What Squatwolf does

Squatwolf is a Dubai-founded premium performance activewear brand established in 2016 by Anam Khalid and Wajdan Gul, selling gym wear and workout apparel for men and women across t-shirts, shorts, leggings, hoodies, sports bras, tank tops, and accessories. The company's core technology centers on its proprietary ACTDRY moisture-wicking fabric, deployed across its three 2026 collections — TRAIN (training/gym wear), RUN (running apparel), and RESET (recovery/wellness) — alongside standard performance apparel construction. Customer engagement is supported by the PackVIP loyalty program (points, early drop access, VIP deals) and a native mobile app.

Squatwolf runs a hybrid omnichannel business model. Direct-to-consumer e-commerce via squatwolf.com is the primary storefront, complemented by owned physical retail stores across the Middle East, franchise operations in Kuwait and Qatar, direct retail in Saudi Arabia, wholesale/reseller partnerships, a uniform supply program, and global partner retail locations. Products are priced per unit from approximately $13 (accessories) to $100 (premium outerwear), with deep promotional discounting (up to 70% off during seasonal sales), an EXTRA20 code promotion, and buy-now-pay-later options through Tabby, Tamara, and Klarna — consistent with a high-velocity, promotionally active B2C model rather than a subscription or premium-anchored one. The customer base is dominated by individual fitness consumers in the MENA region and the broader international fitness community reached through 100+ country distribution.

The company is private and venture-backed, with early-stage investment from Disrupt.com and a 2023 minority investment of up to USD 30 million from ASCA Capital, alongside an omnichannel expansion plan targeting 30 new retail stores by 2030. Headcount sits in the 51–100 range, and Squatwolf has been cited as a growth case study by Meta, Google, and DHL. Recent commercial moves include the 2026 appointments of Publsh Media Group (exclusive PR) and Assembly MENA (digital growth), and the launch of a global affiliate program via CJ Affiliate — collectively indicating an execution-led scaling phase rather than a pivot or restructuring.

Name

Squatwolf

Legal name

Squatwolf

Website

https://squatwolf.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Squatwolf is a Dubai-founded premium performance activewear brand selling men's and women's gymwear, running apparel, and accessories globally through DTC e-commerce, owned Middle East retail stores, franchises, wholesale, and a PackVIP loyalty program.

Ownership category

akta.pro rank

Product category

Performance Athletic Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Activewear & Training Apparel (CRAAAEAA)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD), Performance Outerwear & Technical Apparel (CRAAAEAB), Performance Socks, Underlayers & Active Essentials (CRAAAEAJ)

Keywords

• Performance activewear
• Gym apparel
• Workout clothing
• Fitness apparel
• Athletic wear

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Squatwolf generates revenue primarily through direct-to-consumer sales of premium gymwear and performance wear products via its e-commerce platform (squatwolf.com) and physical retail stores. Products include t-shirts, shorts, leggings, hoodies, sports bras, and accessories at price points ranging from approximately $13 to $100 per item.
2. Wholesale / Reseller: Squatwolf sells products through wholesale and reseller channels, including uniform supply to businesses and organizations. The brand also offers wholesale partnerships as noted in their website footer.
3. Franchise Operations: Squatwolf operates franchise stores in markets like Kuwait and Qatar, generating revenue through franchise fees and product distribution within those territories as part of its omnichannel expansion strategy.

Pricing tiers

Distribution channels6 records

Marketing channels7 records

Core offering

Squatwolf designs, manufactures, and sells premium performance activewear — including gym wear, running apparel, and post-workout lifestyle clothing — for men and women. Its products are built around the proprietary ACTDRY moisture-wicking fabric technology and are organized into TRAIN, RUN, and RESET collections. The brand sells primarily direct-to-consumer through its own e-commerce site, mobile app, and a growing network of physical retail stores, franchise locations, and wholesale partners across the Middle East and internationally.

