part of

How COVID changed the rules of the content creation game


In the latest edition of The Wexer Podcast, we speak to the founder and president of Sweat Factor, Mike Donavanik.

One of Wexer’s most popular and prolific content partners, Sweat Factor is well-known for its short format HIIT workouts, but also recently introduced a new Self Care by Sweat Factor series comprising 15–30-minute programmes to reset, refuel and restore body and mind.

As you might expect, Donavanik has some great insights to offer around content creation, as well as how COVID has changed the rules of the game. Listen to the full podcast to hear him discuss…

o Accessibility as his biggest takeaway from COVID, encouraging brands like Sweat Factor to still produce their typically more hardcore content, but also to produce more accessible ‘stepping stones’ to allow new users to come into the brand via easier, more accessible workouts. The advice: Branch out and build out your content portfolio while remaining authentic to yourself.

o Why content creators should focus on scaling their strengths, delivering more of what their users want rather than trying to do everything. The advice: Keep your ear to ground, listening to physical and digital customers as well as your trainers to work out what content you should offer, and offer more of.

o Why it’s OK to let go of perfectionism in order to produce the volume of content people now expect, not getting hung up on falling over your words while you’re filming, for example, but simply seeing it as part of an authentic experience.

o Why clubs need to champion their own rockstars online as well as in-person, maximising the power of human connection.

o How quality is subjective, with many influencers having grown and monetised loyal followings just by filming on their iPhone.

o How talent will always rise, especially with the barriers now well and truly down. Anyone who can engage, create good content and commit now has the chance to succeed.

o Why the secret is simply to start. When you first go in front of a camera, it can feel a bit strange, but you’ll soon find your footing and establish what works for you. The key: just start.

The Wexer Podcast sees Wexer CEO Paul Bowman speak to digital pioneers and experts from around the world, offering listeners insights and advice to support their own digital journeys. Follow the podcast, browse all episodes and listen right here.




Get updates, insights and the latest digital fitness news!