THE PLAY

Postpartum is one of those topics that's talked about a lot by women on social media, and it's obviously a problem that women have dealt with for an extended period of time and probably always will. That's part of what makes brand idea so great.

The way you set up this brand is not by creating an endless program. It should be a 12-week program that really focuses on women when they hit that postpartum stage. That's what makes this brand stand out. It's really about compressing that timeline and focusing on the fitness aspect for these women.

One search through Instagram will show you that a lot of women go through the issue of trying to get in shape and get back to a healthy lifestyle after they've had a child. Whether it's a first-time mom or a mother adding more children to her family, they all have that same process of trying to get back in shape. Some women are even getting in shape for the first time, so a 12-week program will do well here.

Now, the audience here is very interesting. You could focus on new moms, or you can focus on mothers who are having their second or third child. It's important to have this distinction on what type of mom you're focusing on, because that really will impact your marketing language.

I think a very untapped market is the corporate mom. It's the mom who will say she doesn't have time to work out. Her schedule is too busy. Being a mom, especially if she's a first-time mom, makes it really, really challenging to be in shape.

For the fully employed mom, staying in shape is going to be one of the hardest things for them. If you can give her a 12-week program that's going to help her get in the gym or even do a home workout, that will be incredible.

Now, I know you're thinking the typical play here is to just spin up an Instagram profile, post your workouts, and then move on from there. I actually don't think that's the best way to go. While it's an option, I don't think it's a path that you should take. It shouldn't be the primary focus.

If you really want to win with this brand, you should partner with OBGYN offices or postpartum doulas. They're gonna give you referrals. A good business tactic I learned from a very wealthy investor years ago is that you should focus on getting customers where they already are. These people help others deliver their children, and they're part of the birthing process. If they can refer you as the person to help this mother get back in shape or get in the best shape of her life now that she's a mom, that’s a profitable pipeline.

Want the step-by-step on building this out? That's exactly what we work through in The Boardroom's weekly office hours. Join here!

More Data: Postpartum rehab market growing at 11.2% CAGR ($0.79B→$1.49B), with wellness increasingly built into standard postpartum care pathways — strong timing signal.

When you do post content for this brand, you have to make it short and digestible. This isn't meant to be super long-form, thought-out, detailed stuff until later on. In the beginning, start off with short content that's educational, that's going to get you into algorithms, and let the moms know that you're there to help them

Long-form content comes later on a platform like YouTube. When you make long-form video content, you can talk more about their experiences, the trials and tribulations, and the struggles that they go through. That's when you can get really detailed, relate to them, and build even more trust

Coaching Program. Focus on coaching. You can have a community that's secondary, but start off with a coaching program. It should be a 12-week process where you really work with those women one-on-one on their fitness and getting in the best possible shape. That is extremely important.

Adding the community comes after you've served a minimum of 10 clients because this is going to lay the foundation for what it is you want to build long term. After you've had 10 clients that have given you testimonials, you've also made some money, and you've gotten paid. It'll be even easier to build a launch community because now you become the person gets referred to as the expert for dealing with fitness after moms have their chidlren.