Read time: 2.5 minutes
Snapshot:
Launch: April 2023
Current traction: $300k monthly recurring revenue and 200k lifetime downloads
Cumulative reach: 112 M total views across TikTok and Instagram Reels
Liftoff cracked the code on gamifying weightlifting.
1 | The Early Playbook
Almost immediately after launch, Liftoff (formerly GymBros) opened flagship accounts on TikTok (@gymbros_app) and Instagram Reels. Their content mix pulled heavily from the playbook of Stronger Mobile (@strongermobile) — a fitness app that had gone viral one year earlier.
Format tested | Example hook | Result |
|---|---|---|
Black‑screen + text hook + fade‑in | “What’s your rank on lateral raises?” | 2.3 M views, 58.5 K likes, 4,331 comments |
Meme‑style sketches | “How it feels like to…” | Multiple posts reused the same cover for rapid iteration |
In‑app, faceless body shots | “When bro says my form is wrong but I rank higher on…” | Reinforces app‑feature (“ranking”) while riding gym‑humor trends |
Why it worked: Every video starts with a curiosity‑spiking statement, overlays the app’s ranking feature, and finishes under 15 seconds—perfect for swipe‑culture.
@liftoff_app sorry lil bro 😈 #gymtok #gymhumor #gymmotivation #fitness #workoutapp #gymbros
2 | Scaling Attempts: Two New TikTok Feeds
Account | Concept | Age | Total views | Verdict |
|---|---|---|---|---|
| Same hook + lifting B‑roll (“GymBros App Ranks”) | 8 months | 150 K | No breakout hits yet |
| Face‑forward influencer Sam Sulek ranking his lifts | 24 days | 9.1 M | Early winner—leverages creator’s built‑in clout |
Lesson: Run parallel experiments, kill under‑performers fast, and pour fuel on formats that spike.
3 | Key Takeaways for App Makers
Borrow, then twist. Recycling proven hooks from category leaders (Stronger Mobile) shaved months off Liftoff content R&D
Repetition wins reach. Three viral formats accounted for the bulk of their 112 M views—reposting variations kept the algorithm fed
Influencer‑led sub‑feeds accelerate growth. Handing an account to Sam Sulek produced 60× more views than their faceless B‑roll channel in just four weeks
Treat TikTok like an A/B lab. Launch, track, cull, repeat; Liftoff’s own motto: “Test, track, delete low‑perf accounts, double‑down on viral formats.”
TL;DR
Liftoff didn’t invent a new social strategy—they perfected a proven one faster than anyone else in the fitness niche. By cloning successful hooks, relentlessly experimenting with account styles, and co‑opting influencer credibility, they transformed short‑form video into a $300k per month, 200k download growth engine in under two years.