A full-year social calendar for a sports tech app

Client background

A sports tech platform (training and performance tracking) targeting athletes, fitness enthusiasts, and coaches across multiple disciplines.

The situation

The brand had product-market fit but no social consistency. Content was sporadic: app updates, motivational quotes, and occasional athlete features. No structure tied to the sports calendar or user lifecycle.

What we did

Built a year-long content calendar structured around the global sports season: race prep cycles, training phases, recovery windows, and major events (marathons, triathlons, championships).

Each content pillar mapped to a product feature and user persona. Athlete partnerships were embedded into the calendar from the start.

Short-term results

Q1 content generated 3.4M impressions across platforms. Athlete-driven posts saw 4.2x higher engagement than brand posts.

Long-term impact

The calendar became the operating backbone for product launches and partnerships. Every feature release now has a pre-built content track and athlete amplification plan.