Saying Goodbye to the KingFit Brand

Introducing mmnt*

When you first get excited about a rebrand, you don’t think about the inevitable step of saying goodbye to your current baby.

As the team and I prepared for our switch from KingFit to mmnt* — we didn’t spend a lot of time discussing what that really meant.

Now, it is the night before our first announcement…and I just switched the logos…

It is hitting home.

So many memories under the KingFit brand.

Dating back to 2015. I made the original KingFit logo in just a few minutes using photoshop. I can’t tell you where the name came from. It was just there one day. Greatly inspired by the documentary Escape Fire and my exercise science schooling at Indiana State.

In the early days (2015), we were focused on online health coaching. However, we noticed companies like Omada Health, Livongo ($18B Value), and others in the space and decided to go in a different direction.

In 2016 we set out to turn our online coaching efforts into a more automated experience delivered via a mobile app that would allow us to work alongside health coaches rather than compete with them. At the same time, we would be able to promote it directly to the consumer.

We were able to ignite a fundraise in late 2016. With the fundraising, we did our first rebrand to the KingFit logo we’ve come to know and love. This logo would lead the way to the launch of our first app in 2017.

This logo has been our crown jewel for the last five years. We’ve been through many, many, many….many…battles under this logo. I can’t even start on all those stories. We’d be here for days.

I feel like this was our first true professional logo.

The previous logos were more of our dorm room days.

Now it is time to move on…y tho?

In 2019, we made a crazy decision. We decided to stop providing our content creation service which was our only line of business growing significant revenue every month. The reason for this decision was because it was also leading us down a very limited path. Thanks to a trusted mentor, we were able to see that the customers were leading us astray. We had to make an adjustment early if we wanted to maintain the dream of making a big impact.

This pivot led to our two social media pages DiabetesCare and DiabetesCare Espanol. We took all the content we created over the years. Content from the apps, social pages, licensing libraries, all of it…and we started putting it on social media. We had success. Phew!

Although the DiabetesCare and DiabetesCare Espanol pages have been successful, the last year and a half have been really difficult for us. Like many businesses, we experienced a pandemic…on top of being a startup…on top of being in healthcare. Without the success of those pages, who knows.

We found ourselves in a position to pack it all up many times…many, many, many times…but we always decided to stick to the principles that we’ve preached over the last five years…through this brand.

We had to figure out a way to turn our success on social media into a product that we could sell to our healthcare customers.

So we picked up the phone and started talking to them. Dietitians and Diabetes Educators alike showed us the way forward.

The clock was still ticking and we had no sign of scalable revenue.

Through pure desperation, we realized that our experience over the last five years had given us a unique ability to combine our skillset of content creation, social media advertising, healthcare partnerships, technology development, and marketing intuition, into a product.

At the same time, we remembered a key insight we learned through working with multiple diabetes programs…it was hard to engage patients. Really, really hard. Yet, no one was looking at social media as an option. We saw our opportunity.

We had a new product. A new vision for the future. A new understanding of how to serve our customer base…and we needed a new brand to capture it all.

Out of this came mmnt* (pronounced moment).

At mmnt, we help healthcare organizations create social media communities that drive results. Our Community-as-a-Service provides healthcare organizations with the digital assets, technology, and know-how they need to build a community that aligns with their organization's goals and quality measures. We offer a new way to recruit and engage participants for your programs and initiatives.

We work with individually run programs — with just one nurse educator or dietitian at the wheel…as well as clinics with marketing teams and social media managers.

Our mission is to bring thousands of healthcare providers into the social media world — to build communities that impact millions of people.

We have found our sweet spot. Our unique place in a gigantic market…and we are VERY excited about it.

From the dorm room days with 10 people…to the first fundraise and the original nine…to the Core Four. We’ve seen and learned so much through the KingFit brand.

But now it's time for something fresh.

Something focused.

Something unique to us and who we are.

That’s mmnt*

P.S. — Be sure to follow the Facebook page and/or LinkedIn page for updates on everything mmnt*. We have a lot of stuff on the way!

With love,

Miguel, Co-Founder