What does it take to build a global fitness brand? For Vic Gigliotti, it started with a Brindle Staffy named Charlie, a pair of sleeveless gym shirts and a mission to create something bigger than just apparel. Fast forward to today, and Muscle Republic is selling into over 200 countries, connecting fitness lovers worldwide with its community-first approach and heart-driven message.
But it hasn’t been an easy road. From personally delivering orders with Charlie by his side to navigating tech challenges and even battling personal setbacks, Vic has faced it all with grit, determination and a touch of Rocky-style inspiration.
In this episode of Add to Cart, Vic reveals the secrets behind Muscle Republic’s success—from building a loyal community to using tech like Style Arcade and PeopleVox to supercharge growth. He also shares how and why his late dog Charlie will forever be the brand’s CEO.
Don’t Just Build a Brand, Build a Community
For Vic, building Muscle Republic has always been about more than selling products. It was about creating a family and a sense of belonging through fitness. Muscle Republic was born out of Vic’s personal transformation through fitness, and he’s carried that value of connection into everything the brand does and has grown into a thriving community
“Your biggest muscle is your heart…That’s what’s going to make the biggest difference. And that’s why we say that real muscle is heart… real strength comes from inside yourself and the people you surround yourself with.”
Vic has always made building relationships the cornerstone of the brand and credits his early days walking around with Charlie the canine CEO for customer meetups and personal deliveries in setting the groundwork. He wanted people to know the brand wasn’t just selling products and that Vic truly cared about them.
I literally sold shirts through Instagram and Facebook. I’d package them up, and after work, I’d drop them in people’s letterboxes.
He continues to stay true to this community, sharing and documenting his personal journey on Instagram, gaining a following that has since grown to over 250,000 people. It’s a true testament to the power of connection. Building relationships that go deeper than transactions is what differentiates a brand from a community. When people feel connected to your values, they’ll stick with you for the long haul.
The Right Tech Can Help You Scale Smarter
As Muscle Republic grew, Vic knew he needed systems that could handle the demand. Moving from WooCommerce to Shopify was a pivotal moment, and it only got better from there. Tools like PeopleVox and Style Arcade helped eliminate bottlenecks and unlock growth opportunities.
“Style Arcade… tracks every cost against your product. It tells you your GP, your margins. You can see where you’ve got improvements to make. And you can strategically do bundles that still make more sense.”
This data-driven approach gave Muscle Republic the confidence to scale collections, doubling their revenue in just one year. It was a total game-changer, but Vic didn’t stop there. Tools like PeopleVox, a warehouse management system, eliminated Black Friday chaos.
We implemented PeopleVox, which is a warehouse management system… I don’t even know how to use the system now—it just works….Tech lets you focus on growing strategically while eliminating the bottlenecks that hold you back.
This tech-first mindset wasn’t just about streamlining—it allowed Vic to think strategically about growth – opening doors and letting him focus on the big picture instead of getting stuck in the day-to-day grind. If you’re struggling to scale, consider whether your tech stack is working for you—or holding you back.
Resilience Really Is Your Greatest Asset
If there’s one thing Vic’s journey proves, it’s that building a business requires grit. Vic’s journey is a masterclass in perseverance. From personal lows to professional challenges, Vic has faced it all—and emerged stronger each time.
“Every crisis is an opportunity. When your back’s against the wall, you can either give up or push forward. And I always choose to push forward.”
One of his biggest wins came during COVID, a time when many businesses were closing their doors. Vic focused on creating a collection that spoke directly to his community’s needs, tapping into the emotional connection he’d built over the years. The result? A launch that sold out in just 20 minutes.
“We didn’t overthink it. We focused on our community, listened to what they wanted, and made sure the product was ready to go. Honestly, I wasn’t sure what would happen. But we stayed resourceful, and it paid off in a way I never imagined.”
Even after the heartbreaking loss of his beloved dog Charlie Brown, the original CEO and the spirit behind the brand— Vic continues to channel that resilience into Muscle Republic’s growth.
“Charlie taught me everything about resilience. He carried me through dark times and good times. Now, it’s my job to carry that forward—for the team, the brand and our community.”
Why Mindset and Mission Matter More Than Ever
Vic Gigliotti’s story is a reminder that building a successful brand isn’t just about the products you sell—it’s about the heart and grit you bring to the table. By focusing on community, adopting the right tools and staying resilient through life’s toughest moments, Vic has transformed Muscle Republic into a global powerhouse. Success isn’t about having all the answers. It’s about showing up every day, embracing challenges, and staying true to your mission.
Want to hear more? Listen to the full episode here.
