Matheus Beirão, founder of Queima Diária, he is one of the few entrepreneurs in the Brazilian digital sector who reached the mark of R$ 500 million in revenue without resorting to external capital. At the forefront of the largest health and wellness platform in the country, he transformed a business started with his own resources into a benchmark of scale and profitability — driven mainly by robust digital marketing and customer acquisition strategies.
Released in 2016, the Daily Burn accumulated about 2,4 million customers and currently maintains an active base of 400 thousand subscribers. With an accessible subscription model, focused on online exercise programs, the company stood out for building a true performance-oriented marketing machine, with optimized sales funnels, intensive use of data and a highly specialized internal structure.
Beirão states that the ability to attract and retain customers through digital marketing was the main driver of the operation. "We have always understood that the differential of our business was the way we built customer acquisition". We created a scalable sales machine, with data, tests and consistency, explain.
The basis of growth was built on a consistent advertising operation: over the years, Queima Diária invested over R$150 million in ads on social media, especially on the platforms of the Meta group. The company structured different teams focused on customer acquisition, paid media, influencers and social networks — with a total focus on scalable retention strategies, conversion and churn reduction.
According toBeirão, this operational structure was what enabled aggressive expansion without compromising the sustainability of the business. "We grew because we knew exactly how much a customer cost", how much revenue he was delivering and how to optimize that over time. This mastery over the numbers of the business operation has allowed us to scale without relying on external capital, highlights.
Digital marketing was decisive, також, to attract market attention. In 2020, Queima Diária starred in the first major M&A movement in the infoproduct sector in Brazil, with the sale of a significant stake in the SmartFit gym network. The operation preceded the buyer's IPO the following year and put the spotlight on the model created by Beirão.
In addition to commercial growth, the entrepreneur was responsible for transforming the platform into a technology company. Queima Diária developed its own payment systems and expanded its operations to apps on smartphones and smart TVs, reducing operational costs and ensuring greater control over the user journey.
Today, Beirão acts as a partner and advisor to the company, while directing your energy towards new investments. Your main contribution is still linked to expertise in scaling digital businesses with a focus on performance marketing, without relying on external capital. The biggest team in the company has always been the marketing one. From acquisition to influencers and social networks, everything revolves around the way we sell. This is what really makes the difference, affirms.
For the entrepreneur, the creation of profitable digital businesses requires much more strategy than capital. "We proved that it is possible to grow without investment rounds". What makes the difference is having clarity about what delivers results and repeating that consistently, закінчує.
