Building TWL: How Andy Lee Grew a Global Fitness Brand from Adelaide
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In this episode of eCommerce Australia, we sit down with Andy Lee — co-founder of TWL (The WOD Life) — one of Australia’s most authentic eCommerce success stories.
What started with 50 jump ropes and a Shopify account has become a global fitness brand with a cult-like community.
Andy unpacks the role of content, community, and authenticity in building a standout brand in a noisy market.
He shares how TWL balances the grind of growth with staying real — and what founders need to know about content ROI, influencer marketing, and building for the long haul.
Key Moments & Takeaways:
🎯 From side hustle to global brand: How TWL went from Ben’s bedroom to 500K+ followers.
🧠 The mystery box strategy: Why surprise and scarcity still win.
💬 “We’re the coach, not the hero”: On creating customer-led branding.
📹 Content ROI: The truth about YouTube, social, and what actually converts.
🧍 Being human in an AI-driven world: The future of brand connection in 2025.
💡 What Andy would do differently: Tips for brands starting from scratch today.