personal branding & social media strategy for winning strength
the brand
Winning Strength is a group owned by world-renowned Strength Coach, Tom Hibbert. Working with leading strongmen such as Graham Hicks, Žydrūnas Savickas, Andy Bolton and more, Tom Hibbert track record proves him to be one of the best Strongman and Powerlifting coaches in the industry. With his gym, Winning Strength Southampton, and his online brand Winning Strength Online, Tom has developed the Winning Strength group, providing all things strength coaching, strength education and strength results for clients.
the goal
Despite his success in the industry over the past 15 years, Tom had little online presence and in the days preferred to put his energy into his clients rather than marketing his business. In 2020 when the lockdown pandemic hit, it was evident something had to change.
Our aim was to increase Tom’s personal brand within the industry, grow his online presence and cement his position as a leader with younger up-and-coming strength athletes. Ensuring we were “where his market are”, the goal was to drastically increase revenue through online coaching and grow a team of Winning Strength coaches. Further, Tom aimed to grow the Winning Strength group through other services, such as the Winning Strength Certification and the Winning Strength Blueprint.
the approach
With a large focus on creative-led organic social content, interspersed with paid social content, we looked to position Tom as an authority in the industry through education and value focused content. Further, we wanted to highlight that he is an educator of other coaches, and should not be positioned in line with other strength coaches. Through Paid Social ads we re-marketed to warm engagers, promoting the Winning Strength Certification and any Winning Strength workshops that were taking place at Winning Strength HQ. These steps helped to convert those who had built a trust in Tom. Overall, we have increased Tom’s personal social media following by just over 400% in 2 years, as well as the brand page by 233%. Over the course of a year, we saw income and profit climb MoM, resulting in a 230% increase in this this timeframe.
230
% increase in revenue in a 12 month period (21-22)
employees hired to manage to enable growing demand
3
x the number of followers on Instagram
5
TOM HIBBERT - FOUNDER AT WINNING STRENGTH
Since hiring Skala Digital my company's income and profit have climbed month on month from January ’21 to February ’22. The change within this period is an impressive 230% increase. With the launch of a new online product this month (April ’22) we have just increased the monthly total by another 73%. Skala’s recommendations have always been on point. The key for me was simply to put faith in them and follow their guidelines. They’re the expert and has proven this to me. The monthly meetings always provide the statistics and feedback needed to move forward to the next month.
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