When you start a new business, you start with an assumption of who your customers are going to be. That's what you begin to build your brand around.

But sometimes the market will surprise you with a demographic of interested customers that you didn't think about. And that's when you need to pivot.

In this episode of Shopify Masters, you’ll learn from an entrepreneur that evolved his store as he noticed other demographics latching onto his products and brand. And how he gracefully managed to change his marketing to pivot towards targeting new demographics.

Darin Hager is the founder of Heyday Footwear: unisex flat soled kicks for the freshest in fitness—go from leg day to cardio to date night in the same kicks.

Listen Here!