From Hobby To A Business With Investor Support

BRIEF:

Steel Mace Yoga is a revolutionary fitness program combining the ancient and beloved practice of yoga with steel –– a weighted tool that adds strength to the bodyweight workout. Steel Mace Yoga “SMY” needed to establish their idea as a business and brand instead of an idea/hobby which was posted online.

I created the structure needed to secure investors. In order to do so, I created the strategy to build an audience within the USA targeting Chicago, Texas, New Jersey, New York, and California as those were the top 5 locations data had proven that SMY was reaching.

I was able to utilize my connections and working relationship with lululemon to forge a partnership with Steel Mace Yoga. lululemon Lincoln Park (the world’s first lululemon experiential store) contracted the first lululemon x Steel Mace class which is offered weekly with an instructor who graduated from the steel mace program I helped to launch with the sister company, Viking Ninja.

TIMELINE: 2 YEARS

SERVICE PROVIDED: BUSINESS STRUCTURE

  • Pieced together the business to take to the market which secured a large investor in 2020
  • Secured lululemon endorsement
  • Filed for trademark
  • Aided in assembling a team: accounting, teaching support, digital, curriculum development, ambassadors, etc.
  • Made the programming curriculum cohesive with in-person events, classes, and teachings

SERVICE PROVIDED:CORPORATE ENDORSEMENT & PARTERSHIP DEVELOPMENT

  • lululemon event partnership throughout Chicagoland (city and suburbs)
  • Class added to the lululemon Lincoln Park weekly class rotation

SERVICE PROVIDED: DIGITAL STRATEGY

  • Created digital content monetizing the fitness
  • Website design with a full SEO strategy
  • Digital branding: photography, utilizing the logo, color scheme, fonts, etc. to boost digital recognition and brand association
  • Social media training for the team members involved: how to use social media, digital etiquette––how to present yourself online and communicate a brand
  • Authentic community building through social media, newsletters, and virtual campaigns
  • Email marketing strategy
  • Created an influencer strategy
  • Created the brand ambassador strategy and outlined posting necessities and deliverables

SERVICE PROVIDED: COPYWRITING

  • Contributed to writing/transcribing the founder’s curriculum and lessons
  • Edited the founder’s curriculum
  • Helped create and launch the company’s certifications and online curriculum available for purchase
  • Email marketing copy
  • Social media copy

SERVICE PROVIDED: CONTENT CREATION

  • Photography
  • Press releases
  • Interview with the founder (article format)
  • Digital campaigns

SERVICE PROVIDED: EVENT PLANNING

  • Utilized my connections and working relationship with lululemon to create a crossover event aligning two of my client’s similar goals to ensure a successful event
  • The lululemon x Steel Mace Yoga event proceeds were allocated to I Grow Chicago and their mission of creating a culture of hope. Ticket sales contributed to the rehabilitation of Englewood “from surviving to thriving through community connection, skill building, and opportunity”,
    while providing basic needs such as transportation to and from potential employment opportunities, addressing hunger issues, violence, and more within the community