Michael Klim spent years chasing the thin black line, setting world records to become an undisputed champion in the pool. But he wasn't content to stay in his lane; when the medals dried up, he found another space to make his mark.
In 2008, Klim created Milk & Co skincare, targeting the niche male skincare market.
"It was a very fast growing market, within the skincare market. Male grooming was on the increase, it was growing about 48 percent at the time, which is huge. It's still in double-digit growth, at the moment it's plateaued out a lot but it's still growing."
The company launched with three products; a face moisturiser with SPF, a face wash and scrub and moisturising body wash, all designed to be simple and effective for men.
The former world record swimmer has his sights on new goals. Source: SBS Small Business Secrets
"Back then there was a lack of products designed by males, for males, there was definitely a gap in the market. Guys at that time weren't comfortable going out and buying their own products. So I decided to create my own range. Australian made for active, Aussie males."
However, Klim says its only in the past 18 months the range has gained traction: around the time it was rebranded as Klim by Milk & Co, to better connect consumers with its famous founder.
Milk was rebranded as Klim by Milk & Co in 2015. Source: SBS Small Business Secrets
"The brand has really evolved and got to the level where it is really recognisable and has great shelf space."
An organic baby skin care range came after Michael and his wife Lindy had their three children; and the products have outstripped all others, to become the business' biggest earner.
Milk baby is Milk & Co's most profitable product range. Source: SBS Small Business Secrets
"You know how it is, nothing out there is good enough for your kids, so we have that and it's really resonated with the public and done really well."
These days, Milk & Co has expanded to include shaving gels, deodorants and even crossed the gender divide, with a range for women and baby products, stocked in major retail chains, Chemist Warehouse, Coles, Woolworths and Priceline.
As a well-known athlete, Klim says he is in a good position to de-stigmatise self-care for men.
A womens' range has joined male skincare products on the shelves at Milk & Co. Source: SBS Small Business Secrets
"I consider myself to be a typical bloke, and it is quite important to look after my skin. SPF is such a great anti-ageing ingredient, and now we have tradies now using our products, which is a great endorsement of our brand, to know they're out there in the elements but really protecting their skin."
It started with skin, but wellbeing is at the core of the brand, with regular blog posts on diet, sleep and exercise, in addition to skincare tips.
"I had an incidental insight into skincare. Swimmers are generally pretty vain as well, so I kind of had the metrosexual part covered as well."
Milk & Co has now branched into nutrition, with a range of snacks designed for athletes, such as protein bombs and bars.
Michael acknowledges fame has opened doors for his business. Source: SBS Small Business Secrets
According to IBISWorld, the Australian cosmetics and skincare industry is worth an estimated $4 billion a year, but Klim says his business has not quite claimed its share.
'We can maximise what we're doing in the domestic market, but there are huge export opportunities. We've done well, but I think there is a long way to go."
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