The Real Story: Who Owns YoungLA and How They Built a Fitness Empire

Brothers Dashmeet and Gurmer Singh own YoungLA, a fitness apparel company that generated over $100 million in sales in 2023. What began as a small business selling workout gear on eBay and Amazon in 2014 has evolved into a fitness empire that outperforms industry giants.

The YoungLA founders spotted a clear opportunity in men's fitness clothing—quality gear at reasonable prices simply didn't exist. Their bet paid off spectacularly. The brand achieved an earned media value exceeding $15.5 million in the second quarter of 2022 alone, surpassing both Under Armour and Reebok. Today, YoungLA employs more than 150 team members and partners with over 125 influencers who drive 12% of their annual revenue.

The Singh brothers built their business from the ground up using limited resources and smart strategies. Their journey includes hosting block parties that draw 15,000+ attendees and showcasing at the 2024 Arnold Classic events across the UK and US.

This article examines their business background, growth tactics, and expansion plans—offering practical insights for anyone looking to build a lasting fitness brand.

The Founders Behind YoungLA's Success

Who started YoungLA and why

Dashmeet and Gurmer Singh launched YoungLA in 2014 because they couldn't find what they needed at the gym. Both brothers were serious fitness enthusiasts who faced the same problem every time they shopped for workout gear: quality came with premium prices, while affordable options fell apart after a few washes.

"We were working out regularly and noticed there weren't many options for guys who wanted quality fitness apparel without breaking the bank," Dashmeet explained in interviews. The brothers turned their personal frustration into a business opportunity—creating stylish, functional gym wear that actual athletes could afford.

The Singh brothers' business background

Dashmeet brought e-commerce experience to the partnership, while Gurmer contributed creative design skills. Neither brother had formal fashion industry training, but they possessed something more valuable: they understood their target market because they were their target market.

The brothers chose to start small and learn through direct experience. Instead of chasing major investment capital, they began with personal savings and reinvested nearly every dollar of early profits back into the business. This bootstrapped approach required discipline but allowed them to maintain complete control over their vision.

Note: Some early brand materials refer to them as the Chopra brothers, though they are the Singh brothers.

Identifying a gap in men's fitness wear

The brothers recognized a clear market opportunity through their own gym experiences. Women's activewear had evolved significantly—brands like Lululemon were creating stylish, functional options that worked for workouts and everyday wear. Men's fitness apparel remained stuck in the past, dominated by overpriced legacy brands or cheap alternatives that lacked style and durability.

Most existing brands missed what younger fitness enthusiasts actually wanted. The Singh brothers envisioned apparel that could handle intense training sessions while looking good enough for daily wear. This insight shaped YoungLA's core philosophy: bridging the gap between performance and style without the premium price tag.

Their product development focused on practical innovations—hidden pockets, moisture-wicking fabrics, and cuts that actually flattered the male physique. These thoughtful details would later help YoungLA stand out in an increasingly crowded marketplace.

The brothers prioritized building authentic connections with real fitness enthusiasts rather than chasing celebrity endorsements or fleeting trends.

From Startup to Fitness Empire: The Growth Journey

YoungLA's expansion from a small startup to a fitness apparel powerhouse demonstrates how strategic decisions can accelerate business growth. The Singh brothers' approach shows that understanding your market and choosing the right channels can create remarkable results.

Selling on eBay and Amazon

The YoungLA journey began humbly in 2014 when brothers Gurmer and Robby Chopra started testing market demand by listing fitness products on eBay and Amazon. "We realized that there was a demand for men's fitness apparel on eBay and Amazon.

That's what led to the birth of YoungLA," Gurmer recalls. This marketplace strategy allowed them to validate their business concept without significant upfront investment.

Testing demand through established platforms proved smart. Rather than building their own website immediately, they used existing customer bases to understand what worked.

Building a brand with limited resources

The founders built their empire without external funding. They reinvested all profits back into growing the business. This bootstrapped approach required discipline but preserved their independence and vision.

