Headquarters can be like embassies for a business. It is true that a significant amount of companies operate solely online, with no presence in the physical world. But real industry leaders need a place to call home that stakes their claim on the international stage. A strong strategy has to come from somewhere, and one activewear brand is making the power moves necessary to become a global competitor. 

@MuscleNation was founded by best friends Nathaniel Anthony and Chris Anastasi in 2016 and now operates as Australia’s leading activewear, supplement, and health food company. Now, the pair’s ambitions are set on replicating those same successes globally, with a view to expand their brand awareness foremostly into the United States. 

For Anthony and Anastasi, quality and community come first. Despite their visions of international dominance, they plan to continue to push boundaries in their product development. The brand’s latest and most exciting innovation comes with the launch of their new plant protein range, which carves out their place in the sustainability zeitgeist. 

The Australian industry leader is also renowned for its coveted Black Friday sales, which buck the trend of old tired goods with new offerings for loyal customers. It speaks to the pair’s dedication to community, which they believe plays a fundamental role in their success. Muscle Nation is a brand with one mouth and two ears. It constantly innovates in response to grassroots community feedback, proving that social media can be just as much a listening tool as an opportunity for growth. 

Anthony and Anastasi’s intentions are no less lofty when it comes to the tangible world. They are currently building a new 4000m2 headquarters property for Muscle Nation, which will serve as the base of their increasingly global operation.

Australia is the current center of prosperity for the Muscle Nation brand. But soon, it promises to become their ‘Anaheim’ as those at the helm conceive a new world beyond the domestic market.