Conducted extensive research revealing Gen-Z’s ever-changing relationship with fitness and how this impermanent relationship influences their spending habits.

Developed an internal 'Follow Your Fit' strategy, emphasizing the notion that fitness is a personal and fluid journey that varies for each individual and may look different day to day.

Assisted in sourcing hero talent for films (Chloe Bailey) and identifying communities for campaign extensions such as Los Angeles’ Keep It Run Hundred Club.