If you’ve been to an industry event lately, odds are you’ve heard Leah Koons even before you’ve seen her. As Fansly’s director of marketing, Koons helps steer one of the fastest-growing creator platforms on the web. And whether she’s running a booth, corralling creators or inspiring a million swipes on Fansly’s “For You” page (FYP), she is a walking megaphone of support, strategy and sheer personality.
Behind her no-bullshit charm and hilarious one-liners, though, is a marketing powerhouse whose psychology smarts and ride-or-die loyalty to creators make her Fansly’s not-so-secret weapon.
There’s a reason a lot of creators are distrustful. They’ve had the rug pulled out from under them over and over again.
“I’m just happy to go 10 toes down and tell you exactly why Fansly is the shit,” Koons proclaims earnestly. “We’re not messing around with a hobby — we’re talking about someone’s livelihood. This is important work.”
From WoW to Now
Koons’ path to the industry wasn’t exactly traditional — if there even is such a thing in the adult world.
“I actually started in video games, in 2013,” she explains. “I was with a company that worked with World of Warcraft. We were really involved in a bunch of gaming communities, and I ran a lot of gaming stuff.”
As it happened, Fansly CEO Michael Etelis had also gotten his start in gaming. When he began building his platform and his company, he recruited in familiar circles.
“He had a vision to build something better than what adult creators were getting elsewhere,” says Koons. “Basically, he saw what was happening in the creator space and thought, ‘I can build a way better website than this.’ And a lot of us in the gaming world kind of knew each other, so they found my name. It was just this weird happenstance.”
Fansly was trying to ramp up sponsorships and promotions, and needed someone with experience in those areas. Koons had that — just no adult background at all.
“I didn’t know what the hell I was doing at first,” she laughs. “But in a way, that was a benefit.”
Without preconceived notions about how adult marketing “should” be done, Koons had the freedom to operate on her own terms.
“I didn’t really have to work that hard to do stuff differently — I just didn’t know how anyone else was doing it.”
While the fast pace of adult tech can be dizzying, her gaming background gave her the tools to thrive.
“Gaming was super fast, and so is this,” she affirms. “Fansly doesn’t do well with a year-and-a-half-long strategy plan. We move fast. We adapt. And we keep creators at the center.”
That creator-first mentality isn’t lip service — it’s baked into every campaign she touches.
“We had a billion swipes on the FYP last year,” Koons says. “Our site is growing so fast, it’s crazy. But even with that kind of growth, we’ve kept our focus. Creators are still our main priority.”
The Loudest Booth in the Room
If you’ve ever seen the Fansly team in action at an event, you know Koons doesn’t hang back.
“I’m the loudest one,” she grins. “I’m at the front with the rest of the team, running the booth, integrating with talent, meeting everyone.”
While she’s known for her unshakable energy, what actually fuels Koons is far more meaningful.
“This is the first company I’ve worked for where the amount of talent who come up and just say thank you is insane,” she shares. “They’re not asking for anything — they’re just saying, ‘Fansly changed my life.’ That’s the best part of the job.”
She lights up when describing those in-person moments.
“If anyone ever says, ‘Oh, events don’t really matter,’ I tell them, ‘You need to come sit in our booth. Watch how many people walk up just to say thanks.’ That’s the moment where it all clicks. Fansly doesn’t play it too cool — we’re not aloof, we’re not trying to be some untouchable brand. We post memes about boobs. If you have a problem, come talk to us. We’re just people in the same cabana as you, baby — at XBIZ Miami, wherever. We’re friendly, we’re in your corner and we actually want your feedback.”
Trust Isn’t Given— It’s Earned
With a psychology degree and years of experience leading teams, Koons brings emotional intelligence to a space where many creators are rightfully wary.
“There’s a reason a lot of creators are distrustful,” she says. “They’ve had the rug pulled out from under them over and over again. So no, they’re not going to trust us right away. It’s our job to earn that trust and be stable, be friendly, have the answers, and communicate.”
Her advice to women in leadership is just as powerful.
“If you’re in a room where people don’t want you to succeed, you’re not in the wrong industry—you’re just in the shittiest part of the party. Find a different room. The right people are out there.”
And when you find those people—especially other women—lean in.
“I used to joke that if you give three women with event experience a walkie-talkie and a golf cart, we can solve any problem. Just get the fuck out of our way. I’ll run people over if I have to, but it’ll be solved in 20 minutes or less!”
Marketing with Data—and Dragons
Though she jokes about being a “vibes girl,” Koons backs every big move with hard numbers.
“All this shit we’re doing? It’s based on data. It works because the viewership makes sense. If it didn’t, we wouldn’t do it.”
That duality—strategy and soul—makes her a natural marketer. But it’s her inner nerd that brings the extra sparkle.
An unapologetic fantasy fanatic, Koons has long gone by her gamer tag “Elf Queen.” She’s obsessed with Witcher 3, Dungeons & Dragons, and puzzle games she plays remotely with her best friend. She goes to Renaissance fairs, reads fantasy novels by the stack and lives in Austin with her dogs and a dragon-sized sense of humor.
“I just love nerdy shit,” she admits.
Burnout, Boundaries, and the Power of the Booth
For someone so on-the-go, Koons has surprisingly Zen advice to share about burnout.
“You can either be a sprinter or a marathon runner — you can’t be both,” she says. “If you try to sprint a marathon, you’re going to die. You’ve got to find your pace.”
This year, her personal goal is simple: Enjoy the ride.
“I’m really lucky I get to do all these things,” she marvels. “Last year was about figuring out what I want to do. This year is about forcing time to actually do it — and removing pressure from myself. I don’t want to feel frazzled; I want to feel excited.”
Her go-to decompression technique? Reading.
“I set a goal to read 36 books this year,” she says. “It has to be physical books — if it’s on a Kindle, it just feels like another screen.”
When in doubt, Koons reminds herself of the wisdom of the universe — and her dog.
“I read this poem,” she says. “It was about a dog begging for a brownie, and the owner saying no, because the dog doesn’t know it’s bad for her. And the line was like: ‘I hope the universe treats me like I treat my dog.’ Like, I know you want this, but this is not for you. Something better is coming.”
At the end of the day, Koons isn’t chasing the spotlight — she’s too busy being the ultimate hype woman, uplifting the platform and creators she believes in.
“Any flex about Fansly is great,” she laughs. “That’s the main thing I’m always trying to push. The only reason I get to be good at my job is because I work for a product that’s incredible.”
She searches for a moment, then delivers the perfect in-character metaphor:
“We’re white-knuckling a rocket ship that’s perpetually blasting off!”
Each month, XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry’s most influential businesswomen.
