Therabody

Pioneering a product category from scratch.

Established Therabody’s brand voice from the inception of the company, evolving beyond athletic performance to the broader wellness and lifestyle audience. Responsible for the go-to-market positioning and messaging for every product launch since the companies inception, as well as the editorial/key moments content calendar. Web, email, packaging, you name it.

From a small warehouse in Santa Monica, we built an entire category from scratch. As the inventors of the first-ever “massage gun” we had the weight of a completely new space on our shoulders – product education, scientific validation, and positioning were all mountains the brand had to climb.

What started as a novelty and tool only reserved for pro-athletes, quickly became the ‘it’ tech gadget to have within the lifestyle and wellness space. With that exponential growth came quick pivots in brand strategy, continuous consumer insight testing, and towing the line between performance, lifestyle, and tech.