Extreme Nutrition launched back in 1999, bringing the UK one of the best supplement brands in the world. When we launched Extreme it was in response to their being a serious shortage of quality, science backed, sports nutrition available on the market.
Along with their being a shortage of the supplements we wanted, we also found getting clothes that we'd like to wear too. There was a selection of hideous stripey baggy pants and horrid vests with pictures of Pit Bulls or Bulldogs on them and big baggy tartan shirts.
We didn't fancy any of it ourselves so we started to import clothes back then when we started off with importing Powerhouse Gym and No Limits ranges, s few year later we were the first people to bring GASP snd Better Bodies to the UK and the now popular Iron Asylum range too.