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Whether scrolling through TikTok or Instagram, many of you may recognize her as “Julielawfit.” Among UConn students, she's become a local "celebrity.” However, Julie Lawton is more than just a name on your screen; Julie is a student navigating the ups and downs of college life, and she's also building a personal brand that inspires others to pursue their dreams.
A Junior Communications major, Julie’s passion for video creation began during her childhood, when she found herself captivated by YouTube. This sparked her dreams to make an impact with her self-developed content. "I've always loved making videos," she shared during our Zoom call. In high school, her digital media class ignited dreams of becoming a newscaster or working in production, laying the foundation for her future in digital marketing.
Despite initial fears of embarrassment and judgment, Julie’s journey truly began when she shifted her mindset. After attending the University of Maryland for a brief time, she transferred to UConn. It was during this pivotal time that Julie learned the importance of intentional living, even in challenging circumstances. During her time at Maryland, Julie’s interest in fitness blossomed. She found empowerment in filming her workouts, laughing as she recalled balancing her phone camera on gym equipment to create her videos. This marked the beginning of her journey as a fitness influencer.
Julie quickly realized the importance of consistency in both her fitness journey and content creation. To her surprise, one of her first planned videos, the "Shy Girl Glute Workout," received millions of views, and the demand for more content grew. Finding her niche in the fitness community, Julie expanded her platform, developing content that ranged from fitness to overall well-being, always infused with her unique personality.
Navigating the crowded world of fitness influencers presented marketing challenges, especially when others copied her content ideas. Julie quickly realized that the key to standing out was to focus on the one thing that could truly remain original: her unique personality. By creating a brand that was both authentic and relatable, she turned challenges into opportunities, staying committed to originality and delivering content that resonated with her audience. Julie’s mission is to make a healthy lifestyle more attainable for everyone, and she knows that authenticity is crucial in building trust with her followers.
Julie’s persistence and dedication paid off as her platform flourished, attracting attention from esteemed brands like GymShark and Ryse Energy. But for Julie, brand endorsements are more than just business transactions; they’re about aligning with products she genuinely believes in. She’s always mindful of how these partnerships reflect on her personal brand and impact her audience.
Julie acknowledges crucial mentors like David Noble, an Assistant Professor-in-Residence at UConn's Department of Management, for helping her understand the entrepreneurial side of social media. At UConn, she’s also been part of the Werth Institute and Championship Labs, which have been instrumental in expanding her marketing knowledge. Through Championship Labs, Julie assisted UConn athletes in content creation and brand integration, leveraging UConn’s brand to enhance their visibility. This experience helped Julie understand that social media is a form of entrepreneurship, and that what she’s marketing is herself.
As Julie's journey continues, one thing remains clear: she is laser-focused on her education and personal brand growth. While balancing school, social media, healthy living, and relationships, Julie’s commitment to authenticity and well-being shines through on her platforms. Looking ahead, Julie hopes to use her experience as an influencer and her UConn education to build a career in social media marketing, specializing in influencer/corporate relations. This past summer, she interned in Texas with Ryse Supplements, working on their social media and helping develop their influencer marketing platform. Her role involved managing social media campaigns, analyzing data, developing content briefs, and discovering influencers to promote products. Julie’s hard work enabled her to bring valuable marketing insights to this position.
When wrapping up the interview, I asked Julie about the best advice she had ever received. Julie responded with her simple, yet profound, philosophy: “The time will pass anyway.” She recognizes the inevitability of time as both fleeting and precious. Whether in fitness, life, or marketing, she reminds us that it's better to be seen trying than to never try at all.
Julie, your journey is a testament to the transformative power of authenticity and perseverance. Thank you for sharing your story with Marketing Today!
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