Beast Gear is a UK-based e-commerce fitness brand founded by Ben Leonard in 2016, known for high-performance training gear like its flagship “Beast Rope.” Built from scratch while Ben was recovering from a health issue, the brand grew rapidly through direct-to-consumer sales and Amazon, reaching ~$6M in annual revenue before being acquired by Thrasio in 2019. Beast Gear exemplifies creator-led brand building — leveraging community, storytelling, and niche authority to dominate the fitness equipment category.