Ep 588: How BrainGain Scaled Heavy Home Gym Equipment to 30 Countries (100,000+ Customers) - DTC Podcast Recap

Podcast: DTC Podcast

Published: 2026-02-23

Duration: 42 min

Summary

In this episode, Kareem Raslan, co-founder of BrainGain, shares the journey of scaling a home fitness brand from a garage startup to over 100,000 customers across 30 countries. He discusses strategic decisions like optimizing fulfillment costs, leveraging YouTube over TikTok, and conducting a SKU-level economics audit that transformed their product and pricing strategies.

What Happened

Kareem Raslan, co-founder of BrainGain, recounts how the brand was born during the peak of COVID-19 lockdowns in June 2020. Initially, he and his co-founder imported a small batch of adjustable dumbbells, selling them via Facebook Marketplace. The demand was overwhelming, leading them to quickly scale up their inventory from 25 to 75 pairs, and soon after, to thousands. They found themselves personally delivering dumbbells across London, witnessing firsthand the desperate need for home gym equipment as gyms closed down.

As the pandemic evolved, so did BrainGain. They transitioned from hand deliveries to e-commerce, adopting platforms like Shopify to reach a broader audience. The turning point came when they realized the potential for steady demand in their niche market of heavy fitness equipment, which many competitors overlooked. This realization prompted them to embrace digital marketing, where the thrill of receiving sales notifications became a motivating factor in their growth. Kareem emphasizes the importance of identifying competitive edges in a crowded market, particularly in the realm of heavier weights, which often deterred other sellers.

Key Insights

• Emphasizing profitability over just sales volume is crucial.
• Leveraging a unique product niche can provide a competitive advantage.
• The transition to e-commerce can significantly scale operations.
• Building a brand identity around holistic health can resonate with consumers.

Key Questions Answered

How did BrainGain start selling fitness equipment?

BrainGain began during the COVID-19 lockdowns in June 2020 when Kareem and his co-founder imported a batch of adjustable dumbbells after seeing a Facebook ad. They had no prior experience in importing or marketing but took a chance on the opportunity. Their first batch of 25 dumbbells sold out within days, prompting them to quickly reorder more, showing a clear demand for home gym equipment.

What unique challenges did BrainGain face in its early days?

In the early days, BrainGain faced logistical challenges as they personally delivered dumbbells around London. This involved unloading trucks and filling up their cars to drop off orders, which was a labor-intensive process. As demand grew, they recognized that this model was unsustainable and needed to shift towards a more scalable e-commerce approach.

What strategies did BrainGain implement to optimize their business?

Kareem discussed the importance of optimizing every line item in the business to ensure profitability. They conducted a SKU-level event economics audit that helped them identify which products to focus on and how to adjust their pricing strategies on platforms like Amazon and Shopify. This strategic audit was pivotal in refining their product offerings and maximizing their bottom line.

Why did BrainGain choose to focus on YouTube instead of TikTok influencers?

Kareem mentioned that, unlike many brands, BrainGain decided to forgo TikTok influencers in favor of YouTube. He believes that YouTube provides a better platform for deeper engagement and content that resonates with their target audience. This strategic choice reflects their commitment to building a robust brand presence through meaningful content rather than quick, viral tactics.

What is next for BrainGain as it expands into the U.S. market?

Kareem shared that BrainGain is preparing to launch in the U.S. market, which presents new opportunities and challenges. He emphasized the need to adapt their strategies based on consumer preferences and market dynamics in the U.S. This expansion reflects their growth ambitions and the success they've seen in Europe, where they've established a strong customer base.