Plunge's Influencer Marketing Success
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Sam Parr shares how Plunge, a cold plunge company, grew from $270K to over $100M in revenue in just 4 years through strategic influencer marketing.
"The way it started is Ryan and his partner Michael each separately owned brick and mortar businesses. One owned a float therapy center, the other owned a reboot sauna place in LA. But COVID happens, so both businesses get screwed.
They noticed people were asking for cold plunges at their places. At the time it was like $15K to get a cold plunge, as opposed to what most people did - get a big trash can and fill it with ice from 7-11.
They started by DMing Aubrey Marcus, who owns Onnit. They said 'Hey, we'll come to your house and set up a cold plunge for free.' They got a U-Haul, filled it with this homemade thing using parts from Home Depot, and brought it to his place. They asked him 'Is there anyone else you think we should talk to?' He said 'Yeah, Huberman.'
So they got another U-Haul, filled it with 5 more units, and started delivering to these influencers. Their revenue growth was incredible: 2020: $270,000 2021: $8 million 2022: $33 million 2023: Around $10 million a month, will surpass $100 million
They've given away over 1,000 plunges to influencers, and they bought plunge.com from a New Orleans jazz band for $250K. They bootstrapped the whole thing - haven't taken any funding."
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.