Who it's for
Pros first, their clients second
Outdoor professionals
Instructors, athletes, mountain guides and others who work outdoors, across every sport GearBook's partners cover.
Their clients and followers
People who buy through a member's page. Posts aimed only at them have done worst so far, so use them sparingly.
Every sport, rotated: Climbing · Ski and snow · Mountain · Water: diving, freediving, spearfishing, sailing.
Three house formats
Lead with the bit or the footage
Put the pitch last. The generic shopper pitch and the seasonal tip did worst so far.
Presenter bit
Luke in a suit, tie and handheld mic plays a deadpan presenter somewhere absurd for a suit: a desk on a cliff, rappelling, sitting in a creek, buried in ropes. Short script to camera, about 25 to 30 s.
Vibe reel
No voice. Good footage, one line of meme text, a trending sound added in the app.
Editorial poster
A still: a duotone or moody photo with text in the brand serif.
Next up
From the idea bank
Ideas keep loose windows, not dates. Pick one, make it that week.
What works so far
The presenter bit leads
Likes only, 9 posts from Sep 14 to Oct 16. A hint, not a finding.
#1 · Sep 14
likes · 26 comments
Launch: desk on a cliff
#2 · Sep 21
likes · 7 comments
Partner: Backcountry
#3 · Sep 16
likes · 10 comments