On this page
Promoting fitness & health to enthusiasts from around the world.
The American Fitness Expo (AFE) has always been more than just an event—it’s a celebration of fitness, strength, and community. It’s the kind of place where people from all fitness backgrounds come together, whether they’re bodybuilders, crossfit lovers, professional athletes, or everyday folks just starting their fitness journey. AFE has something for everyone, and every year, it brings people together to share their passion, connect with like-minded individuals, and learn from the best in the industry.
Before the pandemic, AFE was a can’t-miss event. Picture fitness fans from all walks of life rubbing shoulders with their heroes, attending workshops, trying out the latest gear, and cheering each other on. The expo wasn’t just about fitness; it was about building a sense of community and helping people feel empowered to reach their goals.
But then, like so many other events, AFE had to hit pause when the pandemic took hold. For two years, the doors were closed, and the fitness community had to find other ways to stay connected. AFE’s loyal attendees were left waiting for the day they could once again come together, celebrate their progress, and be inspired by the energy of the expo.
When the time came for AFE to make its long-awaited return, they knew they needed to make it special. This was more than just reopening the doors—it was about reigniting the spark for their community, welcoming back their loyal attendees, and inviting new faces who had discovered a love for fitness during the pandemic. AFE was ready for a comeback, and they wanted to make sure their return was bigger, better, and more exciting than ever before.
That’s when they reached out to us. They needed a fresh digital presence, a marketing strategy that would get people talking, and an online experience that matched the energy of their live events. Together, we set out to create something that would make AFE’s return unforgettable.
After two years of downtime, AFE knew they were facing a unique challenge. The fitness world had changed during the pandemic—people were working out at home, attending virtual classes, and discovering new ways to stay fit. But the desire to gather in person, to share that energy and passion for fitness, was stronger than ever.
AFE wanted to reconnect with their loyal community and reignite the excitement that had built over the years. At the same time, they needed to reach out to a new audience—people who had discovered a love for fitness while quarantined and were now looking for that sense of community they’d been missing.
The challenge was clear:
This wasn’t just about reopening the doors—it was about creating a memorable and meaningful return for both longtime attendees and new faces. We knew that a strong digital presence and a carefully crafted marketing strategy would be key to making this happen.
We started with one crucial step: getting to know AFE inside and out. Through our discovery process, we dug deep into their goals, their audience, and the vision they had for this big comeback. We wanted to make sure we understood the heart of the event—what made it special, why people loved it, and how we could make it even better.
From there, we got to work. The first priority was the website. The old site had served its purpose, but it was time for a fresh start. We redesigned it from the ground up, making sure it was clean, user-friendly, and packed with all the information attendees would need. We streamlined the navigation so that visitors could easily find details about tickets, special guests, schedules, and activities. The goal was to make the website as exciting and welcoming as the expo itself, helping visitors feel that same sense of community and anticipation from the moment they landed on the homepage.
Next, we tackled the marketing strategy. We wanted to make sure that AFE’s comeback was on everyone’s radar, so we crafted a series of email campaigns designed to get people talking. For past attendees, it was all about reminding them why they loved AFE and inviting them back to reconnect with their fitness family. For newcomers, we focused on introducing the expo as a place to belong, learn, and be inspired.
And then came paid ads. We made sure they were targeted, effective, and budget-friendly. These ads reached the right people—those who were passionate about fitness but maybe hadn’t heard of AFE yet. The goal was to spread the word far and wide, getting the attention of new faces who would be excited to join this growing community.
But we didn’t stop there. We knew that visual content would play a big role in building excitement, so we created fresh photography and videography that captured the energy and passion of the expo. We focused on showcasing real people, real workouts, and real moments of connection—because that’s what AFE is all about. It’s not just about lifting weights or running miles—it’s about the shared experience of doing it together.
After all the hard work, we were left with a website that wasn’t just visually appealing, but truly captured the spirit of AFE. It was easy to navigate, informative, and designed to get people excited about attending. Whether you were a long-time attendee or someone hearing about the event for the first time, the website made it clear that AFE was something special—and that this year’s event would be one to remember.
The email campaigns were a big hit, too. People were excited to hear from AFE again, and the buzz started building early. Past attendees were eager to return, while new potential attendees were intrigued by what they saw. The emails helped remind people that AFE wasn’t just another expo—it was a place to connect, learn, and grow alongside others who shared their passion for fitness.
As for the ads? They were highly effective, drawing in new attendees who might not have known about AFE before but were now ready to join the community. These ads didn’t just drive traffic—they sparked curiosity and excitement, bringing new people into the fold.
In the end, AFE’s comeback was nothing short of incredible. Not only did they sell out tickets, but they also saw their attendee numbers double compared to previous years. That’s right—twice as many people showed up to celebrate fitness, community, and personal growth. And all this hard work paid off financially, too, with the event generating $40k in revenue.
More importantly, though, AFE was able to reconnect with its core audience and build relationships with a whole new generation of fitness enthusiasts. The energy and excitement at the expo were higher than ever, and AFE had solidified its place as a must-attend event in the fitness world.
The American Fitness Expo’s return wasn’t just about putting on an event—it was about bringing people back together after a long, challenging time apart. It was about reuniting a community, welcoming new members, and celebrating everything that makes fitness so empowering.
We’re proud to have played a part in this journey, helping AFE reconnect with their audience and introduce new faces to the community. The future looks bright for AFE, and we can’t wait to see how they continue to grow, inspire, and build connections in the years to come.
