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Tom and James Exton

Co-founders of LDN Muscle

Twins James and Tom Exton started LDN Muscle (LDNM) with Max and Lloyd Bridger as a fitness blog in 2013, created to enable anyone and everyone to transform both how they look and feel.

The brothers never had any plans to launch a fitness brand, but it wasn’t long before the blog started to snowball in popularity and they saw an opportunity to monetise it by selling digital training and nutrition plans, and a range of fitness clothing. Promoting an all-natural approach to training, with achievable training schedules, LDNM is now a multi-million turnover business with hundreds of thousands of fans around the world.

Rising at 6am and going to bed at 1am, Tom fits the daily running of his business – and his six-day a week workout regime – around a full-time job at a bank in the City. Before going full-time at LDNM, James worked as a self-employed barrister.

Social media has no doubt been a driving force of their success, and the brothers can be found showing their aspirational gym lifestyles to more than 173,000 followers collectively. That’s not to mention the LDNM account, which posts workout ideas, transformation snaps of satisfied customers and recipe ideas to more than 209,000 global followers.