In order to compete in an industry as dominated as nutrition and fitness Emilie needed to rethink how she was positioned to succeed. We positioned Emilie to focus on the core group of individuals her product targeted which was athletes looking for long-lasting energy not individuals looking to cut weight. Here ideal client was a above average athlete that needed a small meal that could be carried on their body for hours/days at a time to give them healthy nutrition packed with calories to sustain their movement.

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Focusing on the clientele that the rest of the industry was trying to capture would have cost her a fortune and would have seen very limited foot print in sales. We reached out to the biggest names in one of the smallest sports, rock-climbing, to become sponsors for the brand. We sent out huge care-packages and challenged them to take nothing, but our product for a long expedition which we provided to get reviews. Having these big names in the sport gave her product the credentials to push to other industries.