Long4Life, an acquisitive investment group founded by magnate Brian Joffe, is positioning itself to withstand economic downturns as it taps SA’s growing health-conscious middle class.

Founded four years ago, Long4Life has been carving out a niche in the leisure and lifestyle consumer sector, selling everything from gym equipment and bicycles to sugar-free alcoholic mixers and running more than 200 health, beauty and grooming franchises across SA.

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