The Untold Story: Who Owns Young LA and How They Built a $100M Brand

Brothers Gurmer and Robby Chopra built YoungLA into a $100 million fitness apparel empire without taking a single dollar in outside funding. What began as a modest operation selling bodybuilding shorts on Amazon in 2014 has evolved into one of the most successful independent brands in athletic wear.

The Chopra brothers identified a gap in men's fitness apparel and filled it through strategic community building and smart reinvestment. Their approach paid off dramatically—YoungLA achieved $100 million in product sales during 2023 while maintaining complete ownership of their company. The brand now employs over 150 people and operates from a growing headquarters in Los Angeles.

YoungLA's success extends far beyond traditional retail metrics. The brand generated more than $15.5 million in Earned Media Value during Q2 2022 alone, outperforming established competitors like Under Armour and Reebok in social media influence. With over 1 million Instagram followers and partnerships spanning more than 125 fitness influencers, the company has built a community that transcends typical customer relationships.

The brand's annual Block Party events draw over 15,000 attendees, demonstrating the powerful connection YoungLA has forged with fitness enthusiasts. This combination of product excellence, community focus, and strategic partnerships has positioned the Chopra brothers' company as a major force in athletic apparel—all while staying true to their bootstrapped roots and customer-first philosophy.

Who owns YoungLA? Meet the Chopra brothers

Gurmer and Robby Chopra own YoungLA outright—no investors, no venture capital, no outside interference. These brothers started their fitness apparel company in 2014 and have maintained 100% ownership throughout their journey to building a nine-figure business.

The founders: Gurmer and Robby Chopra

Both brothers graduated from respected California universities—Gurmer from UC Santa Barbara and Robby (also known as Dashmeet) from Cal State Northridge. Despite landing corporate jobs after graduation, entrepreneurship ran in their blood. Coming from a family of businessmen, they felt the pull to create something entirely their own.

Today, both brothers remain hands-on in daily operations. Their backgrounds in business and e-commerce provided the foundation they needed to compete in the crowded fitness apparel space. The company they started as a two-person operation now houses over 150 employees at their Los Angeles headquarters.

Why they started YoungLA

The idea sparked from a frustration every man could relate to. "With the explosion of brands like Lululemon and Fabletics, we noticed that the market wasn't targeting men," Gurmer explained. The problem was obvious once they pointed it out: "There weren't a lot of options for men in terms of comfortable athleisure wear at the time. It was either street clothes or gym clothes. There was no in-between".

Personal experience drove their business insight. The brothers kept searching for affordable, comfortable fitness wear that actually looked good—and kept coming up empty. Rather than accept the status quo, they decided to solve the problem themselves by creating high-quality, stylish, and affordable men's athletic clothing.

From eBay to a global brand

YoungLA's origins were humble. The brothers tested market demand by selling various products on eBay under the YoungLA name. When they moved to Amazon, a pattern emerged—men's fitness apparel consistently showed strong demand.

The Chopra brothers made a crucial decision early on: bootstrap everything. No loans, no investors, just reinvesting every dollar of profit back into growth. They started with bodybuilding shorts on Amazon to establish their market presence before launching their own website.

Social media became their secret weapon. "Instagram was a big driver for our business," Robby noted. "When we launched, Instagram was blowing up, and we knew partnering with athletes would take us to the next level". This strategic approach to growth eventually required them to move into a 10,000 square foot warehouse, with plans for even larger facilities as demand continued climbing.

How YoungLA scaled from startup to $100M empire

YoungLA's rise to nine-figure revenue wasn't accidental—it was the result of deliberate strategic choices that set the Chopra brothers apart from their competition. Their path to success reveals key insights about building a sustainable apparel business in today's market.

Solving a real problem with targeted products

The brothers didn't start with a grand vision of building an empire. They started with frustration. "There weren't a lot of options for men in terms of comfortable athleisure wear at the time. It was either street clothes or gym clothes. There was no in-between," Gurmer explained. This personal pain point became their competitive advantage.

Instead of trying to be everything to everyone, they focused obsessively on one customer: men who wanted versatile athletic wear. Their strategy emphasized "making unique and special products that our customers can wear with pride". This focus allowed them to perfect their offerings rather than diluting their brand across multiple demographics.

The approach worked because it solved a genuine market gap. While brands like Lululemon dominated women's athleisure, men were left with limited options that bridged the gap between gym and street wear.

