Nathan and Demi Anthony share the secret sauce behind their successful business and relationship

Brisbane locals Nathan and Demi Anthony work together at Muscle Nation, a leading activewear and supplement brand. Since launching in 2016, the business has gone from strength to strength and 2022 is shaping up to be a massive year.

With the couple welcoming a new baby, a new HQ and a with a new warehouse in the pipeline, it’s clear the Anthonys will be juggling a lot this year. On Valentine’s Day, KBB sat down for a chat to find out how the couple who work and play together  balance business and life.

Who’s responsible for what within the business?

Demi: Nathan is Head of the executive team, manages day-to-day operations, overseeing big decisions in the organisation, works closely with all managers in all departments, very analytical and stay ahead of social media trends and shifts, always reviewing where improvements can be made, involved with hiring new staff to ensure the right people are added into the organisation for the businesses needs and growth, developing and implementing the company’s strategy, vision and mission, making vital business decisions about the business strategy, budget, company culture including setting strategic goals and also assessing the work of other executive leaders, managers within the business

Nathan: Demi is responsible for our staffing, working very closely with our clothing design team, overseeing and finalising designs. Organising and planning our campaigns and shoot days for latest collections, social media, and marketing. She wears many hats within the company to keep everyone on track with what they need to do.

Something you love about each other that is helpful to the business relationship?

Nathan: We both have a lot of respect for one another within the business and regard each other’s opinions quite highly, therefore we rarely step on each other toes. Sometimes we can be spread quite thin within the company, so we make sure we plan out our weeks and months accordingly to make sure we can support each other where needed. We always seek each other’s option/advice on key decisions as we both have different viewpoints, and this allows us to come to an unbiased decision that is best for the company.

The one thing you find a challenge?

Demi Trying to find time to switch off and not talk about work. It’s hard when your passion is your job, but we are finding new ways to put our phones and laptops down each day. In addition to this, we both have strong personalities and are very passionate about the business which sometimes can result in disagreements. However, we always work through it do what’s best for the company and for our relationship.

The ‘ah-ha’ moment that’s shaped your working relationship?

Nathan: Demi graduated a Bachelor of Commerce majoring in accounting, and when she initially started working for Muscle Nation, she was a lot more involved with the bookwork and payroll side of things. It took about a year to realise that she was a lot more valuable and passionate about different roles within the company and found her feet. It gave us both great confidence that we were both doing what we loved.

For me personally, watching Demi become so involved within the company. It was amazing watching her find her passion and helping us take this business to a whole other level. It was really eye-opening to watch and definitely made our relationship even stronger.

What’s in store for the future?

Nathan: We are very lucky to have our first child on the way this April. So we are going to find a new work-home balance with our son. We have already incorporated a section in the new warehouse and office build for a little creche, which will hopefully get us into some sort of work routine where Demi can come into the office a lot more.

Demi: 2022 is going to be a huge year for us with a new baby, a new warehouse and HQ and many new partnerships and growth strategies to be implemented. It’s going to be a very challenging year but we are also very excited to do it as a team.

Do you celebrate Valentine’s Day? Do you have any yearly traditions? What are your plans this year? 

Demi: We definitely do celebrate Valentine’s Day! A lot of people I’m sure find it quite corny, but Nathan has always been a big romantic and never falls short on this day.

Nathan: We normally just go out for dinner or Demi will cook something special at home and we will enjoy each other’s company and a movie. Nothing too over the top, but why not celebrate love!

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