What do you get when you combine an exceptionally determined personal trainer-turned-entrepreneur, a smart, results-driven product that fills a clear gap in the fitness industry, and a hybrid marketing agency + accelerator that’s facilitated over one million product sales and realized $43 million in client valuation?
A success story. And a good one.
Launching a new product in the fitness industry is not for the faint of heart. In this high-touch world, where people need to see, feel, and use a product before buying in, you can’t simply throw up some digital ads, partner with a few influencers, and call it a day. Success demands deep strategy, exceptional business savvy, experience, and the right connections – and even then, “making it” remains a monumental challenge.
This is the story of how OPTYO helped HEROBOARD defy those odds.
Donald McIntyre spent 10 years working as a personal trainer, and along the way, identified a significant gap in the industry. Many of his clients had experience with Pilates and loved the fluid motion and unstable environment of the reformer for training abs, glutes and core. In response, McIntyre created a makeshift solution in the gym using a rowing machine and a bench. It was a game-changer. His clients couldn’t get enough of it, so McIntyre invented a mobile, versatile fitness tool that could do the job even better.
In 2021, he launched HEROBOARD. To fund the project, he sold his condo and a side business, pouring everything into his vision. He hired a media buyer to run digital ads, believing the right strategy would generate sales. Instead, for 3 months, he watched his savings dwindle, with little to show for it. The experience was a disaster. Frustrated but determined, McIntyre stopped working with the agency and began growing the business organically.
Then, in 2023, he met OPTYO – and everything changed.
Scaling New Heights: The Partnership
“I was very hesitant to spend more money on a company again,” admitted McIntyre. “But OPTYO is so steeped in the fitness industry and has helped some great brands scale and build. It was their track record and high level of transparency and communication that piqued my interest.”
McIntyre initially dipped his toe in cautiously, signing a 3-month contract with OPTYO. What followed completely transformed HEROBOARD’s trajectory.
“I was selling at a rate of $3,000 per month, and in about 60 days, OPTYO took that to six figures,” McIntyre said. “I’ve never looked back. I trust OPTYO implicitly as business partners, and they consistently take HEROBOARD to the next level.”
Who is OPTYO?
OPTYO, co-founded by former soccer players and serial entrepreneurs Andre Hale and Stephen Sorg, is more than a marketing agency; it’s a hybrid accelerator with a team of fitness industry experts. Each team member brings a deep understanding of the market and an unrelenting drive to help clients succeed. In just 7 years, OPTYO has achieved an impressive 80% yearly growth, facilitated over one million product sales, and propelled brands like Korboard, MX Select, Wellbody, SwingLogic, Hydrorevolution and Puretorque to new heights.
“When we saw HEROBOARD, we immediately understood its potential,” said Hale. “It’s a product and brand we knew we could help grow – and fast. Working with Donald has been a rewarding partnership.”
For McIntyre, the hands-on approach of OPTYO has been invaluable. “Andre, Stephen and my main lead Kevin are very hands-on, and I’ve essentially given them and their team full reign,” said McIntyre. “They’re fully invested. When I grow, they grow, which makes it the most phenomenal win-win partnership.”
Insight-Driven Success
OPTYO brought a full suite of services to HEROBOARD, building a sleek and user-friendly website, devising a fully integrated marketing plan, and managing all digital ads, email campaigns and outreach efforts. They also function as a consulting and strategizing team, constantly adapting to ensure sustained growth.
“When I started out, I was selling one or two HEROBOARDS at a time to fitness enthusiasts for their home gyms,” McIntyre explained. “Now, we’re selling B2B, with gyms and studios placing multi-unit, large-scale orders, and our products are in gyms across the country. And there is so much more room to keep growing.”
One of OPTYO’s standout contributions has been its ability to analyze and act on market data. McIntyre noted, “They don’t just help me sell products, they help me understand who I’m selling to and what’s trending. Their insights have been critical in shifting our focus from home gyms to group fitness studios. Classes are essentially free marketing – a place for multiple people to get their hands on the product and realize the benefits.”
OPTYO also excels in content strategy. “To succeed in this industry, you need fresh content constantly,” McIntyre said. “Every week, we discuss what’s working and what needs to change. It’s this adaptability and foresight that set them apart.”
The results speak for themselves: from $3,000 in monthly sales to consistent six-figure months, HEROBOARD is thriving.
When asked to summarize OPTYO’s value, McIntyre emphasized their expertise and collaborative approach. “The value they bring is constant. Every week, we discuss how to stay ahead and evolve. Their communication is top-notch, and their understanding of the fitness industry is unmatched. They’ve become a huge reference point for me – someone I can lean on to see trends before they happen.”
This partnership has allowed McIntyre to focus on his product and vision while trusting OPTYO to handle the business strategy. “It’s amazing to have a team that understands how to grow my business and helps me do it,” he added.
Advice for Aspiring Entrepreneurs
For those considering working with OPTYO, McIntyre’s advice is clear: take the leap.
“You might be running your own ads or working with another partner, but OPTYO is in this business, and I’d recommend them a hundred times over,” he said. “If you don’t know marketing, you need OPTYO – especially if you want to grow.”
In the end, McIntyre boils it down like this: “I knew HEROBAORD was a great product, but as a personal trainer, I didn’t have the business knowledge to know what to do with it. OPTYO unlocked its potential. I’ve been with them since June 2023 and have no plans to leave anytime soon.”
