DTC POD - #225 - Max Kislevitz: BALA - Disrupting Fitness Through Design

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1️⃣ One Sentence Summary

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Max Kislevitz discusses founding BALA; disrupting fitness with design & innovation

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Max Kislevitz 00:03:50 00:07:00

"Yoga and Designing Wrist Weights: "It was after that class where we were like, how could we have made that more difficult? Right? Like, class based fitness is on the rise. People will get off work at 06:00 p.m.. They'll only be able to go to the 615 class down the street. What if that's an entry level class? And what if they want to work harder than that?"

Max Kislevitz 00:13:25 00:16:02

"The Power of Iteration: "We mostly didn't know what we were doing, but we were going to figure it out anyway. And so we ultimately launched on Kickstarter."

Max Kislevitz 00:18:49 00:22:45

"Organic Word of Mouth: "We found a lot of early organic sort of movement on social. And in fact, we had two buyers, one from Goop gwynethaucho's company and then the other from Free People, the Urban outfit, our own company that were early adopters from a retail perspective. And so rather than be like, we're a DTC business, we got to own the customer relationship."

Max Kislevitz 00:31:01 00:34:58

"The Challenges of Scaling a Business: "It's like some days we'd have like $10 in the bank and the next day we'd have like $2 million in the bank. And it literally the ebbs and flows were so dramatic. So it was pretty wild keeping up."

Max Kislevitz 00:36:34 00:40:22

"Product Diversification: Let's invent new products, but let's also introduce meaningful improvements on existing products."

🔑 7 Key Themes

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1. Embracing travel for creative inspiration 2. Disrupting the fitness industry with design 3. Debuting innovative product on Kickstarter 4. Boost from Shark Tank exposure 5. Managing rapid growth and challenges 6. Expansion plans and fundraising 7. Balancing creativity and business in startups

💬 Keywords

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Travel inspiration, personal interests, career fulfillment, agency work, fashion and art combination, product design, digital and creative aspects, national and global audience, project inception, Kickstarter campaign, wrist and ankle weights, product development, iterative process, product launch, trade shows, organic social media, retail and direct-to-consumer model, business growth, media coverage, Shark Tank, Mark Cuban, Maria Sharapova, business scaling, fitness boom, third-party logistics provider, product fulfillment, brand recognition, venture capital, fundraising, fitness market.

Interview Breakdown

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In this episode, join us as we dive into the journey of Max Kislevitz, co-founder of BALA - a thriving company transforming the face of fitness through innovative design. Discover how Max turned a simple idea sparked on a trip to Tokyo into a multimillion-dollar global sensation. Today, we'll cover: - The genesis story of BALA and how Max's travel experiences inspired a unique fitness product - The exciting process of launching a Kickstarter campaign and the challenges of bringing a physical product to market - Max's experience pitching to the sharks on Shark Tank and securing a deal with industry legends Mark Cuban and Maria Sharapova - The complexities of scaling a small business into a multimillion-dollar enterprise - BALA's future strategic initiatives to make fitness more inclusive, inspirational, and accessible. The global fitness industry will never be the same again.

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📚 Timestamped overview

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03:50 Couple travels, starts company based on idea to improve wrist and ankle weights.

08:13 Agency divided into four disciplines (strategy, creative, production, account mgmt.) Account people involved in conversations between all departments, advocating for campaigns, providing creative and business perspectives.

10:31 Raising money to produce and ship wrist and ankle weights via Kickstarter.

13:25 Launched Kickstarter campaign with prototype and 3D render, used model and campaign descriptors, iterative process with no product development experience, reached goal with no other marketing support.

18:49 Product took a year to develop; successful Kickstarter; positive reception; retail/DTC/Amazon sales; slow sustainable growth from 400K-2M in 2 years; influencers and celebrities using.

24:05 Applied for Shark Tank, got broken up with, called one year later, pitched, nerve-racking negotiation, made a deal with Mark Cuban and Maria Sharapovaa.

27:14 Intimidated entrepreneurs got 900K investment with 30% equity in exchange for intangibles and media value, leading to 8X increase in sales.

