How Popflex Became Taylor Swift's Favourite Clothing Brand | Cassey Ho

This week, we’re featuring Cassey Ho in the Foundr newsletter, the founder of Blogilates and Popflex, two eight-figure brands redefining the activewear and fitness industry.

Cassey shares her inspiring journey, starting with a single YouTube workout video in 2009 that evolved into a fitness empire and how she transitioned into creating innovative designs that solve real problems for her customers.

She also dives into the challenges of losing trust with her community, dealing with copycats, and hitting rock bottom as an entrepreneur—before turning it all around to achieve record-breaking success, including selling out 20,000 units of a product on pre-sale and catching the attention of Taylor Swift.

"Make sure that the thing you’re putting out into the world is different than the other things that already exist" — Cassey Ho

Listen to our full interview with Cassey on the Foundr Podcast to discover how she turned her passion for design and fitness into the thriving Popflex brand.

Foundr Story - Cassey Ho

Growing up in Los Angeles, Cassey Ho was raised by Vietnamese-Chinese immigrant parents who dreamed of her becoming a doctor. Following their wishes, she earned a biology degree, but her true passion was in design and fitness.

In 2009, while preparing to move for a corporate job, Cassey uploaded a 10-minute YouTube video teaching her unique “Pop Pilates” workout. Originally meant for 40 students, the video went viral, sparking one of the largest fitness communities online and laying the foundation for Blogilates.

Today, Blogilates and Popflex are thriving eight-figure brands adored by millions.

5 Lessons from Cassey Ho:

• Focus on solving a problem. Cassey emphasizes that every product should have a clear reason to exist. Whether it’s designing activewear with functionality and aesthetic appeal or addressing an overlooked issue like camel toe in leggings, solving problems builds meaningful products that stand out.
• Don’t rush; get it right. Cassey learned that rushing leads to mistakes that can harm a brand’s reputation. She advises entrepreneurs to take time to refine products and processes before launching to avoid losing trust with customers.
• Learn to lead and build the right team. A pivotal moment in her journey came when Cassey realized that having the wrong team negatively affected her business and her confidence. Surround yourself with people who believe in your vision and contribute positively to your growth.
• Be prepared to adapt and innovate. Transitioning her content focus from fitness to fashion allowed Cassey to rediscover her passion and showcase her skills as a designer. Entrepreneurs should embrace change and explore new directions that align with their growth and interests.
• Invest in product storytelling. Cassey’s detailed and engaging videos explaining the “why” behind her designs helped her build excitement, create viral content, and drive sales. Storytelling about your products’ purpose and innovation can set them apart in a crowded market.

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