01
Scaling purpose: How Octomoves combined product, community, and performance marketing
Octomoves is a wellness brand I co-founded, turning a passion for movement into a global e-commerce success. Focused on mobility, coordination, and mindfulness, we built a strong product, launched a subscription-based training app, and scaled the brand – primarily in the U.S. – using performance marketing, email marketing, community-building, and a clear sense of impact and purpose.
The story
Octomoves began as a passion project rooted in movement, mindfulness, and the search for flow. The initial idea was simple: create a functional, fun, and beautifully designed flow-rope that could help people improve coordination and mobility. But the bigger vision was to build a global wellness brand – one that would empower a community to move with purpose, and engage physically and mentally with their well-being.
Octomoves began as a passion project rooted in movement, mindfulness, and the search for flow. The initial idea was simple: create a functional, fun, and beautifully designed flow-rope that could help people improve coordination and mobility. But the bigger vision was to build a global wellness brand – one that would empower a community to move with purpose, and engage physically and mentally with their well-being.
Octomoves began as a passion project rooted in movement, mindfulness, and the search for flow. The initial idea was simple: create a functional, fun, and beautifully designed flow-rope that could help people improve coordination and mobility. But the bigger vision was to build a global wellness brand – one that would empower a community to move with purpose, and engage physically and mentally with their well-being.
The Process
The Process
As co-founder, I was involved in every aspect of the business – from product development to team leadership, brand building, operations, and marketing. We developed premium flow ropes, built a strong Shopify store, and positioned the brand around playfulness, wellness, and intentional movement. To increase value and engagement, we launched the Octomoves App – a subscription-based platform offering guided training courses. Our growth strategy was driven by a sharp focus on performance marketing across platforms like Meta, Google, TikTok, and Instagram, supported by advanced tools like Hyros, Motion, and Madgicx for tracking and optimization.
We also brought purpose into operations. Our manufacturing process included hiring people from the Lithuanian prison system – proving that social impact and business performance could go hand-in-hand. It was an absolute success story.
As co-founder, I was involved in every aspect of the business – from product development to team leadership, brand building, operations, and marketing. We developed premium flow ropes, built a strong Shopify store, and positioned the brand around playfulness, wellness, and intentional movement. To increase value and engagement, we launched the Octomoves App – a subscription-based platform offering guided training courses. Our growth strategy was driven by a sharp focus on performance marketing across platforms like Meta, Google, TikTok, and Instagram, supported by advanced tools like Hyros, Motion, and Madgicx for tracking and optimization.
We also brought purpose into operations. Our manufacturing process included hiring people from the Lithuanian prison system – proving that social impact and business performance could go hand-in-hand. It was an absolute success story.
As co-founder, I was involved in every aspect of the business – from product development to team leadership, brand building, operations, and marketing. We developed premium flow ropes, built a strong Shopify store, and positioned the brand around playfulness, wellness, and intentional movement. To increase value and engagement, we launched the Octomoves App – a subscription-based platform offering guided training courses. Our growth strategy was driven by a sharp focus on performance marketing across platforms like Meta, Google, TikTok, and Instagram, supported by advanced tools like Hyros, Motion, and Madgicx for tracking and optimization.
We also brought purpose into operations. Our manufacturing process included hiring people from the Lithuanian prison system – proving that social impact and business performance could go hand-in-hand. It was an absolute success story.
The finished article
Octomoves evolved into a high-performing, value-driven e-commerce brand with a global community – especially strong in the U.S. market. The brand experience was cohesive across every touchpoint: from product unboxing to app experience to customer support. Our messaging resonated deeply, combining physical wellness with mindset and play. The visual identity was clean, modern, and purpose-aligned, building instant trust and recognition.
Octomoves evolved into a high-performing, value-driven e-commerce brand with a global community – especially strong in the U.S. market. The brand experience was cohesive across every touchpoint: from product unboxing to app experience to customer support. Our messaging resonated deeply, combining physical wellness with mindset and play. The visual identity was clean, modern, and purpose-aligned, building instant trust and recognition.
Octomoves evolved into a high-performing, value-driven e-commerce brand with a global community – especially strong in the U.S. market. The brand experience was cohesive across every touchpoint: from product unboxing to app experience to customer support. Our messaging resonated deeply, combining physical wellness with mindset and play. The visual identity was clean, modern, and purpose-aligned, building instant trust and recognition.
Results
Octomoves grew into a 7-figure brand, spending over €1 million on Meta ads and achieving a Net Promoter Score of 65+, reflecting strong customer loyalty and satisfaction. We built a thriving, global community of over 35,000 customers, with exceptionally low return rates and outstanding customer reviews. The brand’s reputation remained spotless across all platforms. Our performance marketing consistently delivered measurable results, with clear attribution and profitable scaling strategies.
Octomoves grew into a 7-figure brand, spending over €1 million on Meta ads and achieving a Net Promoter Score of 65+, reflecting strong customer loyalty and satisfaction. We built a thriving, global community of over 35,000 customers, with exceptionally low return rates and outstanding customer reviews. The brand’s reputation remained spotless across all platforms. Our performance marketing consistently delivered measurable results, with clear attribution and profitable scaling strategies.
Octomoves grew into a 7-figure brand, spending over €1 million on Meta ads and achieving a Net Promoter Score of 65+, reflecting strong customer loyalty and satisfaction. We built a thriving, global community of over 35,000 customers, with exceptionally low return rates and outstanding customer reviews. The brand’s reputation remained spotless across all platforms. Our performance marketing consistently delivered measurable results, with clear attribution and profitable scaling strategies.
In Conclusion
Octomoves is a clear example of what happens when purpose, product, and execution align. What started as a side project turned into a globally recognized wellness brand – thanks to a commitment to quality, authentic storytelling, and a data-backed growth strategy. It remains a highlight in my journey, and a benchmark for what’s possible when community, creativity, and commerce come together.
Octomoves is a clear example of what happens when purpose, product, and execution align. What started as a side project turned into a globally recognized wellness brand – thanks to a commitment to quality, authentic storytelling, and a data-backed growth strategy. It remains a highlight in my journey, and a benchmark for what’s possible when community, creativity, and commerce come together.
Octomoves is a clear example of what happens when purpose, product, and execution align. What started as a side project turned into a globally recognized wellness brand – thanks to a commitment to quality, authentic storytelling, and a data-backed growth strategy. It remains a highlight in my journey, and a benchmark for what’s possible when community, creativity, and commerce come together.