1 session inside Boa
Leah Simmons
Leah Simmons was a DJ and record label owner in London for 15 years before entering fitness at 30 and founding Kaya, a studio and online platform for women over 40.
The session
What Leah teaches
Narrow to one demographic and watch the floodgates open
Leah's biggest trajectory change with Kaya was drawing a line in the sand: women only, over 40. Before that she was trying to be everything to everyone. Jessy backed this from the agency side, saying the brands Hive HQ works with see takeoff at the moment they get really specific about their demo. Pick the customer you can serve better than anyone, then say no to the rest.
From Beyond the Logo: Building Brands That Last →Post one titled reel every night, no scheduling, no exceptions
Talitha has released one 30-second video a night for close to two years. Each one carries a big blunt title on the front, like "Diamonds Are Not an Investment", rather than the moodboard aesthetic the rest of the jewellery category uses. Some hit 3 million views, some get 20,000. That single habit drives all website traffic, leads and appointment bookings, and she only started Meta ads about six months ago.
From Beyond the Logo: Building Brands That Last →Get someone to interview you on camera instead of talking to yourself
Talitha's first videos took a thousand takes filming alone in her bedroom. The format only clicked when another journalist offered to ask her questions off camera while filming. Answering a real question is easier than performing a monologue. If solo pieces to camera stall you, book a friend for an hour and film ten answers.
From Beyond the Logo: Building Brands That Last →Free builds audience, not revenue: set the benchmark before you scale
Leah ran free daily Zoom workouts through 78 days of lockdown and reached 700 people a day globally. When she tried to monetise it, they would not pay, because something given for nothing has no perceived value. She now refuses discounts and does not run Black Friday. Set your price at the start, because you cannot walk a free benchmark backwards.
From Beyond the Logo: Building Brands That Last →
Watch the full sessioninside Boa.
Session notes are free. The recordings, the live advisories and the founders in the room are for members.