His decision to hand over the reins comes three weeks after a YouTube video raised concerns about the company’s packing, labelling and regulatory compliance.
Two days later, a company spokesperson told the Herald an internal review identified several whey protein and creatine products had been packed in “non-compliant” packaging, while two protein products had been “relabelled inappropriately”.
The company later recalled several creatine products over an undeclared milk allergen amid an ongoing investigation by New Zealand Food Safety, part of the Ministry for Primary Industries.
Roosenbrand today took responsibility for the issues, apologising to customers.
“Over the past few weeks, we identified problems with how we operate in not having council compliance, and that’s on me,” he said.
“We made mistakes, we recalled product, and isolated any product with potential risk.
“I’m truly sorry to our customers, staff, partners, and suppliers who have all been affected by this.”
David Letele (left) will replace Dion Roosenbrand (right) as chief executive of NZ Muscle. Photo / @nzmuscle
Letele founded Buttabean Motivation in 2014, which supports Kiwis with weight loss through fitness and community wellbeing programmes.
Letele said he had mulled over the offer to lead the company this weekend, and while hesitant, said the opportunity to “do what’s right” kept “drawing him back”.
“The people who buy from NZ Muscle, they deserve a fair go,” he said.
“The staff who rely on NZ Muscle to pay their rent, put food on the tables, they deserve a fair go, and that’s what I’m about.”
He said his immediate focus would be reviewing the company’s operations, ensuring full compliance and rebuilding trust through greater transparency.
“I’m under no illusions that this is going to be tough,” he said.
Roosenbrand founded the business in 2006.
It operates nine stores offering protein powders, sports nutrition products, vitamins and health supplements from nearly 100 brands, including its own NZ Muscle-branded range.
NZ Muscle has been approached for comment.