No steroids needed: Honesty is growth stimulant for rising fitness empire LDN Muscle

As the fitness culture grows in appeal worldwide, four friends from the UK saw an opportunity to ride the workout wave and turned a free health blog into a business doubling revenue annually. Real Business spoke with LDN Muscle co-founder Tom Exton about the story so far – and how he fits in his full-time job as a city banker alongside running a profitable company.