I write the playbook.
In 2020 I walked into a small warehouse with a folding table and became Gymreapers’ first full-time marketing hire. No systems, no infrastructure, no playbook.
I built all of it. Email and SMS systems, e-commerce structure and backend, lifecycle and retention programs, conversion infrastructure, and reporting from the ground up. A few years later, Gymreapers hit #266 on Inc. 5000 list. And ranked as one of the fastest growing companies in Idaho with 2,118% revenue growth, Forbes coverage, and Ernst & Young recognition.
That experience taught me one thing clearly: it’s not campaigns that scale a business. It’s the operational infrastructure behind them.
I don’t wait for a playbook. I write it.
This is how I do it.
There’s a version of every business that runs on gut feel and spreadsheets nobody fully trusts.
Decisions get made. Things get built. But nobody really knows what’s working because the data lives in four different places and nobody’s connected them.
That’s usually where I come in.
On a recent project, I inherited that version. Webinar registrations in one platform. Revenue in another. Member behavior somewhere else entirely. The reporting was manual, the pipelines were incomplete, and the retention strategy was mostly instinct.
I started with the data. Built the infrastructure to pull everything into one place automatically. And once the picture was clear, things that looked fine started looking very different.
One of them was which days we were running webinars. On paper, the schedule made sense. In the data, one day was quietly underperforming by a factor of five. I made the case to shift it. The result was over $1.5M in membership revenue generated from a single channel decision.
The retention side took longer. I went through thousands of member records and coaching call transcripts looking for patterns. What I found wasn’t what anyone expected. The biggest driver of cancellations had nothing to do with the product. It was a screening problem that was showing up downstream as a retention problem.
That realization reshaped how the sales, onboarding, and coaching teams operate. The membership base now retains above target – on tens of millions in active recurring revenue.
None of this was assigned to me. There was no roadmap that said “fix the data, find the insight, rebuild the system.” I just kept asking what the business actually needed … and then went and built it.
This is the impact.
2,118% revenue growth featured on Inc. 5000 (#266), Forbes and Ernst & Young.
$4M+ annual email revenue increase through lifecycle and retention program optimization.
25%+ month-over-month traffic growth through tactical web content strategy.
30+ Domain Rating surge through site-wide SEO overhaul including PDPs, articles, and collections.
Over $1.5M in membership revenue generated in 90 days from a single channel insight and rebuild.
Over 80% member retention rate across a community representing over $5B in combined net worth.
This is what’s next.
Building something that doesn’t have a playbook yet?
Bekir Mustafic 