YoungLA has become one of the fastest-growing names in fitness apparel. The brand surpassed $100 million in product sales in 2023, and it’s owned entirely by two brothers: Gurmer and Robby Chopra. Since founding the company in 2014, they’ve built what started as a men’s fitness clothing line into a lifestyle brand that now competes with industry giants.
The story begins with random products sold on eBay. Then came bodybuilding shorts on Amazon. Today, YoungLA’s earned media value hit $15.5 million in the second quarter of 2022 alone—numbers that put established brands like Under Armour and Reebok in the rearview mirror.
The Chopra brothers now employ over 150 people while keeping the company culture tight-knit. Their Instagram following has crossed 1 million, and they work with more than 125 fitness influencers who drive 12% of their annual growth. The brand’s annual Block Party draws 15,000 attendees, and 2024 brings plans for global expansion.
Here’s how two brothers turned a simple idea into a fitness fashion powerhouse—and why they’ve never given up control of what they built.
Who owns YoungLA?
YoungLA is 100% owned and operated by brothers Gurmer and Robby Chopra, who founded the company in 2014 and maintain complete control to this day. Unlike most modern startups, they’ve taken a different path—avoiding outside investors and venture capital entirely.
The decision to stay private has given them something most founders lose: complete control over their vision.
Meet the Chopra brothers: Gurmer and Robby
Both brothers grew up in Los Angeles, surrounded by the city’s fitness culture from an early age. Gurmer graduated from the University of California, Santa Barbara, while Robby finished at California State University, Northridge. Their business education and previous experience in e-commerce and retail gave them the foundation they needed.
What sets them apart is their hands-on approach. Most founders eventually step back from daily operations, but Gurmer and Robby stay deeply involved in YoungLA’s development. Their business skills combined with genuine passion for fitness fashion create the momentum that drives the company forward.
Why they started YoungLA in 2014
The brothers spotted a gap that seemed obvious once they pointed it out. “With the explosion of brands like Lululemon and Fabletics, we noticed that the market wasn’t targeting men,” Gurmer explains. “There weren’t a lot of options for men in terms of comfortable athleisure wear at the time. It was either street clothes or gym clothes. There was no in-between.”
They were solving their own problem—the frustrating search for affordable, stylish, and comfortable fitness apparel for men. As they put it on their website: “Before starting YoungLA, we found ourselves searching for the perfect fitness wear at an affordable price. However, it didn’t exist, so we decided that in order to address the issue of mixing affordability with comfort, we needed to create our own brand”.
YoungLA’s private ownership status
YoungLA operates as a private limited liability company (Young LA Trading Co, LLC), with the Chopra brothers holding 100% ownership.
Their growth strategy looks different from what you’d expect:
- No external loans or financial assistance from the start
- All profits reinvested back into the business
- Entirely organic, self-funded growth
- Complete control over company direction
This approach reflects their philosophy of building slowly but sustainably. They started small—selling on eBay and Amazon with just one employee—and grew to over 150 team members without giving up equity or control to outside investors. Through consistent reinvestment and staying true to their vision, the Chopra brothers have built YoungLA on their own terms.
How YoungLA Started and Grew
The Chopra brothers didn’t start with a grand business plan. They started with a simple approach: test what works, then double down on what sells.
From eBay to Amazon: the early hustle
Gurmer and Robby began by selling random products on eBay under the YoungLA name. Nothing fancy—just testing the waters to see what moved. When they expanded to Amazon, they noticed something important: men’s fitness apparel consistently performed well. That observation became their compass.
“Instagram was a big driver for our business,” Robby explains. “When we launched, Instagram was blowing up, and we knew partnering with athletes would take us to the next level”.
Starting from home with one employee, they reinvested every dollar of profit back into the business. No outside funding, no loans—just steady growth built on what actually worked.
Filling the gap in men’s fitness apparel
While brands like Lululemon and Fabletics dominated women’s athletic wear, the men’s segment looked completely different. The brothers saw the opportunity clearly: “That is when the brothers decided to fill in the gap, designing athletic wear exclusively for men”.
They launched with bodybuilding shorts to establish their market presence. Once that foundation was solid, they expanded into compression shorts, running shorts, and cut-off tanks. The strategy was straightforward—create affordable, premium-quality fitness wear that simply wasn’t available elsewhere.
Expanding into women’s wear and lifestyle fashion
Success in men’s fitness apparel opened new doors. The brothers launched a lifestyle clothing line featuring jeans, bomber jackets, and what became their most popular item—”the perfect tee”.
Then came YoungLAForHer, their women’s line. The expansion paid off significantly, generating $152.40M in earned media value. When the pandemic hit in 2020, demand for comfortable workout clothes soared, accelerating their growth even further.
Today, they employ over 150 people—a long way from that single employee working out of their home. The company has established itself as a serious player in athletic clothing, built entirely on organic growth and smart market positioning.
Marketing That Made a Movement
YoungLA’s growth didn’t happen by accident. The Chopra brothers built a marketing strategy that turned their small apparel company into a fitness culture phenomenon.
The power of social media and influencers
The brothers saw Instagram’s potential early. “Instagram was a big driver for our business,” Robby explains. “When we launched, Instagram was blowing up, and we knew partnering with athletes would take us to the next level.”
That foresight paid off. YoungLA’s Facebook following jumped 76% in just 12 months, hitting 30,000 followers. The brand now ranks in the 100th percentile compared to competitors on the platform.
