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Brave Thinking Institute Health & Well-Being Division

Challenge System & ROAS Growth Case Study

Baseline: 2023 | Active Engagement: June 2024 – October 2025

BTI BTI

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

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
challenge

THE STRATEGY

Challenges were designed as revenue infrastructure, not live events.

Key strategic decisions included:

strategy

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

strategy

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

strategy

Optimizing for ROAS over volume

strategy

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

Between July 2024 and October
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

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

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

WHY IT WORKED

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

why Monetize challenges without diluting premium positioning
why Improve paid traffic economics over time
why Build a scalable system despite limited internal support
why Use challenges as a consistent feeder into high-ticket programs

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Same For You?

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