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How this fitness equipment startup made a name for itself




Squatwolf produces premium fitness clothing for dedicated athletes. “We don’t do equipment for people going to the gym for the first time,” says Wajdan Gul, the company’s general manager and co-founder. “We do it for athletes, with a real athletic fit.”

Wajdan launched the brand in 2016 with his wife Anam Khalid, but from the start they faced a daunting challenge: to make their brand known while competing with Nike, Reebok and Under Armor. To know more, check on

To succeed, they implemented a marketing strategy that used trainers as micro-influencers to promote the brand on social media. “We went to the gyms and asked the personal trainers if they wanted to support a local brand,” says Anam.

It is a strategy that has benefited the growth and credibility of the company. Squatwolf, which started in Dubai five years ago, now sells in more than 120 countries, showing how a personalized, localized marketing strategy can help small, ambitious startups thrive in the global marketplace.

Watch the video to learn more