Just Strong

What Just Strong does

Just Strong is a UK-based, direct-to-consumer women's gym wear brand operated by Thrive Brands Ltd. and founded in 2017. The company sells leggings, sports bras, hoodies, T-shirts, tanks, shorts, joggers, jackets, and accessories through Shopify-based UK and US storefronts, with localized country/currency selection across 30+ markets and 12+ currencies (USD, EUR, GBP, AUD, CAD, CZK, DKK, NOK, PLN, SEK, CHF, NZD). Pricing is unit-level and mainstream-mid-tier: leggings $56-$83 / £13-£52, sports bras £10-£42+, hoodies/sweats £27-£78, t-shirts £8-£32, with curated Ambassador Bundles priced £90-£252 (regular) and £90-£171 (sale). Free shipping applies above £70 / $100 and a 30-day return window is offered. Size inclusivity is structural — most categories are stocked up to 5XL.

The core commercial differentiator is a community-anchored GTM rather than a typical DTC apparel motion. The brand runs a private "Strong Facebook Community" of approximately 45,000 women and a formal JustStrong Ambassador Programme that provides ambassadors with a 10% personal discount code, a 20% first-order code, and 10% commission on referred orders via PayPal. Marketing relies on organic social (Instagram @juststrong, Facebook @juststrongclothing), an email newsletter, a Trustpilot "Excellent" rating badge, and seasonal sale campaigns (e.g., Summer Sale up to 70% off). Operationally the company is lean — 1-10 employees, no disclosed external funding, no third-party retail or wholesale channels, and a 2025 product cadence spanning the Motion Essentials Collection, the Summer Shades seasonal capsule, and a June 2025 new-arrivals drop. Technology is commodity Shopify with native multi-currency checkout, a Swym wishlist app, and standard payment processors (American Express, Apple Pay, Bancontact, Diners, Discover, Google Pay, iDEAL Wero, Maestro, Mastercard, PayPal, Union Pay, Visa); no public API, no proprietary models, and no disclosed AI/ML capability beyond apparent use of generative AI for product imagery.

Name

Just Strong

Legal name

Thrive Brands Ltd.

Website

https://juststrong.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Just Strong is a UK-based direct-to-consumer women's gym wear brand (Thrive Brands Ltd., founded 2017) selling leggings, sports bras, hoodies and accessories via Shopify storefronts across 30+ countries, anchored by a 45,000-member Facebook community and a global ambassador programme offering 10% commissions.

Ownership category

akta.pro rank

Headquarters

HQ city

Bolton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-consumer apparel sales: Core revenue stream: one-time purchases of women's gym apparel (leggings, sports bras, hoodies, t-shirts, tanks, shorts, joggers, jackets, accessories) via juststrong.com and us.juststrong.com Shopify storefronts.
2. Bundle / multi-pack sales: Bundle SKUs (Ambassador Bundles — Your Daily Essentials, OG Starter Pack, Summer Edition, Black Edition, Tennis Bundle, Khaki Edit, Lime Edition) sold at a discount versus combined item retail price.
3. Ambassador affiliate / referral commissions: Brand ambassadors receive a personal 10% off code shared with their audience; the ambassador earns 10% commission on orders placed using their code (excludes their own orders).
4. Promotional / outlet sale pricing: Recurring sale events such as "UP TO 70% OFF SUMMER SALE NOW LIVE" driving transaction volume through discounted pricing on prior-season inventory.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Just Strong designs, sources, and sells women's gym and training apparel — leggings, sports bras, hoodies, T-shirts, tanks, shorts, joggers, jackets, and accessories — direct-to-consumer through Shopify storefronts. The brand is anchored by a 45,000+ member "Strong Facebook Community" and a formal Ambassador Programme offering 10% off personal discount codes plus 10% commission on referred orders. The product line is organized around activity-based collections (Motion Essentials, Off Duty, Track to Trail, Elevate) and supports extended sizing up to 5XL.

