Fitspo Brand Launch: Influencer-Led Rollout During the At-Home Workout Boom

Overview
Fitspo is an at-home workout brand which later expanded into activewear. The brand coincidentally launched just a month before Covid hit, just as gyms closed and the world shifted to at-home workouts. Zsofia, being part of the founding team, handled everything internally: brand strategy, influencer outreach, social media management, and campaign execution. Our first product, resistance bands, entered the market at the perfect time, and we leaned fully into the emerging cultural moment.

Strategy
We executed a targeted influencer seeding campaign on Instagram, sending personalized PR packages to fitness, wellness, and lifestyle creators who had highly engaged audiences. Our goal was to spark authentic content, not sponsored ads, so creators shared natural at-home workout routines, unboxings, and how they integrated Fitspo bands into their daily movement.

We managed all communications with creators, reposted every mention, and kept the brand’s Instagram active with a mix of UGC, static posts, and Instagram Stories showcasing real people training at home. This created a strong sense of social proof and momentum during a time when people were actively searching for equipment they could use from their living rooms.

Key elements included:
- Influencer seeding to curated Instagram creators
- Organic workout content (Stories + static images)
- UGC reposting & social engagement loops
- Fast cultural alignment with the at-home workout boom
- Relationship-building that led to future collaborations

Results
- The campaign quickly built traction and positioned Fitspo as an essential at-home workout brand.
- The resistance bands sold out within one month.
- Organic reach surged through creator Stories and feed posts
- Engagement increased significantly through UGC and reshared content
- Strong creator relationships led to ongoing partnerships
- High visibility at the peak of the at-home fitness trend

This launch demonstrated how powerful influencer seeding, timing, and fast execution can be, especially when backed by genuine relationships and culturally relevant content.