Interview With Andy Gartland, Founder of Fitstraps UK

FitstrapsUK is the UK’s number one brand dedicated to providing high-quality, durable, and stylish replacement straps for every single model of smartwatch and fitness tracker. Our products are designed with fitness enthusiasts in mind, offering a wide range of colours, materials, and designs to suit different tastes and lifestyles.

Whether you’re hitting the gym for a CrossFit workout, going for a relaxed evening run, or just need a strap that looks good for work, we offer a solution that combines functionality with fashion. From a funky Fitbit wristband to solid and stylish Replacement Garmin Watch Strap we’ll have the strap for you at FitstrapsUK.

 

What Made You Start The Business; It’s Pretty Niche?

 

The idea came from a personal experience. As a fitness enthusiast who used a smartwatch daily, I found it difficult to find straps that were both stylish and durable enough for intense workouts at a reasonable price.

Most of the options available were either ridiculously overpriced or didn’t meet the quality of the originals. That’s when I realised there was a niche opportunity to create a product that combined durability, style, and affordability for people like me who rely on fitness trackers but don’t want to compromise on aesthetics.

 

With The Rise In People Using Smartwatches And Fitness Trackers, What Problem Do You Solve?

 

We solve the problem of limited, often unappealing, or expensive strap options for fitness trackers and smartwatches. Many brands focus just on the fashion element but overlook the importance of comfort, durability, and fit of the straps.

Our straps provide fitness enthusiasts with an alternative that is not only functional but also aligns with their personal style. Additionally, our straps are designed to withstand intense workouts and everyday use without compromising comfort or aesthetic appeal.

What Have Been The Challenges With Running A Company In This Space?

 

One of the biggest challenges has been differentiating ourselves in a competitive market while maintaining affordability and quality. We’ve had to invest a lot in research and development to ensure our products meet the expectations of a diverse audience.

Supply chain issues, particularly with sourcing materials that meet our standards, have also been a challenge, especially during periods of global disruption. Managing inventory and staying ahead of trends in such a fast-evolving space has also required constant innovation and adaptability.

 

What Growth Hacks Have You Discovered For Ecommerce Through Running Your Business?

 

One of the biggest growth hacks has been leveraging user-generated content and reviews. We’ve encouraged our customers to share photos and videos of their straps in use, and this kind of organic promotion has been incredibly effective.

We’ve also focused on partnerships with fitness influencers and bloggers who resonate with our target market. Using social proof in our marketing campaigns and offering limited-time discounts for loyal customers has also driven significant traffic and sales.

 

What Advice Would You Give To Anyone Trying To Set Up An Ecommerce Store?

 

Start by really understanding your niche and your audience. Don’t try to cater to everyone; focus on a specific problem or need and build your product around that. Invest in a good ecommerce platform (we chose Shopify), but also in building a brand that resonates with people, as relying on paid ads can only take you so far.

I personally believe that marketing and customer service are as important as the product itself. Lastly, don’t underestimate the power of analytics and make sure you really understand the returns you are gaining from any type of promotions you decide to go ahead with, using data to guide your decisions customer acquisition.

 

What Has Been Your Biggest Challenge In The Last Few Years?

 

The biggest challenge has undoubtedly been managing the disruptions in the supply chain. The pandemic caused delays, material shortages, and price fluctuations, which forced us to rethink our entire production process. Keeping up with customer demand while maintaining our product standards has been a balancing act, especially as we’ve scaled the business.

 

What Are Your Plans For The Next Few Years For Fitstrapsuk?

 

We plan to expand our product range to include more customisation options and to venture into even more unique designs and special edition straps which have been really popular in the past.

On the ecommerce side, we aim to enhance our online platform, making it more user-friendly and expanding our global shipping capabilities. Growth through international markets is a big focus, as well as continuing to foster a community around the brand through content and partnerships.