Slimming down means big growth for York’s NutraTech
IT might be that we’re living in an age obsessed with weight but not everyone wants to air their dietary struggles in public.
But it’s widely acknowledged that the key to the success of diets such as Weight Watchers is that sense of community – that you’re not alone in trying to banish those pounds and stem those cravings.
With the rapid growth of social networking sites and blogs it comes as no surprise then that dieters are swapping their village halls for chat rooms in the battle against the bulge.
The trend has significantly boosted the fortunes of York-based online slimming specialist NutraTech, which has seen its membership grow dramatically since forming three years ago.
In February 2005, it launched its own branded service “Nutracheck” based on the successful food diary approach to losing weight, a system favoured by many healthcare professionals. The service, which offers users 24/7 support through its online community, sets users a personal goal and enables them to keep track of their diet at home, in the office, or on the go.
It works by providing each dieter with an online food diary and a tailored calorie and exercise target. Customers update their diary by selecting food from a 40,000 strong database and logging exercise taken. The system then enables them to easily monitor their calorie intake, identify the problem foods and learn how to improve the quality of their diet with features such as a five-a-day fruit and vegetable tracker and Alcohol Monitor.
Tim Vryenhoef, NutraTech’s managing director, explains that the online weight loss programme provides dieters with a discrete convenient service, which is accessible 24 hours a day.
“This is perfect for busy people,” he adds.
“We also use mobile phone technology to provide an optional download of the programme – this lets dieters check out the nutritional value of food while on the go.”
And it’s proved a successful formula. Today, NutraTech provides services for many blue chip firms including bootsdiets.com and MirrorDietClub.co.uk and has won a string of award recognising its entrepreneurship such as New Enterprise of the Year in 2006, and Natwest Startups Innovative Business of the Year for two years running.
It also strives to be innovative and earlier this year launched Nutracheck Mobile Version 2.0 – an enhanced program that allows users to access and update their online account via the Mobile Internet.
As a result NutraTech, which secured first round funding from the Yorkshire venture capital investor Viking Fund, along with private investors and finance from its bank. boasts a 134% year-on-year sales increase in its three years of trading.
For Rachel Hartley, marketing director and one of the founders of NutraTech, it’s working the fund that has been a real benefit to the business, not solely from a financial point of view but also the requirement to have a non-executive director (NED) on the board.
“The networking connections and experience of our NED’s has been extremely valuable – as has been their advice,” she says.
“It’s good to have someone with a more objective pair of eyes who can act as a sounding board. We also welcome our monthly board meetings with the fund – these are an excellent discipline in ensuring we are delivering against the business plan and planning ahead.”
Name: Nutratech
Location: York, with office in Nottingham
Company turnover: Sales revenue for six months ending March 31 was +168% year-on-year
Number of employees: 12
Directors: Tim Vryenhoef, Rachel Hartley, and Paul Cookson (technical director).
