Musclefood appoints joint CEOs to take business to next stage of growth

Food & Drink | Growth | Latest News | Midlands
Nick Preston (left) and Mark Wasley (right)

Online food retailer musclefood has appointed joint CEOs to take the business to the next stage of its growth.

Former musclefood commercial director Nick Preston and ex Sofology CFO and COO Mark Wasley have taken the helm at the company.

At the height of lockdown in March, musclefood delivered over 135,000 orders, selling 125,000kg of premium chicken breasts with website visits up to 2.3 million.

In the last two months (April / May) they’ve seen the volume of customers compared to the same time last year increase by 124% with repeat customers up by 35%.

Nick Preston was commercial director at musclefood for five years before taking up his new role within the business.

Mark Wasley brings 15 years of leading major UK brands to musclefood including Phones4U, the Shop Direct Group and Sofology where he was instrumental in its turnaround, growth and subsequent sale to competitor DFS.

Nick comments: “The last two years have not been easy for musclefood. Competition has increased from other retailers, trading conditions have been tough and a couple of key appointments made by the business didn’t work out. When Mark and I stepped into the role in September it was clear we were faced with a team lacking motivation, direction and focus.

“After several years of phenomenal growth, for the first time in our history we found ourselves looking at a decline in sales. A direct result of bad decision making and a drastic move away from business as usual.”

Mark comments: “musclefood experienced massive growth during its first four years in business and what the team achieved during that time was incredible. Over the last two years the company has been through a huge transitional period.

“We’re now at the start of the journey of musclefood’s continued growth. We’re investing heavily in the website, improving its usability for customers and are creating a separate tech team based in Manchester. We’re already 24 strong in that office after just 12 months and have plans to increase the technology, e-commerce and digital marketing capability.

“We are also investing in our facility in West Bromwich to increase capacity and the volume of deliveries.”

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