Mack Bateman

F45

Training for Anybody, Results for Everybody


Campaign Development
Creative Strategy
Copywriting 
 F45 came to us looking for a brand campaign that would boost awareness and help them stand out in the crowded North American fitness market, where a lot of people either don’t know what F45 is or aren’t clear on what makes the gym different.

We dug deep with immersive research (I became an all-out F45 member), deep TikTok rabbit holes, sweaty focus groups, Reddit threads, countless conversations with ChatGPT, and more to uncover a key insight: F45’s target consumer craves the camaraderie and motivation of team training that anchored them in their younger years; lucky for us, this was the very thing that set F45 apart.

We positioned F45 as “the team you’ll never grow out of”— a workout that brings that same team-sports energy into adulthood in a way no one else does. Our campaign put the spotlight on real F45 members and their individual journeys, guided by coaches who represent the approachable, expert vibe of the brand. 

2024, w/ Recess Studios.


The Only Team You’ll Never Grow Out Of 

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Mack Bateman

Creative/Strategy + Brand Marketing

Based on the Internet with roots in NYC & Charleston.

Get In Touch


 mackbateman5@gmail.com
 mackbateman5
 linkedin.com/in/mackbateman