TikTok Playbook Behind Glove Glu’s 71M Views

What if one TikTok strategy could take your brand from niche to 71 million views? That’s exactly what happened to Paul Sherratt, founder of Glove Glu and in our latest episode, he shares the playbook behind his viral success.

→ From Kitchen Table to Global Brand

Paul started Glove Glu in 2012, hand-pouring grip spray at his kitchen table. Today, the brand sells in 55+ countries, moving one product every 150 seconds.

“Instead of expanding to other sports, I doubled down on goalkeepers. Best decision I ever made.”

→ The TikTok Strategy That Exploded

“There’s no magic formula. You have to be consistent, persistent, and patient.”

His viral content was simple but engaging:

• Listen to that grip – ASMR-style glove grip sounds.

• Will it stick? – Testing the spray’s grip on random objects (apples, cars, coins).

“Half the audience thought we were serious, half got the joke. Either way, engagement skyrocketed.”

→ Growing Without Big Ad Spend

• Relatable content: “The best marketing feels like community.”

• Customer retention: Loyalty programs + educational content.

• Smart iteration: “If a strategy works, push its boundaries.”

Paul’s Advice for Founders

• “If you’re not creating content, you’re not talking to your customers.”

• “Obstacles will come. The best founders solve them.”

Paul’s journey proves that focusing on a niche and being consistent on social media can turn a simple idea into a global brand.

Watch the full interview here.

Signing off, Kaushal

P.S. Know someone building a brand? Forward this—they’ll thank you later!

Got a Success Story? Let’s Share It with 50,000+ Founders & CEOs

Every week, I share the strategies behind breakthrough brands like Glove Glu—and I know there are more game-changing stories out there.

If you’ve built something remarkable, I want to hear about it. Whether it’s a unique growth strategy, a bold pivot, or a creative marketing play, let’s put your story in front of 50,000+ founders and CEOs who read this newsletter.

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