Complete Nutrition, Omaha, NE, a national nutritional retailer known for its consultative approach to health and fitness, has named Jim Heidenreich CEO, effective immediately. Former CEO Cory Wiedel, who founded the company in 2005, will remain on board of directors.

Mr. Heidenreich brings extensive sales, marketing and general management experience to the company. In addition, he is a health and fitness enthusiast having completed Ironman races in 2012 and 2014.

In this role, Mr. Heidenreich will work closely with the board of directors to develop growth initiatives and build on Complete Nutrition’s current success. Focus will include franchise expansion, new customer acquisition, superior product launches and unique marketing programs.

Prior to joining Complete Nutrition, Mr. Heidenreich served as SVP / GM for Spectrum Brand’s $950+M Global Battery business that includes Rayovac and Varta brands. During his time leading the battery division, both sales and EBITDA grew and Rayovac’s North America market share doubled.

Mr. Heidenreich also brings extensive nutraceutical category experience as group vice president for EAS. Between 1999 and 2004 while at EAS, sales more than doubled, the first shelf-stable high protein ready-to-drink was launched, and the Body-for-LIFE challenge helped hundreds of thousands of people change their lives.

“Heidenreich is a proven executive who brings an impressive track record of successful growth through innovation, strategic thinking, and motivational leadership,” said Roy Schumacher, operating partner Dominus Capital, who purchased Complete Nutrition late last year. “We look forward to Jim leading a growth platform for the benefit of our customers, employees, franchise partners and shareholders.”