31:01 Business complexity increased when scaling, 75,000 units shipped manually, no paid ads until December 2020, supply chain delays, capital intensive to scale, dramatic cash flow ebbs and flows, five people running business.

36:34 Product diversification, ergonomic alternatives, premium materials, meaningful improvements, glossier sensibility, pop-ups, international expansion, content platform, destigmatize and make space more inclusive.

43:26 Raised $50M, product-brand-market fit, expanding products & markets, fundraising.

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❇️ Key topics and bullets

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Topic 1: Kickstarter Campaign
- Successfully funded - Took a year to ship product - Qualitatively directive on how to change things
Topic 2: Reception to Product - Positive reaction - Tactility of silicone over mold - Disproportionate joyous reaction
Topic 3: Early Adopters - Buyers from Goop & Free People - Embraced retail-DTC-Amazon-omnichannel model
Topic 4: Growth & Exposure - 400K in 2018, 2 million in 2019 - Written about in publications - Influencers, trainers, celebrities wearing Bala

🎬 Reel script

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In our latest episode of DTC POD, we sit down with Max Kislevitz, the genius behind BALA, which is carving out a niche in the fitness industry through impeccable design and innovation. We dive deep into Max's initial steps, how his travelling experience and challenging yoga class became the catalyst for a unique product line. From a side project, to a successful Kickstarter campaign, and eventually catching the attention of Shark Tank, BALA has emerged as a disruptive player in fitness. With their diverse product range, pioneering design, and dedication to sustainable growth, Max and his team have driven BALA from $400k to $16 million in revenues. Tune into the episode to discover the secrets behind how BALA strengthens its foothold in the fitness industry.

✏️ Custom Newsletter

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Subject: New DTC POD Episode Alert: Max Kislevitz on Disrupting Fitness Through Design! Hello DTC PODcasters! We're thrilled to share with you a brand new episode featuring the inspiring Max Kislevitz hoping to help get you pumped and ready to crush your fitness and entrepreneurial goals! Max, the co-founder of BALA – the dynamic brand that's adding major style to the fitness scene, with their range of apparel and equipment, joins us to share his journey from international travel to Shark Tank success. In this high-energy episode, #225 - Max Kislevitz: BALA - Disrupting Fitness Through Design, you'll unravel: 1. The significance of aligning your personal interests with your career path, taking a leap of faith, and being open to drawing inspiration from unexpected places. 2. The story behind the birth of BALA, transforming an old fitness staple, and the journey leading to a Kickstarter campaign. 3. The hurdles, challenges, and complexities of product development, from prototyping to successful Kickstarter funding. 4. The Shark Tank experience—dealing with the Sharks, negotiating deals, business relationships, and scaling their enterprise to phenomenal growth. 5. Their unique approach to tackling the fitness industry and building a recognizable global fitness brand. Here's a little teaser: Did you know Max and his partner shipped a whopping 75,000 units manually before securing a third-party logistics provider? Talk about dedication! As you wrap your ears around this exciting episode, Blaine and Ramon along with Max take you on an amazing entrepreneurial journey that'll leave you feeling inspired and itching to start disrupting your own industry! Does this sound intriguing? Don't wait. Tune in and catch the full episode on your favorite podcast platform now! Make sure you share your favorite part of the episode with us on our social media channels. We can't wait to hear your thoughts and insights! And if you enjoyed the episode, do us a favor and leave a review to help us spread the word about DTC POD. Every comment matters! Catch you in the next one, stay motivated! Best, [Your Name] DTC POD Team

