A cross-portfolio view of fractional GTM engagements with four connected fitness hardware brands — Styku (body scanning), Ecofit (IoT equipment lifecycle tracking), Vertimax (training equipment), and Core Health & Fitness (commercial equipment + dealer network). Different products, same underlying GTM gap: hardware sold to operators through dealer networks needed marketing infrastructure that didn't exist yet.
Named client engagements, published with the consent of the clients. Specific revenue figures and lead-volume data aggregated for confidentiality; pipeline impact and conversion metrics reflect actual results.
Connected fitness hardware brands sell B2B to gym operators, dealer networks, and enterprise wellness programs — not to end consumers. The marketing motion is different from typical B2B SaaS: longer sales cycles, multi-stakeholder evaluations, dealer-channel dynamics, and a hardware-meets-software value proposition that most generic marketing teams struggle to articulate.
Across four engagements with brands in this category, the common pattern was: real product credibility, real operator relationships in the existing customer base, but underdeveloped marketing infrastructure to feed the enterprise pipeline and support the dealer network. The work was repeatable. The wins compounded.
The brief: Establish a paid social lead-generation channel from scratch to feed enterprise sales pipeline.
What we did: Paid social architecture targeted to wellness, fitness, and aesthetics-vertical operators. Creative testing focused on the body-comp insight value proposition that resonated most with prospective buyers. Lead qualification logic to filter operator-stage prospects from consumer curiosity.
Result: 300 net new sales-qualified leads attributed to the enterprise sales team pipeline over a 12-month period.
The brief: Build a website and inbound funnel from scratch for a connected-hardware platform with no prior marketing infrastructure.
What we did: New website architecture, positioning, content structure, lead capture, and lifecycle nurture flows. SEO foundation tuned to the operator + facility-manager search behavior that drives commercial fitness equipment purchases.
Result: $1.5M+ in net new pipeline opportunities generated through the new inbound infrastructure.
The brief: Rebuild the website to serve dual purposes — attract qualified leads while supporting e-commerce as the primary transaction path.
What we did: Website rebuild with SEO architecture optimized for 17 unique top-of-funnel buyer personas (athletes, coaches, physical therapists, sport-specific specialists, etc.). 125 unique blog articles published to capture intent across the persona spectrum. Conversion paths designed for both direct e-commerce and qualified-lead handoff.
Result: SEO opportunities unlocked across 17 buyer personas, sustained organic traffic, and an e-commerce engine integrated into the inbound motion.
The brief: Redevelop the company website to serve e-commerce needs alongside lead-generation considerations for direct sales reps and the dealer network.
What we did: Led a $90K website project. Architecture balanced consumer-facing product discovery, B2B lead generation for sales reps, and dealer-network self-service tooling — three audiences with different content needs operating on a shared platform.
Result: Unified digital surface serving the three audience types, with clear conversion paths for each.
This pattern — fractional GTM leadership applied across a portfolio of connected hardware brands selling B2B to operators and dealer networks — translates well to other categories that share the structural pattern: products with real hardware (or hardware-meets-software) value propositions, multi-stakeholder buyer journeys, dealer or channel-partner ecosystems, and trade-show-rhythmic sales cycles.
The leverage is in vertical-specific marketing infrastructure that generic B2B SaaS playbooks don't address. Most connected hardware companies are running generic marketing tactics against a structurally distinct GTM problem.