When it comes to redefining fitness apparel, few stories are as captivating as that of Vic Gigliotti, the founder of Muscle Republic. Vic transformed a passion for fitness and community into a thriving global business, selling into 200 countries and earning a reputation as a brand driven by authenticity and resilience. Starting with a simple idea—and inspired by his canine sidekick named Charlie Brown, the company’s CEO—Vic’s journey is a masterclass in perseverance, resourcefulness and heart. In this checkout session, Vic gives us a glimpse into the mind of an entrepreneur who is going beyond building brands to build legacies.
The Dog Bed That Didn’t Deliver
Even the savviest e-commerce entrepreneurs occasionally fall prey to dodgy online buys. For Vic, it was a “calming anxiety dog bed” for Charlie Brown that turned out to be a scam. “I fully got stitched up from a Facebook ad. I spent 200 bucks, and it never came.” It was a nice lesson in buyer beware and a reminder of the importance of trust and transparency in online shopping—values Vic has made central to Muscle Republic.
Great Brands Happen When Passion Meets Inspiration
Vic’s brand philosophy is a blend of admiration for iconic companies and his own unique vision. When asked which retailers inspire him, he didn’t hesitate to name heavyweights like Nike and Lululemon, describing his dream as “Nike and Lulu having a baby.”
But his eyes light up when he talks about up-and-coming brands like Vuori. “It’s an activewear brand out of the States doing over a billion dollars,” he said, noting their growth trajectory and understated approach. Closer to home, Gymshark’s founder-led journey resonates deeply with Vic. “What they’ve done from the garage is super inspirational,” he said.
It sets the benchmark for people like me, who didn’t have any experience in retail apparel but had passion and community.
Tech That Powers the Heart of His Brand
Vic couldn’t settle on just one piece of technology his business can’t live without. He highlighted several tools that power his operations. Shopify tops the list as the backbone of his e-commerce operations. “Shopify is my baby,” he said. But it’s joined by powerful platforms like PeopleVox for warehouse management and Style Arcade for fashion analytics and range planning.
Vic’s enthusiasm for Style Arcade was palpable: “It tracks everything—costs, GP, margins. As a product nerd, I look at sell-through rates, units sold, and go, ‘I can sell triple that next year if I tweak this.’” But the real magic, he explained, happens when you blend hard data with creative intuition. “You need the data in one place, but you also need to be ballsy enough to think creatively and make bold decisions.”
And for international growth? Vic credits Global-e, a tool for handling VAT, customs, and duties. “It integrates everything, creating a duties-paid platform that makes international expansion seamless,” he shared. It’s this mix of systems and strategy that’s propelled Muscle Republic into over 200 countries worldwide.
Podcasts That Pack a Punch
Vic’s personal development toolkit includes podcasts like Andy Frisella’s Real AF (formerly MFCEO), which helped him implement daily systems like the Power List. “The Power List taught me to win the day,” Vic shared. “I write five things in my notebook, tick them off, and feel like I’ve just won that day.”
He also credits Jack Delosa’s Zero to $100 Million Revenue CEO and Startup Diaries with offering practical advice for navigating the entrepreneurial rollercoaster, calling it “a cracker for entrepreneurs.” Ed Mylett’s motivational podcast is another regular on Vic’s playlist.
But for Vic, success isn’t solely about business systems or strategies—it’s also about grounding himself in a deeper sense of purpose.
I brought prayer into my life and business. “I’m not religious, but I believe in a bigger faith. The energy you have inside is what you exude to the world.
Moving Forward with Heart
Vic Gigliotti’s journey from a labourer to a global brand founder is a testament to the power of authenticity, passion and community. Through his challenges, he has maintained a commitment to trust, innovation and those who surround him—whether they’re team members, customers, or the beloved dog who inspired it all.Vic’s story serves as a reminder that leadership isn’t about titles or perfection. It’s about heart, resilience, and the willingness to keep moving forward—even when the path is uncertain. After all as Vic says, “Real muscle is heart”.
The Checkout is a short snippet of our conversations.
