‘Muscle Nation’ co-founder Chris Anastasi reveals secret to $27 million success

·

Fitness-wear has become one of the fastest growing clothing niches in the past five years.

Recognising it’s continued growth in 2016, Nathaniel Anthony and Chris Anastasi started selling and packaging clothing out of their small bedroom. Now, the duo are planning to move into a 4,000sq m warehouse before the end of the year.

Speaking to News Corp, Mr Anastasi said the pair struggled in coming up with ways to turn their small business into a large-scale money maker in the early stage of production.

“The biggest challenge was the cash flow,” he said to News Corp.

“We would sell a lot but the next order would have to be big enough to fulfil growth, so we were reinvesting money from the sales and we weren’t really able to get ahead until a few years down the track.”

Some of the different styles and colours in the Muscle Nation range. Picture: News Corp

Anastasi added that ‘Muscle Nation’ managed to bring the fitness community and athletes on board and promote their workouts and nutrition advice.

“Having a lot of eyes and feedback on social media we expanded really quickly into fashion and these days we have to stay on trend.”

“We worked really hard on style and bringing out new collections, designs and colours every four to six weeks and it meant we didn’t over commit to stock as we wanted to bring collections out more frequently.

“We worked out demand in the market for cuts, style, length and types of design through trial and error but this helped us pivot fast to where demand is.”

Nathaniel Anthony and Chris Anastasi. Photo: Instagram

The company’s success sprouted most notably in the 2020 Black Friday/Cyber Monday sales, which saw them gain nearly $10 million across those two days. The duo said they are on track to make $50 million by the end of the financial year.

Revealing the secrets to their success, Mr Anthony said anyone can sell activewear, but it’s their customer service that sets them apart.

“We have provided an unrivalled customer experience through our website and customer service — we reply to every single person and we talk to them like they are our friends. We find by doing that we are able to create a massive community of cult like fans where they love us so much,” he said.

Advertisement

Share:

KEEP UP TO DATE WITH TGH

By subscribing you accept our Terms of Service and Privacy Policy.

Advertisement

Latest News

Mytilenians strike gold at first-ever Hellenic Bowling Cup in Sydney

The inaugural Hellenic Bowling Cup rolled into action over the weekend, bringing together Samians, Kytherians, and Mytilenians in Sydney.

The 30th Greek Film Festival of Sydney to be presented by Benchmark Greek Law

The 30th Greek Film Festival of Sydney has announced its presenting partner for 2025, Benchmark Greek Law.

Greek Australians heading to Europe face travel disruption as Middle East conflict escalates

Airlines with flights between Australia, the Middle East and Europe are rerouting services and cancelling flights due to Middle East conflict

Tomaras brothers plead guilty over twin attacks in Sydney’s Glebe

Wolli Creek brothers Yianni Tomaras, 33, and Meneleos Tomaras, 30, have pleaded guilty to affray after attacking a former friend twice.

Cumberland Councillor Steve Christou slams rate hike amid cost-of-living crisis

Former Cumberland mayor and current councillor Steve Christou was the lone voice opposing a 7.1% council rate rise at this week’s meeting.

You May Also Like

Heartbreaking Australia Cup elimination on penalties for Sydney Olympic FC

Sydney Olympic fought to the very end but was eliminated on penalties in the 6th qualifying round of the Australia Cup by Sydney United.

Liturgy for Virgin Mary feast day to be held at Soumela Monastery in Turkey

Turkish authorities granted The Ecumenical Patriarchate permission for a liturgy at the former Orthodox Christian Soumela Monastery.

Tourism Minister implements new phase for Greek tourism

Greek Tourism Minister Vassilis Kikilias has announced that the ministry will be implementing the next phase of its tourism strategy.