Fast&Up BCAA Product Launch (2018) 

How it started

• After 3 years in sports nutrition (active lifestyle products), Fast&Up decided to enter the bodybuilding supplements market

• BCAA (Branched-Chain Amino Acids) was chosen as the entry product

• Challenge: Transition into a new sub-segment (protein/amino acids) without disconnecting from the existing audience

• Tasked with leading the end-to-end launch: competitor research → messaging & positioning → GTM strategy → execution

Approach & Process

Competitive Analysis

• Studied leading global/local players (e.g., Xtend) to understand overlaps, audiences, and event presence

•  Identified gap in India: most brands lacked banned-substance certifications

Messaging & Positioning

•  Convinced stakeholders to pursue Informed Sport & Informed Choice certifications → became the core value proposition for athletes

•  Built positioning around trust, safety, and credibility (“Every batch tested. Career safe.”)

Community Building

• Spent 9 months building a new bodybuilding athlete community (70+ influencers) through trials, feedback, and affordable collabs

• Piloted influencer marketing program-first of its kind for the brand

Launch Planning

• Selected IHFF (International Health & Fitness Festival)-the biggest industry event-as the high-end launch platform

• Designed launch activities, merchandise, social media, PR and sampling to maximize buzz

Execution

• Packaging & Collateral → Highlighted banned-substance-free certification prominently on labels; created new category brand guidelines

• Community Activation → Activated 70+ gym/bodybuilding influencers for launch promotions across retail + digital

IHFF Launch Event 

• Single-handedly managed stall branding, product trials, and gamified crowd-pull activities

• Distributed launch merchandise for recall

• Generated 5,000+ footfall at stall

Campaigns & PR 

• Pre-buzz campaigns across channels

• Press release announcing Fast&Up’s BCAA entry into bodybuilding segment

Impact & Results

✅ Built a category-specific influencer community of 70+ bodybuilding athletes

✅ Achieved 5,000+ footfall at IHFF booth during the launch

✅ Generated strong sales at point-of-demo and retail demand post-launch

✅ Successfully positioned Fast&Up as a credible entrant in the bodybuilding supplement market, with differentiation on safety & compliance

✅ Established a repeatable product launch playbook later applied across new product lines