Hyrum Cook: The Visionary Behind Adanola’s Global Rise
In the rapidly expanding world of activewear and athleisure, one name that continues to make waves is Hyrum Cook. As the founder of Adanola, a brand that has redefined modern gym-to-street style, Cook’s journey from a young entrepreneur to a global business leader is nothing short of inspiring. His story is one of resilience, creativity, and determination—qualities that have shaped both his personal and professional life. This article provides a comprehensive overview of his career, achievements, and vision for the future.
Early Life and Education
Roots in Manchester
Born in January 1993, Hyrum Cook grew up in the United Kingdom and attended Turton High School Media Arts College from 2004 to 2009. From an early age, Cook displayed an entrepreneurial mindset and a natural inclination towards creativity. These formative years instilled in him a drive to innovate and build something extraordinary.
Entrepreneurial Beginnings
Zeven Media and Dragons’ Den
At the age of 20, Cook co-founded Zeven Media, a creative and digital media business. His venture attracted significant attention when he secured investment from Deborah Meaden on the BBC television show Dragons’ Den. For three years, he worked alongside Meaden as a business partner, gaining invaluable experience in leadership, strategic decision-making, and managing a growing enterprise.
While Zeven Media eventually came to an end, the lessons Cook learned during this time became the foundation for his future success. It also demonstrated his resilience—failure did not deter him but instead propelled him towards bigger ambitions.
The Birth of Adanola
Founding the Brand
In November 2015, Hyrum Cook, alongside his brother Josh Cook, founded Adanola, an activewear brand headquartered in Manchester. The vision was clear: to create a line of clothing that seamlessly blended comfort, style, and affordability. The brand’s tagline, “Everybody’s Everyday Uniform”, captured its ethos perfectly.
Adanola emerged at a time when consumers were beginning to embrace athleisure not just as gym wear but as everyday attire. Cook identified this shift early and positioned the brand as a stylish yet accessible choice, standing out from premium competitors.
Leadership at Adanola
CEO Years (2015–2024)
For nearly nine years, Hyrum Cook served as the Founder, Owner & CEO of Adanola. During this period, he oversaw every aspect of the business—from product design to brand strategy, marketing, and scaling operations. Under his leadership, Adanola experienced explosive growth, achieving triple-digit percentage increases year-on-year.
Transition to CBO (2024–Present)
In July 2024, Cook transitioned from CEO to Founder, Owner & Chief Brand Officer (CBO). This move allowed him to focus more on the creative, community, and product aspects of Adanola, areas where his passion and expertise shine the brightest. The CEO role was taken over by Niran Chana, a former Gymshark executive with strong operational expertise.
This strategic shift symbolised Cook’s long-term vision: to ensure Adanola could scale globally without losing its authenticity and creative identity.
Brand Philosophy and Growth
Everyday Uniform for Everyone
Adanola’s philosophy is centred on inclusivity, minimalism, and versatility. Cook envisioned clothing that could take people from the gym to brunch, from casual outings to work-from-home settings. By keeping designs clean and neutral, the brand became a favourite among young consumers who wanted style without sacrificing comfort.
Expansion and Recognition
Under Cook’s direction, Adanola not only conquered the UK market but also began expanding internationally, particularly in the United States. The brand’s rapid rise attracted industry recognition, with fashion press such as Vogue Business spotlighting its growth story. By 2024, Adanola was valued at hundreds of millions of dollars, confirming Cook’s instincts and leadership as instrumental to its success.
Personal Life and Character
A Private Persona
Unlike many high-profile entrepreneurs, Hyrum Cook has maintained a relatively private personal life. While public records provide details about his business activities and career, little is known about his family or relationships. This discretion demonstrates his focus on keeping the spotlight firmly on Adanola rather than his private affairs.
Collaboration with Josh Cook
Hyrum’s journey is also tied to his brother Josh Cook, with whom he initially co-founded Adanola. Over time, their professional paths diverged, with Hyrum continuing to lead the brand’s creative and strategic direction while Josh pursued other interests. This early collaboration, however, remains a key part of the Adanola origin story.
Achievements and Milestones
Key Highlights
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Dragons’ Den Success: At just 20 years old, Cook impressed seasoned investors and secured backing for Zeven Media.
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Adanola Founding: In 2015, he launched Adanola, which became one of the UK’s fastest-growing activewear brands.
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Global Expansion: Under his leadership, Adanola gained traction in Europe and the United States.
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Leadership Evolution: Transitioned from CEO to CBO in 2024, ensuring sustainable growth while preserving the brand’s creative core.
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Valuation Milestone: By 2025, Adanola had grown into a company valued at over half a billion dollars, cementing Cook’s reputation as a visionary entrepreneur.
Lessons from Hyrum Cook’s Journey
Resilience and Adaptability
Cook’s career reflects the importance of resilience. From the early days of Zeven Media to the global success of Adanola, he demonstrated that setbacks can be stepping stones towards bigger victories.
Creativity Meets Strategy
By balancing creativity with strategic business decisions, Cook built a brand that resonates deeply with consumers. His ability to spot trends and translate them into long-term business opportunities highlights his entrepreneurial brilliance.
Leadership with Vision
Cook’s decision to step aside from the CEO role in favour of a more brand-focused position shows wisdom and self-awareness. It highlights his recognition that sustainable growth requires both creative vision and operational excellence.
The Future of Hyrum Cook and Adanola
The future looks bright for both Cook and Adanola. With a strong leadership team in place and a growing international presence, the brand is well-positioned to dominate the global athleisure market. For Hyrum Cook, his role as CBO allows him to continue shaping Adanola’s creative identity, ensuring it remains authentic, stylish, and relevant.
Beyond Adanola, Cook’s entrepreneurial spirit suggests he may explore new ventures in the future, further expanding his impact on the business world.
Conclusion
Hyrum Cook embodies the qualities of a modern entrepreneur—creative, resilient, and visionary. From his early success with Zeven Media to founding Adanola and guiding it to international acclaim, his journey is a testament to the power of determination and adaptability.
Today, as he continues to shape Adanola’s brand identity, Cook stands as an influential figure in the global fashion industry. His story not only inspires aspiring entrepreneurs but also reflects the dynamic evolution of modern business leadership.
