Thor Fitness Europe

How I Started A $12K/Month Crossfit Gear Brand

March 11th, 2020

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Joel St John

Founder, Thor Fitness Europe

$12K

revenue/mo

Founders

Employees

Thor Fitness Europe

thorfitnesseurope.com

from Tunbridge Wells, England, United Kingdom

started October 2019

$12,000

revenue/mo

Founders

Employees

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Discover what books Joel recommends to grow your business!

Shoe Dog Phil Knight

Entrepreneur: Building Your Business From Start to Success Lars Tvede

The Lean Startup: How Today's Entrepreneurs Use Continuou... Eric Ries

The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join ... Timothy Ferriss

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Note: This business is no longer running. It was started in 2019 and ended in 2023. Reason for closure: Shut down.

Hello! Who are you and what business did you start?

Yo! My name is Joel St John and I am the founder of Thor Fitness.

Thor is a Crossfit and lifestyle brand. We are sustainability conscious, believe in helping others, sending out good vibes and having fun. I wanted the brand to come up with head-turning and desirable products and in our short term to date have managed to do just that.

We sell mainly to the CrossFit community online and at events in the UK, but since the founding of the company, we have seen a steady flow of orders coming in from the USA, Romania, Austria, Germany, France, Sweden and others.

For what was an idea is becoming a pretty cool reality. It’s such a fun project to do on the side, some of it with my wife Emma. It’s been amazing to see how the brand has been received in the close-knit CrossFit community. At each event we do, people now recognize us as an established brand and that's a wonderful feeling.

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