Stealth Fitness

FUSING FITNESS & FUN

In a crowded home-fitness category built around reps, discipline and results, we positioned Stealth around a simpler idea:

Game Your Core

Fun came first, fitness followed. That idea became the foundation for an evolving content system across paid social, direct response, UGC, product launches and subscription content.

Role

Creative Direction + Production Leadership

Platforms

Paid Social · YouTube · Web · App · UGC

Output

Brand Campaigns · Direct Response · Product Launches · Modular Content

Impact

30% Subscription growth over 3 years

THE CREATIVE PARTNERSHIP

Working directly with Stealth’s founders and marketing team, I helped shape the creative strategy and turn it into an ongoing campaign system.

Developing messaging, concepts and performance hooks, then leading the teams and production needed to bring the work to market.

BUILDING THE CONTENT ENGINE

Rather than treating each ad or shoot as a standalone deliverable, we built a modular creative system designed to generate new hooks, product stories, testimonials, UGC, direct-response edits and social variations from every production cycle.

Direct Response for YouTube and Landing Page

For prospects who needed more context before converting, we expanded the campaign into a two-minute direct-response format. Combining product demonstration, transformation stories, gameplay and a clear conversion path.

Performance data informed the next round of creative, revealing which hooks, formats, messages and product stories were connecting, then feeding those insights back into new concepts and production.

Short-form creative gave us room to test faster hooks, different product benefits, UGC voices and visual styles, while keeping the core Game Your Core + Full Body Workout positioning consistent.

What began with Game Your Core grew into a broader full-body fitness story as Stealth expanded from plank-based training into bike and new product experiences.

Keeping play at the center while widening the brand’s relevance.