Client: LA Leggers, Santa Monica-based marathon training club

Role: Chair, Marketing Committee

Timeframe: 2025-26 Season

Platforms: Instagram, Facebook, digital ads

The challenge: A 30+ year-old running club with a loyal legacy membership needed to modernize its visual identity and marketing to reach a younger, more digitally engaged audience — without losing what made it feel like home to longtime members.

The strategy: Met with the Leggers team to align on goals, then built a campaign concept around the club's founding year — 1989 — blending retro visual cues with a modern, energetic tone to bridge legacy members and Gen Z/Millennial newcomers.

What I did

• Partnered with LA-based photographer Stefan Wisnoski to shoot new campaign imagery, capturing real members in action at the 2025 LA Marathon

• Designed bold, social-first creative assets for Instagram, Facebook, and digital ads, optimized for mobile and platform trends

• Paired visuals with inclusive, community-first messaging aimed at first-time marathoners

• Deployed assets, gathered engagement/response data, and iterated on creative based on performance

• Delivered a reusable asset library for ongoing recruitment and storytelling

Results

• Earned 50,000 impressions in a hyper-niche and local audience segment

• Accomplished first net-positive membership enrollment year in over a decade

• Helped to usher in a younger demographic to help with the longevity of the club