With a vast fan base and audience, we worked with Tony to develop an exciting merchandise range that appealed to fans of all ages, before going on to build his e-commerce website and work with a partner to print, pack and ship all orders on an on demand basis. This model allowed Tony to offer a wide range of products on his website, without the overheads and human resource associated with holding stock. As part of the project our experienced and time-efficient team developed and created: brand guidelines, promotional video content, website and merchandise designs. In addition, using our in-house, expert fitness knowledge, we developed three downloadable fitness plans, which included healthy recipes and detailed content around mindset and training, to help Tony’s fans and followers emulate some of his training and nutrition protocols. We also created a clear social media plan which was implemented in the run up to launch, whereby we made high quality video content for Twitter and Instagram. Upon launch we handled any customer support and questions via email and on social media on Tony’s behalf. The whole process allowed Tony to have his own online merchandise shop, fitness plan and support his customers post purchase without any of the headache or disruption to his busy schedule. Both the merchandise range and fitness plans have been extremely well received and have sold in the UK and Europe. We also secured and delivered a collaboration with Tony and Musclefood’s Do The Unthinkable.