In this episode of Add To Cart, we meet Vic Gigliotti, the founder of Muscle Republic, the fitness apparel brand that’s built on heart and hustle. Vic takes us through his journey, from starting the brand alongside his late dog Charlie Brown—the original “CEO”—to scaling it into a global operation selling in over 200 countries. Hear how Vic overcame early challenges, like finding suppliers and funding, and the pivotal moments that turned Muscle Republic into a community-driven brand. Packed with stories of grit, growth and transformation this episode is a must-listen for anyone looking to create a legacy that goes beyond selling apparel.

This episode was brought to you by:

Shopify Plus

Klaviyo

About your guest:

Vic Gigliotti is the founder of Muscle Republic, a global fitness apparel brand driven by the belief that "real muscle is heart." What began as a personal journey of transformation, inspired by his late dog and CEO Charlie Brown, has evolved into a thriving global community. Known for his resilience and authenticity, Vic channels his passion for fitness and personal growth into building a brand that inspires others to pursue their best selves. A true advocate of personal development, he weaves lessons from his own challenges into his leadership philosophy. With Muscle Republic now selling in over 200 countries, Vic is redefining what it means to lead with heart. 

About your host:

Nathan Bush is the host of the Add To Cart podcast and a leading eCommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.

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