#242 - Julie Cartwright, P.volve: How To Build a Content First Consumer Brand

November 17, 2022
1
 MIN
Shorts on social
Listen on every platform !
Apple Podcast Icon - Radio Webflow TemplateSpotify Icon- Radio Webflow Template
Guest Name:
Julie Cartwright
Role:
President
Category:
Speciality:
Fitness
Company Name:
P.volve
Revenue Stage:
1-10M
Following:
1-10M
Guest Bio
Julie Cartwright is the president of P.volve, the popular functional fitness method started in 2017. The content first brand offers a digital streaming platform, app experience, owned and franchised p.volve studios, branded fitness products, nutritional supplements, and more. Prior to joining P.volve, Julie was the EVP of Home Entertainment Marketing for Lionsgate, the entertainment conglomerate.

Episode Summary

Julie Cartwright is the president of P.volve, the popular functional fitness method started in 2017. The content first brand offers a digital streaming platform, app experience, owned and franchised p.volve studios, branded fitness products, nutritional supplements, and more. Prior to joining P.volve, Julie was the EVP of Home Entertainment Marketing for Lionsgate, the entertainment conglomerate.

Episode Notes

On this episode of DTC Pod, Julie joins Blaine to talk about building one of the fastest growing fitness brands. They talk about starting P.volve in the early days, her background in the entertainment industry and how that experience translated to content development for p.volve, why content is the north star of their brand, building a new market around functional fitness, the first product they took to market (the p.ball), launching products that complement their content, how physical studios play into their growth strategy, scaling studios and programming through franchising, building wholistic customer journeys, and much more.


Episode Highlights

8:05 - NEVER Get Left In The Dust

You have to be able to change with the market. Like, I wasn't gonna be holding onto VHS while the entire industry was moving to DVD and then into digital and talk about a learning curve. But you have to just like stay ahead of all of that


8:30 - Content is KING. It Always Has Been.

The bigger lesson that I've learned, and it's really helped me here at Pvolve too, is that content is king, period. Like everyone tried to start a streaming service. Everyone, all the major studios, which we're trying to get into it, and at the heart of it, what always wins is content. It's gotta be really great compelling content.


28:48 - Marketer? Get Really Good At This

It's not easy just to get somebody that's hearing one little snippet about who we are through paid channels, to come in and convert and to understand. I mean, we're really building a brand new modality and so like, we're so proud of it, we're doing it all the right ways. But like, it takes a combination of storytelling and a really, really multi-channel approach.


36:00 - Franchising - The Ultimate Hack For Scale

You have to start sort of slow in franchising because once you're able to make those first seven to 10 locations successful, they become, sort of, this credibility in order to then scale like these guys got it down. So we took the same approach as it related to our own owned and operated.

This episode is brought to you by:

OpenStore- Visit https://open.store to get a free, no-obligation offer for your e-commerce business from OpenStore in 24 hours.
Recharge- Visit https://rechargepayments.com/dtcpod to see how over 15,000 commerce brands power their subscriptions

Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Julie Cartwright - President of P.volve
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated

Episode Transcript & Castmagic Chat

John Carter - Radio Webflow Template
Ramon Berrios
Founder and CEO at Trend
Facebook Icon - Radio Webflow TemplateTwitter Icon - Radio Webflow TemplateInstagram Icon - Radio Webflow Template

Ramon has Co-Founded Trend. It is a curated marketplace of creators and brands. We help brands source high quality custom content. We love working with new, innovative companies that are changing the game.

John Carter - Radio Webflow Template
Blaine
Co-Founded Seated,COO at Omnipanel
Facebook Icon - Radio Webflow TemplateTwitter Icon - Radio Webflow TemplateInstagram Icon - Radio Webflow Template

Blaine Bolus is the Co-Founder of OmniPanel, the first software platform connecting CX & Internal teams.OmniPanel, backed by top Silicon Valley VCs, is building software infrastructure that powers cross-functional work, in an industry projected to be a $641 Billion Market in 2022.