Home » Episode #415: From Community to Cult Following: CinderFit’s Brand Strategy With Felipe Azenha

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: 

  1. Solving personal frustrations can lead to successful business ventures.

  2. Word of mouth is a powerful tool for gaining market validation and driving sales. CinderFit has seen success through grassroots efforts and influencer marketing, rather than heavy investment in online advertising.

  3. Building a presence in local markets is crucial before seeking larger orders. Entrepreneurs should start small and iterate before scaling up to avoid wasting resources.

  4. Patents can be important for protecting a product in key markets, and it's worth considering the potential value of obtaining one before launching.

  5. Building a community around a product can help create a loyal following and increase brand awareness. CinderFit is aiming to double down on their "cult" in Miami by continuing to connect with local individuals and gyms.

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