Social Media Strategist
Social Media Strategy and Management
ReAthlete is a leading recovery and wellness brand dedicated to helping people live pain-free, active lives. Specializing in innovative massage and therapy devices, ReAthlete caters to athletes, fitness enthusiasts, and individuals seeking relief from muscle pain, tension, and mobility issues.
Their primary Audience location is United States.
Problem Statement
ReAthlete struggled with a weak social media presence, leading to low engagement, minimal brand awareness, and a lack of authentic community interaction. Their platforms had inactive and fake followers, limiting organic reach and credibility. With little to no strategic content or engagement, the brand was missing opportunities to connect with its target audience, build relationships, and establish itself as a leader in the recovery and wellness space. They needed a complete social media revamp to drive real engagement, attract the right audience, and strengthen their online presence.
It was crucial to shift the focus from sales-driven content to a more organic and relatable approach, establishing Yona as a trustworthy brand that resonates with the target audience. This required a comprehensive overhaul to elevate Yona's online presence and lay the foundation for sustainable growth.
SCOPE OF WORK
Market & Competitor Research
Multi-Platform Management
Static and Video content creation
Strategy mapping
Trend Analysis
Social listening
Analysis and Reporting
Community management
THE STRATEGY I USED
To transform ReAthlete’s social media presence, we adopted a humor-driven, relatable approach that resonated with both direct and indirect audiences. Instead of just talking about the products, we leveraged meme-based content and viral video trends to highlight common pain points in a lighthearted, engaging way. This strategy not only made recovery and wellness more relatable but also boosted shareability and organic reach. Alongside humor, we balanced our content with strategic pillars that showcased product benefits and features while incorporating user-generated content (UGC) to build authenticity and trust.
This dynamic mix helped drive real engagement, attract the right audience, and strengthen ReAthlete’s online presence.
RESULTS
38.6%
Follower
Growth
29.3 M+
Organic
Impressions
75 K+
Profile
Visits
17.7 M+
Organic
Reach
14 M+
Content
Interactions
Screenshots from insight dashboard
Outperforming Industry Giants:
ReAthlete vs Competitors
Despite starting with only 30k followers—including a significant portion of inactive and fake accounts—ReAthlete surpassed industry leaders Therabody (1.1M followers) and Hyperice (597.4K followers) in key engagement metrics proving the power of an audience-first, humor-driven strategy.
Engagement Rate
66%
Higher than Hyperice (0.03%) and 25% higher than Therabody (0.04%).
Reathlete (0.05%)
Average Likes
2.5X
More than Hyperice (280) and nearly 2x more than Therabody (422).
Reathlete (710)
With a fraction of their audience size (~50K vs 597K+ and 1.1M), ReAthlete thrived by connecting authentically with its community. Through relatable, meme-based content, viral videos, and strategic UGC, we turned a struggling page into the most engaging platform in its space — proving that real connections beat follower counts.
SHORT-FORM CONTENT GLIMPSE
Transforming the brand voice
A BRAND THAT TALKS WITH ITS AUDIENCE, NOT AT THEM
I transformed ReAthlete’s brand voice from a dull, sales-driven tone into one that felt human, witty, and worth engaging with. Instead of generic replies, we infused humor, wit, and personality into every interaction—turning casual scrollers into engaged followers.
Our fun, clever responses not only impressed but also added a human touch to the brand.
