Booty Bands & Barbells Revenue, Valuation & Funding (2024)

Booty Bands and Barbells recorded $5.5 million in revenue in 2020 and was running at an annualized pace of approximately $6 million in 2021, representing year-over-year growth of roughly 9 percent. The company generated its first dollar of sales in 2017.

Booty Bands and Barbells had 50,000 cumulative paying customers as of the September 2021 interview, counting everyone who had purchased at least one product since the company's 2017 founding. The company's stated target is to reach one million customers by 2025.

The average order value was $268 in 2021. The fitness app carried approximately 800 active paid subscribers at the time of the interview, paying for access to workout content and community features. Pricing details for individual tiers of the app or for physical products beyond the average order value were not broken out in the interview. Between 85 and 90 percent of customers are women, consistent with the brand's positioning as a female-focused home gym solution.

Booty Bands and Barbells generates revenue through direct-to-consumer e-commerce sales of physical products, primarily barbells and dumbbells at 83 percent of revenue, alongside resistance bands, protein powder, and a monthly subscription fitness app that contributed 17 percent of revenue collectively in 2021. The company sells through its own website on Shopify and through Amazon.

Gross margins were 56 percent and net margins were 2 percent in 2021, both compressed by the rise in domestic steel prices. Crew stated that moving production overseas would lift gross margins to approximately 78 percent and net margins to approximately 12 percent. The customer acquisition cost blended across paid channels was approximately $100 in 2021, with Facebook CPA at $120 and Google Ads CPA at $80. The customer lifetime value to CAC ratio was 3.4 to 1. The average order value of $268 means the company recovers its blended CAC on the first transaction in direct-to-consumer sales, where payment is received immediately. The fitness app generated $15,000 per month from 800 paid subscribers and was growing at roughly 6 percent month over month as of the interview. Profitability beyond the stated 2 percent net margin was not discussed in detail. Burn rate and runway were not disclosed.

Booty Bands and Barbells had 11 total team members as of September 2021, comprising six full-time employees and five contractors. Crew confirmed there were no full-time engineers on staff to manage the fitness app. No further breakdown of team composition by function was provided in the interview.