How do you build a wellness brand that stands out in one of the most competitive consumer markets of today? In this episode of The Real Founder Podcast, former England rugby international George Kruis shares how he transitioned from elite sport to entrepreneurship, co-founding fourfive, a high-quality, high-performance supplements brand.
From early retail setbacks to raising investment, reaching profitability and redefining what high performance means to him today, George offers honest lessons for founders navigating growth in crowded markets and learning from scratch on business skills.
Meet the Guest: George Kruis, Co-Founder of fourfive
George Kruis is the co-founder of fourfive, a UK wellness supplements brand he launched with former rugby teammate Dom Day in 2018.
After an international rugby career playing for England and the British and Irish Lions, George applied the principles of elite sport to business, helping fourfive grow into a profitable company stocked by major retailers including Holland & Barrett, Sainsbury’s and Ocado.
“High performance now is more based on balance and longevity.” – George Kruis
His experience offers valuable insights for founders building consumer brands from the ground up, and with little to no prior business knowledge.
1. Trust is a huge advantage
Fourfive was born from George and Dom’s own experiences as professional athletes searching for supplements they could genuinely trust. That led the business to prioritise rigorous product testing, transparency and quality from day one.
Fourfive built its reputation on the credibility of the co-founders as former professional athletes who, like the customers they were targeting, wanted trusted solutions. It’s an approach that helps the brand stand out in a crowded wellness market even today.
2. Early mistakes are educational
George openly discusses how naivety around suppliers, retail contracts and pricing created significant challenges in the early years of fourfive.
One of the company’s biggest learning moments was a botched retail launch in 2020, forcing the co-founders to rethink everything from product positioning to commercial strategy.
Instead of seeing setbacks as failures, George explains how they became the foundation for sustainable, profitable growth.
3. Know when to adapt
Originally designed for professional athletes, fourfive soon discovered that its long-term opportunity lay in serving a broader audience.
Today, it focuses on helping anyone pursuing an active lifestyle; from busy professionals to parents and gym-goers while maintaining the same standards trusted by elite sports teams. It’s a reminder that successful founders stay close to their customers and aren’t afraid to evolve.
4. High performance means consistency
George’s definition of high performance has changed dramatically since retiring from rugby. While elite sport focused on physical recovery and competition, founder life has taught him that sustainable performance comes from balance, communication and showing up consistently each day.
George Kruis’ journey proves that building a successful business isn’t about getting everything right at the start. Instead, it’s about learning quickly, surrounding yourself with the right people and staying committed to ongoing improvement.
Whether you’re launching a consumer brand or scaling an existing business, this episode is packed with practical advice for ambitious founders.
Listen to the full episode of the Real Founder Podcast below to hear George Kruis share the lessons behind building fourfive, overcoming early business challenges and redefining high performance beyond professional sport.
