In 2011 Awaken, a bodyweight fitness method using gymnastics strength training was born in Denver, Colorado. Over the next seven years, the gym exploded in popularity, winning Denver's Best gym and catching the attention of some big names, including famous blogger Tim Ferris. Riding the wave of this incredible momentum, we decided to open a second location focusing on the combination of free weights and calisthenics; ClubCal was born.
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I was part of an ambitious project to give life and a "brand" to a tribe with a deliberate and unstoppable spirit.
a world-wide movement
ClubCal was a physical location in Denver that turned virtual. A "club" implies a sense of belonging, and calisthenics is a niche street-style workout. For the first time, incredible skills like the planche, lever, and handstand are on a platform where everyone can access them.
Educating the public
The biggest challenge for any new concept is to become easily recognizable, educate the consumer on "who" you are, and get in front of as many eyeballs as possible. The following avenues are how we were able to gain recognition, generate loyal followers, and finally generate revenue.
Creating a "tribe" following
Fashion and personal expression go hand-in-hand. The way we dress communicates to others how we portray ourselves socially. That's why I created ClubCal gear that would make people want to represent and be a part of the "club."
Engaging the tribe online
We are all social beings just looking to connect. Though all the algorithms frequently change, there is one constant – posting high-quality content without warning. People don’t just care that something is appealing externally; they also need to connect with it. Therefore, the content needs to be consistent, digestible, and an experience that engages them so they look forward to seeing it.
Inspiring action through video
Video is an incredibly powerful medium to connect with consumers. Club Calisthenics switched from being an in-person gym to a fully online method of training. I used videos to communicate action and to create a "feeling".