Smart money management fueled sustainable growth

Most startups chase venture capital to scale quickly. The Chopra brothers chose a different path—one that would ultimately give them complete control over their destiny. Starting with small sales on Amazon and eBay, they reinvested every dollar back into the business.

This bootstrapping strategy enabled them to:

• Make product decisions based on customer feedback, not investor demands

• Maintain pricing flexibility without pressure for aggressive margins

• Scale at a pace that matched their operational capabilities

The financial discipline paid off. Their revenue trajectory shows steady acceleration: $7 million by 2019, then past the $5 million milestone, before exploding to $100 million in 2023.

Building infrastructure to match ambition

Growth means nothing without the operational foundation to support it. The brothers understood this from the beginning, scaling their team thoughtfully from just themselves to 27+ employees. They also expanded their physical footprint strategically, moving into a 10,000 square foot warehouse with plans for even larger facilities as demand continued climbing.

Each expansion decision reflected their commitment to sustainable growth over flash-in-the-pan success. This methodical approach to scaling has positioned YoungLA to handle the complexities that come with being a major player in fitness apparel.

Marketing that built a $100M brand: influencers, affiliates, and community

YoungLA's marketing success hinges on three interconnected strategies that most fitness brands overlook: authentic influencer relationships, performance-driven affiliate programs, and real-world community experiences. The Chopra brothers understood early that building a brand meant building relationships first.

Social media strategy that delivers results

TikTok became YoungLA's secret weapon for reaching younger demographics. The brand's targeted TikTok campaigns delivered exceptional performance: their top-performing ad group achieved a $4.28 cost per acquisition with a 27x return on ad spend. More importantly, YoungLA's social media strategy transformed their ROAS from 1.76x to 24.46x—a 1290% increase that most brands can only dream of achieving.

The brand leveraged TikTok Creator Marketplace to access over 800,000 creators, enabling high-impact campaigns with sophisticated ad-creation tools. With collaborations spanning over 200 influencers, YoungLA created a content ecosystem that feels authentic rather than promotional. This organic approach resonated with fitness enthusiasts who could immediately spot traditional advertising tactics.

Affiliate programs that drive real revenue

YoungLA's affiliate program generated $245.70M in Earned Media Value during 2024—more than half of their total $431.70M EMV. This wasn't accidental; the Chopra brothers structured their program to reward creators who genuinely connected with their audience.

The numbers speak volumes: 669 creators powered $284.80M EMV for YoungLA in 2024, up from $230.10M in 2023. Female influencers Vanessa Legrow and Patricia emerged as top performers, combining for $41.70M EMV across over 1,000 posts. These partnerships work because YoungLA selects creators who already align with their brand values.

The brand also secured partnerships with bodybuilding legends including Arnold Schwarzenegger, Ronnie Coleman, Jay Cutler, and Chris Bumstead. These collaborations provide credibility within the fitness community while connecting YoungLA to different audience segments.

Community events that strengthen brand loyalty

Digital marketing success means little without real-world connections. YoungLA's Block Party events attract thousands of fitness enthusiasts, creating genuine community experiences that extend far beyond typical brand activations. These gatherings showcase new collections while fostering authentic relationships between customers and the brand.

The events serve multiple purposes: product launches, customer feedback sessions, and networking opportunities for fitness influencers. This multi-layered approach has made community engagement a cornerstone of YoungLA's long-term strategy. Unlike brands that treat events as afterthoughts, YoungLA positions them as essential touchpoints in their customer journey.

According to the Chopra brothers, effective social media marketing follows a simple principle: "you don't need a ton of people talking about you to succeed on social media. All it takes is the right people, saying the right things". This philosophy guides every partnership decision and content strategy at YoungLA.

YoungLA's evolution beyond fitness apparel

The Chopra brothers recognized that sustainable growth requires continuous market expansion. After establishing dominance in men's fitness wear, they strategically diversified YoungLA into a comprehensive lifestyle brand that captures multiple demographics and style preferences.

YoungLAForHer: Capturing the female fitness market

Female customers represented an untapped opportunity that the brothers couldn't ignore. YoungLAForHer launched as a dedicated women's line that preserves the brand's core principles of quality, affordability, and style while addressing the specific needs of female fitness enthusiasts.

The women's line has generated significant momentum through strategic product drops that create anticipation on social media. Launch announcements consistently receive thousands of likes and comments, demonstrating strong audience engagement. This expansion has become a crucial growth driver, allowing YoungLA to capture market share in the rapidly growing women's athleisure segment.

