From a fat, chain-smoking executive to health guru

In 2012, Elan Lohmann did what many people only dream of – he left his cushy corporate job as Managing Director of Digital at Avusa to follow his passion.

At the age of 35, Lohmann was an overweight, unfit, unhealthy, and chain-smoking executive who was on his way to diabetes and heart disease.

He decided to turn his life around. He resigned from Avusa to follow his passion: inspiring people to adopt a healthy lifestyle.

He named his new initiative Sleekgeek, and started a Facebook group as a platform to contribute knowledge, tips, and advice to the online health and fitness community.

His vision with Sleekgeek was clear: inspire 100,000 South Africans to adopt a healthy lifestyle.

In August, Sleekgeek welcomed its 30,000th member on its Facebook group.

The Sleekgeek SA Facebook group, however, represents only one channel of the community, which spans over 50,000 people across various social media and other platforms.

Elan's transformation
Elan’s transformation

Sleekgeek as a business

Apart from its success as a health community, Sleekgeek has also grown as a business. Sleekgeek now has three full-time employees, and is self-funded.

Sleekgeek’s revenue is currently derived from their 8-Week Body Transformation Challenges, which it runs three times a year.

“We are busy developing more revenue streams for Sleekgeek to be less reliant on the challenges,” said Lohmann.

The company also has some big plans for the future, including a 30-Day Reboot Challenge Success Guide.

This guide will include everything one needs to complete Sleekgeek’s 30-day nutrition challenge.

“Sleekgeek must succeed in its mission because society needs driving forces that inspire change in the quality of people’s lives.”

For more information about Sleekgeek, visit or

SleekGeek Infographic
SleekGeek Infographic

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From a fat, chain-smoking executive to health guru