That understanding became the big idea: meet people at the confidence level they're actually at, not the one a typical fitness ad assumes. Whether someone's chasing their first class or their hundredth, the brand needed to speak to where they are, not just where a gym wants them to be.

From there, the work meant leading creative direction on rolling quarterly and monthly campaigns, ideating, building, and producing alongside YouFit's team to scale membership and drive engagement around new classes and events, running across Google, Meta, and iHeartRadio.