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Case Study: Brave Thinking Institute

Brave Thinking Institute Health & Well-Being Division

Challenge System & ROAS Growth
Case Study

Baseline:

2023

Active Engagement:

June 2024 – October 2025

BTI BTI

The Starting Point

Where They Were

Prior to our work together, BTI’s
Health & Well-Being division had
strong premium
programs but
limited marketing infrastructure
supporting growth.

In 2023, the division
generated $1,609,434 in revenue, primarily driven by:

  • High-ticket programs priced at $10K+
  • Little active marketing experimentation
  • No challenge-based acquisition or monetization strategy

By mid-2024:

  • Challenges were not yet part of the division’s growth model
  • Internal marketing support was minimal
  • Email performance was constrained by significant email infrastructure challenges
  • There was no mid-ticket pathway to support conversion into premium offers
challenge

The Challenge

The goal was not simply
to “run challenges.”

The objective was to:

  • Introduce challenges as a strategic growth channel
  • Improve Return on Ad Spend (ROAS) over time
  • Monetize challenges without relying solely on immediate high-ticket conversions
  • Build a repeatable system that could scale with limited internal resources

THE STRATEGY

Challenges as
Revenue
Infrastructure,
Not Live Events.

Key strategic decisions included:

01

Building the challenge offer, funnel, and conversion path from the ground up

02

Introducing a mid-ticket bridge offer to support high-ticket enrollment

03

Optimizing for ROAS over volume

04

Iterating across multiple challenge cycles to improve performance rather than chasing one-off wins

At our recommendation, BTI launched TranscenDance Body Vitality, a $497 program designed to bridge
free challenges and $10K+ flagship offers.

By introducing challenges as a
repeatable growth system, the
division grew from $1.6M in
2023 to
over $3.1M by 2025 while improving
paid ROAS along the way.

What We Executed

Full-Stack Challenge
System, Built From
Scratch.

Between July 2024 and Oct 2025, we:

  • Crafted the challenge positioning and offer architecture
  • Designed the full challenge funnel and monetization logic
  • Implemented a layered conversion strategy spanning mid-ticket, VIP, and high-ticket offers
  • Iterated challenge structure and paid traffic strategy across multiple cycles
  • Focused on improving ROAS and paid efficiency over time

All execution occurred while navigating:

  • Limited internal marketing bandwidth
  • Ongoing email infrastructure constraints
  • A high-consideration audience accustomed to premium pricing
executed

The Results

From New Initiative to Repeatable,
ROAS-Positive System.

Across multiple challenge cycles, challenges evolved from a new initiative into a
repeatable, ROAS-positive growth system.

results

Key outcomes included:

  • Paid ROAS improving from early sub-1x performance to consistently profitable levels
  • Overall ROAS remaining strong due to layered monetization
  • Challenges becoming the division’s primary marketed effort
  • Sustained division-wide
    revenue growth:
    • 2023 Revenue: $1.61M
    • 2024 Revenue: $2.50M
    • 2025 Revenue: $3.12M

Why It Worked

Infrastructure Thinking Over
Campaign Thinking.

By introducing challenges as structured revenue infrastructure and optimizing for ROAS
instead of raw participation, BTI
was able to:

01

Monetize challenges without diluting premium positioning

02

Improve paid traffic economics over time

03

Build a scalable system despite limited internal support

04

Use challenges as a consistent feeder into
high-ticket programs

Want To See If We Can Do The

Same For You?

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