Blending athletic wear with streetwear aesthetics

YoungLA's October 2023 collection marked a strategic pivot toward lifestyle appeal. The brand introduced fresh jean styles that merge streetwear aesthetics with athletic functionality—pieces designed to maintain sharp appearances without sacrificing mobility.

Classic items like baseball jerseys received modern updates with sleek designs perfect for layering. These versatile pieces bridge the gap between gym wear and casual streetwear, addressing the same comfort-meets-style gap the brothers originally identified in men's fitness apparel.

Strategic celebrity partnerships across industries

Celebrity endorsements have expanded YoungLA's reach far beyond traditional fitness audiences:

• Rapper YG became YoungLA's first major music industry ambassador, signaling the brand's evolution into lifestyle territory

• UFC champions Jon Jones and Sean O'Malley demonstrate appeal within combat sports

• Fitness personalities including Arnold Schwarzenegger, boxer Tommy Fury, and TikTok stars Alex Eubank and Lean Beef Patty

The 2024 UFC collection exemplifies this strategic approach, featuring tracksuits, jerseys, and fighter-specific apparel that appeals to combat sports fans. These collaborations help YoungLA access new customer segments while maintaining authenticity within each community.

International expansion strategy

YoungLA is actively pursuing global market penetration with a focus on European operations. The brand has prioritized the UK and Germany as initial expansion markets, establishing distribution centers to improve customer service while reducing shipping costs.

According to social media communications, the company projects 2024 as their biggest year yet as they continue expanding worldwide reach. This international growth strategy positions YoungLA to become a global household name while building on their successful community-driven approach in new markets.

What YoungLA's success means for modern brand building

The Chopra brothers' journey from eBay sellers to $100 million brand owners offers concrete lessons for anyone building a business in today's market. Their success wasn't accidental—it resulted from identifying an underserved audience, building authentic community connections, and staying committed to customer-first decisions over investor demands.

YoungLA's bootstrapped approach allowed the brothers to maintain complete control over their brand direction. While many startups chase venture capital, the Chopras proved that reinvesting profits and growing organically can lead to both financial success and strategic flexibility. This approach enabled them to pivot quickly when opportunities emerged, from expanding into women's wear to partnering with UFC fighters.

The brand's marketing strategy demonstrates the power of authentic influencer relationships over traditional advertising spend. Their affiliate program generated $245.70M in Earned Media Value in 2024—a return that would be nearly impossible through conventional marketing channels. This success stems from choosing the right partners rather than casting the widest possible net.

Key takeaways for entrepreneurs:

• Find genuine market gaps: The brothers didn't create demand—they identified existing frustration with limited men's athleisure options and provided a solution.

• Build community before scaling: YoungLA's Block Party events and influencer partnerships created loyalty that sustained rapid growth.

• Maintain ownership when possible: Bootstrapping preserved the brothers' ability to make customer-focused decisions without external pressure.

YoungLA's expansion into European markets signals their next growth phase. Given their track record of turning market insights into profitable opportunities, this international push positions them to compete with global athletic wear giants.

Their success proves that with the right product-market fit and community-first approach, independent brands can challenge industry leaders.

For aspiring brand builders, YoungLA's story shows that sustainable success comes from solving real problems for real people. The Chopra brothers built more than a clothing company—they created a community that customers want to be part of. That authentic connection remains the foundation of their continued growth.

FAQs

Q1. Who are the founders of YoungLA?

YoungLA was founded by brothers Gurmer and Robby Chopra in 2014. They started the company with a focus on men's fitness apparel and have since grown it into a $100 million brand.

Q2. How did YoungLA start as a business?

YoungLA began as a small venture selling various products on eBay. The Chopra brothers then noticed high demand for men's fitness apparel on Amazon, which led them to focus on bodybuilding shorts before launching their own website.

Q3. What marketing strategies contributed to YoungLA's success?

YoungLA's success can be attributed to their effective use of social media marketing, particularly on Instagram and TikTok. They also implemented a successful affiliate program and partnered with over 200 fitness influencers to promote their brand.

Q4. Has YoungLA expanded beyond men's fitness wear?

Yes, YoungLA has expanded its product line to include women's fitness wear with the launch of YoungLAForHer. They have also ventured into streetwear and collaborated with celebrities from various fields, including UFC fighters and musicians.

Q5. What are YoungLA's future plans?

YoungLA is actively pursuing global expansion, with a focus on establishing operations in Europe, particularly in the UK and Germany. They aim to become a global household name in the fitness and lifestyle apparel industry.