Radostin Kuzmanov
is a Bulgarian entrepreneur, influencer, and founder of the sports clothing brand Genezis. With a strong presence on social media and YouTube, he inspires thousands to build a better version of themselves through fitness, discipline and entrepreneurial mindset.
As a brand ambassador for the Balkan eCommerce Summit 2025, Radostin is committed to helping businesses harness the power of digital marketing and community-driven growth. Turning his passion into a business, he successfully combines building an online community with developing a brand based on authenticity and value.
In this interview, he shares how social media can be a powerful tool for business growth and what the future holds for eCommerce and personal brands.
What motivated you to become an ambassador for the Balkan eCommerce Summit 2025?
As an influencer and entrepreneur whose sportswear brand has grown entirely online, I see tremendous value in events like this. The world of online entrepreneurship has given me the freedom to build something from scratch, reach hundreds of thousands of people, and create one of the most recognizable sportswear brands on the Bulgarian market. I believe that knowledge, inspiration, and the right connections can do the same for every ambitious entrepreneur.
That’s exactly why I decided to be an ambassador for the Balkan eCommerce Summit 2025 – to support the community and be part of an environment that nurtures the next generation of digital leaders in the region.
Can you briefly share your journey – from fitness enthusiast to successful entrepreneur with Genezis? What inspired you to create this brand?
It all started in 2016 when I launched my YouTube channel, where I still upload content about workouts, proper nutrition, and motivation. As I built an engaged audience, I realized there was a demand for fitness apparel – clothing that I personally wanted to wear but was largely inaccessible in Bulgaria.
To shorten the road to “success,” I entered into a business partnership without truly understanding how to run a company and without setting the necessary boundaries. A few years later, this led to serious issues and ultimately resulted in losing all the money, time, and effort I had invested.
With no money but a strong belief and courage, I launched Genezis as a new brand, starting with an investment of nearly 40,000 BGN, which I didn’t have. You might wonder how I managed to start a business without the funds – well, I launched a pre-order campaign before the products were officially produced, introducing the new brand and online store to my audience. While the campaign results weren’t enough to fully cover the initial investment, I took a loan to bridge the gap. This marked the beginning of a new chapter in my life – for both me and my audience.
That’s why the brand is called Genezis – from the word Genesis, meaning “the beginning of something new.”
At that moment in my life, I realized that when we face failure, we have two options: we can either dwell on it or see it as a necessary step preparing us for something even better than before.
What is your vision for how events like Balkan eCommerce Summit can support and inspire entrepreneurs in the region?
The Balkan eCommerce Summit is more than just another business conference – it’s a platform for knowledge exchange, working strategies, and opportunities to build successful online businesses. I believe that entrepreneurs in the region have massive potential to expand into international markets, and access to industry trends, best practices, and expert connections is the key to that success.
My vision is that through events like this, we can create a stronger eCommerce ecosystem, where more people will have the courage, knowledge, and resources to start, grow, and scale their businesses.
Can you share a specific challenge you faced while growing Genezis? How did you overcome it, and what lessons did you learn?
One of the biggest challenges we faced was inventory management, order fulfillment, and processing returns as the number of orders and stock increased. In the first year and a half, we rented warehouse spaces and had an employee handling shipments, but at some point, it became clear that this wasn’t sustainable.
We decided to work with a fulfillment center, which now handles our storage, packaging, and deliveries. This was one of the best decisions we ever made.
The biggest lesson we learned? Logistics is a separate business, and it’s much more efficient for an eCommerce company to outsource fulfillment so they can focus on growth and strategy.
You often talk about long-term discipline and habit-building. How do these principles apply to business management?
I’ve been training for over 13 years, and I’ve never gone a full week without working out. Fitness built discipline in me, it built focus, patience, and a long-term vision, which are all directly applicable to business.
As a business owner, you need iron discipline – you won’t always feel like doing the work, but you must push through. You must stay focused on your mission and vision instead of constantly chasing new ideas. You need patience, because people, processes and results take time to develop. And most importantly, you must be ready to face obstacles head-on.
Many brands chase quick growth and short-term popularity, but you emphasize long-term customer loyalty. What strategies do you use to turn one-time buyers into repeat customers?
One of the fastest ways to fail in eCommerce is to rely solely on acquiring new customers. Depending on the business model, customer retention is often far more important – especially in industries like ours. Our goal is not just to convert buyers into repeat customers but to turn them into true fans.
Here are some of the strategies we use to build loyalty:
- Exceptional customer service
- Follow-up calls to check in on customers after their purchase
- Automated email marketing for personalized communication
- Remarketing campaigns on Meta and Google
- A mobile app with VIP promotions
- Consistent and engaging social media presence
- Strong influencer marketing partnerships
- A focus on community building
How do influencers help online businesses increase sales based on your experience?
As both an influencer and a business owner, I can confidently say that influencer marketing has been key to our brand’s success in both recognition and sales.
Influencer marketing shortens the gap between a brand and its customers – trust and attention are already established, making it easier to convert audiences into buyers. This process would take much longer and be much more expensive through traditional marketing.
However, not all influencers are the same – it’s crucial to work with those who have a loyal audience that aligns with your business goals.
What mindset should young entrepreneurs adopt when starting out? How can they choose their niche and stay focused in a competitive environment?
A successful entrepreneur must have a long-term mindset, adaptability, and focus on solving real problems. Many young entrepreneurs chase quick wins and financial gains, but sustainable businesses require patience, consistency, and learning from failures.
When choosing a niche, I always suggest evaluating three key factors:
- Personal interest & expertise – Passion keeps you motivated, especially when challenges arise.
- A real market problem – The most successful businesses solve real problems.
- Scalability potential – Even if you start small, there must be room for growth.
The biggest challenge in today’s fast-changing world is staying focused. The best way to do this is to have a clear “why” – a strong reason to keep going even when things get tough.
Discipline is everything – avoid distractions, develop strong habits, and follow a clear strategy. Surround yourself with the right people who push you to grow.
Radostin Kuzmanov’s dedication to building strong brands through influencer marketing is proof of the transformative power of the digital world. His practical insights, long-term vision, and commitment to community-building continue to inspire the next generation of online entrepreneurs.
📅 Don’t miss the opportunity to connect with industry leaders like Radostin Kuzmanov at the Balkan eCommerce Summit 2025. Secure your ticket today and take your online business to the next level. Visit balkanecommerce.com for more details!