Role: Senior Content Creator
Client: Xponential Fitness Brands (Cyclebar, PureBarre, StretchLab, YogaSix) via The Sasha Group (VaynerX)
https://www.instagram.com/p/C3YezM8ukNO/
the details
Xponential Fitness came to us with a challenge: modernize and diversify four fitness studio brands with unique audiences. My work helped give each brand a distinct visual and tonal identity through social-first, highly shareable content.
roles & responsibilities (overview):
- Leading brainstorms and producing fast-turnaround content on tight schedules
- Writing, shooting, and editing short-form videos designed for virality and platform-native engagement
- Coordinating and leading brainstorms to generate 10+ ideas for each content bucket
- Creating production schedules
- Crafting hooks and supers that matched each brand’s tone of voice, and targeting a key set of creative and strategy-based demographic audiences:
- CycleBar: catering to the weekend warriors who are down to sweat no matter what. Friendly and pumped-up.
- PureBarre: appealing to the the slow-and-steady exercisers, who value small steps in a routine and incorporating strength training into their daily lives. Feminine, supportive, and driven.
- YogaSix: a mix of calming & soothing moments blended with high-impact class highlights and relatable in-class struggles, showcasing the diversity of YogaSix class offerings. Testing new demographics and getting a better feel for who is showing up to class.
- StretchLab: prioritizing rest and recovery, your mindful friend reminding you to take a break.
- Collaborating across teams to generate pitch decks and campaign strategy
- Managing FTC compliance and reviewing final creative for legal/copyright flags
- Creating and managing detailed production schedules and run-of-shows