Behind the Scenes: What It’s Really Like Building a Fitness Brand From Scratch
Not all brands start in a boardroom. Some are born in the back row of a sports arena, fuelled by community, passion, and a bit of that “why not us?” fire.
For Wild Haggis Protein, it all began in 2018 during a Glasgow Clan vs Fife Flyers ice hockey match. There, among the noise and energy, came the realisation: the fitness world was filled with brands, but few that truly represented us — the misfits, the lifters, the fighters, the people with grit and heart who train hard and live harder. The idea was simple: create something that served real athletes, real people — and back it with humour, honesty, and zero ego.
Months of planning, research, branding, trial and error (and more trial and error) followed. Eventually, in 2019, the first small product range launched. It wasn’t flashy. It wasn’t backed by influencers or flashy campaigns. But it was ours. Real, rugged, and homegrown.
Then came the storm.
COVID: The Challenge That Nearly Took Us Out
There’s no sugar-coating it — COVID hit hard. Like most small businesses, especially those operating without a safety net, we were forced into survival mode. For a full year, we didn’t make a single sale.
No income. No events. No visibility. Just the stubbornness to hold on and keep going.
That experience left its mark. And truth be told, we’re still feeling the impact. But we didn’t stop. We kept turning up. Slowly, bit by bit, Wild Haggis Protein was rebuilt.
By 2021, we began expanding. A new range of clothing and accessories dropped, reflecting not just the brand’s energy, but the community around it. Oversized tees with attitude. Hoodies with honesty. Accessories that say what we think — bold, cheeky, no-fluff.
We went from just a supplement brand to a culture. A home for athletes, weekend warriors, and everyone in between.
What We Stand For (And Always Will)
There are fitness brands that focus on perfection. We don’t.
There are brands that push extremes. We don’t.
There are brands that chase hype. We’re here for something real.
Wild Haggis Protein is built on the belief that:
Strong is not a size
Being yourself is non-negotiable
Community matters
Encouragement should be louder than judgement
And most importantly: don’t be a dick
We believe fitness is for everyone — and so is strength. It’s not measured by your body fat percentage or your follower count. It’s found in turning up when it’s hard, grinding through the days no one sees, and lifting others up while you chase your own goals.
We don’t believe in gatekeeping. We believe in giving people a platform — especially those in sports that don’t always get the spotlight.
The Underdogs We Stand With
While big brands back big-name sports, we back the ones that fight for every bit of coverage they get.
Ice Hockey – We started in the rink. That loyalty won’t change.
Strongman & Strongwoman – Grit, raw strength, and community support like no other.
Olympic Weightlifting – A sport of precision, patience and power.
Collegiate & MMA Wrestling – Deep discipline, humble grind.
CrossFit, Functional Fitness & Combat Sports – Where fire meets function.
These are the sports we love, and the athletes we admire. Not just for their strength, but for the way they show up, for themselves and for others.
The Ambassador Programme: From Reset to Relaunch
We first launched an ambassador programme early in our journey, but we’ll be honest — we didn’t handle it right. It lacked structure, follow-up, and the real sense of connection we were hoping for.
Fast-forward to now, and this version — nearly two years strong — is one of the best things we’ve ever done.
It started as a way to give back: to spotlight those working hard, chasing their goals, and doing good in their communities. And now? It’s grown into a true extended family. We’ve met people we’re proud to work with, and even prouder to call friends.
If you’ve ever felt like you didn’t “fit in” with mainstream fitness culture — this is your place. If you want to stand for something, not just wear a logo — this is your team.
Interested in joining? Drop us an email or hit the Contact tab. We’re always keen to hear from passionate, authentic people.
Where We’re Heading (With a Bit of Luck)
We won’t pretend we’ve got a 5-year corporate plan locked in. We're building this on heart, not spreadsheets. But we do know where we’d love to go next:
The Podcast – We had a blast running it before. The goal now is to bring it back in a properly produced, professional way — full of conversation, character, and community.
New Protein Flavours – We know you’ve been asking, and we’re listening.
Supplement Expansion – To give you more tools to train, recover and grow — on your terms.
More Events – We want to be where you are. Chatting to athletes. Supporting local comps. Showing up in person, not just on socials.
We might be small. But we’re loud. And we’re not going anywhere.
Final Word
Wild Haggis Protein is more than just a fitness brand. It’s a movement built on honesty, humour, and hard work. We’re proud of where we started. Proud of where we’ve come. And fiercely excited for what’s still to come.
If you’ve been with us since the beginning — thank you.
If you’re just discovering us — welcome.
Either way, we’re glad you’re here.
Let’s build something real. Together.
