Ep. 56: Solus Brand CEO, Cesar Santana
Cesar Santana has five years of experience in branding and marketing in the fitness industry. He has worked with numerous companies and athletes within the industry and he focuses on helping companies and athletes develop or expand their brand. Cesar also caters to the fitness competition industry, where he manages athletes from all over the globe build their brand and also get them sponsorship opportunities.
Cesar Santana – Show Notes
How did you get started in this industry?
When Cesar was about 18 he started working out to get healthy and fell in love with the fitness industry. As he met trainers and athletes along the way, he started to ask them about how they market and brand themselves.
“I took what I know best, which is marketing and branding; I took the branding and marketing role and the fitness industry and collaborated them.”
How did you evolve from your previous business platform to where you are today?
Cesar first started a company called Virtual Fitness, helping personal trainers get online access by providing the tools that they needed to get out there providing video and content delivery.
How was Solus born?
Cesar took the components that he learned from Virtual Fitness and then applied what he was missing to Solus.
“I made it into a pretty cool recipe; that allowed me to make a more proven concept that would work more effectively.”
How did you determine what was missing?
Cesar says the missing link was not putting himself in the forefront of the business like he should have. Once he discovered that was what was missing, he was able to take Solus and make it what it is today.
What types of people do you work with?
Where the fitness industry is such a large industry, instead of supplying the masses he took time to educate himself and decipher what good fitting client was for Solus.
“We are just trying to take on the athletes that we feel meet our criteria when it comes down to our qualifications.”
What have been your biggest challenges?
Cesar shares that his biggest challenge in the beginning was no one believed in him. He didn’t have the athletes buy-in because he was new to the game. He was able to overcome this challenge by taking his first 10 clients free of charge. This built his credibility as a successful business.
What is your biggest success?
Cesar says from a business standpoint, learning how to say “No” changed everything.
“People have been demanding for my help and I have had to learn how to say when I can’t take on any more”
What books have impacted you the most?
“Think and Grow Rich” by Napoleon Hill, “The Brand Within” by Daymond John
and “Crush It” by Gary Vaynerchuk have made lasting impressions on Cesar.
Who is your ideal client?
Cesar likes the style of Dana Bailey, as she always stays true to herself.
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