Meridian AthleticsA performance brand built for the feed

A regional training studio with a loyal community and almost no reach. We rebuilt the content engine around athlete-first storytelling and put media behind the moments that converted.

We started with the footage nobody was using — early mornings, real members, unglamorous reps. Cut into a weekly rhythm of three hero pieces and nine derivatives, the account finally sounded like the room it came from.

Media buying followed the creative, not the other way around. Every winning hook was isolated, re-shot in two variants and scaled until fatigue, then retired on schedule.