Muscle Nation bulks up its retail presence with new Rebel Sport partnership

Australian fitness apparel and supplement brand Muscle Nation is bulking up its bricks-and-mortar presence, securing Rebel Sport as its latest stockist.

Muscle Nation gym gear, pre-workouts, and protein powders are now available in select Rebel Sport stores, significantly increasing the former Smart50 Retail Champion’s reach.

Its products were already stocked by supplement retailers like Australian Sports Nutrition and Nutrition Warehouse, along with various independent supplement stores and gyms.

However, the Rebel Sport deal offers a new level of in-person exposure, said co-founder Nathaniel Anthony.

The partnership marks a “significant step forward” for Muscle Nation in its journey to create “a successful omni-channel experience”, Anthony said on Sunday, “as we work towards expanding our presence in the activewear and health supplements market”.

The deal means Muscle Nation gear will share floor space with brands synonymous with fitness, like Nike and Adidas, while offering casual Rebel Sport shoppers access to styles borne of Australia’s unique weight training culture.

“Rebel Sport’s extensive store network provides us with a unique opportunity to connect with our community on an in-person level,” Anthony continued.

“We’re excited to grow alongside Rebel and extend our range of activewear and supplements across their store network.”

Muscle Nation products are also available on Rebel Sport’s online store, on top of Muscle Nation’s existing e-commerce channels.

The Rebel Sport deal is not Muscle Nation’s first partnership with a national stockist, as its protein bars and powders have been sold in Coles stores across the map since July 2021.

As the brand celebrates its latest distribution breakthrough, other Australian gym gear brands are enjoying success of their own.

Activewear brand LSKD was last month crowned Telstra Business of the Year for 2024, with judges suggesting it could become “one of Australia’s next great brands”.