Randi Kennedy is attractive…and a fitness enthusiast…and an extremely positive person. How is this possible when she two of the main facets of her life and career are social media and being a fitness model? That’s because much like the aforementioned aspects, Randi Kennedy is much deeper and more complex than a superficial viewing can ascertain. You have to spend time with Kennedy to understand what makes her tick. In contrast, her enthusiasm is evident within the first few seconds of speaking with her. All of these characteristics have led international companies such as 1UP Nutrition and Live Fit apparel to seek her out as an ambassador of brands. In this modern day society where it seems everyone wants to be famous by presenting commonplace as extraordinary, Randi has done the opposite by making her followers and fans believe that her extraordinary accomplishments are achievable by all…something which she wholeheartedly believes.
When posed with the query of how one gets to the same point of success and personal fulfillment that Randi has attained she communicates, “My best advice is to aim big and don’t settle, chase after those dreams. If you aim low, you are going to fall short of the bigger picture and what you truly want to accomplish. I believe you can truly accomplish everything and anything with hard work. Create a game plan for yourself. What do you want to accomplish? What do you need to do to get there? What would the first and second steps be? Take action and keep a clear vision. You’re not going to build your dream career overnight but it will take a lot longer if you give up. Don’t be afraid of hard work and don’t be afraid to take risks. Owning your own business is not easy but it’s worth it.”
Judging Kennedy by her big smile and her athletic physique will misinform you as to the astuteness and determination to have a benevolent effect on those around her, which is the true center of this self-made very modern day success story. As a health and fitness enthusiast herself, she noticed early on that there weren’t a large number of what she considered to be healthy supplements marketed towards women when she first started her journey, this has since changed. While her endorsement and use of such products from companies such as 1UP Nutrition shine a light on the visceral physicality of a woman, her work as one of the faces of Live Fit Apparel embrace the femininity of it. There’s a holistic approach to Kennedy’s personal life and her professional/public one. As with any relationship, Randi feels that both herself and the companies she works with must have a belief in each other. When a common goal appears, both sides benefit. Since it is a working partnership so of course both sides need to feel they are being taken care of for the relationship to work. When it comes to sponsorships in the clothing and supplement industry it typically goes something like this: The sponsor receives a brand affiliate and becomes associated with the influencers brand. They receive marketing which generates more brand awareness and sales. The influencer receives support from the sponsor in the forms of compensation in a monthly salary, commission on sales and can even go as far as support for competitions and further education in addition to marketing by the sponsor.
It’s one of the great dichotomies of the industry that the visual aspect of the exterior is so often displayed as proof of internal health. Sometimes these traits are congruent and sometimes they are not. Kennedy adamantly relates, “I think that it’s very easy to forget about your mental health/mental state when you’re caught up in looking a certain way. Often people are working so hard to improve their physique that they don’t realize how extreme they are being with training and nutrition, which can lead to an unhealthy relationship with food and create body dysmorphia. This is something I preach about on my [social media] platforms. I always tell my clients: “Work to improve your mindset just as hard as you work to improve your physique.’ Many people seem to think that fitness is solely having shredded abs and being jacked all year round; little do we know that same person thinks that nothing is good enough, barely eats enough to fuel their body, their energy levels are low, they’re hair is falling out, hormones are out of whack and it’s all in order to look a certain way. Social media does not help with this but I’m happy to say that it is slowly changing, people are sharing a more realistic side of fitness and starting to accept that it is unmaintainable and unrealistic to look like that year round. Not all progress is physical! Fitness is more than a shredded physique.”
In the fitness world, one of the bench marks is having your photo taken by the celebrity photographer known as “King of Covers” Jason Ellis. The noted photographer has taken cover photos for more than five hundred magazines. With his work gracing the covers of magazines such as: Muscle and Fitness, Fitness RX, Oxygen, Iron Man, Men’s Health, Muscular Development, Train, and many others, Ellis is the gold standard of the industry. Jason worked with Randi two years in a row, shooting her at the IFBB Olympia in Las Vegas. He professes, “Randi is a young talent who both reflects the fitness aesthetics and lifestyle and is very astute in her comprehension of the modern industry. She is very marketable and understands how branding works in this new marketplace. Add to that, she is always a pleasure to work with. That positivity of hers is very authentic!”
Part of the new model of branding and marketing is social media; it’s something which Kennedy has embraced deeply. There’s a duality to the modern approach. Meet & greets and magazine covers are still important to be noticed but social media means there is a necessity and a responsibility to stay connected to followers on a daily basis…no matter where they might be in the world. While she concedes that social media can have negative aspects, Randi also notes, “I enjoy social media in my professional life because it is an amazing way to market to your ideal demographic all over the globe. We literally have access to millions of people at our finger tips. Social media is a very powerful tool if you know how to use it. There is an account for almost every business these days. I enjoy social media in my personal life because I get to capture and share memories and moments that will last a life time. I get to share the experience I had a restaurant and say “hey, you should go here too!” I can share my travels and inspire others to get out there and explore the world. Through my photos they get to see something they might not have ever seen, and then I get to reflect back on it years down the road.” No matter where she might be and what the images she shares, Randi Kennedy will be encouraging and assisting those in her sphere to challenge and better themselves just as she had done.
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