Thrivin is a fast-growing fitness brand scaling quickly. We took them from zero to $40K per day in revenue in just four months, with significant room still ahead. We are now layering in media mix modeling and incrementality testing so they can manage budget allocation with proof rather than guesswork as they continue to scale.
Problem Assessment
Thrivin was already growing fast, which changes the nature of the problem.
A brand scaling quickly does not have the luxury of a slow, careful channel build. Demand is arriving, the rest of the business is moving, and a paid channel that takes a year to become meaningful has effectively arrived too late to matter.
They had nothing running on Google or YouTube. That meant no demand capture on the searches their own growth was generating. Brand searches, category searches, competitor comparisons, all of it going unclaimed. The channel needed to be built quickly and be substantial almost immediately.
Standing the Channel Up Fast
We prioritized ruthlessly in the first phase.
Rather than building everything at once, we went straight for the highest certainty revenue, which was capturing the demand Thrivin’s own growth was already creating. Brand and category search, a clean product feed, and Shopping and Performance Max coverage across the core range.
That produced revenue almost immediately and, more importantly, produced conversion signal. Signal is what makes everything after it possible, and getting it flowing fast is what compressed the timeline.
Scaling to $40K/Day in Four Months
With the base converting and the account learning, we expanded into YouTube and Demand Gen to generate demand rather than only capture it.
Apparel and fitness are visual categories, so the upper funnel does real work here rather than acting as a top of funnel tax. Each budget increase was sized to what the account could absorb without destabilizing bidding, and creative supply was expanded ahead of spend rather than in reaction to it.
Four months from zero, the channel was producing $40K per day in revenue, and it had become the fastest growing revenue channel in the business.
Keeping Pace With a Fast-Moving Brand
Building a channel this quickly only works if the media side moves at the same speed as the business.
Thrivin launches frequently, and the assortment changes underneath the account constantly. That means the feed, the campaign structure and the creative rotation all have to keep up, or the account ends up spending against last month’s catalog. We built the account so new products enter coverage automatically rather than waiting on a manual rebuild, and kept the creative pipeline running continuously instead of in campaign-shaped bursts.
The four month timeline is a product of that operating rhythm as much as it is of the media strategy.
Adding MMM and Incrementality Testing
Getting to $40K/day fast is one problem. Knowing where the next dollar should go is a different one, and it is the problem Thrivin has now.
At this scale, channels start to overlap. Paid social, paid search, YouTube and organic all touch the same customers, and platform reported numbers start double counting each other. Optimizing on those numbers means over funding whatever attributes most aggressively rather than whatever actually drives growth.
So we are layering in two things. Media mix modeling gives a top down view of how each channel contributes to total business revenue, independent of any platform’s own reporting. Incrementality testing answers the question underneath it: if this campaign were switched off, what would actually be lost?
Together, they let Thrivin manage budget allocation with proof rather than guesswork as they continue to scale.
Significant Room Ahead
Four months in, the channel is the fastest growing in the business and there is significant room still ahead. With MMM and incrementality testing coming online, the next phase of scale gets made on measured evidence rather than assumption.
