The Business Blueprint Behind Social Media's Rising Stars

When a social media creator gains over a million followers monthly, the industry takes notice. This was the case for fitness influencer Leana Deeb, whose rapid rise turned her from an aspiring creator into a business powerhouse. Her journey, supported by GCA, a creator management division of Genflow, showcases the evolution of the creator economy from producing viral content to establishing structured business empires.

Redefining Creator Management

“Creators deserve better. They deserve more,” says Saad Aslam, co-founder of GCA. Aslam’s observation of disparities between traditional talent management and creator support inspired him to redefine how creators are managed. While celebrities benefit from robust teams, creators often face surface-level support focused solely on monetization.

GCA’s approach shifts the focus to long-term growth. "We say no very frequently," Aslam explains. “It’s not about jumping on every deal or chasing quick wins. We prioritize strategic planning and sustainable monetization.”

Navigating Explosive Growth

Leana Deeb’s sudden popularity brought immense opportunities—and challenges. “Everything happened so quickly,” Deeb recalls. “I felt overwhelmed and unsure how to manage it all.”

Proper management infrastructure became essential. As Aslam explains, “Leana isn’t just a creator; she’s a business. And like any business, she requires organization, structure, and a clear plan to thrive.”

This transformation included building a comprehensive support system, from a dedicated team working on her fitness app to hiring a full-time videographer and editor. Transitioning from a creator to an entrepreneur wasn’t easy for Deeb. “It was probably the hardest thing I’ve ever done,” she admits.

Strategic Brand Partnerships

A crucial aspect of GCA’s approach is the emphasis on authentic brand collaborations. During Deeb’s initial growth phase, she turned down offers for three months before choosing strategic partnerships that aligned with her values.

One standout partnership was her ambassadorship with GymShark. This collaboration blossomed into a modesty clothing line, inspired by Deeb’s personal journey with modest fashion. “It’s not just women of the Islamic faith who want modest options,” Deeb notes. “Many women seek greater coverage for various reasons.”

By aligning partnerships with her identity and values, Deeb achieved both personal and professional success.

The Human Connection

At the heart of modern creator management is a strong, trusting relationship. “This isn’t just about business; it’s a real partnership,” Aslam emphasizes. “We’re there for the highs and lows.”

For Deeb, this human element was pivotal. “Having someone you trust, who genuinely has your best interests at heart, makes all the difference,” she says.

Building for the Future

The future of creator management lies in transforming creators into self-sustaining businesses. Aslam envisions a landscape where creators hire dedicated teams to support their operations, from management to marketing.

This vision is already taking shape in Deeb’s expanding enterprise. Her team holds regular business meetings, and new ventures, such as a podcast and enhanced digital community platforms, are set to launch in 2025.

Conclusion: The New Era of Creator Management

The creator economy has matured into a serious industry where success requires more than viral content. Today’s creators are building businesses with robust infrastructure, strategic planning, and professional management. The relationship between creators and managers has evolved into a partnership that emphasizes sustainable growth and authentic branding.

As the industry continues to evolve, the most successful creators will likely be those who adopt this comprehensive approach—balancing commercial opportunities with long-term vision and building businesses that thrive in the digital age.