Modusimo Master Plan Manifesto
About me: Hi, my name is Justin Eshagh and I guess this is where I get to talk about myself for a little bit. I am a graduate from CSU Stanislaus in the school of business administration with a concentration in marketing. After walking that ceremony stage, I asked the question that probably most young people asked themselves: “Okay. What now?”. It did not take long for me to really dive into the fitness community and discover the amazing people that I got exposed to. I did not know where I wanted to be in life, but I knew I had a purpose in it. That’s when the idea of Modusimo came around.
Background: I wanted to create more than just another clothing brand that has one drop then disappears because of the lack of ideas. Not only is Modusimo going to stick around, but it will also grow. Grow to be more than just another piece of cotton/polyester you throw on your back. I have a vision for this brand that includes bringing up not only the name, but the people that have helped in the creation and the support.
Ego Te Provoco Quia Cogito, Ergo Sum: The people who represent and support this brand are the ones who add on another set, add on another plate, do one more rep, etc. The ones who dive headfirst into hell with a burning passion, then do it again for the hell of it. Once you begin to understand why you do it, you fall in love with the process.
I Challenge You Because I Think, Therefore I Am
The only competition in the world is yourself. Challenge the person looking back at you in the mirror the next time you see them.
In The Simplest Sense The Future Looks Like:
- Roll out multiple chapters with varying products
- Add athletes to the ever-growing family
- Open Modusimo’s Home Gym. The Vipers Pit
If something does not work or there is an issue, or you want to talk to me in general. Reach out to me on Instagram @Goldenboyyjustin. Trust me when I say this whole process has been very humbling and I am still learning and attempting to improve every day.
Year 1 Update 9/2/23
Vivamus Moriendum, Est
Hi again,
It’s been one year since the start of Modusimo. From last year to now, I managed to learn so much and grow not only myself as a person but help others that are around me build the best versions of themselves. I am eternally grateful for everyone that has stuck around to watch this brand grow to where it is today. I am beyond excited to see where it will end up in the coming years.
Let Us Live, Since We Must Die
From year zero to year one, Modusimo has:
- Grown to a family of over 5,000+ followers
- Put together an ambassador program of over 100+ members
- Sold its first 500 orders
- Expanded marketing to on multiple platforms
For year two, the goals are:
- Double if not triple follower count
- Grow ambassador program to over 200+
- Double if not triple the sales number
- Continue expanding on the library of clothing options
Till’ Death Comes Knocking, Modusimo Forever
Those numbers are amazing and having everyone believe in the same vision as me only gives me more confidence to keep going. Year two will be another season of pushing beyond every limit and breaking through all ceilings as the brand continues its story. Once again, I could not thank everyone enough. I am going to give it my all in hopes of getting closer to ticking off the master plan checklist.
Let’s take it to infinity.
Year 2 Update 9/2/24
I Struggle And I Emerge
Hi,
Today marks two years since I started this brand and wow has it been a ride. Through all of the hardships that the brand has conquered over the course of the year, it has still managed to stand strong on its own two feet and grow to the point that it has. Now that I have the ball rolling and I am getting adjusted to putting together designs, ordering, creating content and releasing drops, I can start to focus on expanding out even more this upcoming year.
Against All Odds, I Still Advance
- Grown to a family of almost 10,000 followers
- Put together an ambassador program of over 200+ members
- Sold its first 1000 orders
- Sponsored its first bodybuilding show
- Keep the follower growth going, let's shoot for 15,000-20,000 followers by Sep 2, 2025
- Begin influencer marketing
- Grow ambassador program to over 250-280+
- Sponsor more bodybuilding shows
- Continue expanding on the library of clothing options
Keeping the core values and remembering the same three goals I wrote over two years ago, I try my best to keep focus on the primary reason why I started this brand. It's absolutely shocking that there are so many people that see my brand over others and choose to support it. It's genuinely hard for me to comprehend it. Regardless, we're here and there is no way in hell I plan on slowing down whatsoever. Keeping the smaller goals I set for year two in mind, the only thing left to do is execute said goals. I am forever blessed to be in the position that I am and I will keep pushing in hopes of bringing the best for the supporters. To everyone that has made it this far, thank you. It wouldn't be possible if it wasn't for you all.
Let's take it to infinity.
Year 3 Update 9/2/25
"I Am Eternal"
Hi everyone, for those who have made it this far in this journal, you're awesome. With the insane amount of clothing brands and other options that are active in the world right now, you chose to read through this. That means everything to me, so thank you for that.
