Case study · Tribe Fortis
Leading marketing for a fitness brand that speaks to three very different audiences.
Tribe Fortis runs game-based fitness for adults and kids in Chennai, and corporate wellness for companies. Boobesh led their 5-person marketing team for four months.
- Client
- Tribe Fortis
- Field
- Game-based fitness and corporate wellness
- Our role
- Marketing lead, 5-person team
- Timeline
- June to September 2026
The brief
Tribe Fortis does fitness differently: squad-led, coach-driven sessions across Tambaram and Sholinganallur, built around games instead of mirrors and machines. They sell to three groups at once: adults who want to get fit, parents of kids, and companies looking for corporate wellness. Boobesh took over as marketing lead at the start of June, with the founder's trust to set the direction.
What made it hard
- Three audiences, one content team. What makes a parent sign up a child is not what makes an HR head book a wellness programme.
- Most posts were promotion: offers, batches, reminders. People scroll past content that only ever asks.
- Writers, editors and designers were working from different places, with no single pipeline from idea to post.
What we did
- 1
Split the message three ways
Separate positioning and content pillars for corporate wellness, adult fitness and kids, so each group saw content made for them.
- 2
Moved to 80% value, 20% sell
Most content became useful on its own: posture fixes, desk-job habits, why play works for fitness. Promotion became the minority, and it landed better for it.
- 3
Wrote the reels
Reel scripts for all three verticals, with a clear hook, one idea and one call to action each.
- 4
Built LinkedIn for the B2B side
LinkedIn content for the brand, plus a live profile session for the team using a simple frame: who you are, the value you bring, the proof.
- 5
Ran one pipeline
One shared flow for writers, editors and designers, from idea to approved post. Plus brand events, including a networking collaboration with the Foundryx founders community.
The system
- Three audiences
- Content pillars
- Scripts and posts
- Edit and design
- Publish
What happened
- A clear position for each audience, and a content mix that gave before it asked.
- A team of five working from one pipeline instead of scattered chats.
- Reach did not grow as fast as either side wanted. Because no tracker was set up at the start, we could not see early enough what to change.
- The engagement ended in September, when Tribe Fortis moved its marketing to a single full-service production agency.
What we learned
This is the project that changed how Gari Tech works. Every client now gets a tracker before the first post goes out, and every plan is tied to one outcome, not a list of tasks. We would rather show you an honest lesson than a polished story.
