Company case study
Torque Out
Torque Out is a fitness class that teaches women how to twerk, capitalizing on the trend of twerking. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "We found the weirdest ways to make $1M, $1B, and $5B" (aired June 13, 2025).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | We found the weirdest ways to make $1M, $1B, and $5B |
| Aired | June 13, 2025 |
| Revenue and traction | The classes were sold out months in advance, generating millions of dollars. |
| Category | Education |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
We found the weirdest ways to make $1M, $1B, and $5B · aired June 13, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
The class was highly popular due to the cultural relevance of twerking and the demand for fun, engaging fitness classes.
Founding story
Started by Lexi, who saw an opportunity in the twerking trend and began touring the country to teach classes.
The playbook
Leveraged the popularity of twerking and celebrity endorsements to grow the business rapidly.
Also mentioned
The concept was compared to Zumba, aiming to replicate its success in a new fitness niche.
Why this works now (our analysis)
Instagram's Reels feature allows Torque Out to capitalize on short, engaging video content that showcases their twerking classes. Lexi initially generated revenue by promoting classes through local fitness influencers, leading to sold-out sessions across multiple cities. A risk for the business is the reliance on social media algorithms for visibility, which can change unpredictably and impact customer engagement.