The new Penfield location at 2150 Fairport Nine Mile Point Road marks a significant step in the company's strategy to capture rising demand for functional nutrition in non-traditional markets. Since 2020, the brand's footprint in northern regions has climbed from 193 to 358 locations. New York itself has seen its store count more than double, growing from 15 to 32 units in the same period.

Mohammed Waqas Akram, a New York native and father of four, is spearheading this local development. He identified the brand's focus on goal-oriented nutrition as a primary motivator for his transition into the franchise system. Following the Penfield opening, Akram is scouting sites in Henrietta and Greece to further solidify the brand's presence in the Rochester area.

To mark the arrival, the Penfield store will host a ribbon-cutting ceremony on July 18, featuring giveaways for the first 500 customers. The following weekend, the location will celebrate the United States Semiquincentennial by offering complimentary 20 oz. smoothies to the first 250 guests each day on July 25 and 26. Company leadership notes that this expansion responds to a broader consumer shift toward convenient, health-focused options that remain relevant throughout the year, regardless of seasonal weather patterns.