Brothers Fartushnyak Nikolay Alekseevich and Fartushnyak Vladimir Alekseevich had an idea – to establish a ‘supermarket’ for sports goods and accessories with prices that don’t burn a hole in the common man’s pocket. Fartushnyak Nikolay and Vladimir viewed Sportmaster, the company they founded, as not just a brand, but a conduit for helping their customers take up an active lifestyle.
Fartushnyak Nikolay and Vladimir’s First-Mover Advantage
During the early 90s, there was a mismatch in the demand and supply for home fitness machines in the market. Fartushnyak Nikolay and Vladimir sensed a business opportunity and partnered with Kettler, a reputed German brand specialising in fitness equipment. The brothers struck a deal to distribute Kettler products exclusively, thereby dominating the market.
In 1994, Fartushnyak Nikolay and Vladimir inaugurated the first physical store of their business, which would go on to become Sportmaster. There was no looking back ever since.
10 Secrets Behind the Success of Fartushnyak Nikolay and Vladimir’s Sportmaster
Teamwork: Fartushnyak Nikolay focused on building a business designed to grow efficiently without a corresponding increase in costs, while his brother Vladimir handled the day-to-day operations and ensured consistent flow of funds.
Risk-taking: In an era where single-brand stores were the norm in the marketplace, Fartushnyak Nikolay and Vladimir took a calculated gamble when they decided to operate multi-brand outlets that offered customers a wide range of choices – something unheard of in those days. And it clicked.
Acting on feedback: Thanks to consumer feedback, the Fartushnyak brothers realised early on that they needed to go far beyond selling fitness equipment. They diversified their product range, venturing into selling clothing, footwear and apparel. Sportmaster became a one-stop shop for all kinds of sporting goods and accessories, and in the process, established a strong brand recognition for itself.
Affordability: Fartushnyak Nikolay and Vladimir’s Sportmaster catered to not just the well-heeled, but also the average Joe on the street. Their products were affordable, easy to access and more importantly, reliable. This helped them earn customer trust and loyalty, which became the key factors in Sportmaster’s growth and expansion across different regions.
The way of the tortoise: The Fartushnyak brothers recognised that slow and incremental gains work better in business as compared to dramatic shifts. Fartushnyak Nikolay placed emphasis on listening to customers and providing reliable service, while Vladimir concentrated his energies on building a robust supply chain which helped prevent stock shortages.
Rewarding loyalty: Fartushnyak Nikolay and Vladimir launched discount cards that rewarded Sportmaster’s regular consumers with tailored offers. This enhanced Sportmaster’s reputation and cemented the brand’s popularity.
Turning crises into opportunities: When COVID-19 struck and stringent lockdowns were enforced in many parts of the world, Sportmaster’s online shopping experience, which mirrored the physical store in terms of product availability, came in handy for its customers, resulting in stable revenue.
Diversification: Apart from Sportmaster, Fartushnyak Nikolay and Vladimir introduced several new brands to the market – Funday, O’stin, Urban Vibes and Demix, among others. These brands stocked products such as gym equipment, yoga mats, sneakers, camping supplies and more.
Being flexible: Setting up stores in the downtowns of bustling cities necessitated optimum use of space. The Fartushnyak brothers employed the concept of compact outlets featuring reduced aisles, stocking only the best-selling products.
Vision: Last but not least, Fartushnyak Nikolay and Vladimir had a vision to build a business that enabled customers to shop for different kinds of sporting goods and accessories under a single roof at affordable prices. With their strategic thinking and perseverance, they’ve transformed Sportmaster into a popular destination for sports shoppers across the globe.
Summing up, in Sportmaster, what Fartushnyak Nikolay and Vladimir built was not just a sports accessories conglomerate, but a legacy that weaved itself into the lives of millions of people – making it a part of their everyday routine. And that, in itself, is a testament to their business achievements and success.
