2xu.com.au
2xu.com.au
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2XU: The Quiet Giant of Performance Wear
A $60M revenue machine with a critical trust deficit to solve
2XU isn't chasing hype—it's building a performance empire. With 244 employees and $60.9M in revenue, this Australian brand has quietly scaled into a global powerhouse. But beneath the surface lies a stark warning sign: a 1.4/5 Trustpilot rating that threatens everything they've built.
"Revenue is vanity, trust is sanity. 2XU has mastered the first, but is failing at the second."
The Scale Paradox
At $60.9M with 244 employees, 2XU generates approximately $250K per employee—a strong ratio for a DTC retail brand. Their executive bench is deep: Simon Moloney leads global sales, Lindsay Swaik runs digital, and Sergio Pinto drives commercial strategy. This is a company that knows how to operate at scale. Yet the 1.4/5 rating suggests operational cracks that scale can't hide.
The Trust Crisis
54 reviews at 1.4/5 is not a blip—it's a pattern. For context, most successful DTC brands target 4.0+ on Trustpilot. This rating screams operational issues: shipping delays, product quality mismatches, or customer service failures. In performance wear, where trust drives repeat purchases and LTV, this is a silent killer.
2XU's leadership team is stacked with e-commerce veterans. Claes Ruegg handles buying and planning, Adria Morsley manages North American finance. They've built a global footprint with operations in Australia and the US. The infrastructure is there. The question is whether they can fix the customer experience before it caps their growth.
- Deep executive bench with clear functional ownership
- Strong revenue-to-employee ratio indicating operational efficiency
- Global presence across Australia and North America
- Clear gap between revenue scale and customer satisfaction
The Bottom Line
2XU has built the engine. Now they need to fix the ride.
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Reviews (20)
Small tall seize
I am tall but do not weight much which made finding a wetsuit very difficult. With many brands, I had a size "small" in terms of weight but a "medium" in terms of height. Medium was too roomy and because of my long torso, a narrow did fit but there was too much pressure on my shoulders because of the short length of the wetsuit. So I had to search for a very long time for a brand that sold (affordable) wetsuits in size ST (small/tall). 2XU offered this and fits like a glove. Ideal for anyone with the same problem.
Great products for running or workouts…
Great products for running or workouts that fit well and have a features (zip pockets etc) that are both functional and look good. I had to return three items due to ordering the incorrect size and the replacements arrived in a few days from the return. One item was out of stock and the refund was processed quickly.
The best fitness brand
I first came across 2xu when I started triathlon in 2010 when I purchased my tri suit, since then I’ve purchased their tights, shorts, t shirts and jackets and I cannot fault any of it, in fact I rate it above all other fitness brands! I am shocked at the poor reviews here as i have had nothing but fantastic experiences from 2xu
Not too impressed at first but experience seems better
Found whole ordering process hard. Sizes small and returns complicated. Customer Service staff became rude.....I've improved my star rating as after having a bit of a moan they were better. Waiting to see what their tri suit is like.
I have brought 2 pairs of 2XU Women…
I have brought 2 pairs of 2XU Women high waisted compression tights and both pair have faulty pockets on the side come apart so you can’t use the side pockets, also both pill on the material around the waist. I paid $150 each for them. And because they were pass the warranty 1 year of purchase they wouldn’t replace or refund. So they don’t last at all. I’ve had other brands that have lasted 5-10 years. These are cheaply made and sold for expensive prices. Definitely not made to last. Unhappy with the customer service was well. Only offered me a small discount that was already on there website for everyone. I not be buying again from 2XU.
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