Strength. Shock. Awe.
#FitnessStartup
Chicagoland, USA
Brand strategy
Creative vision
Design direction
Team building
Pitch decks
Events
Brand direction
Marketing strategy
Advice (sometimes unsolicited)
And so many other things...
Creative Team
In total:
Still growing
Lots of freelance...
Most Notably:
If you know me, the first things that come to mind likely don't have to do with sports, fitness goals and physical activity. I'm not opposed. I just rarely have found the time and motivation to make it a regular part of my adult life.
So when I met the founders of Speede—Dan Mooney and Greg Tepas—who had the idea to create a revolution in the fitness industry with their patented machine technology, I was intrigued but still a little bit of a skeptic. I led creative for an agency's New Balance team and saw the struggles they went through to break out in their space.
On the other hand, I wear Athleta and Lululemon. Tons of my friends use Peleton and I am well aware of the wellness/fitness space. Not to mention I love brands.
So was ultimately the excitement and conviction of the founders that made me want to sign on with them to help create a brand and experiences worthy of supporting the elite athletes that they have proven to impress.
I was essentially starting from scratch planning the reveal of the Alpha version of the Speede machine when I started. We had a date, the commitment of a handful of elite athletes & potential investors coming to try it, and a machine being designed, engineered and built from the ground up--that was about it. From an asset standpoint, there were a few renderings and a logo that had been sourced from a crowd-source design group.
I'm no event planner, nor do I want to be.
But what a rush to pull together a location, team, plan, brand, giveaways, content acquisition plan and the team to make it happen.
On July 14, 2021, VIPs were driven a remote location in the city of Chicago just north of downtown, into the buzz and energy created by anticipation and excitement around something new.
And something big.
We had a video producer from the Chicago Bulls and his team were there to record it.
A hyper-talented fashion and lifestyle photographer was there to capture the machine, the athletes, the emotions and the headshots of athletes who chose to start a journey with the brand.
An award-winning creative director conducting interviews and first reactions of people on the machine and the shock and awe were recorded.
Attendees loved the swag, the space, the energy.
And investors pulled out their checkbooks.
This is when the revolution began...and continues to grow.
A machine with unmatched abilities
The Speede Challenger is amazing.
- 2,000 lb weight load (competitors rarely reach 500 lb)
- 3 digital weight & resistance modes (others just have 1)
- Hundreds of strength and recovery exercises
- Workouts in as short as 10 min that will force you to your limit
There's nothing like this.
To create the marketing strategy for this, we started with a competitive audit (for brand and go-to-market) as well as a dive into the target consumers.
With that info, we decided the most powerful awareness strategy for this machine is simply to get people on it. Once people try it (from elite athletes to PTs, OTs and coaches) the response is always the same: disbelief and "I need this".
So we mobilized quickly and created experiences in Las Vegas, California, Miami and Chicago with many more to come...
CALIFORNIA
VEGAS
VEGAS
MIAMI
MIAMI
After spending 9 months or so heavily involved with getting the direction of the brand up and running, I've been able to step back into an advisor role, which has allowed the other incredible creatives on the team to thrive. Every day the content, the brand, the momentum continues to grow because of that beautiful combination of an incredible idea and incredible team. It's awesome to be a part of.
As with all brands-there's so much more to be done. But I know this team can do it.
In the words of Speede Pro Athlete Michael Chandler...
See you at the top!