274 – FKN Gym Wear founder Ben London on how he built a million dollar brand from his bedroom

274 – FKN Gym Wear founder Ben London on how he built a million dollar brand from his bedroom

Hey, today’s guest started his million dollar clothing business out of his bedroom. Yep, it’s another one of those stories. Oh, and you know what he called it? FKN Gym Wear! Yeah FKN! I do love a naughty business name. Oh, and he’s successfully using Snap Chat to get the word out.

Five years ago, Ben London won a bet with himself and threw away his top-tier sales career within the fitness industry to single-highhandedly solve the ‘fluoro gym wear epidemic’.

He is the perfect example of a guy who knew his industry’s opportunities better than anyone and with absolutely no experience in design, took one t-shirt concept and turned it into a high-end million-dollar gym wear brand rivalling the long-standing market dominators in Australia.

Listen in and you’ll discover:

  • How the idea for FKN Gym Wear came about
  • How to use Snap Chat in your marketing
  • How to use behind-the-scenes content to market your business
  • Why listening to your customers and implementing what they feedback is so important
  • Plus plenty more marketing gold

Yep, another big episode of the best marketing podcast going around.

Ready. Set. Lift! Come on … Just FKN Lift!




00:36  Welcome & overview
02:14  Insights in to 99Designs & Netregistry
03:26  Today’s guest introduction – Ben London
05:23  Interview with Ben London – Part 1
16:37  Insights in to 99Designs & Netregistry
18:24  Interview with Ben London – Part 2
30:48  My top 3 marketing learnings fro my chat with Ben London
33:21  Motivational marketing quote of the week
33:38  Wrap-up and insights in to next week’s guests



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FKN Gym Wear’s online store

FKN Gym Wear on Facebook

FKN Gym Wear’s founder Ben London on Twitter

Interview with Andre Eichmeir, the founder of Vino Mofo







  1. Think about what behind-the-scenes information you could be sharing with your customers to keep them engaged. A vet could share pics of patients lining up in the waiting room. A plumber could share plumbing disasters they come across. A lawyer could show their wig cupboard!
  2. Test a social media channel that you’ve previously not considered.
  3. Truly listen to what your clients and prospects positively comment about in regards to you and your business and do more of it.





“Companies need to lighten up and take themselves less seriously.
Basically, they need to get a sense of humour.”

Doc Searles, The ClueTrain Manifesto




What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.


8 thoughts on “274 – FKN Gym Wear founder Ben London on how he built a million dollar brand from his bedroom”

  1. Let me just say, I carry more than chap stick in my bag.

    Other than that, great story! He’s a bit intense. I can tell he is a gym guy. I’ve spent my share of time there, and can very much see that things are the same Down Under as they are here in the States. Still don’t think I have a better grasp of SnapChat though. Maybe you can do a daily diary of chats and share as you go off to Fiji.

    Also, love the lean-startup model he followed. 100 at a time. Good way to go. You can always buy more at a bigger discount. Much better than getting stuck with un-sold goods.

  2. Dear Mr Reid
    This is the fashion police. We have taken copies of the recording of this show. I am warning you that encouraging your listeners to wear bum bags is taken very seriously by us here at Gucci HQ. The Dad jokes are bad enough but this is a step too far.

  3. I plead innocent. Totally innocent, Harriet. I AM the bum bag police. There will be no bum bags allowed within a 1,000,000 mile radius of the SBBM HQ. Period.

  4. Chap stick doesn’t fit in your pocket, Nicko?

    Let’s keep exploring the Snap Chat thingy me jig. Maybe it’s not for old farts like you and I ;0)

    FKN glad you enjoyed the chat, though.

  5. Natalie Wischer

    I am a girl that wears a bum bag, but will qualify it is small and only when I run. It also must blend into my clothes so no one can see it and carries only the essentials, my phone and credit card (in case I run into a shop and buy something and have to call for a lift home).

    On a serious note, every interview has its lessons, and this was no different, however most guests on the show have some endearing features, but as Nick says in the chat below, Ben seemed a little “intense” and this was a little off putting. Perhaps that is a lesson in itself.

    Anyhow, as per usual, GOLD, dripping from the FKN ceiling for us all…

    Sensational work again Timbo – loving the increased frequency of the podcasts too!

  6. You whaaaaat!? You’ve got a colour-cordinated bum bag? Nat, this is serious. What can we do to help? Or is it too late? Call me if I can help in any way. xx

  7. thefatbadger

    While I congratulate Ben on his success to date I do worry that brands that rely on being edgy or rude can become tired or dare I say it mainstream. I’m no prude but I never liked French Connections FCUK motifs and branding and thought it was somewhat cheap (when the clothes were not). its a difficult and crowded market to be in and the barriers to entry are relatively low so agree with the need to stand out..but what next?

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