Co-creating a solution to scale remote physical and ocupational therapy.

Fluid Health and Fitness: Scaling a Science-Backed Wellness Brand

We partnered with Fluid Health and Fitness to develop scalable business strategies, refine its brand, and optimize the customer experience. By designing a strategic growth roadmap, improving digital offerings, and leveraging the founder’s expertise for marketing, we enhanced customer engagement and positioned the company for long-term revenue growth.

My Role

Problem Definition
Fluid Health and Fitness, a physical therapy clinic specializing in science-powered corrective exercise, needed strategies to scale its business and increase long-term revenue. Despite its strong expertise, the company faced challenges in refining its brand positioning, optimizing the customer experience, and leveraging the founder’s credibility to drive growth.

Lead Consultant
I led business strategy development, user experience design, and marketing initiatives to help Fluid transition from a single-location clinic to a scalable business with digital offerings. My role involved:

Conducting research and competitive analysis to identify growth opportunities.

Designing customer experiences and marketing strategies to improve engagement.

Developing strategic roadmaps to guide short-term and long-term business decisions.

Solution

Brand & UX Refresh
Refined Fluid’s visual identity and messaging to attract a broader customer base and increase brand credibility.

Streamlined Customer Experience Designed remote corrective exercise programs, enhancing accessibility and improving conversion rates.

Marketing & Thought Leadership Developed a strategy to position founder Ryan Maxwell as a leading expert in movement science, using content marketing and brand storytelling to build trust and authority.

Key Deliverables
90-day and 3-year strategic roadmaps

Cost analysis and business model recommendations

User research insights from in-depth interviews and surveys

Prototypes for a digital corrective exercise platform

Paid ad campaigns and audience segmentation strategies

Impact

Target Market Expansion
Identified a new customer segment, "Movement Millennials" (physically active individuals aged 25-45), and validated demand for remote corrective exercise solutions.

Market Validation
A 24-hour marketing campaign generated 135 total clicks, with 58% from the target demographic. Survey results showed 71.4% engagement from ages 19-55, confirming strong interest in Fluid’s offerings.

Strategic Growth Plan
Developed the "Form by Fluid" initiative to support long-term business expansion through:

Improved digital engagement and UX design.

Optimized sales and customer journey touchpoints.

A thought leadership strategy to solidify the founder’s expertise in movement science.

Key Learnings
Crafting a clear, compelling narrative was essential in aligning stakeholders and guiding decision-making.

Establishing roles and responsibilities early ensured smoother collaboration and project execution.

Transparent feedback loops improved team alignment and productivity.

Connecting with Fluid’s core values led to more meaningful and strategic solutions that resonated with their audience.