A product, brand, or message may be well proven on home territory. There is also an increased probability that it will resonate with foreign audiences in the age of globalization. A broadly comparable set of values unites western consumers, and the rise of the internet allows them to pick and choose products they deem to be of the highest quality. The only spanners in the works could be shipping costs and awareness of their target audience.
Founders of @MuscleNation Chris Anastasi and Nathaniel Anthony are well on the path to international growth. The duo’s activewear, supplement, and health food brand is already the industry leader in their native Australia. Stemming from the growing popularity of fitness products, they are keen to replicate their domestic success worldwide.
Shipping is an issue Anastasi and Anthony have already addressed, providing access to many of the world’s biggest markets. Ordering Muscle Nation products is now easy, fast, and affordable for fitness enthusiasts, and the entrepreneurs are eager to promote the competitiveness of their new delivery options.
When it comes to brand awareness, the company’s founders are no novices either. Anthony boasts a background in social media and marketing and was a profitable expert in the field long before the launch of Muscle Nation. Their approach today centers around influencers, with whom they have a unique approach that creates a more compelling, authentic online profile for their products.
“Our influencers in Australia are like a big family to us,” Anthony explains. “They’re not just third-party ambassadors that we pay to post something – we literally hang out with them.” Creating a community that genuinely believes in the company’s values and products helps propagate the Muscle Nation brand to a large, bespoke audience of like-minded individuals.
Anastasi and Anthony believe this is a model that will work globally due to the internet’s disregard for international borders. Their next target is the USA, where they hope to cultivate a new group of enthusiastic influencers.