After going bust in 2015, the Cook brothers built Adanola into one of the UK’s fastest-growing brands. Here’s how they turned failure into success.
Adanola: The Cook Brothers’ Journey from Failure to £57M Brand
Success stories often come with setbacks, and few exemplify this better than Hyrum and Josh Cook, the co-founders of Adanola. The brothers once faced business failure, even after securing a £50,000 investment on Dragon’s Den. Yet, they turned their struggles into lessons, building Adanola into one of the UK’s fastest-growing athleisure brands.
This is the story of their resilience, reinvention, and remarkable business growth.
The Early Failure: A Business That Went Bust
In 2015, the Cook brothers were on a high. Their first business venture secured a £50,000 investment on Dragon’s Den, giving them a major platform. But despite this boost, the company soon collapsed. It went into liquidation, leaving them back at square one.
Instead of seeing this as the end of their entrepreneurial dreams, the Cook brothers viewed it as a lesson. Their failure didn’t define them—it shaped their future.
From Dragon’s Den Rejection to Athleisure Domination – The Cook Brothers’ Story
Adanola: The Cook Brothers’ Second Chance at Success
With their background in fashion and a keen eye for market trends, Hyrum and Josh set out to create something new. Inspired by their grandparents, who worked as seamstresses making bridesmaid dresses, they launched Adanola—a brand focused on minimal, stylish, and high-quality athleisure wear.
Unlike other athleisure brands, Adanola positioned itself as everyday activewear—clothing that transitions seamlessly from workouts to daily life. The demand for comfortable, versatile fashion was growing, and the Cook brothers capitalised on it.
Strategic Growth: Adanola’s Expansion & Leadership Changes
One of the key moves that propelled Adanola’s growth was hiring experienced leadership. The Cook brothers brought in Niran Chana, a former Chief Commercial Officer at Gymshark, as CEO. With his expertise, the company was able to scale rapidly.
This leadership shift allowed Adanola to make smarter business decisions, expand operations, and strengthen its brand presence in the competitive athleisure brand market.
Adanola’s Financial Milestones and Explosive Growth
The company’s strategy paid off. Adanola experienced incredible growth, reporting a 311% increase in gross profit between 2022 and 2023. Some of its biggest achievements include:
- Expanding into a 13,000 sq. ft Manchester HQ
- Hiring a team of 87 employees
- Growing to £57.1 million in sales
- Launching into Selfridges and high-end retail
- Expanding into childrenswear
Adanola’s success proves that with the right product, branding, and leadership, even a failed entrepreneur can build a thriving athleisure brand.
How Marketing & Celebrities Helped Adanola Dominate the Market
Another crucial factor in Adanola’s rise has been its ability to leverage influencer marketing. The brand secured high-profile collaborations, including a major campaign with Kendall Jenner.
By aligning with celebrities and influencers, Adanola positioned itself as a must-have brand in the athleisure industry. This strategy not only boosted sales but also solidified its reputation among fashion-forward consumers.
The Power of Learning from Failure in Business
The Cook brothers’ journey is a testament to the fact that one failed business does not mean a failed entrepreneur. Instead of giving up, they used their mistakes as lessons, refined their strategy, and built a brand that resonated with customers.
Their story highlights three key entrepreneurial traits:
- Dreaming big – They didn’t let their first failure stop them from aiming higher.
- Taking risks – They bet on themselves again, even after losing a company.
- Being adaptable – They learned from past mistakes and adjusted their business model accordingly.
Conclusion
Hyrum and Josh Cook’s journey from business failure to building Adanola into a multi-million-pound success story is truly inspiring. Their resilience, strategic hiring, and ability to tap into market trends have made them one of the most remarkable entrepreneurial success stories in the UK today.
For aspiring entrepreneurs, the message is clear: setbacks don’t define you—how you respond to them does.
For aspiring entrepreneurs, the message is clear: setbacks don’t define you—how you respond to them does. At Mind Jump Magazine, we are all about cheering you on and staying positive. We hope these inspirational stories keep you going, and if you have a story to share, please get in touch at pr@mindjumpmonthly.com.
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