THIS IS A STORY ABOUT STRENGTH.

Peloton needed to move past the bike. Strength+ was the new app.
Kettlebells were the entry point.

I directed a team from concept to execution across brand narrative, tone, and creator content, resulting in teasers, launch spots, instructor toolkits, and a sustained social cadence built to carry momentum.

The challenge wasn't just launching a product — it was changing how people thought about the brand entirely. No longer for the cardio-only-casual-spinner. This one’s for the athlete in all of us.