How Don Ressler became an Online Performance Advertising Guru

Don Ressler has proven to be a serial entrepreneur who is widely known for founding various successful startups such as FitnessHeaven.com. Intermix Media recognized the potential of FitnessHeaven.com, which led to its acquisition in 2001. This marked the beginning of a life-changing partnership with Adam Goldenberg, who at the time was Intermix Media’s Chief Operating Officer at the age of 19 years. Subsequently, this led to the inception of Alena Media, a performance advertising and e-commerce division that became the only profit-generating center for Intermix Media.

News Corp’s acquisition of Intermix Media in 2005 marked the end of Ressler and Goldenberg’s association with Intermix Media. Both individuals were highly frustrated with how the media conglomerate, News Corp, had ignored the relevance of Alena Media. However, this did not water down their will and desire to succeed in the online performance advertising sector. They embarked on a mission to build a brand building business, which they could operate autonomously. Ressler and Goldenberg resulted into brainstorming sessions that led to the formation of Brand Ideas, which later changed to Intelligent Beauty.

Intelligent Beauty

DERMSTONE, an online cosmetics and skincare store, was Intelligent Beauty’s first brand creation. Two years down the line, Ressler and Goldenberg created SENSA on Zimbio, a weight-loss system, which brought in former Intermix founder Brett Brewer as its Chief Executive Officer. In 2010, Intelligent Media launched its third creation, JustFab, which is a subscription online fashion retailer.

In 2011, Matrix Partners offered the brand a whopping $33 million in funding. On the same year, the company ushered in Kimora Lee Simmons to serve as JustFab’s President as well as Creative Director. After reaching the set six million member-subscription mark in 2002, Don Ressler and Goldenberg called for a second round of funding, which yielded to $76 million. Funding entities involved in the second round included Crossover Ventures, Rho Ventures, Matrix Partners and Intelligent Beauty, JustFab’s parent company.

The Developments of JustFab

Propelled by the projected growth of the athletic apparel market by 2020, Don Ressler led JustFab into creating its activewear brand, Fabletics, in 2013. Ressler and his partner leveraged called upon the help of Kate Hudson due to her significant influence as a style icon and athlete.

Don Ressler steered JustFab into a partnership with People StyleWatch, a premier style brand targeting female millennials in 2015.The partnership led to the creation of People StyleWatch Exclusively for JustFab capsule collection. The collection featured seven handbag designs and 25 footwear styles.

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