Two hundred new products line the shelves of the recently remodeled Complete Nutrition store in West Ames.

As of Nov. 30, the former NutriShop donned the new name as part of its redesign. According to managers at the shop, they’ve gotten new lighting, shelves, tiles and products, including weight-loss kits and “charger packs” tailored specifically to gender. The staff has been finalizing the details of the new look and the store will be completely remodeled by this week.

The reason for the changes, said head manager Ryan Wagner, is because NutriShop was a “male-dominated” store and they really wanted to reach a new audience, especially women and college students. In today’s world of nutrition, women purchase almost half of all products in most stores. The decision was made at a corporate level, so all three of their stores in the Des Moines area — including Ankeny and West Des Moines — reflect the new strategy. 

“Our new store is much more female-friendly now” said Ryan, and on the shelves are products labeled specifically for women.

“Kits weren’t gender-specific,” said employee Knute Enslow. “The old kits were aimed for the guy aspect, now we have charger packs that are specifically for men or women, each having a little bit different formulas.”

All students get a 25 percent discount for all products when they show their ISU ID. There is also a preferred membership discount for 22 percent. 

Unlike some nutrition stores in the Ames area, Complete Nutrition’s staff are required to be certified sports nutritionists or in the final stages of receiving their certifications. The staff has been very excited about all of the store’s new products since the switch. Only five products that were exclusive to the NutriShop name are no longer carried.