Ben Goulding, their founder, has always loved working out, especially lifting weights. However, it wasn't until he was given a type 1 diabetes diagnosis that the significance of staying healthy and in shape became clear to him. Ben came to the realization that blood sugar levels have an impact on everything, something that people without diabetes may not always notice. It also became evident that there is no one-size-fits-all approach to being healthy and fit; each person's definition of fitness is unique and must be accessible to all.

At this point, in 2011, Ben launched his business to make this happen. He started looking for a small range of exercise equipment that he could sell to everyone at reasonable prices, and thus, Workout For Less was born. Over time, this increased and the space grew. They now carry dozens of brands in dozens of categories that serve everyone, from athletes aiming to be at the top of their game to those just starting out in fitness. Additionally, they serve schools, gyms, and numerous other commercial settings.