Website Closers® presents an eCommerce company that has successfully tapped into the public’s growing commitment to regular health and fitness routines, making this a part of their lives on either a daily or weekly basis. Those gym goers are increasingly in the market for accessories they can use during their workouts, and this company has found a solid customer base for their shaker bottles that are so popular today for use at fitness centers.
At an Average Order Value of $70, the company is now enjoying 55% profit margins as their Repeat Customer Rates continue to increase (now at 22%). The company is now operating in Australia and is ready to explore growth opportunities through an international push, as well as expanding from their own website to additional sales channels such as Amazon.
A key factor in this company’s growth curve has been their strong use of social media marketing to attract a larger audience. With particularly strong platforms on Instagram, Facebook and TikTok, the company’s regular postings and video marketing are helping to connect them with a larger audience and bodes well for any scale options used by the company’s buyer.
The company is operating effectively in the health and fitness accessories field, which is a booming market. The rapidly growing number of Americans who are interested in promoting their health and fitness has sharply increased since the pandemic lockdowns, leading to increasing memberships in gyms and other fitness centers.
There is also rising demand for related accessories, from clothing suitable for workouts to resistance bands, and shaker bottles. These fitness bottles, which have a stainless steel construction that prevents odor absorption and bacteria buildup, are considered popular for being more hygienic and cost-effective.
That’s exactly the kind of praise this company has received from the many satisfied customers who have given them plenty of 5 Star ratings over the past few years, but this brand has brought additional strengths to the table. A review of their history should help shed light on why this is a strong eCommerce option for those interested in the lucrative health and fitness vertical.
First launched in 2019, the company set out to create practical and useful fitness bottles that appealed to health-conscious consumers. They created one with an innovative round bottom, making it odor resistant, bacteria-free and easy to clean.
As the company has noted from its many glowing reviews, this product has enjoyed numerous uses, including as a supplement shaker, water bottle, smoothie holder and fruit infuser. This was the company’s intention from the start, to offer a product with multiple uses.
As sales continued to grow, the company has been able to expand into other branded products, including microfiber gym towels, stainless steel double insulated water bottles, and stainless-steel reusable straws.
While their fitness bottles make up 48% of their sales, their steel water bottles have been rising fast, now enjoying 42% of profits. Sales of gym towels are also picking up and are now 9% of their overall profits.
The company has appealed to a key customer demographic: young people between the age of 18 and 26 who are physically fit, exercise daily and enjoy taking a bottle with them during outdoor walks and runs or when they’re at the gym.
The company has relied on both paid and organic traffic to drive their sales higher. PPC ads are run on numerous ad platforms, including Facebook, Instagram, and TikTok, while their organic growth is driving sales higher thanks to their regular postings on Instagram (with a whopping 21,000+ followers), TikTok (with 2,650+ followers and 113,000+ likes for their videos) and Facebook (nearly 3,000+ followers).
With 31,100+ subscribers in their email database, the company has a very effective email marketing campaign that includes two email newsletters sent out weekly, and they also use an influencer marketing campaign on their social platform to attract new buyers.
There are additional digital marketing techniques that a buyer could employ to scale this business, including launching their first SEO program that would include the use of keywords in their product descriptions, a blog on their website, and backlinks.
A major growth opportunity for this company would be an expansion onto additional sales channels, including Amazon and Walmart, introducing their products to millions of new online shoppers. Amazon would be particularly useful in enabling this company to make a strong expansion into the U.S. and Europe.
A highly automated business, the current ownership works as little as 10 hours per week, focusing on research and development and overseeing ad creatives. Several experienced workers handle daily operations, including a part-time social media manager, and contractors who handle customer service, PPC ads and marketing.
Using a 3PL warehouse for inventory, they are now shipping up to 50 orders per day and have the ability to sell bottles to any overseas buyers.
With the public’s passion for health and fitness showing no signs of letting up anytime soon, this company has a very healthy future as it provides those fitness-conscious buyers with the accessories they need to make their workout a success.
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