Case study · 2019–2023
NFL Football Fit — Grand Opening Campaign Series
Go-to-market campaigns for four NFL-branded fitness clubs — 10,000+ leads in three months, +40% CTR and +24% conversion via brand-creative and engineering partnership.
- Role
- Creative Director · Designer · Photographer
- Client
- M6 Football Fit (Chiefs Fit · Bears Fit · Browns Fit · Texans Fit)
- Medium
- Print · Email · Digital · Social · Environmental
- Date
- 2019–2023
Challenge
Four NFL franchises — Chiefs, Browns, Texas, and Bears — were opening flagship fitness clubs under the M6 Football Fit umbrella, and each had to feel unmistakably the team while inviting non-fans into a premium fitness experience. Every campaign had to drive presale memberships before doors opened, and the rollout had to be repeatable across markets without diluting any single team brand.
Approach
As Creative Director, Designer, and Photographer, I led the full go-to-market campaigns across print, email, digital, social, and large-scale environmental graphics. Each club rolled out on a shared "Train Like The Champions" platform that flexed to the team — typography, color, and photographic voice tuned per franchise, with NFL brand standards held rigorously throughout. Brand creative and engineering ran in partnership: A/B testing on landing pages, optimized email cadence, and creative variants the data team could read against funnel performance.
Outcome
The series generated 10,000+ leads in three months across the four grand-opening rollouts, with +40% CTR and +24% conversion lift attributed to the brand-creative and engineering partnership. The platform became the operating template for subsequent NFL Football Fit market openings.
