July 17, 2023
Challenging toxic wellness culture and gender rules with Steph Claire Smith
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Steph Claire Smith is a model, a business owner, author, podcast host, and she is a wife and mum to two-year-old Harvey. Together with her best friend Laura Henshaw, Steph co-founded KIC (formerly known as Keep It Cleaner): a wellness app with a mission to kick toxic wellness rules out the window.Today, Steph joins Cass to talk unpack:
- where KIC all began
- why this mission matters so much to her
- the gender bias she experiences as a founder and also the primary breadwinner in her family
- and the big plans that she and Laura have for the future of KIC.
Steph has also generously offered you all a free months access to the KIC app (which includes over 1000+ workouts, recipes, meditations and more). To take advantage of this offer, go to kicapp.com. Select the monthly option and use the discount code KIC1MONTH to get your one month free access. (Note: You need to register on the website, not the app, to use the discount code)
Connect with Steph on instagram and listen to KIC POD in the LiSTNR app, or your podcast app of choice.
Connect with Cass:www.crappytohappypod.comhello@crappytohappypod.com
www.instagram.com/crappytohappypodwww.tiktok.com/crappytohappypod
Join the free 7-day Happiness Challenge:www.cassdunn.com/happiness
Connect with Cass:
www.cassdunn.com
www.instagram.com/cassdunn_xo
Contact Crappy to Happy:
Email: hello@crappytohappypod.com
www.crappytohappypod.com
www.instagram.com/crappytohappypod
www.tiktok.com/@crappytohappypod
Are you a coach, therapist, service provider or solopreneur struggling with self-doubt and imposter syndrome? I'd love to talk to you! (for market research purposes only!)
Book a call with me to share your experience.
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Transcript
WEBVTT
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A listener production.
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This is Crappita Happy and I am your host Castunn.
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I'm a clinical and coaching psychologist and mindfulness meditation teacher
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and of course author of the Crappita Happy books. In
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this show, I bring you conversations with interesting, inspiring, intelligent
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people who are experts in their field and who have
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something of value to share that will help you feel
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less crappy and more happy. Steph Claire Smith is a model,
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a business owner, author, podcast host, and she is a
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wife and mum to two year old Harvey. Together with
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her best friend Laura Henshaw, Steph co founded Kick formerly
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known as Keep It Cleaner, a wellness app with a
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mission to kick toxic wellness rules and be a champion
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for change, encouraging women to embrace a healthy and happy lifestyle,
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prioritize the mental and physical wellbeing without succumbing to harmful
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trends and unrealistic expectations. Steph joins me on the Crappy
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to Happy podcast to talk about where it all began,
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why this mission matters to her, the gender bias she
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experiences as a founder and also the primary breadwinner in
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her family, and the big plans that she and Laura
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have for the future of Kick Now. By the way,
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Steph is also generously offered Crappy to Happy listeners a
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free month on the Kick app.
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Stay tuned to the end of the show to find
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out how you can grab that offer.
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Right now, here's my chat with Steph. Steph Klair Smith,
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Welcome to the Crappy to Happy podcast.
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Thank you. I'm so excited.
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Yeah, I'm so happy to have a chat with you, Steph.
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I have watched you and Laura grow your Kick company
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since probably a few years ago. And I don't know
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if people would know the backstory, but I was working
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for a cop like a digital's kind of well being company,
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helping to create content, and they asked me if I
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would be interested to create some I think it was
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meditation scripts or something for this new program that was
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coming out for these Kick girls.
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And I was like, who are the Kick Girls? And
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they're like, you know, keep it cleaner, Steph and Laura.
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And to be honest, like I didn't know who you were,
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but I quickly found out who you were. That was
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from the very earliest days of your Kick program. Then
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I realized that you had like product lines and you
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have gone on to really grow this company.
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I would love to know.
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Where did it all actually begin, because I came in
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kind of at that like a fair way into the
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evolution I guess of Kick, But where did it begin?
