This celebrity trainer is the OG Instagram fitness influencer

^{Making a living as a creator shouldn’t be some elusive thing. And what’s the best way to learn how creators are making it work? To go behind-the-scenes. These bi-weekly interview issues are like having coffee with your favorite creators.} 

^{If we haven’t met before, I’m Amanda Smith. I write about solopreneurship and the creator economy.} 

Good morning. Of all the creator/influencer niches, fitness is one of the most saturated. But as this week’s creator shares, that shouldn’t deter. It just requires a strong self of self and an obsession with audience/clients, over competitors. 

Let’s jump in.

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While most start-up stories you hear about building an empire from a garage are the tech bros tinkering with code, Laruen Kleban was hosting workout classes. A professional dancer and choreographer, she transitioned into fitness and created her own method, LEKFIT – rebound cardio, sculpting, strength and dance, all in one. 

Kleban quickly grew into a flagship studio in Los Angeles, with an app and an equipment line. This was in 2013, making her one of the OG fitness influencers. In 2016, she launched the LEKFIT Online Studio, long before streaming workouts were a thing. 

A-list clientele such as Kate Beckinsale and Michelle Williams discovered the workouts, which sent her brand into the wellness zeitgeist. 

Kleban built the brand on Instagram, as it’s the birthplace of the fitness influencer. Her audience is there and it’s where she feels most comfortable creatively.

“I do think it’s important for newer creators to stay adaptable and evolve with platforms,” she said. “I probably missed the boat on TikTok. But for LEKFIT, we know our clientele, we know where they engage, and I strongly believe that if something is working and continuing to grow, there’s value in staying focused rather than trying to be everywhere at once.” 

In a saturated vertical like fitness, Kleban has found longevity comes from staying authentic and not chasing the shiny object. “We’re constantly reinventing the offerings and finding new ways to keep things fresh and exciting, but always within the LEKFIT world and philosophy,” she explained. 

Recovery, rest, massage, bodywork and maintaining balance are fuel for her creativity. She innovates by going within, not focusing on what others are doing. 

“I also made a very conscious decision early on that I would only share products, routines, or partnerships that I genuinely use and love. It probably cost me opportunities financially, but it allowed me to maintain trust with our audience. That authenticity is a huge part of why LEKFIT has had longevity in a fitness industry full of fads.” 

The revenue streams include the digital platforms, the online studio, Perfect 10 by LEKFIT, the LA studio experience, equipment and products.

Kleban has close to 150,000 Instagram followers. When an account hits that size, it’s common to start outsourcing it – which is what Kleban did, until she realized it was hindering her growth. 

By bringing the brand voice and content back to her personally, they stopped overproducing and doubled down on intimacy again. 

“It completely changed the connection we had with our audience. Once I took back control and started showing up more personally again, engagement immediately felt more genuine and community driven. I realized people weren’t just following LEKFIT for workout clips, but that they wanted the person behind it and the lifestyle around it.” 

The fact that Kleban is the one leading the workouts, people wanted that direct connection with her online, not polished posts. Her content also improved because she could immediately turn client questions and conversations into content.  

Creators who run business and personal brands often struggle with coherence vs. separation. Kleban tried to create a clear division between her name and LEKFIT because she wanted it to stand on its own – but ultimately that’s not what people connected with. 

“I am LEKFIT and LEKFIT is me. There are different parts of my day and pillars of my life that are important to me: fitness, wellness, skincare, food, fashion, and motherhood. I find people are interested not just in the workouts, but in how I live overall — what I wear, what I eat, my routines — and all of that naturally ties back into LEKFIT.” 

“There’s also a sensuality and femininity to everything I create that has really set me apart. It’s not something manufactured; it’s just innately who I am, and because of that, the brand and my personal identity really became one and the same,” Kleban shared. 

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Amanda

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