The Magazine
The Journal
The stories behind the creators, coaches, and the industry shaping training culture — and what's next.
The Breakeven Formula for Creator Posts: CAC Math for Supplement Brands
Set the number a creator post must produce before you pay for it. A breakeven formula, a fee ceiling, and hypothetical worked examples for supplement brands.
Gifting vs. paying: when free product works and when it insults
Send product as discovery, not compensation. Gifting works when creators can say no; once you require a post, you are hiring and must pay accordingly.
Dead Audience Detection: Five Checks Before You Spend
Five checks anyone can run in ten minutes to spot inflated follower counts before you pay for a post. No tools required.
How to read a creator media kit like a media buyer
Ask for recent post analytics, audience geography, and examples of prior brand work. Everything else in a media kit exists to decorate that core data or to obscure its absence.
The one-post problem: why single creator posts rarely pay back
Frequency builds familiarity. One post is a cold impression with a celebrity markup. A real test requires multiple touches, a creator cohort, a measurement window, and a kill criterion.
Four Numbers That Predict Creator Conversion
The four signals that predict whether a creator converts: comment depth, audience overlap, content consistency, and proof of prior conversion.
How to work with fitness creators: the operating guide
The operating model for working with fitness creators: match the audience, brief outcomes, pay stated rates, measure conversions, and build rosters that compound.