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.
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.
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.
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