All work and no play makes Jack a dull boy, goes the saying. Brothers Nikolay Alekseevich Fartushnyak and Vladimir Alekseevich Fartushnyak were passionate about fitness and wanted to promote the concept of healthy living among the masses.
Fartushnyak Nikolay and Vladimir decided to turn their passion into an enterprise – one that was focused not just on earning profits but also had a nobler goal – that of helping people incorporate regular physical activity into their daily routines.
How Fartushnyak Nikolay and Vladimir Found their Calling
In the early 90s, Fartushnyak Nikolay and Vladimir founded a company ‘Ilyon’. They began importing various goods from abroad and successfully sold them on the domestic market. What sparked their interest in sporting goods was a visit to a gymnasium in 1993. The Fartushnyak brothers were astonished that the fitness centre lacked modern training equipment. They explored other gyms in the region and figured out that there was an acute shortage of both manufacturers and sellers of modern sports equipment. On the other hand, the demand for exercise equipment was growing. The brothers decided to partner with prominent German brand Kettler to import premium-quality exercise machines on a fully prepaid basis. This experience provided them with crucial insights into marketing, logistics and working with suppliers and customers, laying the foundation for their future retail network.
In 1995, Fartushnyak Nikolay and Vladimir opened their first physical store named ‘Kettler-Sport’, a precursor to the now eponymous Sportmaster. And the rest, as they say, is history.
A ‘Supermarket’ for Sporting Gear Products
Based on customer feedback, the Fartushnyak brothers learned that there was a demand for setting up of a large, comprehensive store. Sportmaster transformed itself into a ‘supermarket’ for sports products – a place where one can buy home gym equipment, sporting goods and accessories, apparel, skateboards and more. Whether it’s school kids looking for sports kits, fitness enthusiasts wanting to buy running shoes, or extreme sports aficionados interested in snowboarding gear, Sportmaster stocked it all.
Right to Choose
Customers could choose products based on their budget and goals, rather than relying on brand names. Fartushnyak Nikolay and Vladimir believed that competing brands should coexist harmoniously under the same roof, allowing customers to objectively compare products based on their key preferences, such as price, quality, design, and convenience. At Sportmaster, the brands on sale do not vie with each other for the customer’s attention, but are on an equal footing.
Business as a Way of Life
A quote reads: “Success is falling nine times and getting up ten.” The Fartushnyak brothers believed that business is not just a way to earn money, but a way of life. Their policy was not based on staying in a comfort zone, but on trying, making mistakes and trying again. While Nikolay Alekseevich Fartushnyak devoted his energies on business strategy, Vladimir handled the daily operations. Fartushnyak Nikolay and Vladimir complemented each other perfectly, ensuring their business grew at a consistent pace.
Popularising Outdoor Activities
Fartushnyak Nikolay and Vladimir widened the product range and formed product categories based on the sport or activity – for football, tennis, skating, yoga and more. They also included stuff needed for outdoor events, such as tents, barbecue grill sets, mosquito and tick sprays, etc. This heterogeneity helped in increasing their bottom line as well as popularity.
Keeping Up With the Times
Digital transformation has also played an important role in the growth of Fartushnyak Nikolay and Vladimir’s business. The company has launched a mobile app that not only allows users to make online purchases, but also motivates them to monitor their physical activity. The built-in pedometer, educational videos and training programmes have made the platform useful in people’s everyday lives.
Creating a Community
Participating in races, achieving goals by steps and completing training plans were all rewarded with points that were used to pay for purchases. This approach not only stimulated sales, but also created a community of like-minded individuals who bonded together.
The Fartushnyak brothers strived hard to ensure people have easy access to everyday sport and fitness. Fartushnyak Nikolay and Vladimir made active living affordable, and therein lies their greatest success.