Instagram became their crucial growth channel. "Instagram was a big driver for our business," explains Robby. "When we launched, Instagram was blowing up, and we knew partnering with athletes would take us to the next level". This strategy helped them quickly sign their first significant athlete, Jerdani Kraja.

Their team expanded to 27 employees and 25 athlete partnerships within their first few years. They outgrew their original space and moved into a 10,000 square foot warehouse, with plans for further expansion.

Reaching unprecedented growth by 2023

YoungLA's success stems from a unique business model where 80-90% of revenue comes from affiliates and influencers rather than traditional advertising. This influencer-focused approach has proven remarkably effective.

Per company data, YoungLA earned $15.80M in Earned Media Value in Q2 2022 alone, representing a 35% quarter-over-quarter and 143% year-over-year increase. Their online conversion rate reached an impressive 5.6% in 2020—more than double the industry average of 2.5-3%.

The COVID-19 pandemic actually accelerated YoungLA's growth as demand for comfortable home workout apparel surged. While many businesses struggled, the brothers had positioned themselves perfectly for the shift toward home fitness.

How YoungLA Connects with the Fitness Community

YoungLA has built more than a clothing brand—the Singh brothers created a fitness community. Their approach goes beyond traditional sponsorships to forge genuine connections with athletes, influencers, and everyday gym-goers who wear their gear with pride.

Collaborations with UFC fighters and athletes

The brand's partnership strategy centers on authentic relationships rather than transactional endorsements. YoungLA's groundbreaking partnership with the International Federation of Bodybuilding (IFBB) established them as the official apparel sponsor, expanding their reach across global competitions.

They've also developed exclusive collections with UFC fighters, tapping into the dedicated combat sports audience.

These collaborations extend to fitness legends who genuinely support the brand. Arnold Schwarzenegger, Ronnie Coleman, Jay Cutler, Chris Bumstead, and Joseph Baena frequently showcase YoungLA clothing on social media. What makes these partnerships effective is their organic nature—these athletes choose to wear YoungLA because they believe in the quality and style, not just because of a paycheck.

The Block Party and other brand events

Few apparel brands can claim they throw parties that become legendary within their community. The annual YoungLA Block Party exemplifies this connection, drawing thousands of fans who treat it as the highlight of their year. One attendee captured the energy perfectly: "The YoungLA block party was the best time of my life! Full of love, support and just good vibes and positivity!".

These events create something money can't buy—genuine emotional connections between customers and the brand. YoungLA maintains this presence at major competitions, featuring prominently at the 2024 Arnold Classic events in both Columbus, Ohio and the UK. Rather than simply setting up booths, they use these platforms to showcase new collections while strengthening community bonds.

Creating a lifestyle, not just a product

YoungLA's philosophy reflects their community-first approach: "Our goal is not to make products in large quantities, but rather make unique and special products that our customers can wear with pride". This commitment to exclusivity over mass production resonates with fitness enthusiasts who want gear that reflects their dedication.

Their marketing strategy supports this lifestyle positioning. While other brands chase broad audiences, YoungLA focuses on platforms where their community already gathers—TikTok and Instagram. This targeted approach has paid off remarkably.

Posts featuring affiliate codes generated $245.70M in earned media value in 2024, representing more than half of their total $431.70M EMV.

The result is a brand that feels less like a corporation and more like a movement within fitness culture.

The Business Model and Future of YoungLA

The Singh brothers built a business model that reaches $100 million in annual sales by 2023. Their approach combines strategic pricing, affiliate-driven marketing, and direct-to-consumer distribution.

Focus on direct-to-consumer sales

YoungLA operates as a direct-to-consumer brand, eliminating middlemen to keep prices affordable while maintaining quality. Rather than mass-producing generic items, they release limited monthly clothing drops featuring unique designs that create excitement and urgency among customers. This strategy delivers an online conversion rate of 5.6% in 2020—substantially higher than the industry average.

The founders' affiliate-driven approach sets them apart from traditional retailers. Approximately 80-90% of YoungLA's revenue comes through influencer partnerships rather than conventional advertising channels. Their network of 125 influencers drove impressive 35% quarter-over-quarter and 143% year-over-year gains in 2022.

