Problem
The Fitness vertical lacked a clear product vision, differentiated positioning, and a cohesive growth strategy. Content, product, and partnerships operated in silos, resulting in limited engagement, weak discovery, and an inability to compete in a fast-growing, content-led wellness market.

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Solution
Owned and delivered the end-to-end product strategy, defining a clear vision and securing ExCo alignment across roadmap, budget, and execution. Repositioned the vertical into a lifestyle-led fitness platform built on four strategic pillars:

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Original content creation

Commissioned and produced exclusive content to establish differentiation and long-term value

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Free entry experience

Removed friction at the top of funnel to maximise acquisition and widen accessibility

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Social media-led growth

Leveraged social channels as a primary acquisition engine to drive awareness and traffic

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Superior UX across lifestyle content

Designed a seamless experience spanning video, recipes, workouts, and articles, enabling intuitive discovery and cross-content engagement. This integrated strategy aligned product, content, partnerships, and growth into a unified system designed for scale.

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Outcome
Delivered a differentiated, lifestyle-driven fitness experience that scaled to 10K+ monthly users. Improved acquisition through social channels, increased engagement across content types, and established a scalable foundation for continued growth in original content, partnerships, and product expansion.