HALO Talks: Elevating Wellness
Business
Felipe Azenha is a former Peace Corps volunteer who discovered the benefits of using cinder blocks as fitness equipment during the pandemic lockdown. He and his friend started doing these (very unique!) workouts around their area and, with more people joining, they formed a crew and called their workouts "CinderFit." Word quickly got around and news spread. Today, Felipe continues to lead the CinderFit movement, helping people stay fit using unconventional means.
What initially started as a hobby turned into an early stage business after engaging industrial designers to create a cinderblock design that looks like furniture. "The cinder block will be in every home gym in the United States within the next 10 years and beyond," states Azenha confidently.
He believes the tool can replace dumbbells and kettlebells. They've certainly gained some market validation by solving personal frustrations during the pandemic when fitness equipment was incredibly difficult to come by. They've been successful in driving sales through word-of-mouth and community-building efforts in Miami, where they're based.
Some key moments:
[00:00:57] Positive COVID story on CinderFit business.
[00:04:03] Cinderblocks turned into "furniture" for working out.
[00:07:07] Investing in fitness patents, minimal marketing spend.
[00:13:06] Grassroots campaign focused on South Florida gyms.
[00:15:07] Sent blocks to influencers and saw solid results.
A few key takeaways:
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