Spinning®
Repositioning a Legacy Global Fitness Brand for Modern Growth
When I stepped into creative leadership, Spinning® was a legacy global brand experiencing stalled growth and visual stagnation. I assumed full brand ownership following leadership transition, reporting directly to the COO and overseeing global campaigns, product launches, digital presence, and experiential marketing. My focus was modernizing brand expression, aligning creative with business objectives, and building a scalable launch framework across channels.
Impact
• Commercial revenue growth supported by modernized launch strategy
• Rebuilt Shopify PDPs to improve conversion
• Significantly improved ROAS and reduced CPC through tighter creative + paid integration
• Reduced production costs while increasing asset volume through AI + strategic shoots
• Strengthened internal alignment and global brand consistency
PHOTO SHOOT PRODUCTION AND ART DIRECTION
To kick-off our home bike revival, I produced a 2 day photo shoot in a beautiful home in Los Angeles. I was responsible for everything from A-Z from hiring the models, scouting the location, styling the shoot, creating mood boards and storyboards, art directing the photographer and video team and overseeing the on-set safety requirements, craft service and equipment transportation.
VIDEO PRODUCTION AND ART DIRECTION
STYLE GUIDE
SOCIAL MEDIA
After completing a target market analysis, I proposed focusing our campaigns on Meta. I recommended a shift from a product-focused to a brand-focused campaign that leverages more engaging and relatable imagery. We A/B tested the existing campaigns against these new concepts and the new ones out-performed by over 40%, influencing a new marketing strategy across all platforms.
See more here: social-and-paid-media.
EVENT MARKETING – WSSC and WSX
For the last 21 years, Spinning® has produced a 5 day-training and recreational Spinning® experience in Florida as well as Italy, the Netherlands and Spain.
