The National Academy of Sports Medicine needed to increase certification course purchases. So, I focused on the need states of people who would enjoy becoming a personal trainer, instead of adhering to the existing approach touting the potential salary of personal trainers.

 

The umbrella strategy of “love what you do...and get paid for it” was executed with a number of creative approaches over a two-year span.

 

The result: in only the first month, sales tripled, and experienced profound growth in each successive quarter.