Bianca Jade’s Mission Of Fashionable Fitness

Bianca Jade’s Mission Of

Fashionable Fitness

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Bianca Jade is all about making fitness mainstream via authentic engagement with brands and consumers alike.

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“As a lifelong fitness lover, I call myself an everyday athlete,” says Jade, who launched her fitness blog, Mizzfit in 2009. “I wanted to go online and see cool solutions to working out and style. I felt there was a lack of online references that showed you can be a total jock and still a girl in heels.”

For Jade, one focus of her site was offering women fashionable workout clothes, tips and tutorials, health and wellness news, and fashion trends.

“The catalyst of building my company was that there weren’t a lot of resources online for fitness fashion,” says Jade, who originally set out to launch a clothing line before realizing the enormous white space of information for fashion and fitness-lovers. “At the time there was was no fusion of everyday fashion with fitness. I wanted to go online and see cool solutions to working out and style.”

According to Jade, while blogging wasn’t something she thought she would do, she soon realized the enormous potential it had.

“It was 2008, a time when blogging was trending,” says Jade. “I knew I wanted to build a company, but I never thought it would start off with a blog. I thought if I’m going to do a blog I’m going to do it about something I love. So, I bought the domain and wanted to see if I could build the company.”

Now the Cornell graduate, who has over 100,000 followers on social media and more than 10,000 visitors to her site a day, also serves as a health and wellness expert, television host and brand spokesperson for fitness brands like ASICS, Champion, Target, New Balance and Microsoft. Jade, who began her career in advertising, cites the shift in consumer advertising spend from traditional to more influencer-focused as a big reason for the success of her blog and partnerships.

“Advertising has changed dramatically in the last five years,” said Jade. “People still love celebrities but there’s a new famous; every day people who share their lives, activities, careers, ambitions, opinions and associations with the world to help guide the decisions of others. It’s more authentic and edgy than your typical celebrity endorsement campaign. Advertising that’s shoved down your throat and sells too hard gets hold. People see through it.”

As far as how she works with brands, Jade says it’s organic and authentic. She won’t promote any product without first trying and signing off on it.

“These companies are hiring me to make their digital content, to show people how to use the product, to spread the message,” says Jade. “I only work with brands that I’ve discovered on my own first or that come to me with a life changing, positive message that I feel must be shared with my audience. I want people to know that yes, I make a living off these partnerships but first and foremost I care about spreading the message of health and wellness. I only stand behind things that promote women’s overall health.”

Jade adds that as the “social influencer” space continues to get more crowded, remaining a trusted voice for women is her top priority.

“Authenticity is everything these days and that’s how influencers have changed advertising,” says Jade. “So now advertising agencies have been hiring influencers for more and more campaigns, and to be honest at some point soon, consumers will become aware of that and see through it as well. I think it’s important to turn down the work that will feel like advertising to your followers. Because otherwise you don’t look credible. I only work with brands that I’ve discovered on my own first or that come to me with a life changing, positive message that I feel must be shared with my audience.”

“Advertising that’s shoved down your throat and sells too hard gets old. People see through it.”

Much like other disruptive platforms, the Mizzfit mission is centered on busting stereotypes and looking at women from a wholistic perspective, rather than painting them into corners.

“I wanted to show women that you could inject great fashion, and this style you already have into fitness and sport, to be healthier and to have fun,” says Jade.” I thought if I can fuse fashion, trends, and pop culture into fitness, I feel like I solved a problem.”

Soon Jade started blogging about the intersection between fashion and fitness, working with emerging brands (at the time like Lululemon), showing what kinds of workouts you could do in various outfits, and also innovations in clothing technology like moisture wicking fabric.

Today, Jade’s business model has evolved to include a quarterly subscription box, which sends out more than $200 worth of workout-related product.

“I was one of the first influencers in the country to have a subscription box, which I partnered with Quarterly co. on over 4 years ago,” says Jade, adding that her next box will be available in November. “I call it the Style Up 2 Shape Up box. It’s a fitness fashion box that ships out every 3 months to my subscribers around the world.”

“Creating original content for brands, which is authentic, educational, entertaining, is my passion.”

“When I started I spent a couple years growing my brand recognition,” says Jade. “I would take all these meetings, doing tons of stuff for free just to get my blog name and mission out there. People asked my business plan. I had one but I threw it away, because when I started out I thought I was going to create an a fitness line but then it shifted and I became a mouthpiece for all these sports, wellness and athletic services. People needed someone to tell the message.”

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Despite the fact that she plays in the social space, Jade is hesitant to describe herself as a social influencer.

“I am a social influencer in a regard, but I have host training, and advertising marketing background,” she said. “I am a one woman advertising and spokeswoman company for some of the largest activewear companies in the world.”

Looking to the future, Jade says she will focus on strategic partnerships, and delving deeper into the world of television hosting.

“I’ve been at it for over nine years, and so I realize there’s no sense to do other things,” says Jade. “For me digital hosting and creating original content for brands, which is authentic, educational, entertaining, is my passion. I’m not a doctor but I for me spreading news about health, wellness, fitness, and can do it on a huge platform, that’s what I’m moving towards.”

Jade’s next partnership is with Topricin, a brand of all natural pain relief products.
“For Topricin, I’m really excited to work with fellow influencers Kristin McGee and Nadia Murdock on some cool webisode content about the importance of going all natural when it comes to pain relief in fitness,” she says. “There’s a huge problem in our country with the over-prescription of narcotic pain killers and our country alone is using 95% of the narcotic pain killers made in the world! So to be part of a message and movement that encourages people to treat their bodies in a more loving and natural way is important to me. But it all starts with educating people.”

Belisa Silva

Belisa is an editor with more than 10 years of experience. Prior to SWAAY, she worked as freelance writer, covering lifestyle, fashion and beauty industries. Belisa was a Market Editor at Women's Wear Daily for five years, where she interviewed rockstar business women like Drew Barrymore, Jennifer Lopez and Iman. Belisa also contributes to Cosmetic Executive Women, where she highlights female executives making an impact in the beauty industry.

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