A view from the top: FORME

We chatted to Nick Samra, Co-Founder of FORME, about his journey from sports marketing to launching into the fitness world

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What was it like finding your first job?

After university I did a couple of internships before securing my first “proper” job. I was looking for a role within sports marketing, so it was very competitive and until I had some experience (through internships) I really didn’t have much success in getting interviews. I had a degree in Sports Science but the feedback I got was that I still needed some relevant experience to nail down a full time job, so I took as many internships as I could to help me get that experience.

What were you doing before you started FORME and how did you make the switch to launching your own company?

I had spent almost ten years working as a marketer for sports agencies and sports brands in the UK and Middle East. This gave me a well-rounded experience of what it was like to work for both small and large corporations, as well how to work with people from different countries, cultures and religions. Having always had an appetite to start my own company, I was constantly looking for the right opportunity / idea to present itself and this happened at the start of Lockdown 1.0 in March 2020. I created FORME Products Limited whilst still working full time, spending most of my free time for the next 18 months to bring it to life. I would loved to have focused all my time and energy on the new business from the start, but I needed to make sure it had legs and keep a stable income.

Why is it important for you to hire young people into your business?

FORME is a fresh, new product and we will reach the majority of our audience through digital channels. With the explosion of social media and the need to create stand-out content on a regular basis to stay “on trend”, we don’t think there’s anyone better equipped to do this than the younger generation. They have an unmatched understanding and familiarity of these channels, as well as a creative approach to event he simplest of tasks.

What has been the hardest part of the FORME journey so far and what are you most proud of?

So far, hardest part has been creating a product that functions exactly how we want it to. We wanted to create a sleek, stylish shaker but it still needs to carry all the functionality our audience require and perform to a level they expect.

We are most proud of managing to pre-sell over 1500 units on Kickstarter within just one month. At this stage we only had a 3D printed prototype (that we painted to look real) and shot all our content with. The campaign went down really well and we generated enough money to open tooling and start our first ever production run. Keeping in mind that we had never created a product before, to have this completed within 18 months of coming up with the idea was very impressive.

How can someone impress you in a job interview, do they need to have a uni degree?

The type of candidates we are looking for certainly don’t need a university degree. We are looking for applicants who have a creative, innovative mindset paired with a strategic approach to their work. Proof of developing and executing social media profile / campaign that resulted in growth of following and / or increase in sales would be very impressive – even if this is their own, personal channel.

We want energetic, positive and hardworking people to join our team at this early stage of the business and help us grow our brand. We need people who are confident enough to put forward their own ideas for creative concepts, as we expect them to play a huge part in how the brand develops and the perception it has in the eyes of our target audiences.