Playbook

A fitness platform with elite trainers in a crowded market.

ROLE: Creative Strategy & Research

THE TRUTH

Workouts aren’t enough. People stick with fitness when it’s tied to an identity shift — getting strong after heartbreak, rebuilding after having a baby, staying fit to care for family.

THE STORY

I conducted in-depth research on both top-tier trainers and lesser-known creators, identifying the “needle in the haystack” qualities that drove lasting engagement: vulnerability, storytelling, and relatability. From that, we built the narrative strategy: training for the life you want.

THE PROOF

Early pilots confirmed what the research predicted: content anchored in personal story outperformed generic programming, driving higher engagement and stickier retention. When story led — when vulnerability led — people kept coming back.