A Kirkby nutrition brand that sponsors UFC stars Paddy Pimblett and Molly McCann said it will never forget its Merseyside roots.
Applied Nutrition, owned by Kirkby-born Tom Ryder, has quickly established itself as one of the fastest growing brands in Europe since it was founded in 2014. And now the sports nutrition brand, which still operates out of Knowsley, is looking to continue its US expansion with their key ambassadors Paddy 'the Baddy' Pimblett and 'Meatball' Molly McCann.
Applied Nutrition's chief operating officer Steven Granite, who has been friends with owner Tom since they were children, told the ECHO it was important for them to use local ambassadors with the same values. Steven, 43, said: "We wanted Paddy and Molly because they're the most exciting duo in the UK, but more importantly, they have the same values as us.
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"They're both Liverpool through-and-through and understand the importance of the community. They also want to give back to their community like we do. It's nice using local people from Liverpool to showcase the brand."
The sports nutrition brand, the UK's fastest growing, now distributes across 60 countries after starting in a small Kirkby unit. Steven said the business has twice needed to expand to match the rapid demand for their products.
The brand recently extended its warehouse and distribution facilities in Knowsley, with Metro Mayor Steve Rotheram and Knowsley Council leader Graham Morgan among those to open the warehouses. But despite the non-stop global growth, the Merseyside area is particularly important for the brand.
Steven added: "Tom and I are Kirkby lads who grew up together. The business is Tom's baby and he's put so much into it. But we now have such a strong team of very passionate people who have helped grow the business. It's really snowballed in the last two years.
"Merseyside is a community that has always been really supportive of us. We want to give opportunities to people and give back to the local community."
It's not only Paddy and Molly that have benefited from the support of the Kirkby business. Applied Nutrition, which was initially aimed at bodybuilding, now sponsors a range of sports including football, rugby league and cycling. They work with clubs including Tranmere Rovers, Rangers and Salford Red Devils.
The business has set itself a goal of expanding its sales to 100m in the next three years. And it hopes one of the driving forces behind achieving that goal will be its new Body Fuel range. Steven said they have seen the Prime craze - and have made their own version which is "more affordable and accessible for parents".
Applied Nutrition has its eyes on the US and has opened its first office across the pond in Dallas. But for Tom and Steven, their roots will never leave Liverpool. Steven said: "Liverpool is our home and we couldn't see the business anywhere else."
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