Posicionar el fitness hacia el bienestar emocional frente a la estética superficial

We targeted them quite specifically, and we'd also kind of broken the convention of, you know, work out for 30 days and get abs, and we kind of positioned it as work out to feel good and confident, which at the time was revolutionary, you know, and especially for the female mindset as it relates to their health and well-being.

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But the idea behind comfort was we wanted to build something with so much value, so much bigger than clothing, and really tie in the mental health aspect to donating to charities and bringing people together and aligning them with such a deep vision. So we tied in with mental health charities. But, you know, they were able to align with this company, and it made them feel comfortable and calm. So, you know, we were really looking towards, and people said, it helped with my anxiety. Like, we heard all this feedback from, like, real-life consumers, and we were like, imagine if we could scale…

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