ABOUT

THE OPPORTUNITY
More people are recognising the important role fitness and nutrition plays in their lives. But in a category saturated with buff bodies, complicated claims and heavy discounts, it can be hard to know where to start and who to trust.

The opportunity, as we saw it, was to challenge convention and present a new way of doing things – elevating the newly-named bulk™ from perceived commodity to an aspirational lifestyle brand for any goal and every body.