Plans for global expansion

YoungLA is establishing European distribution centers in Germany and the UK to serve growing international demand while reducing customs fees and shipping delays. This expansion aligns with their participation in the Arnold Classic UK, extending their reach beyond California.

The brand is expanding its product categories beyond men's athletic wear. They're investing in YoungLAForHer, their women's line, and exploring children's apparel offerings. Their partnership with the International Federation of Bodybuilding as official apparel sponsor enhances their global visibility.

Staying true to their mission as they scale

The Singh brothers maintain their founding principles despite rapid growth. Every product undergoes extensive quality testing—including being worn by the founders themselves for at least two months before release. This process ensures they maintain their reputation for quality even as production volumes increase.

The company is also embracing sustainability by seeking eco-friendly materials and production methods. YoungLA prioritizes environmental responsibility and customer satisfaction over maximizing profits, demonstrating how the Singh brothers' values continue guiding their expansion.

Conclusion

Dashmeet and Gurmer Singh built YoungLA into a $100 million fitness empire by solving a simple problem: quality men's fitness apparel at reasonable prices didn't exist. Their success story offers practical lessons for anyone looking to disrupt established industries.

The brothers made strategic choices that challenged conventional business wisdom. Rather than seeking external funding, they bootstrapped their growth and maintained complete control over their vision. This approach required discipline but preserved their authentic brand identity that resonates with fitness enthusiasts today.

YoungLA's influencer-driven business model sets them apart from traditional competitors. While established brands invest heavily in conventional advertising, the Singh brothers built a network of 125+ fitness influencers who generate the majority of their sales. This strategy produced a 5.6% online conversion rate—more than double the industry average.

Community building drives YoungLA's long-term success. Their annual Block Party creates genuine connections with thousands of devoted customers. Partnerships with UFC fighters and presence at events like the Arnold Classic strengthen their position within fitness culture beyond simple product sales.

The company continues expanding internationally with European distribution centers while diversifying into women's and children's apparel. Despite rapid growth, the founders personally test each product for months before release and explore sustainable manufacturing options.

Key takeaways for entrepreneurs:

• Identify gaps in established markets where quality and affordability don't coexist

• Bootstrap growth when possible to maintain vision and control

• Build authentic community connections rather than relying solely on traditional advertising

• Test products extensively before launch to maintain quality standards

• Stay committed to founding principles even during rapid expansion

The YoungLA story demonstrates how market awareness combined with smart execution can create lasting success. From eBay sales to global fitness empire, the Singh brothers prove that vision paired with consistent action can disrupt even the most competitive industries.

FAQs

Q1. Who are the founders of YoungLA?

YoungLA was founded by brothers Dashmeet and Gurmer Singh in 2014. They started the company with the goal of creating affordable, high-quality fitness apparel for men.

Q2. How did YoungLA grow into a successful fitness brand?

YoungLA grew from a small startup selling on eBay and Amazon to a $100 million empire by focusing on direct-to-consumer sales, collaborating with influencers, and reinvesting profits into the business. Their unique approach to marketing and product development helped them stand out in the competitive fitness apparel market.

Q3. What makes YoungLA's marketing strategy unique?

YoungLA's marketing strategy relies heavily on influencer partnerships and social media. About 80-90% of their revenue comes from affiliate marketing rather than traditional advertising. They also leverage platforms like TikTok and Instagram to connect with their target audience and showcase their products.

Q4. How does YoungLA engage with the fitness community?

YoungLA engages with the fitness community through various means, including collaborations with UFC fighters and athletes, sponsoring bodybuilding events, and hosting their annual Block Party. These initiatives help create a strong brand identity and foster a sense of community among their customers.

Q5. What are YoungLA's plans for the future?

YoungLA is focusing on global expansion, with plans to establish distribution centers in Europe. They're also diversifying their product line to include women's and children's apparel. Despite their growth, the company remains committed to maintaining product quality and exploring sustainable manufacturing options.