The Vitamin Shoppe is a specialty retailer of vitamins, minerals, sports nutrition, herbal supplements and natural health products. Established in 1977, the company operates hundreds of retail stores across the United States and Puerto Rico and sells thousands of products online under national brands and its own brands such as The Vitamin Shoppe , BodyTech , True Athlete and FitFactor . The company's Health Enthusiasts provide personalized guidance to customers on supplements, wellness goals and nutrition plans. The Vitamin Shoppe also offers subscription programs, auto-delivery and loyalty rewards. It is headquartered in Secaucus, New Jersey, and is a subsidiary of Franchise Group.