Kallos Calisthenics

Overview
A successful direct-to-consumer athletic lifestyle brand that leveraged viral content to democratize fitness accessibility. My role as co-founder focused on content strategy, brand identity, and production management to drive millions of organic monthly interactions.

Role:
Co-Founder

Timeline:

15 Months, 2023 - 2024

Tools:

Premiere Pro / Davinci

After Effects

Social Platforms (Instagram / Youtube / Tiktok)

Skills:

Content Strategy

Growth Marketing

Brand Development

Video Production

Collaboration

Outcome
600k+
Organic monthly impressions across core social platforms.
5k+
Active followers in the first 12 months
90%~
Customer acquisition cost (CAC) reduction when inefficiencies of production were resolved.
2.1%
Click-Through Rate (CTR)
Problem:The Market Gap
Fitness accessibility is limited by high financial, geographical, and knowledge based barriers, creating a massive market gap for simple, accessible, high-quality 'from-anywhere' training resources. We sought to fill this gap with a non-intimidating, community focused brand.
The Solution
Free, high-quality, instructional video content targeted towards a younger audience, we could provide accessible options for users of any ability.
Target Audience
Our goal was to reach all ages, with a primary focus on teens and young adults who are less likely to have the capability or access to fitness opportunities.

The word calisthenics originates from the Greek word, Kalos meaning beautiful, and sthenos meaning strength. This is where Kallos began…

Brand Identity
The Kallos identity is rooted in its Greek origin to provide a core visual system that invokes motivation and non-intimidation to a beginner audience, differentiating Kallos from aggressive, competitive-fitness brands. We achieved this through a high-contrast color strategy, utilizing bold black on white to create a defined, clear, and highly recognizable aesthetic.

Furthermore, the logo's minimal, scalable mark was designed for instant brand recognition, and has an overall engineered visual style of a premium yet accessible quality to all.
Photography
Professionally taken in house by our brand team, it portrays our lifestyle aesthetic in athletic environemnts.
Website
A product site providing branded athletic-wear, parallettes, and more!
Merchandise
A lifestyle brand of products meant for providing users with affordable, premium options to engage further with our brand.
Content Strategy & Production
Content was structured for a daily release according to an aggressive production process. At the start of each weekly cycle, the full Kallos team would meet regardless of roles, and review previous weeks results including social metrics, reception, topics of concern, and company direction.

The production team would then take time to present produced content for review, of which would then be scheduled for the upcoming weeks upload. We then would go over pitch ideas for future content, gathering ideas based on market direction, trends, and working around workout routines that need more public focus. These pitches would be then planned for filming during the week with specific front-facing members to perform the activities, and will be edited into final cuts upon completion.
Videos
Our famous viral videos lead users through simple to complex workout routines, comedic moments, or cultural focused content.

Create a free website with Framer, the website builder loved by startups, designers and agencies.