Launch HN: FitHub (YC W21) – Online Supermarket for Healthy Groceries (Latam)
Hi HN!

We are Cristina, Jabib, Andres and Alex, the co-founders of FitHub (https://fithub.com.co/). We are an online supermarket for healthy groceries currently operating in Colombia. (Goods Eggs for LATAM)

Jabib and I grew up working in our family business (Colombia's second largest supermarket chain) since we were very young. This opportunity gave us a clear understanding of the retail industry and a passion for it.

Ten years ago, Jabib entered a personal quest for improving his eating habits and changing his lifestyle. In his journey he managed to “convert” a sugar junky (aka me) into a wellness junky. He has been a health enthusiast since then and this gave him the insight that people´s purchasing preferences were changing very fast in favor of more health food products.

However, we noticed that traditional supermarkets were not understanding this new trend and that local health food stores were not seizing the market as they could. So in 2017 we founded FitHub to satisfy customers demand for a wider portfolio of health food products and their willingness to learn more about them. We started as a distributor for our family business, Supertiendas Olímpica. This gave us the opportunity to create our logistic infrastructure by bootstrapping.

Jabib met Andres in college and together they started their quest for improving their health. Knowing his background as Rappi´s (YC W16) Director of Operations and his expertise in expansion, Jabib asked him to be our counselor. We wanted to grow fast and scalable.

Andres and Alex worked together at Rappi where he was Lead Tech and they had founded another startup in Mexico. Andres brought Alex to help us as well. We realized what a good team we made, and everything just clicked. In 2020, Andres and Alex joined the company to transform FitHub into a tech company in the retail industry and expand it to all LATAM.

Healthy products is a fast growing industry and a real trend all over the world. We are talking about a +50B market opportunity only in LATAM. But, buying healthy products in LATAM is a poor experience. Current players offer a limited portfolio. They don't provide support to buyers who want to learn more about the benefits of products and how to use them, and most importantly they are low tech companies. They deliver a bad online experience.

We address these problems by offering +1000 healthy products from both large consumer products companies and smaller local producers. You can buy them online and receive them on-demand in 60 minutes tops or you can pick it up at our fulfillment centers. These centers act as a store as well. We have a low coast approach with premium products that helps us have a cost-efficient light asset model.

We deliver a first-rate customer experience (9.8 NPS): nutritional counseling with our nutritionists’ team, no-hesitation refunds and returns policies, and real time response to customers. As well as a five-star online experience with our own technology that integrates our online and offline channels to support our customer service standards. We analyze shopping behaviors, manage real time inventory, and forecast product demand.

Have a look at our website www.fithub.com.co . We would love to know what you think. Feedback is always welcome!

Thanks for reading about us! Happy to answer any questions you may have. We look forward to hear from you