https://www.instagram.com/joelocal/p/Bv_5G-yjj0c/?utm_source=ig_share_sheet&igshid=130kotfjm1sdp
Coach, I want you to succeed with this so I'm not mocking you just posing a serious question/observation.
You say you're wanting to target more of the surf scene, but then your IG link here contains this:
"joelocal
Military Green w/blue distressed logo Joe Local for the gym
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#fitnesswear #gymwear #teeshirt #activelifestyle #activewear #casual #casualwear #casualstyle #surf #beachwear #beachlife #surflife #gymlife #joelocal #socal"
Skater life, and surfer life are pretty interchangeable, and as a former hardcore skater dude it seems you should be re-shuffling the order of your hashtags here if the surfer life is what you're really going after. The skater market should be a market for you as well. Think of all the old brands that used to do both...some still around....Jimmy'Z, Gotcha, Bady Boy, Stussey, Vans, Airwalk, Alva, etc... all went after both the surf and skateboard scenes.....even snowboarding, bmx, freestyle, and now I see some in extreme mountain biking. I have two points I'm getting at here. The first is don't limit yourself, as there is a lot of overlap....just having searched it even looks like Bad Boy has shifted into MMA. That's an easy match for you right now starting out being in the fitness/coaching biz. Your brand does have a ton of crossover appeal if you market it right.
My second point is that you're going to have a challenge getting into the surfer market regardless, but even tougher if you keep posting so much workout stuff. I understand you're just in the launch phase so you're getting word out to what you're around, and who/what you know, but skaters/surfers/snowboarders etc. are a lot like bb'ing and powerlifting. Most successful brands were started by people in one of those sports and then branched out. Those groups of people are very loyal to their own.....they buy "local" in the sense of their respective activity communities. So my question is do you have an "in" within those communities? What Josh is suggesting for himself, is actually not a bad idea......just not for giving it to him. Do your kids have surfer/skater friends? If so, some free gear might not be a bad idea. Stickers are cheap, and both surfers and skaters love them for their boards......especially free ones! If nothing else, do some gorilla marketing and plaster those stickers in random hot spots. I think as deep as you are in the fitness industry spending a little money to get attention would be a good thing. Go to surf/skate competitions with your wife and some friends wearing your shirts/tanks, and hand out some stickers.
I know I'm a wordy fuck, but I do know that lifestyle and their buying preferences well as I was one for many years, and I also have 20+ years of sales and marketing experience.
Again, wishing you nothing but success with this!