We are a want it now society. Immediate gratification is all there is. That's why people look at you weird when you tell them if they want an 800 lb squat they need to train for 10-15 years, have great genetics, eat to build strength, and probably take some drugs. That kind commitment of time and effort just isn't palatable in most people's minds let alone in reality. That's why there aren't 1000's of 800 lb squatters out there. So let's touch on a few pitfalls you don't have to fall victim to and some actual constructive steps to getting a sponsorship.
1. Build your following: This is the last thing the quick fixers want to hear, but if you are saying you are a powerlifter and you are approaching brands that have pro powerlifters and other strength and physique athletes then you better be on their level both in ability and outreach potential. If not then get ready to grind. Don't bother messaging companies when your time could be spent improving yourself. It's just a waste of your time and theirs. There's an exception to this, but you are probably not going to like it.
2. Show the company what you can do for them. As with most things in life, IT'S NOT ABOUT YOU! This flies in the face of how we operate today, but look at it from the business' stand point. You are asking for free product, money, or possibly both. Regardless of the company's mission statement it's main job is to turn a profit. How does giving stuff away to you help their bottom line? So instead of DMing them asking for a hand out like a pan handler in the city how about you approach them with an offer of what you want to do for them? "Hey guys. I'm xxxx I love your company and would love to help you grow. I have xx followers on IG and rep you guys all the time. Can I write a blog or throw a discount to my people on IG?" Notice I am not asking them to hook me up and then I will help. I am asking to add value to them in the form of content and more sales. I know I know....you're asking what's in it for me? Getting noticed. That's what's in it for you. You are building trust and rapport. If the article you write is solid and gets a great response from readers they will probably reach out again. If not you can always follow up. After all they gave you a chance once. As for the discount code. They will be able to see who used your code and can see if you will actually be helping them or if they are just throwing money away. Hit the grind. Tell your friends about the code. Make sure this company sees you as a benefit. If it goes well then you get a chance to negotiate from a strong position. You just made them money!
3. Pay attention to what you post. Have a theme running. If you are wanting to be a fitness person then post fitness type things. Motivational quotes, fitness memes, workout pics and videos are all good. Avoid whining about your life and inappropriate pictures (depending on the company). If you want HTFU to sponsor you it's probably ok to drop a few F Bombs. Be mindful of your posts. Don't just take a picture with your shirt off with the caption of "am I hot ladies." Actually just saw this one yesterday on an account that was trying to get a sponsorship out of me. Once again IT'S NOT ABOUT YOU. Be thoughtful, educational, and inspirational. No one cared how cool you thought you were in high school and no one cares now.
4. Don't pretend. There's a few things I want to touch on here. First don't lie. All it takes is a Google search to figure out you have a pretend apparel company and you sponsored yourself. Worse yet you were too lazy to do even that and you are just straight up lying. Along those same lines, although not really lying, are the supplement companies that will let you be a "sponsored athlete" in that you get product at 50% off with your special team code and then you get a percentage of profits if people use your other code to purchase. Some companies do this right and refer to you as an ambassador but others play on your vanity and refer to you as a sponsored athlete. If you are really sponsored then you are going to be getting things not paying half price for them. On the flip side this is a genius business model and if I had a supplement company that's exactly how I would grow my brand.
5. If you are smaller in your following then approach smaller companies. Find an apparel or supplement company that has more than 1000 followers but less than 10,000. This company is new and gaining a bit of traction but still needs help getting the word out. You get an actual sponsor and they get some exposure. Also they may be too new to realize your 2000 followers and 30 likes are probably not worth the 4 shirts they will send. It'll be a good learning experience all around.
6. A final thing to consider is whether or not you want to help build someone else's kingdom when you could be building your own. As you can see in points 1. and 2. it's a decent amount of work to actually get a sponsorship that matters. If you are trying to hit up an apparel or supplement company and you are willing to do that much work why not just put in a bit more work and start your own? It's nice. You get to keep all the money and get to see the other side of the world. After the first 10 or so beggars you will probably be shaking your head at your past self. I know I did.
Assess yourself honestly. Get someone other than you to evaluate your IG or Facebook. Be okay with constructive criticism. Most importantly create value for others before worrying about what's in it for you.
PS. Alternative steps for success.
1. Start and IG
2. Say you are going to start working out
3. Put "Fit" or "Physique" somewhere in your username
4. Workout for 2 months
5. Compete in the bikini division
6. Offer "expert" online coaching
7. DM Nike for a sponsorship
Talk soon,
Dan is a nationally ranked amateur
strongman competitor in the 242lb and 275lb classes and a pro powerlifter in the RPS 275lb class. He holds instructor level ranks in Taekwondo, Muay Thai, and Brazilian Jiu-Jitsu. He has been training people for strength and martial arts since 2004.
You can follow Dan on Instagram @RoninStr and @RoninStrApparel
For training and nutrition advice and tips email roninstr@gmail.com
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