Here’s what’s interesting—women have become their secret weapon. In 2024, YoungLA’s top two earned media value drivers were female influencers who generated $41.70M in EMV across more than 1,000 posts.
YoungLA’s affiliate program explained
The Chopra brothers created one of the most effective affiliate systems in fitness apparel through Impact.com. This program now drives their growth engine.
The numbers tell the story. Posts mentioning affiliate codes generated $245.70M in EMV during 2024—more than half of YoungLA’s total $431.70M EMV. That’s up from $230.10M in 2023, powered by 669 creators who collectively drove $284.80M in EMV. Nearly all their top performers share personalized discount codes within their training content.
Celebrity athletes and brand ambassadors
YoungLA attracts serious star power. Professional boxers Tommy Fury and Ryan Garcia represent the brand, along with rapper YG and TikTok stars Alex Eubank and Lean Beef Patty. The roster includes Jay Cutler, Islam Makhachev, and Sean O’Malley.
Bodybuilding legends regularly showcase YoungLA gear too. Arnold Schwarzenegger, Ronnie Coleman, and Chris Bumstead frequently promote their clothing on Instagram.
How community events like Block Party boost loyalty
The Chopra brothers understand that real connections happen offline. Their Block Party events have become legendary gatherings in the fitness community.
Take their YoungLA × MyProtein event in Rotterdam. They transformed a skate park into an exclusive experience with limited merchandise drops and direct athlete interactions. These events do more than sell products—they build the kind of loyalty that keeps customers coming back.
The Brand Today and What’s Next
YoungLA now sells over 20,000 items daily across more than 100 countries. The numbers tell the story of sustained growth—but the real achievement is how the Chopra brothers did it without external investors.
International sales account for roughly 30% of total revenue, a figure that continues climbing as the brand gains traction in new markets. The team has grown to over 150 employees, yet the company culture remains close-knit despite the rapid expansion.
YoungLA’s evolution into streetwear
The brand has moved beyond traditional gym wear. Today’s YoungLA blends workout functionality with everyday style—what the fitness industry calls athleisure, but executed with a streetwear edge.
Their product line now spans over 500 SKUs across men’s and women’s collections. The design philosophy centers on versatility: pieces that work for training sessions and casual outings alike. Their tagline “More Than Just Gym Wear” captures this positioning perfectly.
The timing couldn’t have been better. As comfortable clothing became mainstream, YoungLA was already positioned at the intersection of fitness and fashion.
Expansion plans for 2024 and beyond
The Chopra brothers have outlined their next phase of growth:
- Flagship retail stores in major metropolitan areas
- Distribution centers in Europe and Asia to improve shipping times
- Country-specific websites with localized shopping experiences
- Region-exclusive collections designed for local market preferences
These moves signal YoungLA’s transition from digital-first brand to global retail presence. The challenge will be maintaining their community-focused culture while scaling internationally.
Building community beyond commerce
The annual Block Party has evolved into something bigger than a marketing event. It now draws 15,000 fitness enthusiasts for what’s become a genuine community celebration.
The Chopra brothers also allocate profits toward fitness programs in underserved communities and sponsor athletic opportunities for disadvantaged youth. They’ve integrated sustainable manufacturing practices into their operations—proving that rapid growth doesn’t require compromising on values.
YoungLA demonstrates that you can scale a business while staying true to the community that built it.
The YoungLA Success Story: Family-Owned and Future-Focused
The Chopra brothers built something different in fitness apparel. Gurmer and Robby chose the harder path—keeping complete ownership while growing organically. Most startups chase venture capital. These brothers reinvested every profit back into their vision.
Their timing with Instagram and influencer partnerships created a lifestyle movement, not just another clothing brand. The affiliate program they built generates hundreds of millions in earned media value. More importantly, it creates authentic connections with their audience.
What stands out most is their commitment to community. The annual Block Party isn’t just marketing—it’s proof they’ve built genuine culture around their brand.
YoungLA’s 2024 expansion plans show ambitious growth: flagship stores, international distribution centers, and region-specific collections. They’re moving from American success story to global presence.
The lesson here is clear. You don’t need external funding to build something extraordinary. Sometimes you just need two brothers with market insight, persistence, and the willingness to bet on themselves—one pair of shorts at a time.
FAQs
Q1. Who are the founders of YoungLA?
YoungLA was founded by brothers Gurmer and Robby Chopra in 2014. They maintain 100% ownership of the company and have grown it into a successful fitness apparel brand.
Q2. What inspired the creation of YoungLA?
The Chopra brothers started YoungLA after noticing a gap in the market for affordable, stylish, and comfortable men’s fitness apparel. They aimed to create a brand that offered high-quality athleisure wear at accessible prices.
Q3. How has YoungLA’s marketing strategy contributed to its success?
YoungLA’s success can be attributed to its effective use of social media, particularly Instagram, and its robust affiliate program. The brand collaborates with fitness influencers and celebrity athletes, which has significantly boosted its visibility and sales.
Q4. What is YoungLA’s annual Block Party?
The YoungLA Block Party is an annual community event that brings together around 15,000 fitness enthusiasts. It serves as both a marketing opportunity and a celebration of the brand’s community, fostering customer loyalty and engagement.
Q5. What are YoungLA’s future expansion plans?
YoungLA plans to expand globally in 2024 by opening flagship retail stores in major cities, establishing distribution centers in Europe and Asia, launching country-specific websites, and developing region-exclusive collections to cater to local preferences.