Ryan Daniel Moran reviews Tribe Fitness (workout gear brand) and praises their Amazon execution—strong imagery, thousands of reviews, and an estimated $300,000/month in product sales. He notes a low average price point (~$10), high unit volume (top product ~11,000 reviews), and concludes the business should: (1) identify the core buyer persona (runners vs. gym-goers) to determine adjacent products they will buy next, and (2) introduce higher-margin, recurring or repeat-purchase products (the "profit maximizer") to convert one-time buyers into repeat customers. He estimates expanding product SKUs could grow the business from ~$3–4M to $6–10M within ~12–18 months.
Questions this video answers
$300,000 per month.
About $10.
~11,000 reviews.
Approximately 12–18 months.
Chapters
This is the part of the show where we look at our students businesses and analyze what they could be doing better and what they're doing really well. Today's submission is Tribe Fitness. Hey, great name, Tribe Fitness, by the way. I know you guys watch this show and you're like, are people actually doing well inside of the tribe? Yeah. So well that I suspect that this company is named after our incubator. So thanks Tribe Fitness. By the way, fun fact, I have had your products for years. Didn't know it was tribe members Jeremiah and Johnny. Hey guys. Had no idea this was your brand until recently. In fact, I posted in the Tribe a picture of your products cause they had Tribe on them and I sent some. Love your way. So thank you for carrying on the name. Tribe Fitness sells workout gear, running bands, and they currently are selling about $300,000 per month in product. Hey, heads up. Your average price point looks to be about 10 bucks, which means you're selling a lot of freakin product. You've also got thousands of reviews. The most reviewed product has 11,000 reviews. You guys are doing a great job. Your imagery is great, your reviews are solid. Even your website, I think is spot on. You guys have done a fantastic job here. The next step for you is rolling out additional products. Now, for most people at your level, I don't say the next step is rolling out more products, but you're selling such high volume of such few products that the natural progression for you is gonna be okay, what does a person who buys a workout band, what do they buy next? So I don't get from the sense of looking at your brand that you have the person behind the brand identified, it's very clear that you know what products are going to sell because you're selling a ton of them. The question now is, who's the person behind that and what's their buying behavior? If you ask that question, then there's a host of products that we could sell and roll out really quickly. Especially with the amount of movement you have on Amazon. You could duplicate another product and another product, another product and take this three to $4 million business to a six to $10 million business probably in 12 to 18 months. So if our target market is runners, for example, then we could be selling running belts, running shoes, running gear. If it's people who are in the gym, then it's workout belts and workout shoes and gloves and all the other things that they would buy. I don't know just by looking at your brand, who the buyer is, you're also extremely price sensitive right now. Now I understand that you're selling such a volume that it's okay for you to play the pricing game. Question for me is where is your profit maximizer? Where is the other product that has high profit margins that someone comes back and buys from you because they had a good experience with your low price products? You are not giving people that opportunity right now. You're giving them the opportunity to buy from you once because you rank on Amazon and have strong reviews but you're not giving them the opportunity to buy from you again. So what's that recurring product that they should be buying from you because you provide it and you had a good experience up until that point? Those are the two pieces that I would focus on for the next three to six months. You've proven that you can absolutely rock Amazon. Great job. Go do it more over different products and more products with higher profit margins that will grow. Trend Tribe Fitness.
