VERVE Fitness - Content Calendar
Hook: "I built a $20M gym equipment company with zero outside investment. Here's the origin story:" Thread covers: • 2008: Ireland → South Africa • 2012: LA fitness boom observation • 2014: VERVE founded with $15K • First 100 customers (van deliveries) • Today: $20M, 16K fitouts, 25 team • Next: US expansion 2026 CTA: "Follow for the $20M → $150M journey"
Hook: "After fitting out 16,000 commercial gyms, here's what I've learned about the industry:" Key points: • The gym equipment business is broken • Quality markers: 11-gauge steel, fully welded, proper hardware • Real cost isn't equipment—it's downtime • VERVE premise: No marketing fluff, just quality Ends with question: "What matters most: quality, price, or lead time?"
Visual: Walkthrough of VERVE facility Audio: "This is what $20M in gym equipment looks like..." Text overlays: • $20M ARR • 16,000+ fitouts • 25 team members • 100% bootstrapped • Gold Coast → USA 2026 Length: 30-45 seconds CTA: "Follow the journey"
Hook: "5 myths about building a hardware business (that I learned the hard way):" Myths debunked: 1. You need a lot of capital (started with $15K) 2. Manufacturing overseas is cheaper (moved closer, saved money) 3. B2B is harder than DTC (one order = 50 orders) 4. You need technical background (hire experts) 5. Growth requires funding ($20M, zero outside)
11 Stories: 1. 5:00 AM wake up 2. Ice bath/cold shower 3. Coffee + planning 4. Office arrival (Gold Coast) 5. Team standup 6. Warehouse walk 7. Lunch break 8. BJJ training 9. Back to office (US pricing) 10. End of day wins 11. Family time
7 slides: 1. Title: Real Cost vs. Perceived Cost 2. What owners think ($4,800) 3. What it actually costs ($8,600 for quality) 4. Where people overpay 5. How to negotiate 6. Hidden costs (downtime, attrition) 7. VERVE approach CTA: DM for commercial fitout consultation
Visual: BJJ training montage Caption: "BJJ taught me more about business than any MBA" 5 lessons: 1. Technique beats strength (systems beat hustle) 2. Tap early, learn fast (admit mistakes) 3. No excuses (results matter) 4. Position over submission (don't panic) 5. Consistency beats intensity Hashtags: #bjj #business #discipline