Product overview

Just Strong operates a single direct-to-consumer apparel brand (trading as Just Strong Clothing — Thrive Brands Ltd) running on a Shopify storefront, rather than a multi-product software platform. The core product portfolio is organised as one unified women's gym wear brand with named category modules: Leggings (e.g., Motion Essential, Sculpt 7/8, Power High Rise, Shala, Agility Workout, Maya Ribbed Flare, Vertex Camo, Wrap Over), Sports Bras (Flex, Impact, Motion, Namaste, Asana, Agility, Airflow, Vertex Camo, Strappy), Hoodies & Sweats (The Classic, Essentials Oversized, Training Club, Motion Training Club, Club House), T-Shirts & Boyfriend Tees (Motion Boyfriend Training Tee, Motion Boyfriend Graphic/Lift Heavy/Logo Tee, Everyday Drawstring Tee, Long Sleeve Workout Tee, motivational Boyfriend Tee capsule), Tanks & Vests (Motion Vest, Motion Training Essentials Tank, Motion Motivate series, Chandra Tie Tank, Prana Crop Vest, Vinyasa Vest, Work It Vest, Airflow Mesh Tank, Just Strong Tank, Relax Muscle Tank), Shorts & Bike Shorts (Motion High Rise Biker Shorts, Motion High Rise Hot Pants, Prana Cycle Short, Wrap Over Cycle Shorts, Tempo Lite, Run Mesh 2-in-1, Run The Distance 2-in-1, Power Performance Shorts), Joggers & Bottoms (Training Club Oversized Joggers, Slim Joggers, Cargo Joggers, Essentials Oversized Sweatpants, The Classic Sweatpant, Throw On Open Hem Joggers), Jackets (Training Zip Up Jacket), and Accessories (socks, towels, gym holdall, rolltop backpack, trucker cap, resistance bands, Just Strong Tote Bag). On top of the core catalogue, the brand sells curated multi-item Ambassador Bundles and seasonal capsule collections including the Motion Essentials Collection and Summer Shades Collection, and operates a JustStrong Ambassador Programme (45k+ members, 10% discount + 10% commission) and a Loyalty Club/Rewards programme for repeat customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Leggings Just Strong's flagship apparel category featuring high-waisted, 7/8, capri, full-length, flare, and ribbed leggings designed for training, lifting, yoga and running. Marketed attributes include squat proof fabric, sweat wicking, 4-way stretch and hidden pockets. Sold to women seeking performance gym wear.
• Sports Bras Light, medium and high support sports bras engineered for different activities including Impact High Support, Flex Medium Support, Airflow Mesh, and Motion Light Support. Features sweat wicking, removable padding, and reflective details. Sized up to 5XL across the range.
• Hoodies & Sweats Pullover hoodies, quarter-zips, crew sweatshirts, and sweatpants including The Classic, Essentials Oversized, Training Club, Motion Training Club, and Club House collections for warm-up, rest day and off-duty wear.
• T-Shirts & Boyfriend Tees Includes Motion Boyfriend Training Tee, Motion Boyfriend Graphic/Lift Heavy/Logo Tee, Everyday Drawstring Tee, Long Sleeve Workout Tee, and a motivational Boyfriend Tee capsule with empowerment-themed graphics (Own Pace, Take Up Space, One Rep, Progress, Worthy, Own It, Rise).
• Tanks & Vests Includes Motion Vest, Motion Training Essentials Tank, Motion Motivate series, Cropped Ruched Vest, Chandra Tie Tank, Prana Crop Vest, Vinyasa Vest, Airflow Mesh Tank, Just Strong Tank, Relax Muscle Tank, and Training Crop Tank for training and workout use.
• Shorts & Bike Shorts Includes Motion High Rise Biker Shorts, Motion High Rise Hot Pants, Prana Cycle Short, Wrap Over Cycle Shorts, Tempo Lite, Run Mesh 2-in-1, Run The Distance 2-in-1, Power Performance Shorts, Timeout Shorts, and Club House Sweat Short.
• Joggers & Bottoms

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature9 records

Partnerships

Four partnerships are on record, tiered core.

• TrustpilotcoreGTM or Marketing PartnerTrustpilot is integrated into the storefront as a third-party review and trust platform; "Rated Excellent on Trustpilot" badge and a 4.5-star graphic are displayed in the site header and product pages to drive conversion.
• Shopify (storefront platform)coreTechnology or IntegrationJust Strong runs its UK and US storefronts on Shopify (CDN paths under cdn.shopify.com, swym-wishlist features, account/login endpoints, and Shopify-style collection URLs are visible throughout the source). Shopify powers the e-commerce, multi-currency, and checkout experience.
• Facebook / MetacoreGTM or Marketing PartnerJust Strong's flagship "Strong Facebook Community" of 45,000+ women is hosted on Facebook; the private ambassador group also operates on Facebook; brand page at facebook.com/juststrongclothing.
• Payment processors (American Express, Apple Pay, Bancontact, Diners Club, Discover, Google Pay, iDEAL Wero, Maestro, Mastercard, Union Pay, Visa)coreOthersFooter "We accept" line lists the full set of payment methods supported at checkout across regions (cards, wallets, and regional methods like Bancontact, iDEAL Wero, Union Pay).

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AYBL: UK-based DTC women's gym wear brand competing directly with Just Strong in leggings, sports bras, hoodies and matching sets across overlapping price points and customer segments.
• Alphalete: Performance and lifestyle gym wear brand with a strong women-focused product line, community-driven marketing and DTC-led distribution — directly comparable positioning to Just Strong.
• Sweaty Betty: Women's-focused premium activewear and gym wear brand with multi-region DTC and community-led positioning, directly comparable to Just Strong's target customer and product mix.
• ODODOS: Women's activewear DTC brand heavily focused on leggings, squat-proof and high-waisted designs at competitive price points — overlapping product attributes with Just Strong's flagship leggings range.
• Gymshark: UK-founded, direct-to-consumer fitness apparel brand selling leggings, sports bras, hoodies and training gear to a global community — the closest analogue to Just Strong's women-focused, community-led DTC gym-wear model.

Broad incumbents

• Lululemon: Global premium women's athletic apparel incumbent offering leggings, sports bras and hoodies across DTC and retail; sets the category benchmark Just Strong competes against on performance and quality.
• Adidas (Women's Training): Global incumbent with women's training apparel, accessories and bundles sold via DTC, retail and wholesale — competing for the same women-focused gym customer as Just Strong at multiple price tiers.
• Nike (Women's Training): Mass-market incumbent with deep women's training apparel lines, large marketing budgets and global wholesale plus DTC — defines the competitive ceiling for community-led DTC challengers like Just Strong.

Emerging players

• BTFBM: DTC women's activewear brand with leggings, sports bras and loungewear at value price points — overlapping with Just Strong's discounted entry SKUs and seasonal sale positioning.
• Carbon38: DTC women's activewear retailer curating performance leggings, bras and training apparel — comparable women-focused, multi-brand D2C model with overlapping customer to Just Strong's US storefront.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/juststrongclothing
• Instagraminstagram.com/juststrong

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Just Strong