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What was the inspiration for you and Laura creating this
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business together?
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So it's really funny if we've come full circle with that, cas,
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but that would have been in twenty seventeen when we
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had a program with another company. That's before we launched
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Kick our business. But no, we started technically in twenty
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fifteen with an e book and there was thirty seven
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of mine and Laura's favorite recipes in this e book.
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And why it was created, well, Laura and I met
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in twenty thirteen through modeling, and it was one of
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those friendships where you met the person and you just
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felt like you'd known them for years and you were.
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Kind of like, where have you been all my life?
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We were very much the yin to each other's yang,
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and it just it was just a really nice fit
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of a friendship. But we both then spent twenty fourteen traveling,
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so I moved over to the States for about ten
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months and Laura did a few months in Europe for modeling.
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And in that time we both kind of hit our
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lowest points when it comes to I suppose the way
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we looked at ourselves, our confidence in ourselves, our body confidence,
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and we had really poor relationships with food and exercise.
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We were both really fortunate that we grew up in
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families where you know, the word diet wasn't thrown around.
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My mum didn't even speak of insecurities of hers until
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I was like an adult.
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One day.
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I really remember it, like this pivotal moment where I
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went shopping with her for a dress and I reckon.
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I was like twenty, and she was trying to.
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Dress on and she said, oh, no, I like to
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cover the top of my arms, or I like a
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dress to go past my knees because I don't like
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my thighs. And that was the first time I'd ever
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heard herself kind of took down to her body.
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And I look back at that now like so grateful.
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Because I know from friends who have had mums who
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have gone from you know, fad diets and hated on
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their bodies in front of them, that they've really kind
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of seen that as normal. I supose and grown up
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with it. So I think for two people who grew
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up without those kind of that kind of chatter or pressure,
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had a really healthy relationship with both food and exercise,
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loved sport, loved being active to them, diving into the
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industry of modeling, and being a part of this new
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era of Instagram where you can have access to all
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these people you aspire to look like.
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And know exactly what they're eating and all that sort
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of stuff.
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We definitely fell into the tre app all of comparing
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ourselves to others, comparing our diets, and I exercised regime
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to others and definitely focused on, I suppose the wrong motive.
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So like both of us, we exercised a certain way
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and ate a certain way purely for the way that
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we looked like.
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We had this outcome that we wanted and.
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Fortunately so unfortunately it was just to get as small
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as possible. And that was also trending at the time,
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I would say as well, which we've seen throughout history
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that like body types have trended, that've come and gone
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and kind of circle round and round again.
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And it's just so sad.
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When you really think about it, because we're born with
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certain genetics, you know, we all have very different lifestyles.
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There are so many things, there's so many reasons why
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we don't all look the same, and whenever these trends
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come up that make you feel like you need to
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fit into a certain mold, it's just.
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It's so sad.
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And so I think Laura and I, whilst we were
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in the depth of our struggles, we really bonded with
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each other on that, and I think what we both
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noticed was that, especially in the space of social media,
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there was like these two different kind of things that
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were happening around health.
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One was like the real fitness fanatic that was like.
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Low calorie meals, boiled chicken and broccoli, you know, boring
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low calorie meals for food, or if you were like
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on the wellness space, it was kind of like gwenos
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Paltrow two hundred dollars to put together a beetroot cake
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that just tastes like beetroot and you had to go
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to a super food store to like find the ingredients.
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You couldn't just get them at Coles or Woolies. There
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was nothing really in between. That kind of was what
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we grew up with. The food we grew up with
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just you know, like your pasta bakes and your.
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Meat and free edge and all of that sort of
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stuff that was still.
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Enjoyable and didn't have this you know, high focus on
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calories and really restrictive ingredients.
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And all that sort of stuff.
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So that's where the ebook, the idea of the e
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book came, and at first, I would say it was
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much more of a passion project, although there was a
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lot of business thought into it as well.
