Tammy Hembrow: A Fitness & Athleisure Mogul
Tammy Hembrow is someone many people may know of due to her gorgeous pregnancy pictures, poppin’ booty, and extremely attractive family. These factors have contributed to Tammy’s rise in social media. Her Instagram is what jumped started her career and continues to be a gateway in the expansion of her of it like it has done for so many people. With 8.1 million followers on Instagram, 1.1 million subscribers on Youtube, Tammy’s following and brand is continuously growing and expanding.
Growing up in rural Australia engulfed in nature and constantly surrounded by nature Tammy eventually began to seek a change in scenery. This led her to traveling overseas landing in Malaysia and Switzerland where she learned that there was so much more to life than living the rural Australia. But not everything was glorious for this social media guru. After meeting her now fiancée Reece and having a whirlwind romance Tammy fell pregnant. Living in tiny apartment not knowing how they were going to afford a baby Tammy’s Instagram began to explode. Neither her or Reece realizing that this following would create so many opportunities for the both of them in the future.
While transitioning into motherhood Tammy began her fitness journey. Instagram was the main platform she used to share her fitness tips, advice, and workouts. Her pursuit and documentation of fitness is what really skyrocketed her career. Sharing her progress pictures motivated not only mothers but her entire fan base to pursue a heathy lifestyle and get their bodies back in shape. Ultimately her popularity was a direct relation to the hard work and commitment she put into this lifestyle. This commitment led her to the first opportunity to produce a steady income from social media: fitness programs. For many people before and after pictures you automatically motivate you and slide in to the DM’s wanting to know their secret. For Tammy especially, since her booty was poppin’ and her body in some sense was what every girl wanted creating fitness program was a direct way to interact with her fan base. Not only were these fitness programs the key to getting the booty of your dreams but they were workouts that can be done at home. Tammy has since expanded her line of fitness programs to target a wide audience from pregnant women to gym bunnies.
When Tammy fell pregnant with her second child Saskia I feel as though more people took her commitment to fitness and a healthy lifestyle seriously as she documented the ups and down of trying to maintain a healthy pregnancy weight as well as how difficult it was to lose her baby weight. I feel this realness aided in creating a genuine connection with her viewers whether they were moms or not. When she launched her YouTube to document this journey people were able to see the ups and down first hand. This documentation made me realize that if someone like her struggles making healthy choices I’m not alone.
Sponsored Content
When it comes to sponsored content, Tammy is rather spot on with choosing what suits her brand. Choosing the right sponsored content, I feel is a crucial role in maintaining the trust and bonds that have been created between creator and follower. Throughout her Instagram career Tammy has used the same brands over and over again in her sponsored content. This shows her loyalty to the brand and with her weekly YouTube uploads showing her using the products in day to day life it makes you believe that the product is genuinely good. Due to the majority of Tammy’s influence being in the fitness industry a lot of her sponsored content is directed toward that demographic. Protein World was one of the first sponsors that I saw her continuously post about. She continued with sponsored posts from the brand for a little over a year before then posting sponsored content for Women’s Best and then becoming a spokesperson for the brand. Since that switch Tammy has remained loyal and now has a collaboration with Women’s Best. This dedication again shows that Tammy genuinely enjoys the product which ultimately allows her followers to trust her endorsements.
Along with content sponsored by brands within the fitness industry Tammy also has content sponsored by brands within the fashion industry. I know fashion may seem like it does not align with someone whose rise in media came from within the fitness side , but for Tammy it works. Tammy has always been one to post fashion-based content as well as fitness. Her continuous outfit of the day posts as well as haul videos somehow blended well with the fitness side of her brand. Therefore, when she began to have to post content sponsored by fashion boutiques it didn’t come as a surprise for her fans. Keeping fans/viewers happy and content is very important in the influencer world as fans will be the first to call you out if they believe that you are only posting a brand for money. It’s incredibly important for influencers to stay genuine any only partner with sponsors that match their brand and I feel that Tammy does just that.
Of course, like many influencers there are those random sponsored posts that leave you saying huh? Going through Tammy’s Instagram feed you don’t see too many but there are those occasional WTF sponsored posts. For example, she recently did post for Teamiblends which is a fit tea type of company. Obviously, we all know fit teas are shit and don’t work but the post Tammy did wasn’t for the tea but for a face mask. Huh? Exactly like who pays for a facemask from a tea company of all places? Another recent one was for a company called Luxe Destinations. I mean everyone loves to travel, but Tammy did the sponsored travel post without even going on the trip Luxe Destinations sent the influencers they chose on. So i’m confused on why post about a brand when you didn’t even go on the trip to see if their trips were actually decent. Also, I feel as if maybe targeting a travel influencer instead a mom/fitness influencer would have been a better choice. I’m still left wondering why Tammy chose to post for them when she isn’t even known for really going on trips unless they are for work.
Business Ventures
Many influencers today take their following and influence within an industry and create a business. So, with Tammy’s heavy influence in fitness and a passion for fashion it only made sense that she would create a clothing line. Saski Collection launched in June of 2017, breaking records six months in, already hitting the 1-million-dollar sales mark. As seen with Gymshark, matching sets are becoming very popular with females in the fitness world so it was not a surprise that the increasing popularity of sets mixed with Tammy’s following led to a very successful launch and continuous success. What I think differentiated Saski Collection from Gymshark is that the color schemes as well collaborations. She recently collaborated with her fiancée’s clothing line District Goods this collaboration was more street style based which I saw as giving Saski Collection a unique edge. Another business venture Tammy is soon to launch is an app. Since fitness is a key aspect of her brand launching a fitness app I see as smart investment as people can then purchase her fitness program and have it immediately on their phone. This app also gives people access to meal plans, progress tracking and customized workouts having this all from the convenience of your hand makes it sound like it will be a hit with her fan base. I mean I know I’ll download it to see what it is about.
Why Tammy Hembrow?
Personally, I’m a fan of Tammy Hembrow because even though she’s gorgeous and living a lavish life I feel like she doesn’t make you feel beneath her like many other influencers tend to do. I feel like YouTube is a good platform to get feel out whether an influencer is being authentic or not. When it comes to influencers who upload luxury hauls or daily vlogs that never show anything negative about their days viewers begin to form unrealistic expectations on how their days/ lives should be. One the reasons I admire Tammy is that her videos never come across as pretentious. She’s documented her cars getting stolen, her daughter being hospitalized, the struggle of raising two toddlers, and how consuming running a business is. This may be just scratching the surface of her life but at least it is enough to not out her on a pedestal that seems unreachable. That being said I feel as if her Instagram feed gives off the complete opposite feeling. Don’t get me wrong her feed is amazing but it creates a highlight reel that seems unattainable to the average joe. Not everyone can afford G-Wagons, sports cars, or luxury vacations. For most people who just see her Instagram it looks superficial, but her Instagram story makes you realize how staged her feed is. Her stories are more like her YouTube videos and document the craziness that is her life.
Overall, Tammy is dominating the influencer game. She’s becoming an entrepreneur creating businesses and kicking ass. It’s admirable that she hasn’t forgotten her where she started. I feel after a while a lot of influencers stop thanking their followers. Maybe in the future Tammy could but as of now and all the success she has had so far she continues to thank her followers for putting her in the position she is in today. This gratitude is one of the many reasons Tammy’s me and fellow followers are so supportive and enthusiastic about all of her endeavors.
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