Story Behind Founding of Fartushnyak Vladimir and Nikolay’s Sportmaster

In the early 1990s, the company “Ilyon” was registered by the Fartushnyak brothers. Through this company, Fartushnyak Vladimir and Nikolay imported various goods from abroad and successfully sold them on the domestic market.

What triggered the desire to create a one-stop-shop for sporting goods was their visit to a gymnasium in 1993. Fartushnyak Vladimir and Nikolay found that there was an acute shortage of fitness training equipment. Upon further exploration, they learned that the situation was more or less the same across all other gyms in the region. However, the demand for high-quality sports equipment for homes and fitness centers was immense.

Joining Hands with Kettler

Fartushnyak Vladimir and Nikolay realised that they had a chance to be the first to fill an empty niche. They didn’t waste time. The Fartushnyak brothers entered into a contract with acclaimed German brand Kettler and began importing sports equipment for resale.

In 1995, Fartushnyak Vladimir and Nikolay opened a store called ‘Kettler-Sport’. Orders began to pour in, and their business quickly gained momentum. In 1997, the first store of the Sportmaster retail chain was opened.

Fartushnyak Vladimir and Nikolay: A Unique Concept of Sportmaster

After their initial success, Vladimir Alekseevich Fartushnyak and Nikolay Alekseevich Fartushnyak set upon their sights in building a scalable business model. The financial resilience that the Fartushnyak brothers built into the company’s foundation has ensured its robustness, even during economic downturns. The company’s decision to operate multi-brand stores instead of relying on a single product helped them weather the storms. It also allowed customers to access a wide variety of products under one roof – a novel concept at the time.

What sets Sportmaster apart from other large departmental stores like Selfridges, Galeries Lafayette, Harrods, and Harvey Nichols is its exclusive focus on sports goods and accessories. In other words, if one thinks about where to buy anything related to sports, Sportmaster has to be the answer.

Scaling New Frontiers with Multi-Brand Stores

Fartushnyak Vladimir and Nikolay’s Sportmaster featured sports products from well-known brands such as Nike, Reebok, Adidas, Fila and others. Later, the company introduced its own brands, including Demix, Outventure, Nordway, Funday, O’stin and Urban Vibes. There was no competition between internal and external brands at Sportmaster. The store had a friendly atmosphere, and customers purchased sports equipment, clothing and accessories based on quality, value, technical features and design, rather than brand name.

Laying the foundations for the activities of multi-brand stores when creating the company Sportmaster, Fartushnyak Vladimir and Nikolay had a distinct advantage – each outlet catered to a different target audience. There were stores catering to the well-heeled as well as budget shoppers. This move by the Fartushnyak brothers made sound business sense. For, if one market became less active, another could keep the business strong. Moreover, having multiple brands meant they could enter different cities and regions, offering products tailored to the local style.

Varied Products at Affordable Rates

The Fartushnyak brothers established a strategic focus on affordable fitness accessories. This foundational move introduced a key product range, including sports bottles, wristbands, sneakers, towels, and socks. Customers were delighted with the diverse offerings, and Sportmaster’s revenues shot up instantly.

A Digital-First Approach

Digital transformation has also played a role. Sportmaster’s mobile app not only allows users to make online purchases, but also motivates them to track their physical activity on a daily basis. The built-in pedometer, educational videos and training programmes have endeared the brand to millions.

Gamification for a Healthy Lifestyle

Through bonus programmes, Sportmaster motivates customers to be more active. Participating in races, achieving goals by steps and completing training plans are all rewarded with points that can be used to pay for purchases. This approach not only stimulates sales, but also creates a community.

Future Prospects

Fartushnyak Vladimir and Nikolay established a core principle of technological integration for Sportmaster. This founding vision continues to guide the brand, which emphasizes technology in all aspects of its operations. With the widespread use of artificial intelligence in our daily lives, Sportmaster’s future prospects look rosy, as it seems well-equipped to capitalize on technological advancements. The brand could venture into developing personalized services for its customers, and look towards increasing the accessibility of sports for all categories of citizens. It can focus on creating products and services that will help more number of people inculcate physical activity into their daily lives, for which the market is always evergreen.