Welcome to Branding the Barbell, an online collective for brand builders, athletes, and creatives raising the creative standard in the fitness and sport world.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 12 | Founded | 2 years ago | Last Issue | 9 days ago |
| Active | |||||
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brandingthebarbell.comLatest Issues
Lift Heavy, Look Hot, Lose Control?
Two big fitness brands leaned into the same cultural moment this summer. One got canonized, and the other got a thousand TikTok duets. Ladder’s Stronger, Not Smaller campaign became a defining moment for Strong Girl Summer, and Gymshark’s B...
Peloton gets Miley, Lululemon starts a record label, and other news in Sport and Fitness you might have missed this week.
The celebrity endorsement isn’t dead, but the simple logo slap is.
In August 2025, Christian McCaffrey left Nike. A year later he came back with equity (not just another celebrity endorsement), co-founding While on Earth and spending thous...
The Creative Director behind the Hilary Duff campaign that broke the internet.
When Ladder put Hilary Duff on the back page of The New York Times with three words, Stronger, Not Smaller, the campaign quickly grew bigger than both of them. Within days it was all over the Time 100 red carpet, TheSkimm, ESPN and creators...
Ladder, Hilary Duff, and the ‘Stronger, Not Smaller’ campaign.
Somewhere between the rise of GLP1 before-and-afters and the return of indie sleaze ‘heroin-chic’, a strength-training app convinced the internet that 2026 was actually Strong Girl Summer. That app is Ladder, and through the help of cultura...
Welcome to Branding the Barbell.
This is the industry built on becoming your best self. We believe that pursuit shouldn't stop at the body—it should show up in the work. That’s why we created Branding the Barbell.
If you’re new here, welcome.
If you’re an OG, welcome bac...
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Authors
The writers behind this newsletter.
Your creative guide to the fitness industry. I write about branding and marketing insights for fitness and wellness brands @ branding the barbell and interview fitness brand builders @ the out of office show.
Writer & brand strategist covering the creative side of fitness and wellness. I write + run @ branding the barbell - I cover kick ass creative, conduct BTS interviews with the biggest names in fitness, + occasionally serve up a strong opinion.
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