Major Fitness x Kiki

Scaling U.S. Brand Awareness Through At-Home Fitness Influencer Marketing

Overview

As demand for at-home fitness solutions continues to grow in the U.S., Major Fitness partnered with fitness creator Kiki (@mariavictoriatg) to demonstrate how all-in-one gym equipment can seamlessly integrate into real training routines.

Rather than relying on direct-response messaging, the campaign focused on brand awareness through educational, lifestyle-driven content. By embedding Major Fitness equipment directly into Kiki’s at-home workouts, the collaboration positioned the brand as both practical and aspirational for fitness enthusiasts training at home.

The entire campaign was managed and executed through nowfluence, enabling streamlined creator coordination, content approvals, and transparent performance tracking.

About the Brand

Major Fitness is a home gym equipment brand specializing in affordable, versatile, all-in-one solutions, including Smith machines, power racks, and strength training systems. Designed for home use, its products aim to deliver full-gym functionality while remaining space-efficient and accessible.

As Major Fitness continues expanding its footprint in the U.S. market, influencer marketing plays a key role in visually demonstrating how larger at-home equipment fits naturally into everyday training environments.

About the Creator

Kiki (@mariavictoriatg) is a fitness creator known for aesthetic gym routines, educational workout videos, and lifestyle-focused training content across Instagram and TikTok. As a certified personal trainer, she brings a high level of credibility and trust to the content she produces.

Her audience follows her not only for motivation, but also for practical instruction, making her an ideal partner to introduce at-home gym equipment in a way that feels authentic, instructional, and aligned with real training habits.

The Challenge

As Major Fitness looked to scale brand awareness in the U.S., the brand faced several challenges:

• Showcasing large home gym equipment in a clean, realistic setting
• Educating viewers without creating content that felt overly promotional
• Partnering with a creator who combines credibility, consistency, and scale
• Driving sustained brand recall rather than one-off exposure

With brand awareness as the primary goal, success was measured by reach, content quality, and repeated visibility, not immediate conversions.

The Strategy

Major Fitness partnered with Kiki to integrate its Smith Machine directly into her home gym, allowing the product to appear naturally across multiple pieces of workout content.

Instead of a single sponsored post, the campaign was designed as a content sequence, built around repetition and education. Each video reinforced the same core message: Major Fitness equipment enables high-quality, structured training at home without compromising variety or aesthetics.

The strategy emphasized:

• Educational fitness content over scripted ads
• Product integration within real workouts
• Multiple touchpoints to reinforce brand recognition
• Promotional messaging introduced only during high-intent moments, such as Black Friday

All campaign workflows were managed through nowfluence, including:

• Deliverables and timelines via the Deliverables Tracker
• Centralized content reviews and approvals
• Reach and engagement tracking across Instagram and TikTok using nowfluence Analytics

The Execution

Execution focused on positioning the Major Fitness Smith Machine as a permanent part of Kiki’s training environment, rather than a temporary sponsorship. By installing the equipment in her home, the brand became embedded in her regular content flow.

Across the campaign, Kiki published four short-form videos on Instagram Reels and TikTok. Each piece of content followed her established workout-driven style, ensuring continuity for her audience while repeatedly showcasing the product in use.

The videos collectively demonstrated:

• The practicality of building a complete at-home gym
• The versatility of the Smith Machine across different muscle groups
• How Major Fitness equipment supports real training routines, not staged demonstrations

Seasonal promotions were integrated subtly. Black Friday discounts were mentioned only in relevant moments, aligning sales messaging with existing educational content rather than disrupting the viewer experience.

All assets were submitted, reviewed, and approved directly within nowfluence, ensuring efficient collaboration and consistent brand alignment throughout the campaign.

Campaign Content

The Results

• Consistent millions of views across Kiki’s workout content
• Strong brand visibility within the U.S. at-home fitness community
• High-quality, reusable content aligned with Major Fitness’s brand positioning
• Full transparency into reach and engagement through nowfluence Analytics

Rather than relying on a single viral post, the campaign achieved impact through consistency, repetition, and trust.

Why It Worked

• Mass reach: Kiki’s content consistently reaches millions of viewers
• Credibility: Certified personal trainer with a fitness-focused audience
• Natural education: Product showcased through real workouts, not ads
• Content quality: Clean visuals and clear instructional value
• Platform execution: End-to-end campaign management via nowfluence

Conclusion

The Major Fitness x Kiki collaboration highlights how brand awareness campaigns succeed when creators are empowered to educate and integrate products naturally into their routines.

By combining Kiki’s reach and credibility with structured execution through nowfluence, Major Fitness increased visibility in the U.S. market while positioning its at-home gym equipment as both practical and aspirational, delivered through content that felt authentic, consistent, and impactful.