Strata Fitness
Jonathan Johnson
Published
As Fractional Creative Director at Strata (Fitness Tech), I co-led a 6-week creative sprint that reversed negative subscriber trends and delivered:
• +23% net-new subscriber growth
• –3.2pt churn reduction
• 3.1x blended ROAS
• +40% email click-to-open rate
I built a performance-focused content system based on user behavior insights (e.g., VO₂ MAX delta storytelling vs. generic motivation), enabling 48-hour creative turnaround cycles. The system integrated design, copy, animation, and analytics into a centralized Monday.com workflow—removing bottlenecks, improving retention, and increasing content velocity across social, email, and product channels.
This initiative became the content architecture for their 2025 Series B planning framework.