Greg Stewart

What did we say?

And all of the insights of that come from knowing your customer.

It's not, hey, we magically figured out TikTok.

We did.

But our edge was we knew our customer inside and out.

I had dissected these app store reviews so deeply that we knew the words that were coming out of the mouth for people in CrossFit coming into the app.

And we used that as our ammunition on how to speak to them and create compelling content hooks that got to that person and told the story very fast that got them to keep going to follow up to come into the app.

Four, five million of era.

We were getting some success, but like the beginning of the TikTok journey, it started at three million, but finally started to put money into the machine.

It exploded.

But one of the things we learned that was critical to TikTok is you have to own the creative.

And this was like not typical for brands in our space.

They'd hire an agency.

The agency would make creative.

But we're learning all this stuff on the organic and we're learning the iteration cycles are so fast.

You can't just hand it off to an agency and hope that it comes back correctly.

So we started investing in creators full time.

We had JDs on the website in 2023.

It said full time TikTok creator.

People were like, what the hell is this job?