Over the next few years, the blog evolved into “ an active, like-minded community of nerds, ninjas, and mutants.” Everything on the site has a comic/nerd reference and a certain level of gamification. These helped in establishing the brand positioning and creating an identity for Nerd Fitness.
Every article had a lot of these references. On top of it, he let his readers into his world- a world of nerdiness, comic books, movies, goofiness, and adventure. Steve started writing long and well-researched articles (sometimes even 3000 words long) twice a week. He also realized that by simply doing what everyone else was doing at that time and with no clear brand identity or positioning, he was not standing out in the crowded milieu of fitness blog writers. He realized that he was writing short 250 worded articles as he had assumed people would not want to read longer articles. At that point, Steve tried to understand the world of blogging better to grow his reader base. However, for the first nine months, his subscriber base did not grow as rapidly as he had expected it to, despite the large amount of content that was being published. Source Credit: Google ImagesĪt the start, Steve adopted a content strategy similar to other bloggers of the times- putting out content related to fitness five times a week. In my mind, the story of the growth of Nerd Fitness to transform into an online tribe of like-minded folks is akin to Frodo stepping out of the shire and reaching Rivendell to find his fellowship. People with desk jobs, folks who espoused the nerd culture, and enjoyed one or many of the following- games (actual sport and online games), books, movies, comics and anime universes, fantasy fiction, and the world of super-heroes! He aimed to help such folks get healthier while at the same time getting to hang out with others with similar interests, thereby making the journey an enjoyable one. In other words, there was a gap in the industry to have a go-to fitness site that was relatable for a lot of everyday folk like him. Not to mention all the money, effort, and time spent in futility. Steve created Nerd Fitness when he found that the fitness industry was burgeoning at all seams with get-fit options, yet left many people disappointed and discontent with their efforts to becoming fit. Nerd Fitness started as a fitness blog in 2009 where the founder Steve Kamb wrote on different aspects of fitness- including strength training, eating right, working out, and more. My story today is about the journey of Nerd Fitness – an online fitness coaching academy selling courses, a superhero habit tracking app, and most importantly, a thriving and fun community.
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