Ep 588: How BrainGain Scaled Heavy Home Gym Equipment to 30 Countries (100,000+ Customers)
DTC Podcast · with Kareem Raslan · February 23, 2026 · 42 min
Summary
BrainGain scaled heavy home gym equipment to 30 countries and 100,000+ customers by prioritizing control over inventory, meticulously managing international logistics, and deploying a balanced multi-channel strategy. This episode reveals the complexities of European expansion, highlighting VAT, regulatory, and localization challenges. It provides a blueprint for DTC operators selling high-AOV physical products to expand globally without succumbing to fulfillment and localization burdens.
Key takeaways
Build SKU-by-SKU unit economics to accurately determine your ceiling CAC for each market and channel.
Leverage YouTube affiliates as a "proof" channel for high-consideration, non-impulsive purchases to build trust and drive conversions.
Audit 3PL invoices line-by-line to identify and eliminate hidden surcharges and optimize logistics costs.
Prioritize product-in-hand fulfillment over dropshipping for heavy, high-AOV products to maintain control and ensure a smoother customer experience during global expansion.
Develop a balanced channel strategy (e.g., 50% Amazon / 50% Shopify) supported by robust Google advertising to maximize reach and customer acquisition.
Subscribe to DTC Newsletter - https://dtcnews.link/signupKareem Raslan (co-founder of BrainGain) breaks down how a “25 dumbbells in a garage” COVID side-hustle turned into a home gym brand with 100,000+ customers across 30 countries. We talk heavy-product logistics, why “just run Meta” isn’t the whole story, and what it really takes to expand across Europe without margin leakage.For DTC operators selling high-AOV, physical products who want to expand beyond one market without getting crushed by fulfillment and localization.In this episode, we cover:Why BrainGain skipped dropshipping and went product-in-hand from day oneThe Europe expansion reality: VAT, language, regulations, and market-by-market nuanceWhy Germany can be the “logical” move… and still the hardest operationallyTheir channel strategy today: ~50% Amazon / ~50% Shopify, with Google doing the heavy liftingHow YouTube affiliates drive trust for high-consideration purchasesWho this is for:Founders and marketers selling heavy, high-AOV products (fitness, home goods, equipment) who need a real playbook for scaling across regions.What to steal:Build SKU-by-SKU unit economics so you know your true ceiling CAC (by market + channel)Use YouTube affiliates for “proof” when the purchase isn’t impulsiveAudit 3PL invoices line-by-line (surcharges hide everywhere)Timestamps0:00 BrainGain’s growth from garage sales to 100,000 customers2:00 How BrainGain started during COVID with Facebook Marketplace sales5:00 Post-lockdown demand, competing in “big and heavy” products7:00 Switching to Shopify and Amazon, building the brand online14:40 Expanding across Europe: VAT, regulations, and localization realit
What does this episode say about supply chain & operations?
Build SKU-by-SKU unit economics to accurately determine your ceiling CAC for each market and channel.
What does this episode say about dtc strategy?
Leverage YouTube affiliates as a "proof" channel for high-consideration, non-impulsive purchases to build trust and drive conversions.
What does this episode say about amazon & marketplaces?
Audit 3PL invoices line-by-line to identify and eliminate hidden surcharges and optimize logistics costs.
What does this episode say about paid acquisition?
Prioritize product-in-hand fulfillment over dropshipping for heavy, high-AOV products to maintain control and ensure a smoother customer experience during global expansion.
What does this episode say about supply chain & operations?
Develop a balanced channel strategy (e.g., 50% Amazon / 50% Shopify) supported by robust Google advertising to maximize reach and customer acquisition.
