In this episode, Alex and Tatum discuss how: 
• brands can break into saturated categories 
• fitness starts top down with athletes as the main focus 
• brand archetypes are key to attracting the right audience 
• to world build within a category 

Perfect episode for the brand builders.

Chapters: 

0:00 Intro

0:33 How Do You Break Into Elite Fitness?

5:27 Partnering With Legacy Brands to Build Credibility

6:52 How TYR Blitzed the CrossFit Games

13:35 Land & Expand: Dominate One Category Then Grow

15:17 Launch With a Hero Product, Not a Full Line

18:44 Why Brand Voice Has to Be Dialed From Day One

20:25 Building Tone of Voice Through Dichotomous Traits

23:04 The D&D Moral Alignment Chart for Brands

26:49 Breaking Into a New Category Through Dedicated Accounts