Founder Lino spent thousands of dollars on UGC content without a proven winning format, nearly killing the business. He initially worked with large fitness influencers at thousands per video, while margins were only 5-10% and revenue barely reached $3-4K. The fix was partnering with one major fitness creator in exchange for equity, which made the content effectively free and let the AbMaxx app take off. He then cut other UGC deals, focused on Meta ads at 2-2.5X ROAS, and moved the same creatives to TikTok, reaching 4-5X ROAS with a younger audience.
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