By In an in-depth conversation, Sanket Shikhar and Niket Kumar, co-founders of A2G, reveal their remarkable journey of building a comprehensive brand for fitness enthusiasts. Offering a diverse range of fitness accessories, premium supplements, and personalized training plans, A2G emphasizes quality, innovation, and customer-centricity. This interview explores their strategic roles, vision, and mission to empower individuals on their path to a healthier lifestyle.
Background and Inspiration
Niket Kumar oversees the technical aspects, marketing and finances of A2G, while Sanket Shikhar, a former software developer, is responsible for operations, product launches, marketing, and branding. Sanket’s transformation from being overweight to becoming a national powerlifter deeply influenced their decision to start A2G. They recognized a lack of innovation in fitness gear, particularly powerlifting belts, which have remained unchanged for decades. This inspired them to create products that enhance the lives of powerlifters and fitness enthusiasts.
What Sets A2G Apart
A2G differentiates itself by innovating existing products in terms of utility, not just aesthetics. Their fitness gear provides significant convenience, leading to improved performance. Unlike many brands that merely copy and paste labels or engage in white-labelling, A2G formulates supplements based on extensive research and scientific validation. They invest heavily in R&D to ensure each product is unique and effective. For example, their use of monk fruit instead of artificial sweeteners in whey protein reflects their commitment to quality and health.
Brand Name and Logo Significance
The brand name A2G initially stood for “Aspire to Grow.” However, to better convey their mission, the tagline evolved to “Lift Beyond Limits”. This tagline clearly represents the brand’s focus on lifting accessories, supplements, and continuous improvement. The logo features a calm gorilla mascot, designed to appeal to both male and female audiences, symbolizing strength and serenity.
Overcoming Challenges
The biggest challenge for Sanket and Niket was navigating the e-commerce industry. Coming from civil engineering and electronics backgrounds, they had to learn everything from scratch, including manufacturing, sourcing, assembling, and selling online. They faced numerous issues with manufacturing and supply chains, often having to change manufacturers and invest significant time and money into trial and error. Their persistence and focus on thorough R&D and quality control ultimately helped them overcome these challenges.
Innovating Fitness Gear
One of A2G’s standout innovations is their adjustable powerlifting belt, which uses submarine-grade stainless steel 316 for the buckle. This material choice ensures exceptional durability and resistance to sweat, providing long-lasting support for heavy lifting. Unlike other brands that use aluminium, A2G’s use of stainless steel 316 reflects their commitment to superior quality. Their belts feature wrinkle-free leather, enhancing both aesthetics and functionality. Additionally, they also provide adaptive wrist wraps that can be wrapped around any wrist size because of its unique design.
Customer Feedback and Quality Assurance
Customer feedback is crucial to A2G’s product development. Sanket’s firsthand experience as a powerlifter allows him to understand and address customer needs effectively. A2G’s supplements are transparent in their ingredient lists, containing no preservatives or additives, and are plant-based to ensure safety and suitability for individuals with various health conditions. Sanket regularly tests the supplements himself and shares his transformation journey on social media, showcasing their effectiveness.
Upcoming Innovations
A2G is set to launch India’s largest scoop size pre-workout, featuring ingredients at effective dosages. Many pre-workouts in the market use under-dosed ingredients to cut costs, but A2G ensures the correct and effective dosage for optimal performance. For instance, their pre-workout will contain 6.5 grams of citrulline blend, compared to the typical 2-3 grams used by other brands. The typical scoop size for pre-workouts is 7-8 grams, but A2G’s will be 22 grams, providing a substantial boost before workouts. Some ingredients in their pre-workout are being introduced to the Indian market for the first time, imported directly from the US.
Sustainability and Eco-Friendliness
While sustainability hasn’t been the primary focus for A2G, they make efforts to minimize the use of plastics in their packaging materials. They also use animal skin leather, which contributes to environmental preservation by utilizing resources that would otherwise go to waste. This approach reflects their commitment to responsible manufacturing practices.
Customer Success Stories
A2G has numerous customer success stories that highlight the impact of their products. Sanket’s personal transformation using their Superhuman testosterone booster, Turkesterone Pro and whey protein is a testament to the effectiveness of their supplements. Additionally, their website features many transformation pictures of customers who have benefited from their products.
Lessons Learned and Advice for Aspiring Entrepreneurs
Niket advises aspiring entrepreneurs to thoroughly vet their suppliers, establish clear agreements, prioritize marketing from day one, and maintain consistency. He emphasizes the importance of effective marketing strategies and innovative approaches in today’s competitive landscape. Sanket highlights the need to approach problems as opportunities for improvement and to focus on creating unique selling points (USPs) for their brand. He stresses that a quality product is essential for gaining loyal customers and achieving repeat orders.
Future Vision
Sanket and Niket foresee the fitness industry evolving towards scientifically-backed supplements and innovative fitness gear. They believe that in five years, gimmicky products will phase out, and the market will see supplements that genuinely improve overall health. They envision A2G as a leader in providing high-quality supplements and gear that meet the needs of serious fitness enthusiasts. Their commitment to customer education and continuous improvement will drive A2G’s evolution in the wellness sector.
Comprehensive Training and Nutrition Plans
A2G also offers training and nutrition plans to ensure customers maximize the benefits of their supplements. Sanket personally coaches individuals through online lessons, helping them achieve their fitness goals effectively. This holistic approach underscores their dedication to supporting customers in every aspect of their fitness journey.
Check out A2G’s official website here – https://www.a2glifestyle.com/
Conclusion
Sanket Shikhar and Niket Kumar’s journey with A2G showcases their dedication to quality, innovation, and customer satisfaction. Their insights and experiences offer valuable lessons for aspiring entrepreneurs in the fitness industry. As A2G continues to grow, their mission to support individuals in achieving their fitness goals remains unwavering. Through their innovative products, rigorous R&D, and commitment to customer education, A2G is poised to make a significant impact in the wellness sector.
