Meet our 40 Under 40: Dressing the world for the gym from Adelaide
For the next two weeks, InDaily will take a closer look at some of the 2025 40 Under 40. Today, meet the winner of the Game Changer Award.
In 2013, CrossFit was at the height of its popularity, yet friends Andy Lee and Ben Dineen struggled to find apparel and equipment to complement their training.
The pair identified a gap in the market and launched The WOD Life (TWL) from a bedroom in Adelaide, packing orders by hand and dropping them off at local gyms.
Armed with a background in law and commerce, Lee helped steer the brand from grassroots hustle to national recognition.
Today, TWL is more than an online retailing hub – it’s one of the nation’s leading names in functional fitness with a bold mission: to build the world’s best training brand and community.
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Associated Professor in Marketing at the Business School of the University of Adelaide Dr Sally Rao Hill said Lee was a worthy winner of the Game Changer Award.
“Andy is a visionary leader transforming a local startup into a global powerhouse,” Lee said.
“Driving innovation, fostering community, and inspiring the next generation through bold decisions, strategic growth, and an unwavering commitment to excellence.”
Lee joined a cohort of 39 other inspiring young leaders aged under 40 at a gala dinner in June.
Read all about the 2025 40 Under 40 here.
