At 11, the Fashion brand Let’s Gym, founded by Dois Irmãos, projects revenues of $ 24 million in 2025, an increase of 20% over last year’s sales, which were around $ 20 million.
The company was founded by Luana, 37, and Luciano Martins, 50, in Blumenau (SC), the family hometown of the family. “I’m the daughter of a bricklayer and a hairdresser. I work since I was 14. I started at the beauty salon with my mother and at 17 I found my first job in a studio of European designers,” says Luciana.
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The businesswoman, graduated in fashion and postgraduate in Production Engineering, has an extensive curriculum in the middle, and served as a fashion executive for major players in the sector, such as Renner (), Marisa () and Riachuelo () stores; Consultant focused on foreign productions; besides having taught in the areas of trends and modeling in a faculty of Santa Catarina.
“One day, talking to my brother, I had the snap of doing something for me. He said” I always see you running, down and up, already did everything, you know a lot. Now you have to open something for you. “I absorbed that and decided to dedicate myself to something mine.
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Today Let’s Gym, which sells its pieces wholesale, for dealers, and retail, through its official website, has distribution in Brazil and Chile, sells to 27 countries, has over 80 employees, a factory, two headquarters, in Blumenau (SC) and Santa Maria (RS), and 675 active clients (resellers).
The strategy of influence
In June, the company took a new step: it took over the DNA of influence marketing and brought to its corporate board Vanessa Lopes, an influencer who accumulates more than 15 million Instagram followers and 32.2 million on Tiktok – which makes it the third largest account in the Chinese network.
The influencer’s announcement as a brand partner had rapid effects. “In addition to gaining followers, our reach has tripled on Instagram, and our views grew a lot at Tiktok. We recorded the largest peak access in our e-commerce history for the end consumer and our resellers increased the amount of orders,” Luana shared.
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The strategy was to bring someone to the corporate framework that already identified with the brand. “Vanessa is our persona. A young woman, linked to the care of physical and emotional health, who practices sports with constancy. We chose to bring someone who made sense in the whole,” explains Luana.
Lopes, who has experiences with large brands, such as Adidas, Cola-Cola and Neutrogena, explains how one can contribute to the popularization of the brand. “Many expect the great influencer to convert, that increases sales. But that is not what will necessarily happen. In fact, this is a branding strategy, increased brand awareness, notoriety and credibility. This is what has to be behind an action or partner with a great influencer. Conversion occurs with actions with small influencers,” he says.
The company follows the booklet, with the sending of products for micro, small and medium influencers, which create content using the pieces and publish collaborative posts, which are posted on both the profiles of Let’s Gym and the influencer.
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The first gain generated by this strategy is the economy. It is more common among smaller influencers not necessarily charge to post and, in fact, work in the exchange format (exchange): receiving the product and making a post using it in return.
The second gain, for Vanessa, is the true power of influence over the public. “People want to consume what is real, what is close to their universe. And this is where the micro, small and even medium influencer enter. They have the ability to convert, because they are close to the public. What they do, what they consume does not seem distant to people, as in the case of an influencer with millions of followers,” Vanessa explains.
Growth projection
In addition to the influence marketing strategy, the company focuses on increasing brand sales channels and creating a concept store. With these strategies, the revenue of Let’s Gym is expected to grow 20% per year in the current triennium (from 2025 to 2027), which means revenue of over R $ 34.5 million in 2027.
