Watch the video walk through here
Frustration
Person
David Wieme, co-founder of Fresh Gear, a performance-focused brand in the athletic arena, needed a streamlined system to manage digital content, events, and distributor relationships as the old website was failing to support growth.
After doing a new site design he needs the power to scale his business
Problem
The old website wasn't delivering:
No central system to host live/recorded workshops or handle event registration.
Disconnected contact capture; workshop attendees were slipping through the cracks.
Absent content structure—no way to organize blogs, videos, and modules.
Zero infrastructure for creating or supporting distributors.
Full content potential unrealized: creative ideas (like story characters) had no publishing method.
Impact
Lost leads and missed sales due to fractured tools and workflows.
Inconsistent branding and no clear messaging strategy.
Inaccessible analytics—no way to measure ROI on content or events.
Distributor relationships undeveloped; onboarding and follow-up were inconsistent.
Creative momentum stifled—stories and ideas lacked pathway to audience.
Fix
Framework
Shifted to a unified digital ecosystem that consolidates:
Event management
CRM (contacts + pipeline tracking)
Content modules & blogging
Messaging across Email, SMS, and Instagram
Distributor microsites and e‑commerce integrations
Actions Taken
Modern Event + CRM Sync
Live workshops, both live-streamed and recorded, now create auto-generated event pages, synced with attendee lists and referral tracking.
Contacts Automatically Captured
Every workshop attendee becomes a CRM contact instantly—no manual add-ins.
Multi‑Channel Messaging
Templates and tools now enable Email, SMS, and Instagram messaging, with a proxy number option for scalable communication.
Content Modules & Blog Hub Activated
A dedicated module page now hosts video series (like "From the Lab"), and the blog supports rich posting with tags, images, and easy publishing logic.
Content Repurposing Strategy
Core videos get broken into micro-content for socials, with backlinks driving traffic to full-length modules or blog posts.
Character-Based Storytelling System
Recurring personas (like “Heisenberg the Chemist” and “Bag McGee the Hockey Bag”) now have a home—videos, blog posts, and visual content—that keep the narrative fresh and engaging.
Distributor Microsite & Referral Program
Distributors get their own express “link-in-bio” microsite with trackable referrals and synced e‑commerce listings.
Distributor CRM Pipeline
Enables clear stages (contacted → approved → live selling) with a heatmap-style Kanban view to manage distributor onboarding.
Sales Insights Dashboard
Visual reporting shows workshop views → attendance → conversions → revenue, empowering data-driven decisions.
Outcomes
A sleek, user-centric new site replaced the old one, consolidating all workflows in a single hub.
Contacts, events, and content are now universally connected.
Branded storytelling is consistent, engaging, and scalable.
Distributor onboarding goes from clunky to streamlined—custom pages, QR codes, and dashboards make selling effortless.
Analytics provide clarity on what drives growth.
Future
Lesson Learned
When systems are centralized and thoughtfully structured, storytelling, branding, content creation, and distributor management become seamless and repeatable.
Your Next Steps
Activate the video modules with consistent thumbnails and messaging.
Launch your character content series (e.g. Hockeybag McGee) and schedule posts across platforms linking back.
Deploy distributor express sites for partners, complete with referral tracking.
Use the CRM pipeline to onboard customers, partners and more, tracking progress and sales in real time.
Publish content quickly (“Doomsday Method”), refining on the go, then aggregate into a weekly recap newsletter.
Resources Available
Content templates for blogs, videos, and emails.
Distributor onboarding kit with microsite setup and QR code assets.
Ongoing support and coaching to maintain momentum and scale smoothly.
Don't have a Lahuta Site? Come to our workshop to learn more or contact us here to get started.
