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/ aldo masolo
Aldo masolo.
Aldo is a fitness coach in Italy. When we started working together in 2023, he had no social media, no offer and no system to get clients. What he did have was unusual. As a fifty year old, he was in better shape than most men half his age, in a market where every fitness coach online was young.
Over the next two and a half years we built and ran his entire client acquisition. By December 2025 the coaching had generated €1M+ in revenue, with paid ads returning four and a half times what we put in.
our approach
/ THE PROCESS
The challenge
Starting from zero is hard. But starting from zero online as a 50 year old is harder, especially when the market is crowded and everyone in it says the same things. A new coach with no audience gives nobody a reason to choose him.
On paper his situation was worse than most. He was 50 in an industry that sells almost entirely to people in their twenties and thirties. The obvious move was to play down the age and compete on the same ground as everyone else.
The process
We used that difference as a way to break in this market.
Nobody was representing older man in the fitness space. So we built his positioning around exactly who he was: decades of training behind him, experience a younger coach couldn't have and the fact that he understood older men better than other coaches. That became his content, offer and the reason people trusted him over someone with great abs.
We ran his socials, shaped his offer, wrote the sales page and set up the system that moved a stranger into paying for coaching. Throughout the whole process all he had to do was stay in front of the camera and coach.
What really allowed his coaching to grow was how we constantly improved it by looking at what the market was responding to. We leveraged Black Fridays, Christmas, and every event to constantly attract more buyers. Even in summer, when coaching sales usually slow down we built reasons for people to buy.
The outcome
By the end of 2025 the coaching had gone from nothing to a business that generated €1M+ across the partnership, with ad spend returning four and a half to one. Not off the back of one viral moment, but from a system we built, watched, and adjusted for two and a half years.
We found the core differentiation point and built everything around it, then kept tuning it long after most agencies would have called the job done.
Selected work.
/ CASE STUDIES
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