Marine Corps Veteran Garrett Nickels and his family found themselves spending more time at their vacation camper at the beach than they spent at home, so they did what any normal people would and moved to the beach. After getting the new house completed and all moved in, Nickels wasted no time opening Carolina Muscle Co., a nutrition and supplement shop located next to Purple Onion in Shallotte and focused on health and fitness for serious body builders and those just trying to keep in the best shape as they get older. We spoke to Nickels about his store, his service in the Marine Corps and what he brings to the community.
Tell us a little about Carolina Muscle Company. What products and services do you offer?
Carolina Muscle Co. is a veteran-owned supplement and nutrition store located in Shallotte focused on helping people reach their fitness and wellness goals. We carry everything from sports performance products like pre-workouts, proteins, aminos and creatine, to wellness essentials including multivitamins, greens, joint support, and hormone balance formulas.
We proudly stock premium, trusted brands such as Alpha Supps, Project AD, White Lion Labs, VMI, and more — brands I personally use and believe in. Whether you’re trying to build muscle, cut fat, or just live a healthier lifestyle, we’ll help you build a supplement stack tailored to your goals.
How long have you been in business?
Carolina Muscle Co. officially opened in September 2025, but the dream and groundwork started long before that. It began as an idea — combining my passion for fitness, nutrition, and entrepreneurship into something that could serve others in the local community. Every inch of this business has been built from the ground up with purpose and pride.
Tell us a little about yourself. What’s your history in the fitness field?
Fitness overall has been part of my life for as long as I can remember (sports in high school, physical fitness standards in the Marine Corps, etc.) I’ve since became drawn to the structure, mental toughness, and self-development/discipline that comes with bodybuilding and training. I am currently working toward my journey into the International Federation of Bodybuilding.
Personal experience with training, nutrition, and supplements have given me the knowledge to help others do the same. My mission is simple: to help people become stronger, healthier, and more confident versions of themselves.
You’re a Veteran — can you tell us a little about that? What branch were you in, and how long did you serve?
I proudly served active duty in the United States Marine Corps from 2005 to 2013 whenever I was medically retired. My time in service instilled a deep sense of discipline, accountability, and leadership that still guides everything I do today. Once a Marine, always a Marine — that mindset of never quitting and always improving lives on through this business.
What do you bring to your business from your time in the service?
The Marine Corps teaches you to pay attention to every detail, stay disciplined under pressure, and take pride in your mission. That’s exactly how I run Carolina Muscle Co. — with structure, consistency, and care for the people that walk through the doors!
Every product on the shelf has a purpose, every customer gets personal attention, and every day is an opportunity to improve. The values I learned in service are still the backbone of this company.
Who is your typical customer? What are they trying to achieve with your products?
Our customers come from all walks of life — bodybuilders, athletes, law enforcement, first responders, veterans, parents, and everyday people who just want to perform and feel better. Some are chasing strength and size, others weight loss or recovery, but everyone who walks through the door shares one goal: becoming better than yesterday.
What advice would you offer to someone new to supplements and vitamins?
Start with the basics. Build your foundation first — good nutrition, consistent training, and rest. Then, use supplements to fill the gaps and support your overall performance and recovery. A good starter stack usually includes a high-quality protein, creatine, multivitamin, and Amino Acids.
And most importantly, ask questions. That’s what we’re here for — to educate, guide, and make sure you get what actually fits your goals.
Are there any things one would need to look out for?
Definitely. The supplement world is full of flashy marketing and over-hyped products. Always read your labels, know your ingredients, and buy from reputable companies that value transparency. At Carolina Muscle Co., every brand on our shelves is hand-picked for quality, safety, and effectiveness—if I wouldn’t use it myself, it doesn’t go on the shelf.
What are your plans for the future of Carolina Muscle Co.?
The mission is growth, not just in sales, but in community impact. I want Carolina Muscle Co. to become a name recognized for trust, education, and results.
