Turtle Strength was founded by Territory dad Adam Boucher.

The e-business sells fitness gear designed to support those who train after work, in home gyms or late at night when no one is watching.

Inspired by the idea that strength is built slowly, day-by-day, the brand’s slogan is Hard Work. Unseen.

“We hit 30 orders in the first 30 days and for a small startup, that’s huge,” says Adam. “It shows that what we’re doing is connecting with people across the country.”

What began as a side hustle built after hours, often between 8pm and midnight after the kids were asleep, has grown into a functioning business with customers nationwide.

Adam designed the products himself based on years of lifting experience and community feedback. He then managed manufacturing, testing, and shipping from his home in Girraween on the outskirts of Darwin.

Turtle Strength’s early traction has come from influencer collaborations, digital ads, grassroots outreach
to local NT gyms, and using local influences and word of mouth. Sales have come from across Australia, with strong interest from the east coast.

“I’ve worked in marketing for years but doing it all solo from scratch, from branding and web design to order packing, has been a completely different challenge,” Adam says. “But it’s been worth it.”

All Turtle Strength products are designed in the Territory and shipped locally, with a growing number of strength athletes and gym-goers wearing the gear around the country.

Adam is now focused on expanding the product line, building new campaigns, and growing the
brand without losing what made it work to begin with. TQ

CONTACT

Turtle Strength
0410 204 636
adam@turtlestrength.com
turtlestrength.com.au