Jump into the latest episode of Business, Interrupted as we are joined by Keon Ghaharian, founder of the retro jump rope brand, Dope Ropes. Learn about Keon’s journey as he transforms a simple fitness tool into an exciting brand that has captivated customers across the globe.
Keon’s unique journey began in finance before he transitioned into the marketing industry. After discovering his ability to successfully market other people’s brands, he grew confident in his potential as an entrepreneur. He opens up about how the pandemic enabled him to build Dope Ropes’ in relation to the spike in the home exercise market as well as the availability of time that accompanied the COVID-19 restrictions.
We discuss how the impact of Dope Ropes’ retro identity along with the vibrant aesthetics of the product line and the influence of his passion for gaming brings a fun and nostalgic element to fitness. As we begin to understand the power of branding and the influence of Dope Ropes on the home fitness market, Keon also discusses how the use of an affiliate network has helped support his brand reputation. He explores the difference between an affiliate network and influencer marketing and how they have worked to construct a community of followers.
This is an episode where fitness meets fun, so be sure to listen in!
Presented by Trent Peek & Richard Ardis.
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