The home of Canadian strength.
Top Shelf · Social Media Management · Content Strategy · Short-Form Video
Inner Strength Products came to The After Agency still managing most of their marketing themselves. They had outsourced pieces like video production and editing, but without a dedicated social team or strategy tying it all together, their content wasn't reflecting the authority of a brand built by competitive lifters.
We brought every piece under one strategy. We folded their outsourced video work into a single, consistent content plan built on clear messaging and high-intent content, from meet-the-owners Reels to National Championships coverage, so every post spoke directly to the lifters most likely to buy.
The Client
Inner Strength Products is a Canadian powerlifting and strength gear supplier based in Moose Jaw, Saskatchewan, and the largest online supplier of SBD Apparel in Canada. Run by competitive powerlifters since 2010, the brand serves powerlifters, weightlifters, strongman athletes and fitness enthusiasts with gear from TYR, Inzer, Notorious Lift and more.
The Ask
When Inner Strength Products came to us, they were still managing most of their marketing themselves. They had outsourced pieces like video production and editing, but without a dedicated social team or strategy connecting it all, their content wasn't reflecting the authority of a brand built by competitive lifters.
Our Approach
We brought every piece under one strategy. Starting with a consistent content plan, we folded previously outsourced work like video production into a single, cohesive approach, so every post, video and caption pulled in the same direction. The focus was clear messaging and high-intent content for an audience that knows its gear: lifters who care about the right belt, sleeve or shoe for their next meet. Every piece of content spoke directly to the people most likely to buy and gave them an obvious next step.
Beyond Social
For a gear supplier, the feed only matters if it moves people off the app, and Inner Strength's now does. Of the 2,674 people who visited the profile, 753 tapped through to the website: a 28% conversion rate, roughly 10x the 2–3% most brands see on social. External link taps rose 30.7%, while business address taps climbed 33.3% as more people looked up the brand's Moose Jaw location, home to local pickup. Lifters weren't just watching; they were heading out to find their next belt, sleeve or pair of lifters.
The Results
Within the first month of the new content plan, Inner Strength Products saw steady upward momentum across engagement and conversions. Compared with the previous 30 days, overall profile activity reached 3,451 actions, up 29.3%, while profile visits climbed 28.9% to 2,674 as consistent content drove more strength athletes to explore the brand. From the owners' own time on the platform to coverage of the National Championships, content rooted in the sport gave lifters a reason to follow along, and the numbers followed.
Gear that keeps up with you
THE CONTENT WE MADE
We brought Inner Strength's content under one cohesive plan, mixing meet-the-owners Reels, viral moments from events like National Championships, and education-led posts that guide viewers to the caption for more in-depth detail.
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ACTIVITY
INTEREST
ACTION
CONVERSION
ACTIVITY
ACTIVITY
ACTIVITY
Overall profile activity reached 3,451 actions, up 29.3% in a single month.
2,674 profile visits, up 28.9%, as consistent content drove more people to explore the brand.
External link taps rose 30.7% — a clear signal that content was driving people to take action.
A 28% conversion rate — nearly 10x the 2–3% average most brands see on social.
Overall profile activity reached 3,451 actions, up 29.3% in a single month.
Overall profile activity reached 3,451 actions, up 29.3% in a single month.
Overall profile activity reached 3,451 actions, up 29.3% in a single month.
THE UGC WE SOURCED
A Round of
Results
One month in, Inner Strength’s content was already converting at 28%, nearly 10 times the 2–3% most brands see on social. Content rooted in the sport, from meet-the-owners Reels to viral moments at National Championships, gave lifters a reason to follow along and drove external link taps up 30.7%.
