Website Closers® presents a highly successful Patriotic Fitness and Lifestyle Business. The heart of the brand is its connection to the target audience of active military members, veterans, law enforcement officers, their family members, and patriotic civilians. This unique positioning in the market, coupled with a high level of interaction and strong connection to its fans, sets them apart from competitors.
This brand has carved out a unique and profitable niche in a large and growing market by focusing on a specific audience and delivering products they love. As a result, it has a 100% success rate when launching new products and has a large and loyal following.
Communicating with and understanding their customer has allowed them to develop a considerable social media presence with over 170,000 followers and subscribers on YouTube and Instagram. The company has combined entertaining and educational content with sales promotions, leading to customer loyalty and maximizing viewership and revenue. The YouTube channel has received 4.7 million unique views and 292,000 watch-time hours, while the Instagram profile regularly receives 20,000 views per video and thousands of likes per sales post. The company’s success is also due to its understanding of the audience’s specific tastes and the ability to launch successful products in the fitness space.
Manufacturing partners are based in China, Pakistan, and Sri Lanka. A design is sent to these manufacturers, who quickly produce a sample before launching a new product.
The company maintains stock in two locations. Inventory is held in Amazon’s warehouses, and orders are shipped out to customers by the retailer. This applies to orders placed on Amazon as well as the business websites. Additional inventory is stored at a third-party warehouse in California and fed from this location to Amazon as needed. If a product runs out of stock at Amazon, the brand can temporarily change fulfillment to ship products from its 3PL, preventing out-of-stock items.
Resistance bands are the top-selling individual SKU. However, as a range, the bottles make up 50% of revenue. They are unique products made exclusively for the brand. A manufacturer of military and tactical products produces the nylon sleeve component. This component can’t be created by a water bottle supplier, making it challenging for competitors to copy the product. The bottle was purposely designed for customers with an active lifestyle, and customer feedback has been incredibly positive. All sleeves are removable and interchangeable, making the bottle a perfect repeat purchase product. Customers frequently buy extra sleeves with their bottle.
The flagship product line is trademarked and well-established with vast growth potential. The brand sells 60 unique products, excluding size variations, and has another seven in production. Management plans to expand the product line into various steel water bottle sizes, plastic bottles, tumblers, shaker cups, and more.
Fitness products see a sales spike over new years and the summer months as people attempt to get into shape. Apparel sales increase around July 4th due to the patriotic art style on the shirts, while the bottles make excellent gifts and also witness a sales increase around the holidays.
The typical customer is a male between the ages of 27 and 55 with patriotic leanings—possibly a military veteran or police officer or related to one. He is interested in weightlifting, physical fitness, and various outdoor activities like camping, hiking, and fishing. Additionally, he has an average or above-average income and a current 90-day lifetime value of $85. Due to the type of customers attracted to the brand, further growth opportunities in other market segments, such as the survival and tactical niches, are low-hanging fruit.
The two owners each endure a light workload of 10 to 15 hours weekly. Primary tasks include product development, email marketing, managing Facebook and Google ads, creating upsells and cross-sells on the website, and directing social media content creation. Further responsibilities involve answering social media questions, monthly meetings with the accountant, weekly meetings with the Amazon account manager and the logistics/sourcing manager, and handling wholesale customer accounts.
Four part-time contractors work for the company regularly. An Amazon account manager, social media assistant, and logistics manager are paid monthly. The Amazon account manager also handles all customer service issues across all platforms. The brand contracts a photographer and video editor as needed.
In addition to the proprietary line, the brand is also looking to enter the lucrative supplement market with a pre-workout product specifically designed for its target audience. With a strong reputation and loyal following, the brand can quickly and powerfully dominate this market.
This listing presents a rare opportunity to acquire a profitable, growing, and defensible brand with substantial scalability.
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