Kinetic Wear

The situation

Sarah founded Kinetic Wear in 2022 with a mission to create sustainable activewear that didn't compromise on performance. The product was excellent — customers who bought loved it. The problem was finding those customers affordably.

When she came to us, Sarah was spending £15,000 a month on Facebook and Instagram advertising. Revenue was growing, but the cost to acquire each customer had crept from £22 to nearly £40 over 18 months. Margins were disappearing. She'd tried two agencies who made things worse, and was considering giving up on advertising altogether.

What we found

The first thing we did was look at who was actually buying. Sarah assumed her customers were young gym-goers, but the data told a different story: her best customers were women aged 35-50 who did yoga, pilates, and hiking. They cared deeply about sustainability and were willing to pay more for quality.

The advertising had been targeting the wrong people with the wrong message. The previous agencies had focused on athletic performance messaging aimed at 20-somethings — exactly the audience that's most expensive to reach and least likely to pay premium prices.

What we did

We rebuilt the advertising from scratch around Sarah's actual customers. We tested new audiences, new messages, and new creative approaches. We cut the budget significantly at first while we learned what worked, then scaled up only the campaigns that proved profitable.

We also found that many potential customers were visiting the site but not buying — they had questions about sizing and sustainability claims that weren't being answered. We worked with Sarah to add better information to the product pages, which increased the percentage of visitors who bought.

The results

Within 6 months, Kinetic Wear had tripled revenue while actually reducing total advertising spend. The cost to acquire each customer dropped by 40%. More importantly, Sarah understood exactly what was working and why — she wasn't dependent on anyone else to keep the business growing.