For years, I was a quintessential Lululemon loyalist. My workout wardrobe was a testament to their brand. And honestly, it’s not hard to see why. The fit, the feel, the way their gear just seems to, well, make everything look "snatched." The ladies scrolling know exactly what I mean.  

I was a committed, dedicated fan—a prime example of a consumer who had found her brand home and had no intention of leaving. My loyalty was unwavering, a comfortable routine built on quality, style, and the undeniable confidence that comes from looking good at the gym. 

But then, an unexpected encounter changed everything. It wasn't a viral ad campaign or a clever marketing ploy; it was a simple, genuine conversation that planted a seed of curiosity I couldn’t ignore. 

It happened at a Yotpo customer dinner, a night I attended with little expectation beyond networking and a good meal. I found myself seated opposite Jade Cameron of LSKD.  

As we talked, she wasn't pitching a product; she was sharing a story. She spoke passionately about the business they were building, a brand built on a foundation of culture and values. It was a world away from the glossy, curated image of the big-box brands I was used to. She talked about an infectious culture where failing forward, learning fast, and the belief that anything is possible were not just corporate buzzwords but the core of their identity. 

This wasn't a pitch for activewear; it was a compelling narrative about a mission. And it opened my eyes to a world beyond Lululemon. I didn't rush to my phone to shop immediately. The moment wasn't about a sale; it was about connection. The conversation had done what years of targeted ads couldn’t: it had sparked a genuine interest based on shared principles.  

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The seed had been planted. 

The journey from a passing conversation to a loyal customer isn't always a straight line. It's a series of touchpoints, a natural unfolding of interest. The next step came from an unlikely source: a friend who, unprompted, raved about his own LSKD gear.  

His authentic, word-of-mouth endorsement gave me the social proof I needed. When a new LSKD store opened in my local Westfield, I decided the universe was telling me something. It was time to see for myself. 

I started small, as one often does when testing new waters. I purchased a sports bra. The moment I put it on, I understood the hype. It felt amazing and looked great. That single purchase was enough to cement my trust in the product's quality. I wore it non-stop to my Pilates classes, a new staple in my wardrobe that had earned its place.  

With winter approaching, I decided to take the leap. Why not try an amazing Australian brand that stood for more than just revenue? The decision was no longer just about buying a pair of tights; it was about supporting a brand whose values resonated with me. I wasn’t just a consumer; I was becoming a community member. 

My order arrived last night, and I couldn't wait to try it on. I immediately put on the tights and headed to my Pilates class. It was a perfect fit, and I felt great. Just like that, I wasn't just a sports bra fan; I was a tights and T-shirt fan, too. I was fully invested. 

So why am I sharing this seemingly mundane story of my activewear evolution?  

Because when we’re thinking about growth, brand, and the elusive customer journey, sometimes the most profound insights are right in front of us, in our own behaviour as customers. 

We pour over analytics, dissect funnels, and optimise every last click, but the truth is: 

The human element of connection often gets lost in the data.  

My journey wasn't about a perfect marketing funnel; it was about storytelling, social proof, convenience, and a product that delivered on its promise. But beyond the fit, function, and comfort, there was one element that truly sealed the deal. 

The packaging. 

(Those who know my background—with parents who are serial packaging entrepreneurs—are probably chuckling right now.) But it’s not what you think. It wasn't the premium feel or the clever design that won me over. It was what was on the packaging.