Engaging Beginner Triathletes Through the Power of Story

When we think of triathletes, we typically think of athletes who have spent their entire lives dedicated to sport and athleticism…not your everyday Joe. Adam from TriFit wanted to change that perception. After becoming a triathlete with no prior experience and seeing the transformational effects, Adam created a course for beginners to train for triathlons. His struggle? Correctly messaging the course in a way that engages beginners and encourages them to try, even if they don’t have much athletic experience. That’s where we came in. We took Extra Life TriFit through the 7-part StoryBrand framework to develop a brand messaging that would really capture people’s attention and encourage beginners to give it a try. Once we got the messaging right, it was time to execute the brand messaging with a lead generator, website landing pages, and an automated email funnel. Now, when beginners see Extra Life TriFit’s programs, they’ll know that the programs are for them, no matter which stage of athleticism they are in.


Develop the right brand messaging for a triathlon training course that clearly spoke to beginners in a way that would empower and excite them about the possibility of becoming a triathlete. Extra Life TriFit did not have marketing or tech experience, so once the brand messaging was complete, it was up to us to execute it across platforms in a way that would capture leads and drive enrollment.


Through story-based messaging, we created a cohesive and powerful brand messaging for Extra Life TriFit that engages, encourages, and empowers beginners to sign up and start training for a triathlon. We built the course out on Kajabi and created landing pages using the brand messaging we wrote and a beautiful design. To finish off the automated sales funnel we built, we wrote, designed, and developed a lead generator and email nurture campaign. Extra Life TriFit was overjoyed with how everything turned out, and they are confident that they will be able to get more people to engage in their program and experience the benefits of a healthy lifestyle.


Brand Strategy
Brand Style Guides
Story-Based Messaging
Marketing Collateral
Lead Generating PDF
Website Design & Development
Sales Landing Page
Email Automations
Sales Funnels

Hear From Adam at
Extra Life Fitness




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