Influencer Advisory™For Marketing Leaders at Fitness Brands
Turn the Creators Your Buyers Train With Into Sales You Can Count
We find creators who use your product in their own training, keep every post clear of body promises, and track each sale back to them.
Most fitness brands chase big names while their fans go unpaid
A big fitness star posts once and the sales don’t show. Meanwhile the people already using your product never get asked to post.
The top cold plunge rival had 119 creator deals. Coldture had 8.
Of 890 posts that tagged Coldture, only 9 were paid. The people already posting about the product were never booked.
Source: our own data on creator sponsorships
Why most fitness creator programs stall
“We paid a big fitness creator and sold almost nothing”
Why it happensBig fitness audiences watch for the person, not the gear. Smaller creators who train like your buyer sell more.
“A creator promised weight loss and we had to pull it”
Why it happensBefore and after posts and body promises break platform rules. Creators need to know where the line is.
“The post looked like an ad and people skipped it”
Why it happensA product held up to the camera shows nothing. Fitness gear sells when people watch it used in a workout.
“Our rivals have creators everywhere and we don’t”
Why it happensRivals keep booking the same creators again. The brands that book once stay invisible.
“We can’t tell which creator sold anything”
Why it happensBuyers see the post, then buy later on another device. Without a code for each creator, the sale gets lost.
“Every campaign starts from scratch”
Why it happensNobody keeps a list of who sold, so the creators who worked never get booked again.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for fitness
Three steps, and every one of them ends in a sale you can count.
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1
Find the creators your buyers train with
Coaches, lifters, runners and home-workout creators who train like your buyer. We pick them by who watches, not how many follow.
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2
Show your product in their workout
Each creator uses it in their own training with no script and no body promises. Every post gets checked before it goes up.
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3
Track every sale, then book the winners again
Each creator gets their own link and code. The creators who sell get booked again, the way top rivals keep booking theirs.
Examples
One fitness category audit we ran, and two health brands we worked with or took apart from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not a fitness product
Fitness gear, apparel, recovery or supplements sold online
Size
Under $10M a year
Doing $10M+ a year
Creators
Never sponsored a creator and no plans to
Already work with creators or affiliates, or ready to
What you count
Views and reach
Sales you can count
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your fitness creator program
See which creators your buyers already train with, and how many deals your rivals book.