Rebuilding a Gym into a Digital Powerhouse
Big Mendy’s Gym
Los Angeles, CA.
2007
Gym & Excercise
$1.5 million (2022)
13+
Challenge
When COVID-19 forced gyms in Los Angeles to shut down, Mendy’s Gym—run by legendary powerlifter Scot “Big Mendy” Mendelson—faced an immediate halt to revenue. With rent and operating costs still mounting, the business needed to pivot quickly. The challenge was not just survival, but transformation: How could we help a physical gym evolve into a digital brand without losing its loyal base?
Services Provided
Branding & Digital Marketing Strategy
Logo Design & Merchandising
Website Design & E-Commerce Development
Online Course & Training Program Buildout
Social Content Production (Photo/Video)
YouTube Channel Management & Optimization
Paid Advertising & Weekly Campaigns
Copywriting & Community Engagement
Process
We moved fast to help Mendy build two entirely new income streams and reposition his brand for long-term digital success:
Launched an online training course with tiered mentorship options, giving fans direct virtual access to Mendy’s coaching
Built and integrated a full e-commerce store offering custom-designed Big Mendy merchandise, meal plans, and training programs
Created a new logo and brand system to unify his identity across apparel, digital, and gym materials
Produced weekly YouTube content of high-value “how-to” powerlifting videos—evergreen assets that now serve as 24/7 content funnels
Filmed inside the gym to showcase the training environment and give prospective members a sense of Mendy’s style, presence, and credibility
Kept his community informed and engaged through consistent social updates about city policies, reopenings, and Mendy’s personal return to competition
Relaunched his website post-lockdown to capitalize on the buzz of reopening and the pent-up demand built during the shutdown
“ I'm telling you, that guy with his camera and laptop can work magic. My kids are on their phones, on their laptops all the time, they don't know what Muyinza does haha. Listen, if you want your business to go places, this is the guy, he'll take care of you.”
Scot "Big Mendy" Mendelson
Founder | Mendy's Gym
Results
Generated two new income streams exceeding $120k/year: online coaching + merch sales
Digital revenue reached half pre-COVID gym membership levels within 6 months
Merchandise sold to global fans—most of whom had never trained with Mendy before
10x growth in YouTube channel revenue and increased visibility
12,000+ new followers and subscribers across social platforms
Evergreen weekly training videos continue to drive traffic and conversions
Strengthened brand trust and built long-term credibility with both remote clients and in-gym prospects