Leana Deeb
When a creator’s audience grows by a million followers every month, it becomes impossible for the industry to ignore. That was the reality for fitness creator Leana Deeb, whose meteoric rise presented both unprecedented opportunities and daunting challenges. Her story and GCA, the management team that helped her navigate it, illustrates how the creator economy is maturing beyond viral content into serious business empire building.
Beyond Transactional Management
Creators deserve better. They deserve more,” explains Aslam, who co-founded GCA (A division of Genflow) after noticing a gap in how creators were being managed compared to traditional talent. While working as Chief Growth Officer at Genflow, he observed that high profile celebrities had deep infrastructure and strategic teams supporting them, while creators often received only surface-level management.
This observation led to a new approach to creator management – one focused on long-term growth rather than quick wins. “We say no very frequently. We aren’t jumping to every deal. We aren’t focused on quick wins or quick monetization methods,” Aslam emphasizes.
Managing Rapid Growth
The importance of this approach became evident when managing Deeb’s explosive growth on social media
For Deeb, this rapid growth brought significant challenges. “I think because a lot of it was super quick, I didn’t know how to manage it all. I think it was very overwhelming,” she shares. This is where having proper management infrastructure proved crucial.
GCA team
Building Business Infrastructure
“Leana is a business,” Aslam explains. “And like every business, she needs order, she needs organization, infrastructure and everything else that makes a business flourish.”
This infrastructure includes a team of 15-18 people working on her fitness app, a full-time videographer, a long-form editor, and various other support staff. The evolution from creator to entrepreneur requires significant adaptation, as Deeb notes: “It was probably the hardest thing, transitioning from a creator to an entrepreneur.”
Strategic Brand Partnerships
One of the most critical aspects of modern creator management is strategic brand selection. In Deeb’s case, this meant waiting 3 months before accepting any brand deals, despite receiving numerous offers during her rapid growth phase.
This patience paid off with authentic partnerships, including a successful ambassadorship with GymShark that later evolved into a groundbreaking modesty collection, reflecting her personal journey with modest fashion. “It’s not just women of the Islamic faith that want these modest options. It’s women that just want coverage in general,” Deeb explains about the collection’s broader appeal.
The Human Element
Perhaps most importantly, modern creator management requires a deep personal investment. “This is a very real relationship,” Aslam emphasizes. “There is no way that it’s all going to be good times… We’re committed to both sides of the highs and lows.”
This human element extends to decision-making and strategic planning. As Deeb notes, “Finding someone that you trust, or learn to trust… someone who has your best interests at heart” is crucial for creators seeking management.
Looking Forward
The future of creator management appears to be moving toward this more comprehensive approach. “The future certainly is going to be more creators essentially turning into businesses in their own right, and needing to hire people that work on them full time, outside of just management,” Aslam predicts.
This evolution is already evident in Deeb’s operation, which now includes regular business meetings, brand partnerships, and new initiatives launching in 2025, including a podcast and expanded digital community platforms.
The Bottom Line
The creator economy has matured beyond simple content creation and brand deals. Today’s successful creators are building legitimate businesses that require proper infrastructure, strategic planning, and professional management. The relationship between creator and manager has evolved from simple representation to a strategic partnership focused on long-term, sustainable growth.
As the industry continues to evolve, the success stories will likely be those who follow this more comprehensive approach to creator management – one that balances commercial opportunities with authentic growth while building sustainable business infrastructure around the creator’s brand.
Excerpts taken from an episode of the Business of Creators podcast, where industry leaders share insights on the creator economy.
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