Our story

From a shared passion to MUSKLE

MUSKLE’s story starts in 2005, at a sanitary products wholesaler in Mechelen. That is where Robin and Axl first met. What began as a hobby grew into a brand with five stores, its own product line, and the same personal approach they had from day one.

Robin, Axl and Nezmi

2005The beginning
2007First store
2017MUSKLE
2019Antwerpen
2025Unfazed

2005

The beginning

Away from work, Robin and Axl quickly discovered a shared interest: fitness. They did not just want to train harder. They wanted to understand how nutrition and supplements could support better athletic performance.

That curiosity became the starting point of their business. Together they launched a webshop. The first stock sat in the attic at Axl’s home. What began as a small project soon showed real potential.

2007

The big choice

Robin and Axl faced an important decision. They could invest in a holiday home in Spain, or they could chase the dream closer to home.

Instead of a house under the Spanish sun, they bought a commercial property on Putsesteenweg in Bonheiden. They started with a modest 50 m² shop. After a thorough renovation, it grew to 130 m² of retail space. It was a choice that would shape the future of MUSKLE.

In the store

Personal guidance

From the first day, Axl took charge of sales. Guiding people, listening to their goals and helping them with questions about supplements is not just his job. It is his calling.

That personal guidance is still a core part of MUSKLE today. Axl helps beginners taking their first steps, experienced athletes and competitive athletes alike. Over the years the team has contributed to strong competition results, including several first-place finishes. It is something they are especially proud of.

Personal advice
Experience since 2005
Guidance tailored to you

2012–2019

Growth and change

From wholesale to new stores: between 2012 and 2019 MUSKLE accelerated. Every step asked for switching, renovation and the same personal approach.

2012
Wholesale takeover
Robin committed himself fully to the acquired wholesale business and combined it with a few days a week of shop sales in Tessenderlo.
2017
FitnessConcept becomes MUSKLE
Robin and Axl renewed the name and logo. MUSKLE was born: a new look, with the same personal approach as from the start.
2017
Hasselt and Roosendaal
After Tessenderlo, Hasselt opened. Nezmi became co-owner and took responsibility for the renovated store in Roosendaal.
2019
Antwerp
MUSKLE expanded to Antwerp. Locations in Gentbrugge, Bruges and Aalst followed later, but closed due to a shortage of the right people.

Covid to 2023

Resilience

Then came Covid. It was an especially hard and uncertain period. A time of holding on, adapting and, above all, not giving up.

Only in 2023 did MUSKLE truly start to come out of those difficult years. Today the brand is back on course: stronger, wiser and more ambitious than ever.

Own line

The MUSKLE product line

The own MUSKLE product line plays an increasingly important role. Robin and Axl want to offer quality supplements at a fair, accessible price. Good sports nutrition should be within reach, from beginners to experienced athletes.

That is why they want to grow the range step by step in the years ahead. One principle always stays central: affordability must never come at the expense of quality. Every new product has to meet the high expectations MUSKLE has built over the years.

With more and more own products, including the popular creatine gummies, MUSKLE keeps evolving. At the same time the personal approach remains: honest advice and tailored guidance, whether someone wants to compete or simply feel healthier and more energetic in daily life.

Today

Five stores

What started with a shared passion and stock in an attic grew into a strong brand with years of experience. MUSKLE now has five stores. Customers can count on personal advice, quality products and guidance that fits their goals.

2025

A new chapter with Unfazed

In 2025 MUSKLE took another important step forward with the acquisition of Unfazed, a brand specialised in activewear for women. With this expansion, MUSKLE wants to support customers not only with supplements and guidance, but also with comfortable, stylish sportswear.

The aim is to offer the Unfazed collection in every MUSKLE store and to keep growing the brand in the years ahead.

Discover Unfazed

Passion brought us together. Resilience keeps us moving forward.

This is the story of MUSKLE. A story of passion, courage, resilience and, above all, keeping going.

One thing has never changed: the drive to guide people personally and help them get the best out of themselves.

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