Before working with an international branding company, Nicholas Bayerle and his wife Amanda, owned a fitness company called the True Challenge. They were struggling to sell their $30/month memberships to prospective customers, so they decided to go to an expert for help.
The couple turned to Kevin Stimpson, CEO and Founder of Strive & Grind, a creative and branding boutique based out of San Diego. Stimpson recalls the first conversation around the Bayerles’ company, “They came to us wanting a new website, but we told them what they really needed was to create a premium brand.”
Here’s how the branding guru revolutionized the True Challenge brand, and helped the Bayerles create a premier lifestyle brand:
- Ditched the ambiguous brand name and created something catchy and interesting instead.
According to Stimpson, the brand name “True Challenge” was too ambiguous for prospective clients and customers to understand. They needed to rebrand the name, and it had to be catchy so it peaked interest. That’s when the brand, Billion Dollar Body, was born.
Once they had a top shelf name, it was time to makeover the brand’s color scheme. Stimpson says they had to ditch the original green since it’s so common in the health and wellness industry. He decided black and gold was the only way to go if they wanted to continue with the bold theme of Billion Dollar Body. The new disruptive brand was starting to come together.
2. Geared the messaging toward highly successful men.
Before working with Strive & Grind, the Bayerles marketed their services to both men and women. Stimpson said this was a big mistake, so they changed their demographic to only working with men—but not just any type of man. Their new ideal client became "A man who wants to master his business, master his relationships and master his health."
3. Upgraded style and swagger to attract achieving, highly successful men.
In order to attract this type of man, Nicholas Bayerle had to look the part. Stimpson explains how their company helped, “Because he wanted to attract this high-end clientele, we went shopping with him and got some loafers, blazer jackets and nice fitted jeans.”
The new look was so successful that Bayerle got 25 compliments in the first 25 minutes at his first networking party. This was something he never experienced before. As Stimpson explained, “When he used to go to a party or event, no one would talk to him because he fit in with everyone else. Now, he’s attracting people who want to look like him, talk to him and believe in the messaging he has.”
4. Charged premium pricing for premium products and services.
The Bayerles were charging an affordable $30/month for their previous brand, but the price point was throwing them in with all of the other “me-too” fitness companies who were providing similar products and services.
Stimpson says this confused customers as to why they should choose the Bayerles’ brand over the next. It was time to up their prices and fully own the new premier lifestyle brand—Billion Dollar Body.
The couple changed one of their services to a 6-month health coaching package and raised the price to $7,500. No one else was charging at that price point, so they stood out among the competition and were able to land clients within the first few weeks of launching the new brand.
5. Held a live event with non refundable tickets (and the rest was history).
Stimpson says most people charge "super low prices" when they have their first live event or any event in general, which usually ranges anywhere from free to $50. They usually offer refundable tickets, as well.
He explains how Billion Dollar Body took a different path, “Nicholas went the premium route, selling out 100 tickets where people paid $250-$750 to attend. Plus, the tickets were non-refundable.”
At the live event, Bayerle was able to sign on 24 men to his $10,000 mastermind group: Brotherhood Elite. And just like that, the company Billion Dollar Body made $240,000+ in revenue at its first event.
Stimpson explains how this wouldn’t be possible with his previous company, “If he would have had the same brand as he had before working with us, he wouldn’t have hit the numbers he did and he wouldn’t have had the same perception that peaked people’s interests.”
The good fortune doesn’t stop there. Since its initial launch, Billion Dollar Body has booked $1M in client services and they owe it all to the re-brand. By taking Stimpson’s advice to change their name, aesthetics and pricing, they were able to achieve something most people only dream about.
You can do it too
Billion Dollar Body's story offers a roadmap for companies looking to become premium product providers. Stimpson says it is all about the confidence: “If you’re confident in your message, you tap into your inner badass, and then other people who love you and support you, they're going to become raving fans and end up buying from you—and ultimately increase your profit and income.”
