"Try to hone in on your messaging, positioning and vision as much as possible from the get-go," with Katie Webb
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Ex-advertising executive turned fitness trainer and founder, Katie Webb, stumbled upon the idea of the product when she became frustrated with the lack of fitness products tailored to her. So she started with mixing formula of her own in her kitchen in Chelsea, Manhattan. Don’t worry, it’s no longer made in her kitchen. Find out more at meetaila.com.
Can you tell our readers about your background?
I have 10+ years of experience in advertising sales and media, working at companies like CBS Sports, Barstool Sports, and HYPEBEAST. I’m also a fitness fanatic and was a trainer here in NYC at Gotham Gym teaching a group fitness boxing/HIIT class pre-COVID. I’ve taken the downtime to pivot all my focus to my business.
What inspired you to start your business?
When I was working in an office from 9-5 and going to 6:30 and 7 AM workout classes, I got tired of spending money on coffee for a quick boost and didn’t love the crash/dehydration mid-workout. The pre-workout powders I tried came with tons of caffeine and artificial additives that I didn’t want to put in my body. It got me fixated on launching a brand that bridges wellness and performance nutrition, with a larger mission and a good price point.
Where is your business based?
NYC! Although I’m spending September-November in Park City, Utah
How did you start your business?
What were the first steps you took? First I started ordering ingredients off Amazon and playing with formulas in my kitchen (literally.) Gotta start somewhere! When I had something I felt good about, I brought it to a co-packing partner to start producing a trial run.
What has been the most effective way of raising awareness for your business?
Instagram, giveaways with like-minded brands, and introducing the product to the NYC fitness training community has been super helpful at getting the word out.
What have been your biggest challenges and how did you overcome them?
I’m bootstrapped, so $$ will always be the number 1 hurdle. We stay extremely lean as a team (mostly me with some freelance help.) Another challenge that popped up recently was needing to adapt to new fitness routines born out of COVID. Understanding that people that we’re waking up early to go to the gym or workout class may not be doing so anymore, or working out as intensely as they were, to determine how Aila fits into their day.
How do you stay focused?
Meditating in the morning really grounds me for the day. I also try to keep 2-3 focuses over 30-60 days to really see the payoff vs. bouncing around to different tasks. Easier said than done at times, but it works.
How do you differentiate your business from the competition? We’re wellness meets performance products. I’ve found a lot of lifestyle food and supplement companies focus on beauty for women. We are more honed in on empowering for and living an active lifestyle, tapping into go-getters women with natural motivation and strength.
What has been your most effective marketing strategy to grow your business?
Word of mouth and organic social content (especially on Pinterest!) has been our biggest drivers.
What's your best piece of advice for aspiring and new entrepreneurs?
Try to hone in on your messaging, positioning, and vision as much as possible from the get-go (brand & marketing guidelines are a must as you begin to work with other parties.) I’m currently going through a tweak in messaging and it’s a tough pause to take.
What's your favorite app, blog, and book? Why?
My favorite app right now is Insight Timer – it has the best collection of meditations, talks, music, courses and more for personal development and mindfulness. I love how you can search and sort based on your intention or benefit. My favorite book right now is Pitch Anything – it gives an inside look into raising capital and honing your pitch, but from the emotional and communication science perspective vs. the actual contents/information in your pitch which is really unique. Weirdly enough I don’t read a ton of blogs! I like to follow content from other wellness brands on Instagram and will often click through to some of their blog content. I also always enjoy reading anything about female founders and early-stage companies in CPG.
What's your favorite business tool or resource? Why?
The Dreamers//Doers collective I’m a part of has by far been one of the most rewarding groups. It’s a great group of female founders and professionals and full of great resources to connect, find help for my business, bounce ideas off, or offer up some of my own expertise to help support.
Who is your business role model? Why?
I gravitate toward female founders who did not have the “traditional” resume for the companies they started (aka didn’t necessarily come from the industry they began to pioneer), particularly the solo ones – women like Emily Weiss, Ali Webb, and Sara Blakely.
How do you balance work and life?
I wish I could say I was better at this. I think it can be tough to separate myself from my brand, but in a way, I am my brand, at least for now at our stage. I genuinely strive for and enjoy living an active lifestyle, and that’s what’s molded me to want to create a product that can help other women live theirs, and find the confidence I found in fitness and health.
What’s your favorite way to decompress?
Netflix! And more meditating.
What do you have planned for the next six months?
We are relaunching the 2.0 of our current product as well as two new SKUs, with a quick brand refresh. Also ramping up Amazon and wholesale.
How can our readers connect with you?
We’re at @meetaila on Instagram, and my personal is @k.webb!