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How we executed a content strategy for Wodapalooza
Alex Garcia
January 30, 2025
I’m taking you behind the scenes today. If you follow me on IG, then you probably saw I was at Wodapalooza with the team last week, working with TYR. So, in today’s issue, I’m taking you bts to show you how we executed a content strategy and the team we put together to make it all happen. Let’s ride…
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Two weeks ago, I wrote about narrative building. This is the core of any big campaign. There needs to be some kind of story/narrative you’re building around so you can create a specific perception.
So, last week, we were brought on to put together a content strategy for TYR Wodapalooza. BUT the key was, it needed to be an evergreen strategy and not an event-focused strategy - this meant we had to see the event as one big shoot and then build around it.
So, to do this we needed to start with the content goals, channels, and pillars to first build a team and have the right personnel on the floor.
Next was determining the narrative and the content pillars for the 4-day event…
Narrative Building
The narrative we’re rolling with for the next few months is “No Grit No Glory”. This bleeds into the brand direction TYR is focused on in 2025. They’re heavily focused on helping people strive for greatness. From the mom who has 45 min to workout every day and never skips a session - to the CrossFit games champion who trains 3x a day.
With this, we needed to determine content pillars that amplified this overarching narrative.
So we created three content pillars and below are the brief descriptions:
1. One Shot Heroic
The goal here is to get action shots of athletes focusing, celebrating, and in agony during the competition. The goal is to show the journey from “grit” to “glory.” We want to break this into 3 parts with 3 separate videos:
Prepping (Focus)
Competing (Agony)
Celebrating (Greatness)
2. The Pit
The concept here is everyone sees athletes at their high, but no one gets to hear about the low points of training. We want to interview event winners and ask them about their low points in training this past year. Maybe it was at the Games, or an injury, etc. Then turn it into a voiceover of their competition while letting the interview question be the hook.
3. Athlete Inspo “Micro Stories”
The concept here is to do research on athletes, understand their journeys, pain points, triggers, etc, and write short scripts that they’ll record voiceovers for, then take competition footage and put it over the VO.
So, at the end of the day, we made over 25 pieces of content based on these pillars in 4 days with an average turnaround time of an hour and a half. It was pretty dialed.
So, let me bring you into the process.
The Process
So, we had four people shooting content at all times and they were all focused on different aspects.
Carlos - Focused on a documentary around Alexis Raptis and Ricky Garrard. So, they were with these two athletes 24/7 and so they were taking notes of any “key moments” we thought could be good content. For example a strong sound bit or bts.
Chagdrick - Focused on the same thing and was working with Carlos closely to get all of this footage.
Bennet - Focused on capturing 60-sec short-form documentaries around all TYR athletes.
Zander - Was our “live editor.” This meant he was taking all of the footage that Carlos, Chagdrick, and Bennet shot, then he took our playbook and content briefs and was cranking out edit after edit in a back tent, lol. My dude was locked in.
So, after every event, we’d meet at the TYR booth, drop all the footage, comb through the footage, and match it with the ideas. Zander would start editing, then content would go live within an hour or two while it’s still relevant.
Zander is the key here though. Because speed is everything. The team is focused on shooting content which only allows them to edit when the event is over. That’s not efficient or effective for an event like this. Bringing in Zander helps us have a dedicated editor to crank out content hour after hour.
So, if you’re looking to build a content team for a big hero moment or event - don’t just hire creators and think it’ll crush. Hire shooters and editors, create the strategy, and then create a crystal clear process for the strategy to get executed as fast as possible.
If you want to take a look at the content then you can check it out here.
I also interviewed the CEO of TYR for a Sweat Equity episode and you can listen to it here.
Much love,
Alex