DAG Athletics had deep subject-matter expertise and an established audience, but no complete digital product or system connecting that audience to paying customers.

I helped build that infrastructure from the ground up—translating Dave's methodology into digital coaching products while developing the content, acquisition, onboarding, and operational systems needed to support them.

Dave had spent decades developing his own approach to pain, posture, and performance, with experience coaching elite athletes. But his methodology had never been translated into a complete digital coaching product. There was no repeatable customer journey and no infrastructure connecting his growing online audience to a scalable offer.

The challenge wasn't simply to market an existing product. It was to help turn Dave's methodology into something people could discover, understand, purchase, and actually use while building the systems required to support that journey from the ground up.

As I worked through the business, it became clear that producing more content alone wouldn't solve the underlying problem. Attention was growing, but the infrastructure required to turn that attention into a repeatable customer journey was still incomplete.

Once the product and customer journey were in place, content became the acquisition engine. I developed and distributed short-form content across Instagram, TikTok, Facebook, and YouTube — using performance data to refine the creative strategy and grow Dave's audience.

That attention was then connected to a ManyChat conversion flow that moved interested viewers from social content to product education, purchase, and onboarding.

I managed content across Dave’s personal brand and DAG Athletics, using Instagram Collab posts to distribute individual reels across both audiences while adapting the broader content system for TikTok, Facebook, and YouTube.

Performance data informed what we filmed, edited, and published next — turning content production into an iterative growth system rather than a fixed posting calendar.

After one reel generated 575K+ views, I identified it as a winning creative and tested adjusted versions through Instagram Trial Reels, exposing the content to new non-followers.

Two additional tests generated 374K+ views, bringing the creative to 950K+ cumulative views across three versions.

I connected organic content to an automated ManyChat funnel that moved interested viewers from Instagram into a guided DM sequence and then to the coaching product.

The system captured hundreds of contacts, with 281 reaching the product page and 12 customers purchasing through the funnel.

The acquisition system converted audience attention into paying customers for a newly launched digital coaching product.

By September 2026, the business had generated $5.3K in YTD gross revenue, sold 18 subscriptions, and retained 10 active subscribers.

Dave had years of coaching expertise, but no scalable digital product or infrastructure for delivering it online.

I translated his methodology into a structured coaching experience inside Trainerize — turning the curriculum into a digital experience, producing and editing the video content, building the program architecture, and creating the systems needed to onboard and serve paying clients.

As acquisition began generating customers, the business needed systems to manage what happened after the sale.

I built the operational infrastructure connecting acquisition, purchase, onboarding, product access, and client delivery — creating a system that could move customers from first conversion through fulfillment with less manual intervention.

What began as a content engagement evolved into building the infrastructure needed to turn Dave’s expertise into a functioning digital coaching business.

I helped connect product development, content distribution, lead generation, conversion, onboarding, and fulfillment into one operating system — validating that the offer could attract customers beyond Dave’s existing network.