🐦 Business Lesson Tweet Thread

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1/ Hooked on an interesting chat with Max Kislevitz, the co-founder of BALA, a fitness brand disrupting an age-old niche with a design fresh breath. Here's what I learned. 2/ Reinvention, not invention, can create incredible opportunities. Look at things differently. Wrist weights didn't die; they were waiting for the BALA touch. 3/ Travelling can do more than give you fantastic views. It can be a well of inspiration, a kind of classroom where you can concept ideas like Kislevitz and his partner did. 4/ Authenticity. BALA appeals because it's honest - they aren't fitness trainers. They are regular people who walked a path, stumbled on an idea then executed it excellently. 5/ Trial and error is the norm; embrace it. BALA's journey from agent world to Shark Tank shows that we learn by doing, and doing again. Uncertainty is a companion, not a foe. 6/ Kickstarter isn't only for those with hefty products. It's also for creatives like Kislevitz, who started with sketches and an idea. Use such platforms to validate your idea. 7/ Its not about resources, it's about being resourceful. Kislevitz and his partner managed to develop and fund BALA without massive funds at first. Remember, limited resources can breed innovation. 8/ Growing a brand comes with lessons. BALA's expansion isn't smooth sailing. Their journey speaks of logistical issues, scaling challenges, cash flow problems, and countless prototypes. 9/ Growing means facing new realities. BALA started out shipping orders themselves and grew to hiring a third-party logistics provider. Embrace evolution in your operations. 10/ A good idea can attract great partnerships. Kislevitz achieved success after landing Shark Tank deals because they brought something intriguing to the table. 11/ Impactful business is about more than money. Growing BALA meant making fitness more accessible and inclusive, an aspect often overlooked by brands. Stand for something. 12/ Finally, continuous improvement is key. BALA didn't stop at wrist weights. They created more items like the power ring, in a bid to stay relevant. Never stop innovating. 13/ Takeaways? Success is a mix of persistence, curiosity, creativity and resilience. Be you an aspiring entrepreneur or an established mogul, Kislevitz's story provides a rich study.

🎓 Lessons Learned

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1. "Seed From Passion" Transform your vocation into your passion. Interests and fulfilment aligned with career yield disruptive and innovative outcomes. 2. "Innovation Over Tradition" Identify neglected industries with room to innovate. Fitness tools, traditionally masculine, redesigned with femininity and comfort. 3. "Inspiration Anywhere" Find inspiration everywhere. From trips around the world, to yoga classes, inspiration can strike anytime, anywhere. 4. "Kickstarter as Catalyst" Kickstarter - a platform for idea testing. Test the market, raise funds before fully committing to product development. 5. "Iterative Process" Progress through iteration. No need for complete knowledge - learn and adapt as you develop your product or business. 6. "Power of Partnerships" Forge influential partnerships. Deals with figures like Mark Cuban or brands like Free People help scale businesses exponentially. 7. "Necessity of Scalability" Prepare for business scaling. As companies expand, they face growing complexities necessitating efficient strategies in operations and logistics. 8. "Omnichannel Selling" Adopt an omnichannel selling model. A combination of direct-to-consumer selling and retail outlets increase product’s accessibility, boosting sales. 9. "Expanding Brand Offerings" Reinvest profits into line expansion. Once operational hurdles overcame, expanding offerings and experiences keep the brand relevant and exciting. 10. "Leveraging Brand Recognition" Leverage brand reputation. A recognizable brand facilitates business expansion, increasing traction on social media and partnerships with major retailers.

💎 Maxims

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1. Always be open to finding inspiration from every experience in life - even a disappointing yoga class can lead to a groundbreaking business idea! 2. Align your personal interests and career, it's the utmost fulfillment. 3. Find a unique angle on an existing product concept to make something new and highly marketable. 4. Product design is a paramount factor in how your product will be perceived and adopted in the marketplace. 5. Embrace challenges, use them as learning opportunities to perfect your business model. 6. Never hesitate to start small and grow your venture gradually, ensuring each step is sustainable. 7. If you believe in your product, don't depend solely on extensive marketing campaigns. Relying on organic growth can be just as effective. 8. Seek out platforms such as Kickstarter to validate your product idea and secure initial funding. 9. In the face of rejection, stay resilient and remember that the right opportunity might just be around the corner. 10. In business negotiations, go after not only what's good for your bank account, but also the intangibles, such as access to mentors or influencers in your field. 11. Even as your business grows, maintain a lean team focused on the essentials, allowing you to adapt quickly to change. 12. Manage financials responsibly and establish a smooth operation cycle that caters to your product demand and supply. 13. Don't limit your business to one distribution channel when you can connect with your audience through multiple avenues. 14. Recognize the potential in your own brand and explore diversifying your product offering to fulfil unmet market needs. 15. No matter what industry you operate in, there is always room for disruption and innovation. 16. Seek out and embrace opportunities for growth, but do so in a sustainable way that doesn't sacrifice the core values of your brand. 17. Never underestimate the power of an excellent product and a strong brand in attracting opportunities. 18. Work from a multidisciplinary perspective, relying on a diverse set of skills to navigate business challenges. 19. Businesses and products should focus on inclusivity and accessibility. Making spaces welcoming to all users fosters a strong, loyal community and customer base. 20. Often, the most successful business ideas come from unconventional approaches and thinking outside the box. Don't be afraid to reinvent a product, system, or industry norm.

