InternationalBusiness C (21st Century)

Andy Lee/Ben Dineen build their online global fitness training product business, The WOD Life, from Adelaide in 2013

Andy Lee/Ben Dineen build their online global fitness training product business, The WOD Life, from Adelaide in 2013
Andy Lee and Ben Dineen, founders of The WOD Life, an online multi-brand fitness training products retailing business, started from Adelaide in 2013.

Adelaide entrepreneurs Andy Lee and Ben Dineen built a global online multi-brand retailing business out of the worldwide fitness boost during the Covid-19 pandemic lockdowns.

Their retail platform, The WOD Life, clocked up record sales and a cult following across Australia's high-performance training community. Started in 2013, The WOD Life – named after "workout of the day" concept from CrossFit circles – grew into one of the largest specialist retailers of fitness apparel, accessories and equipment, offering products from brands such as Nike, Reebok and Adidas, as well as its own TWL and The Brave brands.

With 388,000 Instagram followers and 437,000 on Facebook, the company created a customer base that put it on track for $30 million in sales in 2023.

Ben Dineen and Andy Lee met in high school but went into separate careers in government jobs and corporate finance before finding their common  passion in fitness. That’s when they realised how hard it was to get the fitness equipment they wanted in Australia. They found out that, to get speed ropes, they’d need to open an expensive wholesale account to order 30 of them from the United States of America. They put together around $500, hoping they’d be able to sell excess ropes to their gym friends through what became The WOD Life. 

Dineen and Lee taught themselves e commerce and made important decisions based on nothing but their gut feelings – backed up by some hard work and travel. In less than 12 months, they became the world’s fastest growing online sports store.

Lee said that globally “the market for fitness and training is always growing. People are always training. How they train may change, whether they're in a CrossFit gym, a HIlT gym or running, they're always going to train, and we're constantly pushing the boundaries.” He said the USA was a massive market with opportunities closer in countries like Korea, Singapore, Malaysia: "We see our competitors like a Rebel Sport or an Iconic. But a Rebel or JD – they're trying to be everything to everyone. We're more focused on fitness and training.” If they're passionate about training, we want them to be shopping with us."

The WOD Life embedded itself in the training community, from supporting small gyms and studios to signing on for a six-figure commitment as major sponsor of the Torian Pro – a major event in the CrossFit calendar. The WOD Life’s shipping and distribution was centralised out of a warehouse in Ridleyton, in Adelaide's inner northwest.

Other related ADELAIDE AZ articles

As part of the prestigious Great Wine Capitals Global Network, Adelaide would promote travel, education and business contacts between renowned wine cities through the exchange of information, knowledge and experience. The cities would would work together on their own exclusivity and to enhance their own wine-cultural identity.
International >
Adelaide joins prestige of Great Wine Capitals Global Network linking more travel, education and business contacts
READ MORE+
An Australian sea lion on Dangerous Reef in Spencer Gulf that, with Kangaroo Island's Seal Bay and The Pages islands (see map), were South Australia's strongholds of the species. The reef also had a prolific bird population (pictured, top right, in 1932). In 1974, the reef's great white sharks were filmed by Ron Taylor for the Steven Spielberg film Jaws.
International >
Dangerous Reef in South Australia's Spencer Gulf prolific in sea lions, birds and great white sharks as 'Jaws' stars
READ MORE+
The Wine Australia report in March 21 showed wine export growth in the United Kingdom, the United States of America, Canada and New Zealand  have some courter to the China fall.
International >
Wine Australia data in March 2021 shows hit of China tariffs hike on South Australia's half share of production
READ MORE+
South Australia shown in blue with other members of the global coalition to limit global warming to under two degrees.
International >
South Australia first to sign up to Paris global agreement in 2015 in its goal to become a carbon-neutral state
READ MORE+
Three generations of the Knoll family in South Australia: Hans and Anna, Franz and Barbara, and grandsons Dieter, Andreas, Stephan and Alexander.
German >
Knoll family smallgoods tradition produces South Australia's most expansive/versatile food maker and retailer
READ MORE+
Arturo Taverna and his sons Anthony and Andrew saw the business switch to Artav Australian products pay off. Image courtesy the Taverna Group
Industry >
Arturo Taverna, South Australian hair legend, creates new wave with family firm making sanitiser, disinfectant
READ MORE+

 

 
©2025 Adelaide AZ | Privacy | Terms & Disclaimer | PWA 1.1.58