And the response? Incredible. In the first month, it’s racked up over 200,000 views.
To say I wasn’t expecting this would be a massive understatement. Historically, my YouTube posts have performed about as well as a drunk ballerina—amusing, but underwhelming.
This time, views have turned into visits, likes, and most importantly, sales. It’s been overwhelming in the best possible way. A huge thank you to everyone who has connected with me and the brand—your support means everything!
So what does going viral feel like?
I’m a terrible surfer, but I’ve spent a few hours sitting in the ocean, waiting for the right wave. Imagine practicing for years, catching lots of tiny waves, honing your craft, and then one day … a tsunami appears. You don’t see it coming — it just shows up. So you do what you’ve done a thousand times before: you jump up and you surf like your life depends on it.
It’s exhilarating. It’s exhausting.
But the real trick is using this momentum to become a better surfer. That doesn’t mean chasing tsunamis every couple of years, but learning how to ride larger waves more consistently.
That’s my focus now as I work on taking FITTED Underground from a micro-brand to a proper small business. And it’s what I just wrote about as I celebrate 11 years.
READ: 10 + 1 Lessons from 11 Years in Business.
