When Kirsty Godso made the bold move from New Zealand to the United States in 2016, she carried more than just her expertise in fitness. She brought with her a transformative philosophy that would revolutionize her approach to client relationships and product development.
Today, this powerhouse trainer—who counts Kaia Gerber, Olivia Rodrigo, and Hailey Bieber among her clientele—has founded the premium whey protein brand, Made Of. This brand stands as a testament to authentic brand building, deeply rooted in genuine expertise and unwavering commitment to quality.
In this article, Kirsty reveals the strategic steps she took to cultivate a strong client base and launch authentic products that resonate with her audience.
Building a Foundation of Trust Through Authenticity
Kirsty’s growth strategy transcends mere networking; it prioritizes treating individuals as unique entities. She states, “The biggest thing for me is I treat [celebrities] as people.” By fostering genuine relationships on a first-name basis, she sets herself apart from the noise.
This philosophy bore fruit when she first connected with Kaia Gerber in a Pilates class. Rather than viewing the meeting solely as a business opportunity, she focused on being fully present. This authenticity led to a ripple effect, where one relationship blossomed into many, proving that sustainable business growth thrives on trust, particularly in the fitness industry.
Identifying Market Gaps Through Personal Experiences
Kirsty’s journey took a pivotal turn when her own struggles with celiac disease and extensive travels for Nike revealed a significant market gap. “I was always like, this protein’s not that great,” she recalls, realizing that her personal needs mirrored a broader consumer demand.
This connection fueled her commitment during tough phases of product development, overcoming obstacles like an entire production run being ruined due to contamination. Her personal involvement adds an aura of authenticity that resonates with customers, setting Made Of apart from competitors.
Maintaining Brand Focus
In an age where brands are pressured to diversify their offerings, Kirsty remains steadfastly focused on what she does best: whey protein. “Plant-based proteins are not on my vision board, honestly,” she admits.
This minimalist approach fosters competitive advantages, allowing Made Of to concentrate resources on perfecting its core products. Offered in just chocolate and vanilla, she declares, “If those are your flavor profiles, I’m sorry, this brand is not for you.”
This strategy, while seemingly restrictive, actually amplifies brand recognition and attracts customers who value quality over abundance, often leading to greater loyalty and lifetime value.
Growing Through Expert Validation
Perhaps most impressively, Made Of has flourished without relying on paid marketing or celebrity endorsements. Instead, Kirsty emphasizes organic recommendations from credible sources, including nutritionists and experts in digestion.
This approach underscores her keen understanding of the market: consumers often lean toward products backed by credible experts rather than fleeting celebrity endorsements. This commitment to quality creates a self-sustaining marketing engine that grows stronger over time—without the need for ever-increasing ad spend.
Scaling Without Losing the Personal Touch
A common challenge for growing brands is maintaining a personal touch during expansion. Kirsty addressed this hurdle by strategically delegating while overseeing all critical brand elements.
She entrusts operational tasks, such as customer service, to others but remains deeply involved in decisions impacting product quality and brand messaging. “I am going to make the decisions on things like the language of the brand,” she emphasizes, ensuring that brand voice remains consistent.
Identifying core elements of the business that reflect the brand promise is key, and for Kirsty, product quality and brand messaging are non-negotiables.
Building with Long-Term Goals in Mind
Kirsty has built Made Of with a focus on sustainability—emphasizing retention over mere acquisition and authentic relationships over transactional interactions.
“I always say that Made Of is my son and my firstborn, and I love it,” she states, illustrating her emotional investment in the brand. This passion drives her to make every decision with an eye on long-term health rather than quick profits.
Kirsty’s evolution from celebrity trainer to successful entrepreneur wasn’t achieved overnight. In a world dominated by growth hacking, her journey highlights the enduring value of core principles: exceptional products, genuine customer care, and consistent brand delivery. Though this method calls for patience, it ultimately paves the way for a more sustainable, profitable business with a sturdy competitive moat.
For aspiring entrepreneurs who feel the pressure to expand rapidly or compromise on quality, delve deeper into Kirsty’s insights by listening to her full Shopify Masters interview.
