{"id":523614,"date":"2026-07-13T09:50:10","date_gmt":"2026-07-13T09:50:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/523614\/"},"modified":"2026-07-13T09:50:10","modified_gmt":"2026-07-13T09:50:10","slug":"david-letele-takes-over-nz-muscle-chief-executive-role-amid-compliance-concerns","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/523614\/","title":{"rendered":"David Letele takes over NZ Muscle chief executive role amid compliance concerns"},"content":{"rendered":"

His decision to hand over the reins comes three weeks after a YouTube video raised concerns about the company\u2019s packing, labelling and regulatory compliance<\/a>.<\/p>\n

Two days later, a company spokesperson told the Herald an internal review identified several whey protein and creatine products had been packed in \u201cnon-compliant\u201d packaging, while two protein products had been \u201crelabelled inappropriately\u201d.<\/p>\n

The company later recalled several creatine products over an undeclared milk allergen<\/a> amid an ongoing investigation by New Zealand Food Safety, part of the Ministry for Primary Industries.<\/p>\n

Roosenbrand today took responsibility for the issues, apologising to customers.<\/p>\n

\u201cOver the past few weeks, we identified problems with how we operate in not having council compliance, and that\u2019s on me,\u201d he said.<\/p>\n

\u201cWe made mistakes, we recalled product, and isolated any product with potential risk.<\/p>\n

\u201cI\u2019m truly sorry to our customers, staff, partners, and suppliers who have all been affected by this.\u201d<\/p>\n

\"DavidDavid Letele (left) will replace Dion Roosenbrand (right) as chief executive of NZ Muscle. Photo \/ @nzmuscle<\/p>\n

Letele founded Buttabean Motivation in 2014, which supports Kiwis with weight loss through fitness and community wellbeing programmes.<\/p>\n

Letele said he had mulled over the offer to lead the company this weekend, and while hesitant, said the opportunity to \u201cdo what\u2019s right\u201d kept \u201cdrawing him back\u201d.<\/p>\n

\u201cThe people who buy from NZ Muscle, they deserve a fair go,\u201d he said.<\/p>\n

\u201cThe staff who rely on NZ Muscle to pay their rent, put food on the tables, they deserve a fair go, and that\u2019s what I\u2019m about.\u201d<\/p>\n

He said his immediate focus would be reviewing the company\u2019s operations, ensuring full compliance and rebuilding trust through greater transparency.<\/p>\n

\u201cI\u2019m under no illusions that this is going to be tough,\u201d he said.<\/p>\n

Roosenbrand founded the business in 2006.<\/p>\n

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.<\/p>\n

NZ Muscle has been approached for comment.<\/p>\n","protected":false},"excerpt":{"rendered":"His decision to hand over the reins comes three weeks after a YouTube video raised concerns about the…\n","protected":false},"author":2,"featured_media":523615,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[13038,534,1863,92456,3937,9365,10709,4381,9635,6284,7491,3938,2740,42,84317,12942,43,69,1523,659,205,1072,24562,199,1120,40,38,41,39,15367,9438,19054,121723,1533],"class_list":["post-523614","post","type-post","status-publish","format-standard","has-post-thumbnail","category-headlines","tag-advocate","tag-amid","tag-back","tag-boxer","tag-chief","tag-compliance","tag-concerns","tag-customers","tag-dave","tag-david","tag-earn","tag-executive","tag-former","tag-headlines","tag-letele","tag-muscle","tag-news","tag-nz","tag-over","tag-retailer","tag-role","tag-social","tag-supplement","tag-take","tag-takes","tag-top-news","tag-top-stories","tag-topnews","tag-topstories","tag-troubled","tag-trust","tag-turned","tag-vowing","tag-will"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/523614","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=523614"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/523614\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/523615"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=523614"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=523614"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=523614"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}