Our Story

We’ve dreamt about Hustle for years. What started as a late-night thought during our business degree is now a real, living brand — stocked in gyms, fuelling people across the country, and backed by a growing community.

But it didn’t start polished.
It started with a problem: nothing on the market delivered real, functional fuel in a bar — high in protein, packed with creatine, loaded with vitamins and electrolytes — all without the junk. So we decided to make it ourselves.

The Early Days

We were students grinding through lectures and shifts at part-time jobs. Our first bars? Made in a kitchen. They looked rough and tasted worse. But they were a start.

We didn’t quit.
After 13 recipe iterations, dozens of setbacks, and a few nights wondering what we’d gotten ourselves into — we finally cracked it. A bar we were proud of.

Building Hustle

From designing the website ourselves after designers flaked, to setting up at expos, anniversaries and university events, every stage of building Hustle has been personal. Every step has been hands-on.

We’ve met people who believe in what we’re building.
We’ve worked full-time hours before graduating.
We’ve funded every step ourselves — even when it hurt.

Where We Are Now

We’ve finished our degrees.
We’ve launched our first proper manufacturing run.
We’re travelling the country, gym by gym, sharing our story and getting stocked.

Hustle is no longer just an idea. It’s a symbol for those who do more — who get up early, stay up late, and push themselves to be better.

And we’re just getting started.

Thanks for being part of this journey.

— Leon & Mike
Founders of Hustle