Fitseekr - Building a Brand from Scratch

Role: Founder & Social Media Manager
Time Period: 2019–2024
Channels: Instagram, TikTok, Meta Ads
Focus: Brand building, organic growth, paid testing, product sales

The Overview

Fitseekr started as a side project, and turned into a bootstrapped brand that found its voice in a saturated space. I built everything from the ground up: the name, the content, the strategy, and the store. Across five years, I grew the social presence organically and drove over £5k in direct product sales, all while testing the kind of performance-led social strategies I now bring to clients.

My Role

As founder and one-person marketing team, I wore every hat: strategist, content creator, copywriter, media buyer, customer support. The brand became a real-world testing ground for paid and organic social — with the pressure of spending my own money pushing me to make every post and pound count.

Key responsibilities included:

  • Building the brand identity, voice, and visual style from scratch

  • Creating and managing organic social content across Instagram and TikTok

  • Running Meta campaigns for product launches and promos

  • Managing Shopify store setup, conversion tracking, and email flows

  • Writing all web, ad, and product copy with a focus on performance

  • Learning, adapting, and iterating based on what worked (and what didn’t)

Key Highlights

  • Grew Fitseekr’s social channels from zero, building a loyal organic following

  • Generated £5k in product sales in the first year, in a highly competitive fitness niche

  • Successfully blended organic storytelling with paid performance

  • Used the brand as a testing ground for creative formats, hooks, and conversion tactics

  • Developed a deep understanding of audience-building, ad fatigue, and content–commerce balance

Why It Matters

This wasn’t theory, this was skin in the game. Running Fitseekr taught me what it really takes to build a brand online. It gave me empathy for founders, confidence in my craft, and a sharp instinct for what sells. It’s also the reason I know how to deliver when it’s your money on the line.

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