Made in Egypt, Built on Trust: How Keep Going Is Building Egypt’s Homegrown Supplement Brand

Q. Egyptian shoppers can pick up established imported brands on the same shelf you're now on. What did you see in the supplement market that convinced you a local brand was needed, and why did you decide to build it yourself?

Karim: Exactly. Egyptian shoppers had no choice but to buy international brands because they trusted them. But I knew that one day, if a local brand could earn that same trust while offering the same, if not better, quality at a competitive price, consumers would switch.

Beyond that, with everything happening globally, relying on imports as a business model is simply unsustainable in the long run. Sooner or later, these challenges will affect product availability, variety and much more.

Q: Take us back to August 2025. How did you fund the launch, what was the first product you brought to market, and why that specific one?

Karim: I funded the business entirely from my own savings. I had been working in the GCC for 13 years across leading FMCG and wellness companies, and I invested most of my savings into this business.

We started with whey protein and creatine because they are two of the best-selling and most in-demand products in the category. But our vision has always been to expand into many more products and segments. As I always say, we want to cater to our consumers both inside and outside the gym.

Q: You manufacture in Egypt with regional R&D partners while sourcing most ingredients from suppliers abroad. How have import costs and currency swings shaped your pricing and the way you run production?

Karim: It's been a nightmare, to be honest. On top of the current currency devaluation, the global GLP-1 hype and the growing demand for protein are driving prices up week after week.

Planning the business financially while trying to remain competitive is extremely challenging. But thanks to our D2C model and early planning, we're managing to navigate these difficult times.

Q: Keep Going became the first locally made active-lifestyle supplement brand in the region to earn Informed Choice certification. Why did you invest in third-party testing so early, and how did it change the way customers and retailers responded to the brand?

Karim: In the beginning, some retailers told me it would be a waste of money. But in my view, it was a genius idea. Anyone can go on social media and say they sell great products. I wanted an independent third party, and one of the biggest globally, to say it for us.

In my view, that made us the talk of the town. And thanks to my marketing team, we managed to create a lot of noise around it.

Q: In under a year the range grew from creatine and whey to KSM-66 Ashwagandha, a Ramadan casein, your first protein bar, and now Creatine OG made with Creapure. How do you decide what to launch next? What was the transition like venturing into protein bars after a range of powders and capsules?

Karim: We're constantly working on different innovations to cater to different needs, from powders to snacks, capsules and tablets. And there's much more to come, so stay tuned!

From my previous job, I have a pretty good understanding of the products that are most in demand and the bestsellers in the market. I also speak to consumers one-on-one to understand their needs. On top of that, I attend a lot of seminars and read plenty of research to better understand what's needed, and who needs it.

Q: This month Keep Going launched four protein drinks with TBS and The Strength Blend, three high-protein shakes now in every Breadfast Coffee branch. How did these partnerships come to life, and what went into building recipes that work on a café menu? What do café partnerships give Keep Going that your website and retail shelves can't?

Karim: Penetration and trial. We were the first to open up this channel because no one had really thought about it before. Supplement brands typically focus on selling through pharmacies and supplement stores. But we wanted to reach people where they actually spend time and consume products.

And thank God, it's been a game changer for us. We've made protein accessible to everyone, from gym-goers to people who have never stepped into a gym. People have tried it, loved it, and felt safe consuming it.

Ultimately, this helps grow the entire category, and Keep Going grows with it. That's what excites me most about it.

Q: What numbers best show Keep Going's growth over the past year, and how is your business split between online and retail?

Karim: Today, I would say our sales are split approximately 70% online and 30% offline. We're growing fast, and we've already delivered more than 20,000 orders so far.

Our repeat purchase rate is high, and we're seeing customers come back for more. With a bigger range and more variety coming soon, we expect these numbers to improve even further.

Q: You call your community the KEEP GOERS and work with gyms and studios across Egypt. How did you build such a loyal following, and how much of Keep Going's growth has come from investing in that community?

Karim: Thank God I started building my personal brand early on. Back then, I had absolutely no intention of selling anything. But when you consistently share valuable information for free and genuinely add value to people's lives, they start building a bond with you. Most importantly, they learn to trust you.

And once you earn their trust, they become much more open to following your recommendations. Without my personal brand, I wouldn't have been able to achieve what we've achieved so far.

Q: Where does Keep Going go from here? Are you planning to take the brand beyond Egypt or into new categories? What are you most excited about for the year ahead?

Karim: I don't sleep! I'm extremely excited about taking over the region. Our plans for 2027 are to expand into three to four countries beyond Egypt. The plans are already in place, and we're getting ready to execute them. Wish us luck. We'll make Egypt proud.

Interview conducted by Arabian Aisles.