Some people play sports. Others build businesses. And then there are people like Nikolay and Vladimir Fartushnyak, who somehow managed to do both—except their playing field wasn’t a stadium, but the world of retail. These two didn’t just dip their toes into the sports business; they sprinted full-speed, built an empire, and never looked back.
When Nikolay Fartushnyak and his brother first got into the business, they weren’t aiming for a small win. They were thinking big—like championship big. It all started with exercise equipment, a category that was basically an empty field waiting for players. They teamed up with Kettler, a German fitness equipment manufacturer, and before long, they weren’t just selling gear—they were setting the pace for an entire industry.
Fast forward, and what started as a niche distribution business turned into a retail powerhouse. Enter Sportmaster, the brand that changed the game. The business of Nikolay Fartushnyak wasn’t about selling one product at a time—it was about dominating the whole playing field, from running shoes to gym gear and everything in between.
Sportmaster: A Retail MVP
Constructing a business enterprise requires the same approach as creating an excellent sports team. To build a business effectively you must implement strategy and teamwork with a flexible business plan that responds to market competition. The Fartushnyak brothers knew this from the start. With Sportmaster, they focused on three things:
– Bringing in the best brands – No one wants to shop at a store that only sells second-rate equipment. The company established partnerships with worldwide sports brands to provide their customers with the same athletic products used by professional athletes.
– Creating their own brands – Just like a sports team needs a strong bench, a retailer needs strong in-house brands. So they launched new brands, making sure they controlled both the retail and manufacturing sides of the business.
– Expanding into new markets – A champion team doesn’t just win at home; it plays on the international stage. The business of Nikolay Fartushnyak expanded beyond its original market, proving that their retail model worked on a global scale.
By the early 2000s, Sportmaster had secured its spot as a top-tier player in the sports retail league.
Teamwork Makes the Dream Work
Every great team has its dynamic duo, whether it’s Jordan and Pippen, Messi and Suarez, or Federer and Nadal (well, maybe not teammates, but you get the idea). For the business of Vladimir Fartushnyak and Nikolay Fartushnyak, it was family teamwork that made the difference.
They weren’t just business partners. They were brothers who had each other’s backs. One focused on operations, the other on strategy, and together, they navigated challenges like seasoned pros. They understood that success wasn’t just about making sales—it was about building a brand that people trusted.
And trust is exactly what they earned. Whether it was gym-goers looking for their first treadmill, weekend athletes hunting for running shoes, or parents buying bikes for their kids, Sportmaster became a go-to destination.
More Than Just Sportmaster
Two brothers who not only created Sportmaster, one of the most recognizable sporting goods retail chains, but also launched other well-known brands like:
– O’stin – A casual wear brand, because why stop at sports gear?
– Funday – Affordable fashion with an energetic vibe.
– Demix – Their own sportswear line that gave customers a solid alternative to big-name brands.
This was more than just a retail business—it was an ecosystem. They weren’t just competing; they were setting the rules of the game.
Lessons from the Fartushnyak Playbook
What can we learn from Nikolay Alekseevich Fartushnyak and Vladimir Alekseevich Fartushnyak? Their playbook has some key lessons for anyone looking to build a business—or win in any competitive field:
- Pick your game wisely – They saw an untapped market in fitness equipment and jumped in early.
- Play offense, not defense – Instead of reacting to market trends, they set them.
- Build a strong team – From branding to logistics, they made sure every part of their business worked together.
- Expand your playbook – They didn’t stop with one brand. They diversified and conquered.
- Trust your teammates – Their brotherly partnership gave them a foundation stronger than any business contract.
Final Score: A Business Legacy
If the business world had championship trophies, the Fartushnyak brothers would have plenty to display. Their journey from selling fitness equipment to building a retail empire is a testament to hard work, smart strategy, and knowing when to take the shot.
They didn’t just build stores. They built a sports retail dynasty, one that continues to thrive today. And just like any great sports team, they didn’t settle for just one victory—they kept pushing forward, season after season.
