About the Company

Serena Hannah Athletics was founded to provide fitness solutions for women of all ages and backgrounds, emphasizing self-care and body positivity. The company’s star product was the Hannah Booty Band System, which included workout routines alongside the physical product, creating a unique selling proposition. Serena initially sold products exclusively on Amazon, experiencing rapid sales and high demand. However, recognizing the risks of relying solely on Amazon, she began expanding to Shopify to build a direct-to-customer relationship.

Throughout the business, Serena faced logistical issues such as shipment delays and inconsistent seller support from Amazon. By branching out to Shopify, she aimed to regain control over her operations and maintain consistent cash flow. Her ultimate goal was to create a brand that inspired physical and mental transformation for her customers while also promoting freedom and passive income for herself.

Idea Behind Company

The roots of Serena’s entrepreneurial journey stemmed from her childhood experiences. Growing up as a Black woman in predominantly white communities, she faced challenges with self-acceptance and societal perceptions of body image. Sports, particularly basketball and volleyball, provided an outlet for her frustrations and became a cornerstone of her life. Through athletics, Serena found empowerment, a theme she would later incorporate into her fitness brand.

Her passion for fitness and desire for financial freedom converged when she discovered the concept of passive income. Serena’s “aha” moment came from watching YouTube tutorials on Amazon selling. This inspired her to combine her fitness expertise with e-commerce, resulting in the creation of the Hannah Booty Band System. Adding a 30-day workout program to the product was her strategy to stand out from competitors and validate her idea in the market.

Creating the Company

Serena learned to design and manufacture her product using Alibaba, carefully vetting multiple suppliers to ensure quality. Through collaboration with her manufacturer and thorough market research, she addressed gaps in competitors' products, such as the lack of instructional videos. Serena created workout videos to accompany the Hannah Booty Band System, providing added value for customers.

Initial start-up costs amounted to $2,500, with the help of a gym for free after-hours recording and support from friends in organizing the video shoots. She emphasized the learning curve of working with overseas manufacturers, particularly dealing with language barriers and time zones, which required precision in communication. Despite these challenges, Serena managed to create a quality product that resonated with her target audience.

Launching the Business

The business launched successfully on Amazon, with Serena experiencing rapid sales within the first week. She employed a combination of gratitude rituals and PPC advertising, testing ads with targeted keywords to maximize visibility and sales. The Hannah Booty Band System repeatedly sold out, validating its demand and potential in the market.

Serena built her website using GoDaddy, drawing from her past experience as a personal trainer to streamline the design process. By reinvesting earnings into the business, she avoided external funding, relying solely on savings. Her entrepreneurial journey emphasized persistence, as she continually restarted and grew the brand, learning from mistakes and evolving as a business owner.

Earnings

At its peak, Serena Hannah Athletics generated $14,000 per month, achieving profit margins as high as 80%. By negotiating with manufacturers and increasing order volumes, Serena reduced production costs to $12 per unit. While the business relied heavily on Amazon for sales, Serena focused on expanding through Shopify to ensure stability and growth.

Customer acquisition costs ranged from $59.99 to $69.99, depending on the platform and seasonality. With plans to introduce a fitness app and a children’s product line, Serena anticipated additional revenue streams. Despite setbacks, including delays on Amazon, the company maintained strong profitability. Serena’s short-term goals included selling 3,000 units of the Hannah Booty Band System and expanding internationally, leveraging new tools for shipping and marketing.