A Sheffield gym founder with 15 years of expertise — transformed into a credible, growing personal brand on Instagram and TikTok.
Work with us →—
Growth in Views
—
Leads Generated
—
Follower Growth
The Client
Warriors HQ
Sheffield, South Yorkshire
A gym built around
a person worth
following.
Background
Warriors HQ is a Sheffield-based gym founded by Mazin, a fitness professional with over 15 years of experience across personal training, nutrition, and programming. Known across social channels as “The Iraqi Warrior”, Mazin built the gym around his identity and expertise.
The business had clear ambitions — growing gym membership, expanding the facility, and eventually launching a supplement brand. But Mazin understood that before any of that could happen, people needed to know who he was and why they should trust him.
In today’s market, people don’t just join gyms — they follow people. Warriors HQ needed a content engine that could make that happen.
Sector
Fitness / Gym
Location
Sheffield, UK
Platforms
Instagram & TikTok
10×
Growth in page traffic — building the foundation for long-term growth.
The Challenge
3 challenges. 1 strategy.
01
Warriors HQ had a genuine product — 15 years of expertise, a real facility, and a founder with serious credibility. But there was no system in place to communicate any of that. No consistent content, no content plan, and no way to turn Mazin's knowledge into visible, shareable proof of value.
02
Fitness is one of the most competitive categories on social media. Standing out required more than posting workout clips — it required positioning Mazin as a credible, relatable expert whose face and voice people would choose to follow. The personal brand had to come first.
03
Warriors HQ needed to win locally — growing Sheffield gym membership, not just social followers. That meant content had to speak directly to the Sheffield fitness community: relevant, consistent, and visibly rooted in the city.
Our Approach
01
We started with a deep-dive discovery session — understanding Mazin's vision, the business goals, and the gap between where Warriors HQ was and where it needed to be. We mapped his content strengths, his audience, and what a successful content presence would actually look like for the brand.
02
From the discovery session, we built a structured content plan: ideas organised by category and priority, tailored to Mazin's personality and the Warriors HQ brand. The creative direction focused on positioning Mazin as a knowledgeable, relatable voice — not just a gym owner, but a figure people wanted to follow.
03
We took ownership of the full content pipeline — filming, editing, and creative direction for short-form video on Instagram and TikTok. Alongside production, we delivered performance reporting to track growth, identify what was working, and continuously improve the content strategy.
The Process
Discover.
Plan.
Produce.
The Content
We built Maz’s personal brand around a strategic mix of post styles — each serving a different role in turning viewers into followers, and followers into members.
The story behind Warriors HQ — told through Mazin’s own journey. Fifteen years of experience, discipline, and dedication distilled into a single piece of content.
This is the kind of narrative content that doesn’t just get views — it builds the trust that turns a follower into a member.
Type
Personal Narrative
Platform
Instagram & TikTok
Role
Build Trust & Authority
Expert-led tips and training knowledge — positioning Maz as the go-to authority in Sheffield fitness.
High-energy, shareable content designed to reach new audiences and keep followers coming back.
Maz’s story, values, and journey — the content that builds real connection and turns a viewer into a loyal follower.
What We Delivered
Goal alignment session
Discovery & Consultation
Ideas by category & priority
Content Plan
Filming, editing & direction
Short-Form Video
Growth tracking & insights
Performance Reporting
Campaign Results
10× traffic. Significant reach. Real growth.
Want results like this?
Book a free 30-minute discovery call. No hard sell — just an honest conversation about where your brand is and where it could go.
Book a Free Call →