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I just don't think we thought it was going to
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be as successful as it was.
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But we had two spons on board, two different brands
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that were mentioned, yeah.
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Throughout a lot of the ingredients.
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One was a yoga company and the other was a
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I think it was like a powdered kind of like
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cackl powder and all that sort of stuff, and they
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were mentioned in the ingredients and so they paid for
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a spot in the ebook. And these were brands that
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we both worked with on our platforms before. We were
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very fortunate to have already grown a bit of a profile.
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I think at the time I had about four hundred
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thousand followers already and that was wow, fifteen that's massive.
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Yeah, it was especially.
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Massive, Yeah, and also very savvy, very savvy to get
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sponsors for an ebooks straight up front, because how old
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were you both at the time.
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Well, so I would have oh my god, that's good maths,
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I reckon. I was twenty one when we launched, and
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I will say that it had come from learning.
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So like when Instagram first came out and.
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My following started to grow, there was different brands that
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worked with me in a way of just kind of
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sending me product and I was so excited to get
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free stuff that I would like post about it. And
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that was kind of how it started. And that's how
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it worked in the beginning. And then you know, I
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started to realize a lot of those clients kept coming
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back and back and back and wanting more and more,
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as I was like, obviously I must be selling something here,
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and so it did kind of spark a bit of
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you know, interest to want to talk to my community
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that i'd grown about something that I really cared about
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and help them in some way. And also I suppose
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use my platform not just for good, but also in
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a way that I was going to profit from it
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as well. And it just got a response that we
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were not prepared for. So from there a community started
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to form and they wanted more and not only did
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they want more, but we also wanted to share more,
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and so it went from an ebook to a subscription
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website which had three recipes and one workout uploaded per month,
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so not a lot of content, but people did subscribe.
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And I think the best thing about our community from
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the getting, especially those of the ebook. Our ebook was
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not anything special like it was. We didn't wait for
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it to be perfect to release it. I mean, I
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think there was like twenty or spelling mistakes even in
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the first release, but even the recipes, like the photographs.
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Are not ideal, and it was it was just not
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the best design or anything.
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But I think if you if you look back at
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something you started with, I think anyone would be able
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to relate to not feeling, you know, super proud of.
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What it looked like.
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But because our images weren't that great, people felt like
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they could create our you know, muffins and banana bread
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and it looked better than the photos.
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So they were sharing it and posting a lot about it.
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And so then this community started to grow, and it
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was this beautiful community of people that were sick of
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diet culture and those quick fixes and messaging and yeah,
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I suppose from there we went to work with the
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company that you were speaking about earlier in twenty seventeen,
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and we were working with them for a year, learned
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a lot through that process, and I think the passion
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to want to do more just kept growing in our valleies.
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And that's when we left that and went off on
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our own and started from scratch with Kick and launched
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the app in twenty eighteen.
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And it's grown from strength to strength.
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Was it really important to you when you talk about
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going out on your own to really have full kind
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of creative control over the app and the program?
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Yeah? Absolutely, and I mean for sure.
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And I suppose that company in particular, like they were
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working with a few different programs, and so they were
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capturing learnings from different programs, and one thing that they
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kept questioning us on was certain messaging that they knew
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from using it throughout the programs, like transformations before and after,
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these kind of promises of you know, changing physical appearance
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and all that sort of stuff that really works.
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In paid marketing. That kind of kept coming up as
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like something, do you want to try it?
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And that was something we had to keep pushing back
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on because it just did not align with our values
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and it's.
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Something that we've stuck to this day.
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And sure it you might have got a subscribe as
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quicker or unfortunately is something that people do buy into,
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but it's just it didn't ever feel right and it
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wasn't the reason we started in the first place.
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So we're really proud that we've stuck to that.
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Yeah, and you've recently had a rebrand. I'd love to
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just talk fast forward to now and the evolution of
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