PowerDot (Therabody)
Olympic Level Recovery For Every Day Athletes
PowerDot brought advanced TENS technology—trusted by Olympians—to everyday athletes through sleek, portable devices.
Marketing Strategy
Media Buying
UX
Web Development
Copywriting
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The Challenge
PowerDot redefined muscle recovery with an app-controlled TENS device. While the technology was familiar in elite sports, the mainstream fitness consumer needed education. We had to overcome the perception barrier of applying electrical stimulation to the body and position the product as an essential, safe recovery tool for everyday use.
Strategic Action
- Influencer-Led Creative Strategy: I pivoted our creative direction away from polished, corporate brand ads. Instead, I directed the production of authentic User Generated Content (UGC). Seeing trusted cross-fit athletes use the device casually broke down the perception barrier effectively.
- Authority Transfer: Used endorsements from elite Olympians to validate the safety and efficacy of the product, then immediately pivoted the messaging to everyday use cases (back pain, post-jog recovery) to drive mass adoption.
- Niche Domination: Executed an aggressive expansion into the CrossFit and UFC communities, where pain management is a daily conversation, establishing PowerDot as the "insider's secret."
Key Results:
- 12X ROAS on influencer-integrated campaigns.
- Successful Exit: The sales velocity and brand positioning we built directly supported PowerDot’s acquisition by industry giant Therabody.
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Marketing Strategy
Media Buying
UX
Web Development
Copywriting
The Challenge
PowerDot redefined muscle recovery with an app-controlled TENS device. While the technology was familiar in elite sports, the mainstream fitness consumer needed education. We had to overcome the perception barrier of applying electrical stimulation to the body and position the product as an essential, safe recovery tool for everyday use.
Strategic Action
- Influencer-Led Creative Strategy: I pivoted our creative direction away from polished, corporate brand ads. Instead, I directed the production of authentic User Generated Content (UGC). Seeing trusted cross-fit athletes use the device casually broke down the perception barrier effectively.
- Authority Transfer: Used endorsements from elite Olympians to validate the safety and efficacy of the product, then immediately pivoted the messaging to everyday use cases (back pain, post-jog recovery) to drive mass adoption.
- Niche Domination: Executed an aggressive expansion into the CrossFit and UFC communities, where pain management is a daily conversation, establishing PowerDot as the "insider's secret."
Key Results:
- 12X ROAS on influencer-integrated campaigns.
- Successful Exit: The sales velocity and brand positioning we built directly supported PowerDot’s acquisition by industry giant Therabody.
