Pay influencers to post about the brand

Nancy Anderson… fit or got themselves really fit, and then they developed a program, and now they're going to help other people get fit. That was never my trajectory. I have a master's degree in kinesiology. I've been in the industry for 20 years. I started out training people one-on-one and in person for 10 years. I saw hundreds of people, train them every week. You know what I mean? They have different bodies, different goals, different motivational types.

Nancy AndersonWhen I went online, in the beginning, everyone was starting to do sponsored posts. This was before you even had to disclose that you could do sponsored posts. You could post anything, and you didn't know if they were getting paid. They were making bank. I mean, I have paid influencers to post for us, and we pay them a lot of money. So I knew how much money was available, but for me I just could never really make that leap to putting someone else's brand out there instead of my own because I feel it kind of dilutes your audience. But something that I also found was really interesting was that the quality of the audience is actually what matters the most.

Nancy AndersonWhen I was starting out, I was just writing my challenges and kind of growing, and I would look at peers, other fitness influencers that had much bigger followings than me. I had a friend who had like 30,000 followers, and then his girlfriend had like 300,000 followers. I remember I would see her, and she looked so fit in her workouts, she looked beautiful and had great form, and I was just like, "Man, she must be killing it. She must just be …