Meet The Brothers Who Built A Million Pound Business From A Blog In 3years

Every day, thousands of people share their ideas and thoughts on a whole range of lifestyle interests through their blogs. While some can earn modest sums of money from their online efforts, others have transformed their blogs into lucrative businesses.

When four gym fanatics got together to share the secrets of their exercise routines online, they had no idea that within three years their blog would have become a leading provider of downloadable health and fitness training guides, generating annual sales of £1.2 million ($1.5 million).

LDN Muscle was launched in 2013 by two pairs of brothers from London, twins Tom and James Exton, and Max and Lloyd Bridger. While all four were diehard fitness fanatics, none had any career aspirations for the fitness industry. At university they studied law, chemistry and geography. They launched their blog purely as a way of sharing their insights on health and fitness, and it drew a lot of interest very quickly.

“Our blog following was actually not down to one ‘eureka’ moment,” explains Tom Exton. “It was a by-product of hours, weeks and months of dedication to putting out, what we hoped would be interesting, honest free content. Alongside that we went to every possible length to ensure we totally engaged with each and every one of our followers, with helpful advice and Q&A sessions, day and night.

“With four of us operating our numerous social media accounts, it was, and still is a huge amount of interaction to commit to and work with daily. We still pride ourselves on replying to every single tweet, message, and tag personally. It still doesn’t feel like work, though; we love it!”

It was back in February 2013, around six months after their first blogs had appeared online, that LDNM was formally set up from the Exton family kitchen table in West London with just £60. This was the point at which the brothers were releasing their first commercial ventures; a weekly chest workout and their flagship Cutting Guide. By the end of the first year, the business had turned over £240,000 ($300,000). Four years on, the figure has risen to £1.2 million.

“It is a surreal feeling, literally turning almost nothing into what it is today,” says Exton.

It is also an impressive achievement in a fiercely competitive marketplace, and the key to their success, says Exton, has been  a focus on high quality customer service, and their unique outlook on getting fit.

“We came into it with an extremely realistic and fresh standpoint,” he says. “Back in 2013 the market was quieter, but it was also awash with ridiculous images of chemically enhanced guys and girls, punting varying tubs of miracle supplements. LDNM came about partly as a result of our own frustrations at the fitness industry. We believe that everyone can get in shape, and still enjoy their life. Our products give people tools for life, to build in going out for drinks, meals and generally being human, without inducing guilt or hindering their progress.”

By creating all of their online products themselves, the founders had a profitable business within days of its launch, and to date have sought any external funding. While the core of LDNM remains the online training guides, the three main ones being the Cutting Guide, the Bulking Bible, and the Bikini Bible, the business has diversified, with additional revenue coming in through a fast growing fitness education arm, the LDNM Academy, and a range of LDNM supplements. They have also produced a book, ‘Leaner Fitter Stronger’ and a workout app, which reached number one in the App Store.

Incredibly, with the exception of a new head of education hired to look after the LDNM Academy, the business continues to be run by the four founders, who also manage all of the customer service and social media. Only Tom has maintained a job outside the business, working at an investment bank in London.

He says: “There are aspects of the business that we could have outsourced, like the customer service, but we want to continue to be on the ground and providing that personal touch to every single individual who gets in touch with us.”

As for any sibling-related strife, a familiar feature of family-run businesses, he insists that with two sets of brothers sharing the same vision for LDNM, it is only ever their passion for the business that is the cause of any rifts.

“On the plus side,” he adds. “With two sets of brothers there is a level of trust and knowledge between us that you wouldn’t get with four strangers.”

(Forbes)