British sportswear brand Montirex has announced the launch of Behind the M, a new behind-the-scenes YouTube series giving an honest, unfiltered look at the journey of its two founders, and the community that helped shape the brand.
Behind the M sets out to explore what it genuinely takes to build something from the ground up. The big decisions. The setbacks. The mindset shifts. The pressure that comes with scaling in a market dominated by global sportswear heavyweights.
Founder in Liverpool, Montirex has created its own space by doing things differently. The brand has always prioritised listening before speaking, creating products informed by the people who wear them.
Four Episodes, Four Perspectives
Series One spans fout episodes, each giving a different view on the brand’s evolution.
Episode One
The opening chapter is the most personal. It traces the origins of the brand through the experiences of co-founders Danny Yuen and Kieran Riddell-Austin, detailing the belief that drove them to identify a gap in the market for high-quality, accessible sportswear.
It gives an honest look at the early sacrifices, long days, financial pressure, operational mistakes and the learning curves that come with starting from scratch. The episode doesn’t romanticise entrepreneurship; instead, it leans into the uncertainty and persistence required to turn an idea into a functioning business. There’s discussion around early product development, navigating supplier relationships and the moment the community began to truly respond.
Episode Two
The second instalment shifts the focus outward, offering insight into Montirex’s athlete strategy. Rather than chasing the biggest names for visibility alone, the brand has cultivated ambassadors who align culturally and authentically with its ethos.
This episode explores how those partnerships are formed, from first contact to long-term collaboration, and the thinking behind building a roster that reflects real stories, discipline and shared ambition. It unpacks how trust is built between brand and athlete, and why Montirex prioritises mutual growth over transactional endorsements.
Viewers also gain an understanding of how athlete feedback informs product refinement, ensuring garments are not only visually sharp but genuinely functional.
Episode Three
Community has always been central to Montirex’s identity, and Episode Three places that commitment under the spotlight. The Montirex Foundation is explored in detail, from grassroots initiatives to wider social impact within Liverpool and beyond.
The episode highlights how the brand reinvests into the environments that shaped it, supporting youth engagement, sport participation and opportunity creation. The narrative centres on responsibility, acknowledging that the brand’s growth is intrinsically linked to the community that championed it.
Episode Four
The final episode looks inward again, this time focusing on the internal culture driving Montirex forward. It examines how the team navigates scale, the operational challenges, evolving structures and strategic decisions required to compete in a market dominated by global sportswear heavyweights.
There’s reflection on mindset: balancing ambition with patience, protecting brand identity while expanding reach, and choosing long-term sustainability over short-term hype. The founders discuss leadership evolution, how decision-making changes as the company grows, and how maintaining authenticity becomes increasingly important as visibility increases.
Built by Belief, Backed by Community
At its core, Behind the M reinforces the idea that no brand is built alone. From warehouse floors to campaign shoots, from the city streets of Liverpool to its expanding national presence, Montirex frames its success as collective.
Speaking on the launch, co-founder Danny Yuen explains that the brand was founded to fill a gap in the market, high-quality sportswear at an accessible price point. But more than product, he emphasises the people who backed the vision early on. The series, he notes, is about sharing that journey authentically and bringing the community along as the brand continues to grow.
For Yuen and co-founder Kieran Riddell-Austin, this has never been about quick wins. The ambition is longevity, building something designed to last, rooted in community and carried forward by consistency.
