Stay in motion.
In 2015, I founded Inertia, an e-commerce fitness brand that empowers the community to stay in motion. Inertia offered physical and digital fitness related products including apparel, on-demand workout programs, and video content leveraged on an online platform.
Customer.
Unfamiliar to the world of E-commerce products and digital marketing, I aimed to establish an online presence by first defining my ideal customer profile, an emerging market of health and fitness enthusiasts between the ages of 18 and 30. I knew a disproportionate percentage of this demographic was moving into the health and fitness space, and we looked capitalize.
Product.
Passionate about health and fitness, I wanted to offer products that enhanced the quality of performance within the gym. We started with basic apparel like shirts, hats, and tank tops, and eventually added complexity to our product line including private label leggings and custom fabric knee sleeves. Our end goal was to completely leverage our platform as an online marketplace for fitness and health enthusiasts.
Discovery.
Launching a product requires a significant amount of time, focus, resources, and working capital. Ensuring that there is truly a need for what you are selling should be the first and foremost concern. Just because one individual likes your product, doesn’t mean it will sell at volumes needed to justify production, nor does it ensure that it will maintain relevance. Because of this, market research and maintaining agility in product development was key to success.
