# HIBT Lab! Blogilates: Cassey Ho

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-05-05
- Length: 34m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho

## Summary

Cassey Ho, founder of Blogilates and POPFLEX, explains how she pivoted from a biology student pressured by her immigrant parents to become a doctor, to a fitness entrepreneur after discovering Pilates. She details the accidental growth of her YouTube channel, which served as a low-barrier engagement tool rather than a primary revenue source, and the subsequent launch of her apparel brand POPFLEX and product lines sold at Target. Ho discusses the operational challenges of scaling from shipping out of her parents' garage to managing a team, and her strategy for sustaining a multi-million dollar business with only 1% of revenue coming from YouTube ad income.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho#t=0) Introduction: Cassey Ho and the Creator Economy
- [2:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho#t=134) Family Expectations and the Pivot to Fitness
- [7:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho#t=453) The Accidental YouTube Channel and First Product
- [12:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho#t=748) Quitting Corporate Life and Attending the Canton Fair
- [19:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho#t=1158) Scaling from Garage to Warehouse and Building a Team
- [24:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho#t=1472) Revenue Strategy: Free Content vs. Product Sales
- [29:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-05-05-hibt-lab-blogilates-cassey-ho#t=1741) Handling Online Criticism and Future Legacy Goals

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

companies scaling up

## Mentioned

- Blogilates (product)
- POPFLEX (product)
- YouTube (tool)
- Target (company)
- Shape (other)
- Canton Fair (other)
- TikTok (tool)
- U.S. Bank (company)

## Related episodes from other shows

- [Founder Feature: Max Luthy of Plink!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-18-founder-feature-max-luthy-of-plink) (The Startup CPG Podcast)
- [Founder Feature: Jesrina Arshad of PurelyB](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-08-founder-feature-jesrina-arshad-of-purelyb) (The Startup CPG Podcast)
- [376: This one only has four utters](https://hardwarepodcasts.com/podcast/making-it/2022-11-04-376-this-one-only-has-four-utters) (Making It)
- [Mike Burroughs (Founder / Creator, Stanceworks)](https://hardwarepodcasts.com/podcast/just-gonna-send-it/2026-08-26-mike-burroughs-founder-creator-stanceworks) (Just Gonna Send It)
- [Founder Feature: Marilyn Yang of Popadelics](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-11-founder-feature-marilyn-yang-of-popadelics) (The Startup CPG Podcast)

## Citing this page

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