Product overview

Squatwolf is a Dubai-founded performance wear brand founded in 2016 that operates a direct-to-consumer e-commerce platform complemented by omnichannel retail operations. The company offers a unified product portfolio centered on premium gym wear and workout clothes for men and women, organized into three main sub-lines: TRAIN (training/gym wear), RUN (running apparel), and RESET (recovery/wellness wear). Core product categories span T-shirts, shorts, hoodies, joggers, sports bras, leggings, accessories, and intimates. The brand differentiates through proprietary ACTDRY moisture-wicking fabric technology and supports customer engagement via the PackVIP loyalty program and mobile app. Squatwolf also serves B2B segments through wholesale, uniform, and influencer partnership programs, while expanding globally via franchise retail operations across the Middle East and partner locations worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• TRAIN Collection A performance activewear collection designed for gym and strength training use, featuring Squatwolf's ACTDRY moisture-wicking fabric technology and targeted at fitness-focused men and women.
• RUN Collection A running-focused activewear collection built with lightweight, moisture-wicking performance fabrics for road and track running by male and female fitness consumers.
• RESET Collection A post-workout and lifestyle activewear collection designed for recovery, travel, and casual wear, complementing Squatwolf's training and running lines.
• Men's Gym Wear The full range of men's gym and training apparel offered by Squatwolf, including tops, bottoms, and training essentials sold through the brand's e-commerce site, mobile app, and physical retail stores.
• Women's Workout Clothes The full range of women's workout and training apparel offered by Squatwolf, including tops, leggings, and training essentials sold through the brand's e-commerce site, mobile app, and physical retail stores.
• Squatwolf Mobile App The Squatwolf mobile application, providing direct shopping, loyalty program access, and personalized offers to fitness consumers across the brand's markets.
• PackVIP Loyalty Program PackVIP is Squatwolf's customer loyalty program, rewarding members with points on purchases and sign-up bonuses that can be redeemed for discounts and perks on future orders.
• Personal Shopping Service A complimentary personal shopping service provided by Squatwolf to help customers select the right apparel based on training style, fit preferences, and use case.

Quantifiable outcome

• Over 100 countries reached globally
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Publsh Media GroupcoreGTM or Marketing Partner · 11 February 2026Squatwolf appointed Publsh Media Group as its exclusive PR and media collaborator for 2026. The agency directs comprehensive communications efforts including PR, media strategy, outdoor campaigns, and brand outreach. The partnership aims to support Squatwolf's global expansion from a regional activewear brand into an international competitor distributing to over 100 countries.
• Assembly MENAminorGTM or Marketing Partner · 2 February 2026Squatwolf selected Assembly MENA to power its digital growth strategy. Assembly MENA is a digital marketing agency that will support Squatwolf's online growth and digital marketing initiatives in the Middle East and North Africa region.
• CJ AffiliateminorGTM or Marketing Partner · 22 January 2026Squatwolf launched its first global affiliate marketing network programme through the CJ Affiliate platform. Led by E-commerce and Digital Director Chris Bishop, the initiative aims to professionalize affiliate marketing in the Middle East, where the practice remains underdeveloped compared to Western markets, while supporting expansion into international markets. The programme transforms affiliate marketing from a last-click coupon-only model to a strategic full-funnel growth lever.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Gymshark: Gymshark is a UK-founded digitally-native fitness apparel brand built around gym and training communities. It is the closest analogue to Squatwolf in terms of DTC-led model, fitness-lifestyle positioning, social-driven marketing, and premium price band.
• Alo Yoga: Alo Yoga is a premium activewear and lifestyle brand with a strong DTC plus physical retail model (flagships globally) and a similar premium pricing strategy. It competes with Squatwolf for the same aspirational fitness consumer across women and men.
• Fabletics: Fabletics is a digitally-native women's activewear brand combining e-commerce, VIP membership, and growing physical retail. It mirrors Squatwolf's mix of DTC, loyalty program (PackVIP), and omnichannel expansion in women's activewear.

Broad incumbents

• Lululemon: Lululemon is the global premium activewear leader with broad product lines (women's, men's, yoga, training, running) and a powerful retail store strategy. It is the aspirational benchmark Squatwolf is positioning against in the premium tier.
• Nike: Nike is the largest global athletic apparel and footwear brand with unmatched marketing scale, athlete endorsements, and product breadth across training, running, and lifestyle. It defines the competitive floor and ceiling for Squatwolf's category.
• Adidas: Adidas is a global athletic apparel and footwear incumbent with broad product lines spanning training, running, and lifestyle. It competes with Squatwolf across multiple price points and geographies.
• Under Armour: Under Armour is a global performance apparel brand focused on training, running, and gym. Its positioning around performance technology (similar to Squatwolf's ACTDRY narrative) makes it a relevant competitor in the functional activewear segment.

Emerging players

• P.E Nation: P.E Nation is a premium activewear and athleisure brand with strong fashion-led positioning and a similar price band to Squatwolf. It is comparable as a smaller premium player competing against the major incumbents.
• Outdoor Voices: Outdoor Voices is a digitally-native activewear brand built around community and recreational fitness. Its community-driven marketing approach mirrors Squatwolf's grassroots running-club engagement strategy.
• Cuts Clothing: Cuts Clothing is a DTC premium athletic and lifestyle apparel brand with a similar premium price-point strategy and digital-first model. It represents another smaller digitally-native competitor in the premium activewear tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/squatwolf
• LinkedInlinkedin.com/company/squat-wolf
• Instagraminstagram.com/squatwolf
• TikToktiktok.com/@squatwolf
• Xx.com/squatwolf
• Facebookfacebook.com/squatwolf

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Squatwolf