Muscle Nation founders Chris Anastasi and Nathaniel Anthony aiming for 25-30 per cent revenue increase in 2021/22 to $70m

From humble beginnings five years ago, an activewear and supplements business started by two mates is now aiming to become a $70m empire.

From humble beginnings just over five years ago an activewear and supplements business with a focus on social media engagement increased its annual revenue by almost 90 per in 2020/21 and aims to pump it up further this year.

Muscle Nation — founded by Chris Anastasi and Nathaniel Anthony in 2016 — notched up $51m in revenue in the past financial year and is aiming for a 25 per cent to 30 per cent growth spurt in 2021/22 to about $70m.

Mr Anastasi, 37, said the key to Muscle Nation’s success was its 2 million plus online community of like-minded people who are “passionate about health and fitness”, and who inspire and support each another.

From packing orders in Mr Anthony’s grandmother’s Brisbane home in 2016, Muscle Nation sells more than 1000 different activewear, supplements and snacks products online to customers around the world and supply more than 300 supplement stores across Australia and NZ.

They inked their most significant deal to supply more than 830 Coles stores nationwide with their new range of custard protein bars and powders. And they are in the middle of building a new $8m HQ in Tingalpa in Brisbane.

Muscle Nation founders Nathaniel Anthony and Chris Anastasi.

Mr Anthony, 31, said they were excited about the future.

“Throughout the years, we’ve pivoted and placed the business where it should be to keep evolving, growing and scaling in a very competitive market,” he said.

“Our brand is very inclusive and diverse. The people who buy our activewear, supplements and snacks can include athletes, health enthusiasts, those just starting out on their fitness journey and everyday people, as our brand offering is so inclusive to everyone regardless what their goals are.

“We actually feel like we’re just getting started.”

Muscle Nation was recognised as the 2021 Smart50 Retail Champion award which is focused on successful small to medium enterprises.

“We have a dedicated social media team who prioritise our customer interactions, and make sure we respond to every single comment and direct message on all platforms,” he said.

“We also have a dedicated members only Facebook page that has 27,400 members, this highly engaged and connected group is the core of the Muscle Nation community. We use the group as a sounding board for new ideas and field feedback on products.

“The best form of marketing is word of mouth, and building a strong relationship with our customers which is undoubtedly how we have built the brand to where it is today.”