I do this update every year on the anniversary date of Modusimo just to give a public check in to see how everything is going and what direction the brand will be taking for the following year.
Until The End, I Give My All
Referring back to the year 1-2 goals, it's safe to say most of those have been blown out of the water. Year over year, Modusimo is up 80% on sales YTD. With the same push and energy, were on track to have our first profitable year and start just the tiniest bit of cash flow.
Don't worry, any penny that gets left behind is going to be dumped back into the brand.
To hold my own ass accountable, the goals for next year are simple. We got the formula down, so now let's keep the snowball rolling down the mountain and see how big we can get it.
I Pray Not For A Lighter Burden, But For Broader Shoulders
We managed to sponsor over 7 bodybuilding shows, 2 expos and assisted in putting over 2 athletes on stage. Massive W's in the schaaaat.
Starting next year, I want to broaden the scope by entering into the world of expos. I could seriously sit there all day and hang out with supporters at the vendor table. Along with that, I'm hoping to keep the momentum going. Year 3 will making the foundations extra solid so some serious growth starts happening year 4-5.
Oh and before I forget: I changed one big characteristic about the brand. The transition into a hybrid system (drops + constant restocks) is helping me keep my sanity in check as the brand grows. The more volume is introduced into Modusimo, the more I get stretched thin. So when restocks get introduced into the drops, it is to give me more time to focus on the following months and ensure the quality and consistency is kept even with more of everything happening.
In the end of year 2, I learned that even though I am in a better place now than I was 2 years ago, I am still nowhere near getting comfortable. Though there has been lots of light shed onto Modusimo (with lots of luck), there's also been some of the darkest days of my life dealing with everything. Still, even in the worst of the worst, I find myself asking "If I am reacting this way now, how will I act when shit really gets tough" and it's managed to keep me going to this day.
I'll be back next year for the next update.
Until then, let's take it to infinity
Year 4 Update 9/16/25
Ruin The Self
A few days late to this, not because I forgot or was avoiding it, but I just didn't know what to write. So instead of thinking it over and trying to piece together some halfhearted script, I'm just going to type out what's been on my mind.
It's more than safe to say that the brand is growing. Both in sales and other numerical aspects. Last year, multiple shows, multiple expos, a lot more events attended in general. This year, only 1 expo was sponsored. With only that one show in the books, we're still beating last years sales numbers. So it's safe to say that Modusimo has been granted 1 more not so gracious year of life.
Not only has the brand grown, but so have I. Even just reading over what I wrote over the last few years. It's almost like I started this whole thing with the mindset of having fun and enjoying the processes. 4 years in and it's gotten a lot more serious and it feels like the burden could crush my body at any moment. Have I come to hating this and wanting to have never started it? Absolutely not. I love what I do. The process of one person having a vision, working with a designer to complete the vision, manages to message an entire factory from across the globe, which then ships boxes of the item back to the first person to then sell online.
Genuine insane concept to me to this day and the fact that so many people have bought from Modusimo and love it, makes all the heart and headache worth it.
Refine The Remains
As I grow my knowledge with fabrics and learning even more about what I can do to slow down bottlenecks, I have come to the realization that I would need to offer more products.
With that comes some additions to the Modusimo inventory. Starting with the Comfort series. All are 300gsm 100% french terry cotton. Damn near hoodie material as a t-shirt. All of them finish out with an acid wash as well to provide an ultra soft experience.
(September drop will also feature a special edition of the comfort shirts for the 80s / Golden Era drop)
Next, which is a hint, will be a special blend of cotton and spandex t-shirt. Super stretchy, soft and breathable. These also get a special finishing touch which will separate it from everything else on the market. A lighter shirt, but a core piece that I hope will stick around for a long time.
Pretty much what I set out this year compared to the past: If it has a crazy design, keep the other parts simple. If it has a simple design, do something to it that makes it extraordinary.
Safe to say, hoodies and sweatpants will get massive upgrades, there will be multiple shirt options depending on preference, and any other small piece that can be improved has improved.
Bit of a longer rant but I think it was worth noting instead of the usual happy jumpy talk. Any time I get used to the pressure and weight of the current situations, I always seem to add another variable of work to keep myself uncomfortable. Call it hardworking or stupid, I'm both.
Cheers to one more year, It wouldn't be possible if it wasn't for the person reading this (you).