Hygear Ltd

E-Commerce Smart Fitness (USA)

Communications director for a smart fitness e-commerce, including their b2b and b2c strategies in the US.

Client: Hygear Ltd
Role: Communications Director
Timeline: November 2024 - March 2025
Services: UX writing
Shopify administration
Marketing
Communications
Messaging
Product descriptions
CMS management
Brand voice
Email marketing
Landing pages

The Challange

Tailored Messaging for Every Audience

I created the brand's tone of voice and messaging four different verticals: beginners, seasoned athletes, seniors & rehab, and organizations (B2B). From UX copy for the app and the website, to drafting captions for social media, customer service templates, email marketing, and product descriptions for wholesale partners, Amazon, Walmart, and many more.

4 different target groups — Different target groups

Smart fitness app screens — Content for smart fitness app

Fitness app for different B2B audiences — One product, different massaging

The B2B Approach

Messaging for Diverse B2B Markets

I developed B2B landing pages and outreach strategies tailored to the needs and priorities of distinct customer segments. From first responders and retirement facilities to corporate wellness programs, hotels, fitness studios, and schools. Each approach highlighted the benefits most relevant to that audience, turning smart fitness technology into a solution that resonates with different decision-makers.