How a fitness company transformed its community-first influencer strategy into a content machine
Nutrabolt, the leading sports nutrition company, is parent to brands such as C4 and XTEND. As a business that holds 40% market share in the pre-workout category, has a presence in more than 150 countries, and is sold in over 40,000 retailers, it has to appeal to a wide audience.
From new moms, experienced bodybuilders, and everyone in between, at every step of someone’s fitness journey, seeing inspiration from others is essential for creating influence. Nutrabolt knew they needed to formalize its idea of community, and find a way to maximize results.
Katie Tershel, the Director of Partnership Marketing, has the task of creating influence within all of Nutrabolt’s diverse audiences. She oversees the brand’s athlete, influencer, and event marketing programs to create connections in the fitness space and further the brand’s mission to make fitness and sports nutrition accessible to all.
Katie relies on communities of influencers, athletes, and customers to create authentic content.
But the key to authentic content is genuine connections, not transactional relationships. To build relationships that foster community, Katie and her small team of four needed to manage hundreds of relationships ranging from Instagram DMs to relationships in the field to professional athlete endorsements. Juggling multiple threads of conversations across various mediums made it nearly impossible to scale her community in the way that she wanted. She needed:
- A system of record that formalizes all relationships in one place, and automates time-consuming processes like setting terms and dealing with billing.
- Help discovering the community members who would be helpful at every step, from product conception to promotion, and removing the personal bias behind choosing influencers.
Nutrabolt’s community-first marketing strategy has helped it generate $650M in retail sales last year, sell more than 2 billion servings of C4, and see a 150% growth in online sales year-over-year.
Rather than running everything manually, AspireIQ makes Nutrabolt’s process much more turnkey. Through its influencer program, it was able to source more than 1,000 pieces of authentic content and gain nearly 35,000 followers on Instagram alone. And because Katie no longer has to worry about time-consuming tasks, her team has been able to focus on strengthening the community of both customers and influencers.
The best example is Nutrabolt’s C4 Fitness Summit, a 360-degree marketing approach that helped Nutrabolt stand out in the most crowded marketplace of all: New York City. Since so many locals leave the city during sweltering summer weekends, Nutrabolt invited the movers and shakers of the NYC fitness community to attend a retreat in Montauk. As a result, Nutrabolt connected with over 50 influencers, reached 14M+ people through influencer content, received tags and mentions in 400+ Instagram stories, and saw a net promoter score increase from a 2.3 out of 5 to 4.9 out of 5 from attendees.