Who Owns YoungLA? Inside The Brand's Hidden Success Story

YoungLA, the fitness apparel brand owned by brothers Gurmer and Robby Chopra, generated over $100 million in product sales in 2023. This achievement stands as their most important revenue year since the company started in 2014.

The YoungLA founders originally started as small business owners who sold random products on eBay and Amazon. They spotted a gap in the men's fitness apparel market and changed their direction to create affordable fitness wear. The brand now has a team of over 150 employees and has outperformed its 9-year-old competitors like Under Armor and Reebok. This is a big deal as it means that their Earned Media Value exceeded $15.5 million in Q2 2022.

In this piece, we'll get into how YoungLA's owners turned their small business into a powerhouse that now has over 1 million Instagram followers and works together with more than 125 influencers. We'll also explore how YoungLA's founders built a community that draws 15,000 attendees to their annual Block Party and what lies ahead for this faster-growing fitness brand.

The story behind the founders of YoungLA

YoungLA started in 2014 when the Chopra brothers launched their vision to create affordable, comfortable fitness wear for men. This lifestyle clothing brand began as a small venture between Gurmer and Robby Chopra in Los Angeles, California. They saw a huge gap in the marketplace.

Who started YoungLA and why

Gurmer and Robby Chopra started YoungLA because they felt frustrated with the limited options for men's fitness apparel. "With the explosion of brands like Lululemon and Fabletics, we noticed that the market wasn't targeting men," Gurmer explained.

"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". Their observation led them to begin a journey. They wanted to fix this problem by creating their own brand that combined affordability with comfort.

From corporate jobs to entrepreneurship

Both brothers had traditional careers before YoungLA. Gurmer graduated from University of California, Santa Barbara and worked at Ernst & Young in accounting for eight months. "In college that's all I wanted to do - be an accountant," he recalls, "but then I hated my life and that's when I quit". Robby earned his degree from California State University, Northridge. Their entrepreneurial spirit pulled them away from their corporate paths.

Family business roots and early experiments

The Chopra brothers grew up in a family of businessmen and always knew they wanted their own venture. They started small by selling various products on eBay under the YoungLA name. "We used to sell like Tupac shirts and do dumb stuff back then and YoungLA wasn't even really a thing," Gurmer admits.

They found high demand for men's fitness apparel on eBay and Amazon platforms. Bodybuilding shorts became their first product to establish presence, and they slowly grew their product line. The brothers managed to keep a bootstrap approach without taking loans. They put all profits back into the business. This financial discipline showed their dedication and built strong foundations for what would become one of America's fastest-growing fitness apparel brands.

Turning a small idea into a big brand

YoungLA's founders, Dashmeet and Gurmer Chopra, turned their small online selling experiment into a multimillion-dollar fitness apparel empire by positioning themselves strategically in the market and focusing on their customers' needs.

Selling random products online

YoungLA's story started without any grand vision. The Chopra brothers tested different products on popular e-commerce platforms. "We were like just selling stuff on eBay and Amazon and see if we can make money that way," recalls Gurmer. They sold random items like Tupac shirts while exploring market opportunities. YoungLA wasn't even a real concept yet - just a name they used for their online selling tests.

Identifying the gap in men's fitness wear

The brothers discovered a major gap in the men's fitness apparel market after trying various products. Women had plenty of choices with brands like Lululemon and Fabletics, but men's options were limited. "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," they observed. The existing men's fitness wear was either too expensive or didn't have the right quality and style.

Launching the first fitness line

The Chopra brothers made a bold move toward fitness apparel with this insight. "First thing we're like let's make short shorts," Gurmer explains about their original product launch. This modest beginning evolved into their signature product line. They worked without any outside funding and put all profits back into creating new products.

The brothers wore and tested each item for at least two months before release to ensure quality. They stood by their promise: "We would not sell something that we wouldn't wear ourselves!" Their dedication to quality and affordable prices quickly struck a chord with young men who cared about fitness and fashion.

How YoungLA built a loyal fitness community

YoungLA's meteoric rise in the fitness apparel industry stems from its loyal community. The Chopra brothers have become skilled at authentic participation, which has created a following way beyond typical customer relationships.

Working with fitness influencers

YoungLA builds genuine partnerships with influencers instead of transactional relationships. Their affiliate program proves remarkably effective, with posts mentioning affiliate codes generating $245.70M in Earned Media Value (EMV)—more than half of their $431.70M EMV total. The brand's EMV in 2022 surpassed established competitors like Reebok and Under Armor, earning a spot among the top 50 EMV-driving apparel labels in the US.

Consistency sets them apart—669 creators powered $284.80M EMV in 2024, up from $230.10M the previous year. The founders have built lasting relationships with creators who showcase their products authentically month after month, rather than pursuing short-term initiatives.

Hosting events like the Block Party

YoungLA creates physical spaces for community connection beyond digital platforms. Their annual Block Party has become a signature event that draws thousands of enthusiastic fans. One attendee shared on Instagram, "The @youngla block party was the best time of my life! So much fun! Full of love, support and just good vibes and positivity!"

