Lesson from the founder of Hyrox, Poppi PR boxes, and Momentous launches elite recovery drink...
Here’s what we got this week in the business world of health, fitness, & wellness:
🗞️ The Story - Lesson on focus from the founder of Hyrox.
📈 The Strategy - Poppi’s brilliant PR boxes.
🛍️ The Product - Momentous launches elite recovery drink.
You know the saying, “Jack of all trades, master of none”.
Basically means, if you do many things then you won’t be an expert at any of them.
Well, the same principle applies to business, and the founder of Hyrox, Christian Toetzke, has a story that personifies this.
Over the last 5 years, Hyrox has seen a 1,000% increase in participation.
With those kind of numbers, you’d think most people would tell Christian to keep doing what’s he’s doing - because it’s working.
Wrong.
In a recent episode of “One Day with Jon Bier”, Christian said, "In the last five years, I don't know how many people told me what we have to do."
Alluding to the fact that people are always telling him to change up the workouts at Hyrox events.
For those that don’t know, Hyrox does the exact same workout for every single race.
Christian has done his research though.
And he speaks to the fact that all of the biggest racing sports have one format, and they stick to it - Ironman, marathons, Olympic events.
But this doesn’t just apply to fitness racing businesses.
Focus and having a singular mission for your business is EXTREMELY important if you want to grow - especially in the early stages.
Spreading yourself across multiple initiatives may make you feel like you are doing a lot of work, but it’s not moving the needle.
Think of it like building a bunch of small snowballs vs. a big wrecking ball - which one is more powerful?
And this applies to growth initiatives, product offerings, marketing strategies, and almost everything within your business.
You need to focus and dial it in.
Now, I don’t want this message to get misconstrued as me saying you shouldn’t have multiple income streams or test different strategies from time to time.
There is not one right way to do the game of business.
But at a high level, the founder focused on perfecting one offering is gonna beat the founder that gives in to shiny object syndrome, every single day of the week.
Brands, take notes from Poppi. This is how you do PR boxes.
Now for context, I’ve worked behind the scenes for fitness influencers for years now, so I’ve seen hundreds of PR boxes.
And a majority of them just flat out stink.
However, this one by Poppi, is a masterclass.
Let me break it down for you:
Starting with the box, it is fully branded, has vibrant colors, and pretty funny copy on the lid that says, “Forget about finding ‘the one’ - here are 12 bombshell flavors guaranteed to turn your head all summer long”.
Open up the box and you see the star of the show - the bright orange inflatable cooler.
Now when you open the cooler, you first get an outfit. It’s got a cute little retro PJ vibe going on.
And again, has funny copy on the waistband that says, “Wanna get juicy?”.
Below the outfit are 12 new, unique Poppi flavors for you to try.
Now the Poppi soda at the bottom is of course their product, but it’s also the least important thing in this PR box.
And that is the lesson here for you.
PR boxes are NOT about your product most of the time.
PR boxes are about media and marketing. Eyeballs. Impressions.
You have to create something that is SHAREABLE. Something that makes the receiver want to take a picture of it and post it.
Or else there is almost no point to the PR box.
Get creative and be unique with it - create an experience that is unforgettable.
Momentous launched a new limited edition elite recovery drink.
This drink is absolutely PACKED with nutrients.
It’s got creatine, complex carbs, collagen, betaine anhydrous, tart cherry, ashwagandha, and magnesium.
My quick thoughts:
One of the most annoying things about supplementation is the amount of products you feel like you have to buy.
I’ve got a tub for creatine, collagen, pre-workout, whey protein, electrolytes, magnesium, daily vitamin, and tongkat ali.
All separate.
I’m always trying to optimize, and one of the easiest ways to do that is value stacking by combining things.
And I know, not all supplements can be combined due to chemical reasons or the timing of when you’re supposed to take it.
But some certainly can.
And this drink checks the box for several supplements I take individually, so I’m certainly intrigued.