🌟 3 Fun Facts

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1. The speaker and their partner quit their jobs and bought one-way tickets to Tokyo, using their travels to inspire their idea for a fitness product. 2. Despite having no background in product development, the speaker and their partner navigated the crowdfunding platform Kickstarter, successfully funding their project and eventually shipping 75,000 units by hand from their apartment. 3. Their appearance on Shark Tank, a popular entrepreneurial TV show, resulted in a deal with Mark Cuban and Maria Sharapova. This propelled their business to an eightfold revenue increase, taking their sales from $2 million in 2019 to $16 million in 2020.

📓 Blog Post

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**Title: BALA: Transforming Fitness through Design with Max Kislevitz** **Subheader: A Dive into the Success, Innovation and Journey of BALA by Max Kislevitz** **The Birth of BALA** Turning traditional fitness products into fashionable accessories is something Max Kislevitz, a guest on episode #225 of the DTC POD, and his partner, Natalie Holloway, have revolutionized with their brand, BALA. After quitting their jobs at an ad agency to travel the world, they found inspiration in a seemingly unsuccessful yoga class, leading to the creation of their first product - redesigned wrist and ankle weights. **Kickstarter to Shark Tank** Utilizing Kickstarter to test the waters, they launched a campaign in 2017, successfully hitting their target. Their success did not go unnoticed, landing them an opportunity to pitch on infamous reality show, Shark Tank. They secured an impressive deal from Mark Cuban and Maria Sharapova, leading to their sales skyrocketing from 2 million in 2019 to 16 million in 2020. **Navigating Success** As BALA grew, the demand led to numerous challenges from supply chain delays to managing intricate financial intricacies. Despite encountering hurdles, the BALA team remained patient, slowly built their team, and finally outsourced shipping to a third-party logistics provider (3PL). What's impressive is that they achieved a hefty $16 million sales organically, without paid advertisements until late 2020. **A Fitness Brand for the Future** The BALA team identified an opportunity to expand from wrist and ankle weights, and extended their product line to broaden their market appeal. Their commitment to transforming traditional fitness products into beautiful design pieces has paved the way for other innovative creations like the Power Ring, an ergonomically innovative alternative to traditional kettlebells or dumbbells. BALA's overarching strategy isn't just about creating aesthetically pleasing fitness accessories. They're striving to become a globally recognized fitness brand, aiming to create an inclusive and inspirational space, moving away from the intimidating aura often associated with traditional fitness realms. Please tune into DTC POD episode #225 to hear more about the fascinating journey of Max Kislevitz and his disruptive fitness brand, BALA.

🎤 Voiceover Script

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"In episode #225 of DTC Pod, we dive into Max Kislevitz's journey of disrupting fitness through design with BALA. Learn about their creative process, philanthropic exits, and how they successfully turned a traditionally mundane product into a fashion statement. Experience how Max and his partner, Natalie Holloway, embraced an iterative process and turned a side project into a global brand, proving that aligning personal interests and fulfillment with one's career path can lead to incredible success. Tune in!"

🔘 Best Practices Guide

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Max Kislevitz shares valuable insights on disrupting the fitness industry through product design, with his Bala bands. From its inception during a travel sabbatical to its growth and success today. Key practices include aligning personal interests with career paths, iterating on product development, testing market receptiveness to new ideas (such as through Kickstarter), finding unique entry points into saturated markets, and bringing aesthetic design to traditionally function-focused products. Balancing organic and incremental growth with sustainable hiring and spending is also essential. Furthermore, recognizing when to scale and broaden offerings based on market response and business sustainability. Lastly, building a strong, recognizable brand and adapting to digital trends (like social media organic movement) expands opportunities and contributes to a thriving business.

