 as an exclusive, premium, and innovative supplement brand aimed at solving a classic retail problem: big, legacy brands were dumbing down their formulas and being sold everywhere, at inconsistent prices. For a shop owner, it was hard to compete. It was difficult to feel like you had a special product or a complete line of products that was unique, and that would actually bring people to the store to check it out and purchase.
Cellucor grew—fast. We built a great team of market representatives to help educate people about our products, put samples in hands, and built relationships. We invested in people rather than print or other advertising. We let the products speak for themselves and got active on social media and the online forum communities to help spread the word.
Although Cellucor continues to grow and expand, we've stayed true to our roots. Premium, innovative products will always be our calling card; Results Matter will always be our mantra. We are active as ever online. Our products and our people are still our greatest strengths.
I was a professional pilot and charter captain before joining Cellucor full-time in 2010. I first found Cellucor in 2008 while shopping in a small independent supplement store in Fort Lauderdale, Florida. I was living in South Florida for the winter season, flying charter flights into the Bahamas, Turks, etc. I spent all of my free time at the gym and explored the shelves at the great mom-and-pop supplement shops you see in that part of the country, but that don't exist in Connecticut and New York City, where I'm from.
A sales associate sold me D4 Thermal Shock and protein from Cellucor, a brand I had never heard of—a brand that wasn't even available in CT/NYC at the time. I loved the products so much so that when I got back to the Northeast I called the 800 number on the side of the container to find out where I could buy more locally. The VP of Sales answered the phone that day, and we got into a great conversation about my background, including my affinity for and knowledge of supplements, and my willingness to help market Cellucor to a few local stores.
I started calling local stores and began getting Cellucor on the shelf in the Northeast, but not because I wanted a paycheck. Heck, I just wanted free supplements! I began to build a relationship with a few people at Cellucor by calling in local stores' orders. Occasionally we'd discuss my dissatisfaction with being a corporate pilot. The jet set lifestyle had cost me a few personal relationships and made me rethink what I wanted to spend my life doing.
Cellucor had been growing, fast, and the brand had just expanded into the Northeast. After a brief introduction and conversation with the CEO, Doss Cunningham, I began working full-time with Cellucor, leading our market entry in NYC. I get asked all the time if Cellucor products are good. They are good enough to change careers!

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