Shredz 0-100K Case Study
What is the definition of “fitness model?” A blazing hot niche that dominates social media, and corresponds directly to the efforts served by Integrate Social Network. It is a hotly discussed topic after FORBES published an article on the popular Paige Hathaway, including the Internet sensation as part of a rapidly expanding fitness model classification. The article also raised general awareness for a brand that Paige promotes — SHREDZ — a direct marketing nutritional supplement company. After some investigating it seems that the company Hathaway has partnered with may have an even more interesting story than the fitness model with over 700,000 Instagram followers.
Start with the fact that SHREDZ, founded by current CEO Arvin Lal, earned $90,000 in 2012 (the first year of its operation), $5 million gross revenue in 2013 and already topped $2.7 million through the middle of March in 2014. What makes those numbers more impressive is that Lal and his team have achieved such remarkable revenues without any outside invested capital, only 21 employees (most of them living in-house within the SHREDZ office, which is a converted apartment complex) and purely digital promotion.
Lal has captured the rapidly growing fitness space by going against the grain. He also has a message to those who question whether his endorser, Paige Hathaway is really a fitness model: stop being upset. “Fitness used to be bodybuilding, but today fitness is impacting more people than ever,” said Lal to FORBES. “Right now the word ‘fitness’ has peeked on Google. It’s about being healthy and in shape. Who’s to say the person on stage has better fitness or body than a person with a million Instagram follows? Paige is probably the largest female fitness model across the world. Marketing and being able to touch people off the stage is more important than being able to touch people on the stage.”
SHREDZ is first and foremost a marketing company that has been able to achieve success in the fitness world through its devotion to social media and its work with Integrate Social Network. It spent a year analyzing various forms of social media and in 2013 decided that Instagram would be the next important social media platform. Understanding that fitness is very aesthetic and digitally stimulating, the key was being able to effectively communicate with people on a platform that drove likes and engagement and was trending. Instagram has served as SHREDZ’s medium to captivate an audience and make money. According to Lal, the trend for his company is about 15-20% growth month-over-month in gross revenue.