🎆 Social Carousel: Do's/Don'ts

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Slide 1: "10 Maxims from Max Kislevitz: Disrupting Fitness through Design" Slide 2: "Avoid Routine: Don't get stuck in a career path that doesn't fulfill you. Travel, explore and draw inspiration from new experiences." Slide 3: "Ignore Limitations: Don't believe that you lack the skills to make a change. Harness your competencies and learn along the way." Slide 4: "Ditch Boring: Don't settle for mundane products. Merge fashion, art, and function to create innovative and interesting designs." Slide 5: "Reject Conformity: Don't adhere to traditional product aesthetics. Stand out with unique designs and packaging that resonate with your audience." Slide 6: "Don't Wait: Don't hesitate to take your projects to the market. Use platforms like Kickstarter to validate and gain validation for your ideas." Slide 7: "Shy from Growth: Don't fear to scale your business. Ride the wave of success, even if it comes unexpectedly and rapidly." Slide 8: "Fear Sharks: Don't be intimidated by high-stake investment platforms. Grasp opportunities like Shark Tank to propel your business into new territories." Slide 9: "Neglect Distribution: Don't handle logistics by yourself. Enlist professional help like a 3PL to streamline distribution as your business expands." Slide 10: "Rest on Laurels: Don't become complacent after initial success. Continually diversify your product range and explore new avenues for growth."

🎠 Social Carousel

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Slide 1: "10 Entrepreneurial Insights from Max Kislevitz of BALA" Slide 2: "Travel Inspiration" - Seeing the world can spark innovative business ideas. Slide 3: "Creative-Selling Skills" - Leveraging your unique talents can drive success. Slide 4: "Disruptive Design" - Innovative aesthetics can bring life to traditional products. Slide 5: "Project Kickstart" - Early-stage projects can benefit from funding platforms like Kickstarter. Slide 6: "Embrace Qualities" - Accept there are things you might not know and learn as you go. Slide 7: "Organic Growth" - Success can come without major marketing spend. Slide 8: "TV Power" - Big TV appearances like Shark Tank can create positive sales spikes. Slide 9: "Risk and Reward" - Business calls for bold decision making. Slide 10: "Brand Expansion" - Diversification into new areas boosts business reach. Last Slide (Call-To-Action): "Hungry for more entrepreneurial gems? Tune in to DTC POD for more!"

One Off Tweets

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1. Do more with fitness than just training - marvel at it. BALA's blend of fashion, comfort, and art shows how design can transform busy workouts into stylish power hours. 2. Nostalgia meets now. BALA - reviving the chic 80s wrist and ankle weights with a modern touch. Make your fitness accessories match your style! 3. No venture too small, no dream too big! From a side project to a $16M company that won over Shark Tank, BALA proves that with passion and persistence, nothing’s impossible. 4. The strength of a global fitness brand starts with a concept sketch. From paper drafts and prototypes to disrupting the fitness industry, BALA’s journey shows it all. 5. Kickstarting a business? Challenge accepted. BALA demonstrated how a budding idea can turn into a groundbreaking product, with Kickstarter as its launchpad. 6. BALA took fitness accessories from drab to fab while adding an empowering strength training element. Isn't it time your workout gear got a makeover! 7. Companies are often formed overnight, but success takes time. BALA's story of growing from $400K to $2M in one year stands testimony to this reality. 8. The road to creating a global brand is not paved with quick fixes - it's about overcoming hurdles, scaling wisely and maintaining a steady pace. Take a leaf out of BALA's book. 9. Charging ahead and bracing yourself for the challenges of business expansion? BALA did it successfully, raising $50M in funding and broadening its horizons from the US to the world. 10. Shrugging the norm, BALA took the idea of 'boring' workout accessories and turned it on its head, all the way to Shark Tank. Reinventing limits - that's BALA.

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