Today we dive into storytelling with Heidi Somers. CEO and founder of Buff Bunny Collective, an activewear brand scaled past 100M in revenue, and founder of Grounds, a fitness training app doing multi seven figures per year.
Heidi has built a launch system that runs like clockwork. Every drop starts with a story, teased just enough to spark curiosity, then revealed through cinematic campaigns that connect on a gut level. Customers aren’t just buying leggings, they’re buying into a narrative they’ve been waiting for. It’s the same cadence she created six years ago, and it still sells out collections today because it’s consistent, intentional, and built around emotion.
Here’s what you’ll get from this episode:
1. Story first growth. How Heidi uses story as the unfair advantage that pulls people in before product ever speaks.
2. The 2025 brand stack: Storytelling, influencer distribution, and products you can’t buy on Amazon. Nail all three or get drowned out.
3. A launch framework that still prints. The teaser-to-campaign cadence she built six years ago that trains customers to show up.
4. Creators who actually convert. Why YouTubers with small but deep communities can outsell mega IG accounts.
What makes this conversation powerful is how repeatable her system is. Story drives attention. Consistency builds trust. Fit and quality earn loyalty. Pair all three and you’ve got a brand engine that prints.
$100M CEO Explains How to 10x Your Brand with Storytelling ft. Heidi Somers live now on YouTube!
Talk soon,
Bfiggy & Kostas