Bitesize Breakdown: E-Commerce Growth Hacking Takeaways from fast-growing L50 fitness brand, Powerhoop

Brightpearl’s Lightning 50 E-Commerce Growth Hacking podcast, hosted by Caroline Baldwin, gets under the hood of highly successful e-commerce brands to discover the key technologies they are using to power growth.

In series 1, episode 9, we caught up with Powerhoop, a fitness provider that specializes in weighted hula hoops for exercise. In the few years since its launch, Powerhoop has become a multinational movement and lifestyle brand that not only sells weighted hoops via its Shopify-powered website, but runs an online streaming service for hula-hooping fitness classes.

During the podcast, Founder & CEO of Powerhoop, Karyn Seroussi, shared her story as to how the brand achieved a whopping 2,960% growth during 2019/20  and ranked in 2nd place on the Brightpearl Lightning 50. She also revealed how the business plans to maintain high levels of growth going forwards, and how tech plays into that strategy.

Here are some of the highlights from the transcript…

  •     “We started out with a custom built e-comm platform which we found very clunky, so we switched to Shopify which was much more user friendly. That really allowed everything to flow.” 
  •     “There was a lot of buzz around the hoop – but we weren’t really reaching much of the population other than gym goers who go to classes. So we hired a new e-commerce expert to the team who had a wealth of knowledge about digital marketing, and that really was one of the main contributors to our growth, as it meant he’d put fantastic infrastructure in place before the pandemic hit.” 
  •       “Longevity is important. You can sell a product and walk away and be done with it, but we wanted to keep the conversation going and not have the hoop workout get boring. So we had our top trainers develop recorded online classes and we set up our streaming platform, A streaming platform is great if you have value or expertise to offer. Basically, the streaming subscriptions feed into product sales, and product sales feed into subscriptions.”
  •     “Influencer marketing has been important to our success, no question about it. We don’t pay lump sums to whoever is big at the time – we choose people who genuinely love our products. The influencers were our bread and butter because they posted referral codes, and the online hype meant our customers would get super excited about the hoops before even taking them out of the box. ”
  • “It’s definitely validating to be on the Lightning 50 – we’ve worked for several years to be the best in our field and it means so much to the team to be recognized.”

Want to hear more of what Karyn had to say? Catch up with the full episode, and subscribe to upcoming ones, here.