Case Study · Foster Fastpitch
A multi-product softball training brand that hired us as consultants and asked us to take over after a couple of months. Three years later, we still run the system that scales their campaigns without breaking them.
Paid social, full-funnel creative, and a campaign system that always has the next winner queued up.
Foster Fastpitch is a real product business. The Academy is an online membership for fastpitch pitchers, beginner through college-elite, with curriculum, drills, and a community behind it. Then a coaches certification for the next generation of instructors. Then VELO, a line of weighted softballs in development.
Kerri Foster, the founder, had the brand growing. A member of her team was learning paid ads in real time and running the campaigns, while also juggling other parts of the business. They weren't beginners. They'd had real wins. The pattern was what wasn't working: a campaign would launch, get traction, get scaled, and then quietly stall. They'd dig in to find the lever, rebuild, sometimes get it back, sometimes not. The wins were real, but they weren't repeatable.
"A campaign would generate a lot of sales and traffic, and then it would die. And we didn't know why."
The pattern, before the partnership
The constant management of ad accounts was always pulling that one team member off everything else they were responsible for. The hours that should have gone to building the curriculum, supporting members, finishing VELO, and writing the certification were going to fighting Meta. The work of being on top of the platform was crowding out the work of building the business.
What they needed wasn't another set of hands on the ad account. They needed a system for scaling without breaking, and a team to run it.
Kerri brought us in as consultants, for advice, not execution. The mandate was simple: tell us what we're missing. About two months into that arrangement, they asked us to take over, and we've been running the engine ever since.
Four moves, working together:
The thing killing the campaigns was creative fatigue, and the fact that nobody had the bandwidth to see it coming. We put creative refresh on a calendar: new hooks queued up before the current winner started declining, so the engine never had to be rebuilt from scratch.
When something works, there are two ways to push: more budget into the winner (vertical), or the same proven angle across new audiences and placements (horizontal). Most operators only do one. We built the system to do both, carefully, protecting the ROAS while expanding the surface area.
An ad only does the first inch of the work. We added the next steps after the click: landing pages that matched the hook, email sequences that nurtured the lead, retargeting layers that closed the buyer who didn't convert the first time. Every ad dollar reached further.
Founder-led video. UGC from real players and coaches inside the Academy. Hooks that only make sense if you know the sport. We stopped depending on stock-style creative and built a library competitors couldn't copy, even if they tried. It carried the Academy, the certification, and the VELO ball launch all the way through.
A short note from the founder of Foster Fastpitch on the work we've done together over three years.
Book a strategy call. We'll look at your numbers, listen first, and tell you exactly what we'd build to get you to the next milestone.
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