SquatWolf: Dubai Couple's Gymwear Brand

In 2015, after relocating from Pakistan to Dubai, Anam Khalid and Wajdan Gul sought to transform their fitness enthusiasm into a venture of their own.

"We've always been go-getters," Gul tells The National. "And we felt Dubai was the perfect place to begin if we wanted to achieve something."

Regular gym attendees themselves, the couple soon identified a potential market gap. "We were following many international fitness influencers then," Gul explains.

"And we noticed that they weren't wearing brands like Nike or Adidas. Instead, they opted for local brands tailored to their specific sports.

"So, if it was yoga, they'd choose a brand specializing in yoga wear. For running, it was a running brand, and for training or bodybuilding, they wore a dedicated brand. But at gyms here, everyone seemed to be wearing Nike, Adidas, or Reebok. It lacked uniqueness."

Khalid adds that these mainstream brands weren't showcasing the hard work gym enthusiasts put into their bodies.

"People at the gym work hard to achieve their physique, and these products weren't enhancing their appearance," she says. "While there were other international brands, a local brand wasn't available."

After six months of thorough research, Gul and Khalid introduced their premium gymwear brand, SquatWolf, in 2016. Designed for both men and women, including modest wear, with an emphasis on quality and design, the brand swiftly gained popularity in the UAE.

Today, SquatWolf is distributed in over 120 countries. Last year, Gul and Khalid achieved a significant milestone when ASCA Capital Limited, a private equity firm, invested $30 million in their brand.

Reflecting on their success, CEO Gul attributes some of it to their initial naivety. "We were bold enough to challenge the major brands imported by big groups here," he says, laughing. "Sometimes, you just need a fresh perspective to ask: 'Why isn't anyone doing this?'"

However, having an idea and executing it are two different things. The couple was determined to succeed, using their savings to launch the brand from their living room nearly a decade ago, facing numerous challenges along the way.

"Remember, this was 2016. There wasn't much support for local brands, especially in e-commerce," notes Khalid, the COO. "We had to handle licensing, banking, and guarantee our personal assets to open a bank account because banks doubted new businesses."

"We became somewhat of a case study for international shipping because, for the first time, a company was exporting from Dubai. Everyone else had been importing," she adds.

Their two-bedroom apartment in Business Bay served as their initial headquarters. "One bedroom was our warehouse, the living room our studio, and the spare bedroom doubled as our office," Khalid shares. "Our friends, who were personal trainers, modeled for us. Their mothers helped dress them, and a friend interested in photography shot our campaigns."

Gul recalls their first order, placed on May 16, 2016, for Dh800 ($217) from Dubai. "That day, we realized someone believed in us, motivating us to keep pushing forward," he says.

Dubai also played a crucial role in their success. "We couldn't have achieved this anywhere but Dubai," Gul states. "The city rewards hard work. If you work hard, you get results.

It's a city of opportunities, home to over 200 nationalities. We have athletes from diverse backgrounds, letting us tailor our products to various preferences."

Dubai's logistical advantages also benefited them. "We're close to Asia's major factories, and our markets in Europe and elsewhere in Asia aren't far," Khalid adds.

In July, SquatWolf launched a 20,000 square meter warehouse in Riyadh, capable of processing up to 30,000 orders daily, recognizing Saudi Arabia as their largest export market.

"Saudi has the Gulf's largest population, and we wanted to ensure timely deliveries," Gul explains. Additional warehouses in Kuwait and Qatar are planned.

Next month, SquatWolf will open its first physical store in Dubai Mall, responding to customer demand. "We receive countless requests for a retail store," says Khalid. "While primarily an e-commerce brand, 92% of transactions happen in retail stores and pop-ups."

Despite many fitness apparel brands emerging and disappearing, Gul credits SquatWolf's success to their focused approach.

"We don't try to be everything for everyone," he says. "Many suggest expanding into yoga wear, CrossFit, or even kidswear and shoes.

"But we've stayed true to our core. When people think gym, they should think SquatWolf first. By maintaining this focus, we believe we’ll continue to succeed."

"We didn't build our brand on trends but on a solid foundation. We began as a gymwear brand and will remain so until we’ve truly captured the market, which we're far from achieving. Sticking to what we do best will sustain us for years."

Source: thenationalnews

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.