THE EMPIRE
If you guys remember, I questioned this whole thing a while back when this company started pushing their social really hard.
The marketing was tacky and many fitness influencers in NZ were pumping this brand hard, with huge digital campaign spends were obvious to the point of obnoxious.
I’m always dubious of marketing like this, especially in the fitness industry when we see brands and supplements pop up and blow up overnight then disappear without a trace later to be found to be scammy or unsafe. At the end of the day, if nothing else its either dishonest or stupid. If you watch James Smiths’ videos, he’s done all the research on a number of brands using independent testing labs etc. The one that has performed poorly in these tests is a local to NZ company. Now I like to see people having a go and carving their own path, however as James says in the video, they either purposefully have mislead people or they didn’t do the homework. For someone selling as much as they were, both here and in Aus and wider I believe. They could and should have done it for the sake of building a good brand name.
Watch these 2 videos…
And the follow up…
Whats my big take away from this? I saw it coming. This has made national news here and its worth talking about. What do I think is going to happen next?
I’d say its safe to assume the name is now mud. But what’s kind of interesting about this is the limited liability company make up. There are 2 directors that people know about, however the shareholders are equally across 4 other group / holding companies, which raises more questions than it answers.
It would seem there is more to this. But I’m glad there are good humans like James spending the time, energy and resources to make sure that the things in this world are keeping up with claims. I don’t even really blame the influencers that were used in the marketing, I see some have taken their posts down already and the local companies socials are blowing up with expressions of “refund me or else” – well or else what? – they are gona wrap up the LLC and walk away with a bad reputation, then the next person will come along and do something similar.
The reality is this, be it gains or life, if its too good to be true, it probably is.
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