Meet Jackie Kaminski, The Fight Nutritionist, and the secret to helping fighters perform better, recover faster, and win. Jackie was searching for a way to scale her custom nutrition coaching and decided to launch an online program that combat athletes could purchase and access at any time, no matter their skill level.
Jackie hired me to take her idea from start to finish by not only providing the architecture and hosting solutions for the program, but also leading the design and marketing for its official launch.
Check out the online program here and a full PDF ebook here.
Creative Director and Lead Designer
2 months
The first month of the project was spent creating the program assets, since we were starting from ground zero. This included comprehensive ebooks in PDF format that included macronutrient and caloric breakdowns, daily meal plans with serving amounts, water intake guidelines, full recipes, and grocery shopping lists for all 6 weeks of an athlete's fight camp (each gender and weight class). The challenge in creating these ebooks was finding a way to visually present numerical and extremely detailed information (macronutrients and calories per food) in a way that was easy to understand for these "DIY-ers". For the larger creative direction, Jackie wanted to stay true to her original branding so I ensured to stay close to a sporty, blocky style with a dark palette, and accented in her brand red.
After creating the program assets, we researched the best ways to host the program and decided on Podia, a popular platform for content creators to sell online courses. Using this type of platform instead of going a custom route ensured a quicker launch and an easier ability for Jackie to edit in the future. In addition to being able to host files like our PDF ebooks, Podia allowed us to amp up the program by embedding more learning content, videos, supplement affiliate links, and payment plan options, all geared towards assisting fighters during their camp. I used Zapier to send customer information from Podia to Mailchimp so we could set up email automations for abandon cart, onboarding, and upselling private one-on-one coaching.
Our initial launch plan included a 30-day sequence of email campaigns to Jackie's mailing list, as well as social posts, and an affiliate program for influencers using some of her high profile clients. To help increase our leads, we also created a free sample meal plan as an email capture that filtered leads into an email automation designed to nurture them into purchase. This lead nurture sequence has been one of my most successful to date, resulting in a 175% email contact growth for Jackie in just one year. In fact, this lead magnet was so popular that we used the idea to create a new product for her which sells just the meal plans at a lower price point, resulting in additional revenue.
