10 minutes with local tastemakers: Tatjana Lohmann

The days of looking beyond our borders to international content creators and relatable influencers are numbered. As the creator community in Namibia grows and ever more men and women are highlighting the places, products and lifestyles we can truly associate with, Tatjana Lohmann stands sentinel. She has been at it for a while, gradually growing a community of body-positive, food-loving and adventure-hungry Namibians since her high school days.

When she is not creating lifestyle and fitness content on her Instagram @tatjana_lohmann, the blonde busy bee works as a trade marketer in the fast-moving consumer goods industry, where she gets to apply her creativity and strategic thinking. This career choice came as a calling. “I explored various options and tried to find my true purpose. It was only when I entered the marketing space that I felt a sense of fulfilment and excitement,” says Tatjana, who is predominantly self-taught and aims to level up her Higher Certificate in Marketing Management to the next big milestone: a degree.

Her creativity and passion for creating beautiful and inspirational content comes from a truly earnest place. Tatjana admits she was never athletically inclined until the urge to feel comfortable in her own skin came as a siren call. But the journey to falling in love with being fit was a winding one, as they so often are. The creator recalls being disheartened when the initial cardio and studio workouts brought her no joy. When Tatjana began lifting weights, it was as if the brunt of exercise was lifted and transformed into a truly enjoyable experience.

The new-found love did not come without its setbacks, as the joy of moving her body was met with obsessive restriction. Tatjana says, “This sparked binge eating and an unhealthy relationship with food for me,” something many women who grew up envying thigh gaps are challenged with. Striking the balance was imperative. And so, Tatjana’s message became clear as day: fit bodies come in all shapes and sizes and living a balanced lifestyle is a lot more rewarding than a restrictive one.

Back when Tatjana began creating and sharing on Instagram, she admits, “It was just about sharing photos of my meals and gym selfies.” Today, her feed is a well-rounded mix of recipes, travels, homemaking and workouts, all thoughtfully conceptualised and creatively portrayed. Tatjana’s account successfully strikes the balance of a healthy lifestyle that leaves room for all the joys in life, including much -needed social media breaks, spending time caring for her plants and pets, and experiencing the best in local vegetarian food and activity-based holidays.

As social media evolved, I became more inspired to create content that could motivate others to embrace a healthier lifestyle.

“You can sign me up for camping, going to a lodge or any adventure in Namibia,” says Tatjana. Her favourite kind of breakaways are usually planned around the activities that are on offer, like hiking or climbing the cliffs at Naukluft to get to the water pools. Travelling for Tatjana means sightseeing while being active, creating content, but also disconnecting from social media to truly take in the moment. Sounds like a masterclass in balance!

Tatjana’s love for creative photography manifested itself into an incredible opportunity. Starting off as a photographer for local fitness clothing brand Kat Active, she fell in love with the range’s durable fabric and flattering fit. Fast forward, and the ambassador has her very own line under the Kat Active brand called the Mighty Collection. “I hope that even on your low days, when you put on these clothes, you feel like the mighty woman you are.”

Charene Labuschagne

TATJANA’S TIPS FOR ASPIRING CONTENT CREATORS:

1. Stop worrying about strangers, friends or family who will judge you. I understand, at times it can get a little embarrassing when you are recording in public, but the more you do it, the better it gets.

2. Instead of overwhelming yourself with all the social media platforms out there, choose one, maximum two and build consistency on there first.

3. You do not need expensive equipment to start. A phone with a camera is all you need. The rest can follow.

The creator industry in Namibia is still in its early days, but I am eager to see it grow and flourish. I wish for more professionalism and mutual respect in the creator space. As creators, we should value our work and skills as a business. And as brands, we should recognise and reward the creators for their services.