Marketing Tips That Made This Brand Worth Millions
Executive Summary
Shopify Masters on-location episode in New York where host Benjamin Gottlieb talks with Nick and Tim West, brothers and co-founders of the athletic wear brand Bandit Running, about building a brand through community rather than sales. They describe New York as the running club capital, how the brand grew from Tim running during covid and wanting something different from big brands, why Tim chose Shopify after using another platform at a previous company, and how a store with a Saturday run club of 100 to 150 people serves as the blueprint for future locations. Sponsor named: Shopify, which hosts the show. PARTIAL COVERAGE: this note draws on the opening, origin, platform choice, retail and run club sections and the closing, and may miss parts of the roughly 33 minute video. Business claims are the founders' own and not independently checked. Nothing here is medical, legal or financial advice.
Key Takeaways
Running culture in New York
They describe a welcoming, inclusive scene and say New York is the running club capital with the biggest marathon and half marathon.
Community first
They say building a community first is a more sustainable and successful way to have a brand and a business.
Origin during covid
Tim describes running during covid as a big Nike customer and starting a brand around what he wanted.
Making the leap
A founder says he would much prefer to try and land on his feet than live with the idea of what if.
Why Shopify
Tim says he skipped heavy research because trusted founder friends all used Shopify, after a bad experience on another platform.
Retail as marketing
They say the first store came from a hybrid fulfillment space and works as an entry point to the brand.
Saturday run club
They say 100 to 150 people join an easy 3 to 5 mile run each week, and the store is the blueprint for the next one.
The Conversation Breakdown
Running culture in New York
⏱ Untimed topicThey describe a welcoming, inclusive scene and say New York is the running club capital with the biggest marathon and half marathon.
Community first
⏱ Untimed topicThey say building a community first is a more sustainable and successful way to have a brand and a business.
Origin during covid
⏱ Untimed topicTim describes running during covid as a big Nike customer and starting a brand around what he wanted.
Making the leap
⏱ Untimed topicA founder says he would much prefer to try and land on his feet than live with the idea of what if.
Why Shopify
⏱ Untimed topicTim says he skipped heavy research because trusted founder friends all used Shopify, after a bad experience on another platform.
Retail as marketing
⏱ Untimed topicThey say the first store came from a hybrid fulfillment space and works as an entry point to the brand.
Saturday run club
⏱ Untimed topicThey say 100 to 150 people join an easy 3 to 5 mile run each week, and the store is the blueprint for the next one.
Core Frameworks & Ideas
Community first - the founders' playbook
Build an engaged group before pushing sales.
Retail as a hub - their store strategy
Use a store to add value and inspire participation in a community.
Trust your peers on tools - Tim's platform rule
Pick tools that people you trust already use.
Actionable Next Steps
- ✓Find or start a regular event that brings your customers together in person.
- ✓Ask what your customers do together, not just what they buy.
- ✓If choosing a platform, ask founders you trust what they use and why.
- ✓Treat the business claims as the founders' own and check them before relying on them.
Notable Quotes
“let's build a community first that's a more sustainable way more successful way to have a brand and a business”
“how much I would regret not doing it”
“I don't have to do a lot of research if the people that I trust are telling me one thing”
The One Thing to Remember
Nick and Tim West say Bandit Running grew by building a community first and using a store and run club as a marketing hub.