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Key Takeaways Alvaro Gellings spoke at the OOAK Mastermind conference in Castelfalfi, Italy, in August.
In 2021, he launched a fashion business called Ama Studios, which sold $1.4 million worth of products within the first hour of launch.
In 2024, he created a sportswear company called Day One in partnership with German creator and endurance athlete Arda Saatçi.
He was the propelling force behind a massive ad campaign that garnered billions of organic views. Now Alvaro Gellings, a serial entrepreneur born and raised in Spain, is revealing his growth secrets.
Gellings recently spoke at the OOAK Mastermind conference in Castelfalfi, Italy. He talked about his business ventures and how he created multi-million dollar companies.
Before becoming deeply involved in the creator economy, Gellings built and scaled a gaming company that grew through paid advertising. It’s a concept familiar to many of the founders who were in the room. “That’s all I knew,” he says. “Buying reach and selling the product.”
Then, in 2021, he sold that company and moved into an apartment in Hamburg, Germany. By chance, he lived above a Twitch creator. At the creator’s birthday party, he had a conversation with a popular streamer that shifted his understanding of marketing.
“You have to buy your reach,” the streamer told him, according to Gellings. “I have the reach.”
That difference became the basis of Gellings’ next chapter. He began asking why brands were willing to pay creators so much, concluding that their influence must have substantial commercial value. He ended up founding a fashion business, Ama Studios, with two of Germany’s most popular online personalities, Trymacs and Amar. By collaborating with them, he learned just how powerful a creator-led launch could be.
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