MX Select
Strength in strategy: how a challenger brand in adjustable weights built a $10M+ direct-to-consumer engine through precision, data-driven advertising.
Industry
Fitness Equipment
MILESTONE
$13.8M+ run rate · 12 mo
Program
Accelerator
website
https://mxfitnesssupply.com/
+260%
Annual Revenue Growth
MXSelect's yearly revenue more than tripled as we scaled paid acquisition and optimized the full customer journey.
+150%
Email Revenue Uplift
Rebuilt email flows and campaigns turned the list into a major revenue driver, lifting email revenue by 150%.
18x
Average Monthly ROAS
Consistently exceptional returns month over month, showing scale and efficiency can grow together.
+157%
Conversion Rate Uplift
Site and funnel optimizations more than doubled conversion rates, getting more value from every visitor.
MX Select entered the fitness industry with a premium line of adjustable weight solutions built for serious fitness enthusiasts, personal trainers, and gym owners. The product was innovative and space-saving, but the real challenge wasn't the product, it was standing out. Established competitors dominated search results, brand recognition was minimal, and MX Select's target audience had little brand loyalty, making conversions difficult. Without strong historical data, budget allocation and marketing efforts lacked the precision needed to scale quickly.
OPTYO built a multi-channel strategy combining high-performance advertising with a refined customer journey: hyper-targeted Google Ads across Search, Shopping, and YouTube to capture buyers at multiple stages of intent, interest-driven Meta Ads built on custom and lookalike audiences and strategic partnerships with organizations like NASM and the National Athletic Trainer's Association, optimized landing pages paired with automated email marketing to move buyers from click to checkout, and data-driven budget allocation through continuous A/B testing. Halfway through the partnership, OPTYO layered in an organic and creative content engine, giving MX Select a consistent stream of content for ads and social and adding a new, compounding growth channel on top of paid media.
Hyper-targeted Google Ads focused on specific, high-intent search terms instead of expensive, broad keywords. Interest-driven Meta Ads and partnerships with organizations like NASM built trust with the right audience early in their journey. Funnel optimization and email automation turned ad clicks into confident, completed purchases. A dedicated organic and creative engine, added midway through the partnership, kept a steady stream of content flowing across ads and social, fueling brand awareness that paid media alone couldn't sustain.
Full-funnel strategy: We aligned paid acquisition, site experience, and email so every stage of the customer journey worked together instead of in silos.
Conversion-first optimization: Landing page, product page, and checkout improvements meant more of our ad spend turned into sales, which fueled the ROAS gains.
Email as a revenue engine: Rebuilt automated flows and segmented campaigns turned existing customers into repeat buyers and lifted retention revenue.
Data-driven scaling: Constant creative testing and budget shifts toward top performers let us grow spend without sacrificing efficiency.
Standing out in a crowded market takes more than a great product. It takes a strategy precise enough to earn trust before the sale.
In the first six months of our partnership, from July to December 2024, MXSelect grew annual revenue by 125%, improved email engagement and open rates by 30%, and cut CAC by 15%. Meta Ads averaged a 7x ROAS, peaking between 8x and 10x, while Google Ads averaged 7.18x, with Performance Max campaigns reaching as high as 9.3x. That momentum carried into a standout Black Friday, with over $1M in revenue in November alone. Since then, the growth has only accelerated. With the organic and creative engine driving consistent content across ads and social, MXSelect has now reached 260% annual revenue growth, a 150% uplift in email engagement revenue, a 157% increase in conversion rate, and an 18x average monthly ROAS, cementing its shift from challenger brand to a scalable, profitable leader in the fitness equipment space.
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