Adult Company Explains How Risky Rebrand Paid Off (YNOT)

Read the full interview by Amber Gold at ynot.com

In today’s adult industry space, businesses often freeze at the thought of trying something new – and in many ways, this is understandable. From the time and costs required to develop new products to freshening up brand dimensions that may have grown stale in a rapidly changing marketplace, it sometimes feels safer (and less overwhelming) to just stick with what works.

But “what works” doesn’t last forever, necessitating big change. We spoke to Steven Grooby, who recently took the plunge for big change in his organization.

Founded in 1996, Grooby.com is a leading producer of trans erotica. In addition to operating over thirty membership sites, the company produces nearly fifty DVDs a year and hosts the annual TEAs program– the Transgender Erotica Awards – with Grooby himself at the helm throughout.

Grooby reflected on evolutions that have occurred in their brand and organization – and what helped them be successful in their evolutions, now six months after the fact.

About the author: Born and raised in the San Fernando Valley, the adult industry has always been a presence in Amber Gold’s life. At an early age, she became acutely aware that narratives often take shocking creative license when she noted there was no way Daniel LaRusso could’ve made it to the beach from Reseda (and back again) so quickly. She’s been seeking out various forms of truths ever since.