The brand also appears at major fitness expos like the Arnold Classic. These platforms help showcase new collections and strengthen community bonds.

Creating a lifestyle, not just a brand

The founders knew that building a brand meant creating a lifestyle people wanted to join. They've fostered social credibility by featuring customer reviews and influencer content prominently on their website.

The brand shows remarkable adaptability by expanding beyond their original male demographic. Women lead YoungLA's EMV generation in 2024—Vanessa Legrow and Patricia combined for $41.70M EMV across over 1,000 posts. Their "YoungLAForHer" women's line has netted $152.40M EMV, showing the brand's growth into a complete fitness lifestyle company.

The Chopra brothers have turned YoungLA from a simple apparel line into a cultural movement within the fitness world through these strategic community-building efforts.

Where YoungLA is headed next

YoungLA has achieved remarkable growth under Gurmer and Robby Chopra's leadership. Their visionary approach to fitness apparel sets the stage for an ambitious future.

2023 revenue milestones

YoungLA reached a groundbreaking $100 million in annual sales during 2023. This milestone stands as the company's highest revenue achievement since its launch a decade ago. The Chopra brothers can now invest in several exciting new initiatives that will strengthen their position in the fitness apparel market.

Plans for global expansion

YoungLA now aims at international markets with careful steps toward worldwide growth. The brand tests its approach in European operations. A German distribution center now services European customers, and UK residents enjoy zero shipping taxes on select orders.

The company looks beyond Europe with fresh momentum from its soaring win in 2023. YoungLA seems ready to achieve its main goal of major global expansion throughout 2024.

New collaborations and product lines

The Chopra brothers have secured high-profile partnerships to stimulate growth. Their groundbreaking UFC collaboration features tracksuits, jerseys, and apparel that showcase popular fighters. The brand also struck a two-year deal with the prominent Gold's Gym to produce exclusive streetwear that combines performance with style.

YoungLA strengthens its industry presence through partnerships with prestigious bodybuilding events, including the Arnold Classic in Columbus, Ohio and the Arnold Classic UK. These events serve as valuable platforms to showcase new collections and build stronger connections within the fitness community.

The brand will expand its men's athletic wear, womenswear line, and lifestyle offerings throughout 2024 with multiple clothing drops each month. This strategic mix shows the founders' steadfast dedication to creating a detailed fitness fashion ecosystem.

Conclusion

YoungLA shows what vision, perseverance, and smart growth can achieve in fitness apparel. The Chopra brothers have built an impressive success story. They turned their small online venture into a $100 million business that now competes with 10-year old giants like Under Armor and Reebok.

Gurmer and Robby's business sense became clear from day one. They started by selling random products on eBay but quickly spotted a huge gap in men's fitness apparel and adapted their strategy. Their winning formula struck a chord with customers through quality products they tested themselves, combined with affordable prices.

The founders didn't just build a brand - they fostered a strong community. Their influencer strategy generated over $431 million in Earned Media Value. Their annual Block Party has become the go-to event for thousands of fitness enthusiasts. This community-first approach has been the life-blood of their success.

YoungLA keeps growing stronger. After breaking records in 2023, the brand has begun ambitious global expansion plans in European markets. On top of that, it has secured high-profile deals with UFC and Gold's Gym. Their growing women's line points to a bright future.

The YoungLA story teaches us that success comes to those who spot gaps and fill them authentically. The Chopra brothers went beyond selling fitness apparel - they created a lifestyle movement that keeps evolving. Through expanding product lines and community programs, YoungLA has become a powerhouse in fitness fashion.

The path from selling Tupac shirts on eBay to building a $100 million empire had its challenges. But the founders' steadfast dedication to their vision paid off completely. As they expand globally, YoungLA will definitely keep its focus on quality, community, and innovation that brought them here.

FAQs

Q1. Who are the founders of YoungLA?

YoungLA was founded by brothers Gurmer and Robby Chopra in 2014. They started the company after identifying a gap in the men's fitness apparel market and transitioned from corporate jobs to entrepreneurship.

Q2. How did YoungLA grow into a successful brand?

YoungLA grew by focusing on affordable, comfortable men's fitness wear, working closely with fitness influencers, and building a loyal community. They also host events like the annual Block Party and have expanded into women's apparel.

Q3. What sets YoungLA apart from other fitness apparel brands?

YoungLA stands out by personally testing products before release, maintaining affordable pricing, and creating a lifestyle brand rather than just selling clothes. Their strong influencer partnerships and community engagement have also contributed to their success.

Q4. What are YoungLA's recent achievements?

In 2023, YoungLA reached $100 million in annual sales, their most significant revenue year since founding. They've also surpassed established competitors like Under Armor and Reebok in Earned Media Value.

Q5. What are YoungLA's future plans?

YoungLA is focusing on global expansion, particularly in European markets. They're also pursuing new collaborations, such as partnerships with the UFC and Gold's Gym, and continuing to expand their product lines for both men and women.