Elite Nutrition celebrates 20 years of promoting wellness in Golden, BC
By Vibha Shukla
In 1992, Elite Nutrition began its journey of promoting health and wellness as Golden Health Food Centre in Golden, BC, before eventually evolving into one of the community’s most trusted destinations for their health needs.
In 2004, under the leadership of Mike and Linda Pecora, the store was rebranded as Elite Nutrition with a refined focus of providing supplements and natural body care. In 2024, Elite Nutrition celebrated its 20th anniversary.
“Growth and perseverance”
Managing a successful business for two decades is a significant milestone, and for Linda Pecora, owner of Elite Nutrition, it’s both a personal and professional achievement. “Personally, it reflects years of growth and perseverance. We built many relationships over our 20-year span and navigated plenty of challenges,” shares Linda. “Professionally, it’s an opportunity to recognize the loyalty of our customers and the potential for continued growth and striving to make a meaningful impact,” she continues.
Elite Nutrition’s longevity can be attributed to its commitment to staying at the forefront of industry trends and its dedication to offering high-quality products that cater to the evolving needs of its customers.
One of the key factors that has helped Elite Nutrition succeed is its ability to remain dynamic in the face of all the changes that the wellness industry has undergone in the past 20 years. “We make sure our shelves are stocked with the most essential and in-demand products,” explains Linda.
“Unwavering support”
Another factor is Golden’s community, which has played a crucial role in the store’s success from the beginning. “We are a small, family-run business. The local community has been instrumental in our success over the years by showing unwavering support, trusting us with their health and wellness needs, and helping spread the word about our business. Their loyalty has allowed us to grow and thrive.”
In return, Elite Nutrition has consistently fostered a thriving symbiotic partnership by giving back to Golden. Whether through volunteer efforts, donations to local organizations, or partnerships with community groups, Elite Nutrition is always strengthening its connections with the community.
“Aware of demand”
The health and wellness industry has changed dramatically since Elite Nutrition first opened its doors, and Linda keeps up with these evolving customer expectations by attending annual industry events. “We are always aware of customer demand and trends in our community [and so] our offerings are always changing and growing,” says Linda. “Every year, we travel to CHFA West to learn about any new and upcoming products in our industry.”
To support their customers’ individual wellness goals, Elite Nutrition carries a wide range of products—including vitamins, herbal remedies, digestive care products, sports nutrition, pain relief remedies, toxic-free body care, and essential oils. “Besides selling wellness products, we promote other alternative therapy businesses like yoga studios, massage therapy practices, Osteo clinics, and naturopathic clinics.”
“Our responsibility”
As the natural health industry continues to grow and evolve, small retailers like Elite Nutrition are facing growing challenges from mass-market retailers and online shopping. However, Elite Nutrition remains committed to staying focused on the needs of their community in Golden, offering personalized service and high-quality products and, most importantly, taking the time to know their customers and empower them with product education. “It is our responsibility to keep up to date on nutritional product knowledge. We strongly believe in asking our customers many questions to help them make the most informed decision,” explains Linda.
“Pass it on”
As Elite Nutrition celebrates its 20th anniversary, CNHR asked Linda about Elite Nutrition’s future. “We would love to see the store continue growing and be able to pass it on to someone who loves it as much as we do when we’re ready to retire.” Elite Nutrition remains focused on its mission to promote wellness and healthy lifestyles in Golden as they look to the next 20 years and beyond.