Project Overview:

SuperFitness began as a regional reseller and has grown into a national provider serving gyms, universities, performance centers, and private facilities. Our job was to modernize how the company shows up and to move the story from “we sell equipment” to “we build complete gyms.”

We repositioned the brand as an end-to-end partner: premium sourcing, design consulting, and turnkey builds. The content leans on people and progress. Think facility transformations, behind-the-scenes builds, athlete spotlights, and day-in-the-life stories. YouTube carries the long-form narrative. Short-form drives discovery. Stills and carousels fill in the details. The result is a presence that attracts serious operators, inspires everyday lifters, and turns interest into real conversations.

Objectives:

• Position SuperFitness as the go-to partner for equipment, facility design, and turnkey builds
• Elevate founder Steven Harvalias as a credible, motivating voice
• Build a cross-channel content system that drives discovery and trust
• Grow owned audiences while improving consistency and output quality

Scope of Work:

• Brand editorial POV, messaging framework, visual refresh, and content pillars
• Personal brand strategy for Steven: themes, formats, on-camera coaching, cadence
• YouTube programming: series design, topics, titles, thumbnails, production playbooks
• Social media management: calendars, scripts, hooks, metadata, publishing governance
• Marketing consulting across landing flows, lead capture, and measurement

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Campaign Execution & Marketing Rollout:

• Capabilities used: Content Creation · Social Media Management · Marketing Consulting · Personal Branding · Video Production
  • YouTube as the hub: long-form builds, equipment deep dives, founder narratives with SEO-rich titling and thumbnail systems
  • Short-form engine: Reels, Shorts, and TikTok from long-form plus net-new stories like facility before/after, athlete spotlights, rig rundowns, and Q&A
  • Founder content: weekly on-camera pieces that humanize the brand and educate buyers
  • Publishing and optimization: channel cadence, metadata standards, UTM tracking, ongoing tests on hooks, first three seconds, pacing, and thumbnails
  • Community building: comment and DM triage, save and share prompts, collabs with athletes and facility partners

Expected Outcomes:

SuperFitness shifted from a transactional reseller to a category leader with a clear purpose and a repeatable content system behind it. YouTube became the anchor and shorts amplified reach.

In just over two years the channel grew from 0 to 200,000+ subscribers, Instagram increased from about 13,000 to 150,000+, and the brand now averages roughly 20 million views per month across social. That attention translates into qualified inquiries for equipment packages, design consulting, and full facility builds.