Michael is a brand and creative leader in health, wellness and fitness with more than 15 years building brands, teams and the systems that get the work made.
Currently, Account Director at Herman Scheer in Los Angeles.
FEATUREDSelected Work
Bowflex sold hard-body transformation to people who mostly wanted to feel good. I led the global rebrand from inside the company, across product, retail, DTC and every marketing channel. Revenue and unique web traffic both doubled within 2 months of launch.
Bowflex
Fresh off a funding round, Counsel needed a position that could hold medical AI and board-certified physicians in the same sentence. We built the positioning, identity and launch website. The brand now fronts Counsel's care inside the Oura app, live to members in 43 states.
Counsel Health
A supplement brand with a devoted following and a look that kept it in the biohacker corner. We helped set the rebrand foundation and bring their modern brand and new packaging to life.
BIOptimizers
Pair Team delivers medical, behavioral and social care to the most complex Medicaid members in the country, people facing homelessness, serious mental illness and chronic disease. We built their brand from scratch. New positioning, a full verbal and visual identity, and a new website launched on it.
Pair Team
AboutMichael Robinson
I have spent more than 15 years in health, wellness and fitness, on both sides of the table. I built the in-house creative department at Nautilus, and I now run accounts at Herman-Scheer, the agency I used to hire.
The job is the same either way. Find the real problem. Point the right people at it. Ship the work.
At Nautilus I led creative for Bowflex, JRNY and Schwinn Fitness. I directed every photo and video shoot the company made for a decade, grew the internal team from 1 person to 8, and moved 4 junior team members into senior and director roles. The in-house agency I built doubled projects delivered year over year and cut turnaround time by 20%.
On the marketing side I launched DTC and retail touchpoints for 7 straight years, hitting 5X ROI against $65 million media budgets in back-to-back years. Annual revenue grew 4X during my tenure, from $150 million to more than $650 million.
The Bowflex rebrand is the one I am proudest of. We repositioned a fitness brand around joy, movement and every body type, and revenue and web traffic both doubled inside 2 months of going live.
Today I work with health and wellness brands on positioning, identity and campaigns. I represent the client and the creative team with equal weight, because I have been both.
Be a good person, treat people well, and do amazing work. The rest falls into place.
Counsel Health
Bowflex
BIOptimizers
Bird&Be
Pair Team
Ketone IQ
Manor
PlantStrong
Select Clients
WHAT I ROCKMaking it Happen
Creative Strategy
Creative Operations
Team Leadership
AI Workflows
AI Image Generation
Production and Campaign
Get in touch to discuss Brand & Identity work if you’re in the Health and Wellness space.
Working on something?
TestimonialsWord for Word
“Michael is wildly creative but has a pragmatic business mind and a deep understanding of how to maximize marketing’s impact while managing the budget... he consistently improved the quality and production value of the work, even as he drove lower cost and more efficient ways to deliver it. His skillset is broad enough that he will make an immediate impact anywhere he goes.”
“It can be rare to find a great manager and leader. I can say, without a doubt, Michael is the best I’ve worked for... He always aims to hire people who are ‘smarter’ than him (his words), to keep pushing the work, the team, and himself forward. He lifts people up, never tears them down.”
“I had the distinct pleasure of Michael making me look good for over ten years... Michael is a rare breed of creative talent. He didn’t come out of design or film school. He completed an MBA and started working within the business, understanding its core drivers, KPIs, the importance of A/B testing, the power of offers and promotions... Michael is equally proficient in discussing impacts to a cost per call or the value of the next media dollar as he is discussing a layout, a call to action, or connecting messaging to the brand’s core values. 10/10... would hire again... and again.”
“Michael reported to me for the last 4+ years. From the beginning he showed strength in creative problem solving and the ability to work under extreme deadlines, always with a smile and a kind word for the people around him. I saw Michael grow into a brand director, thinking about long-term brand health, yet being practical and realizing he also had to deliver creative and plans to drive immediate transactions... He dedicated himself to developing BowFlex into a world-class brand. I can’t wait to see what he does next.”
SAY HEYLet’s do this.
I am always up for a conversation about brand, creative operations, or how in-house and agency teams can work better together.
The categories I care most about are fitness, wellness, healthcare, pets, and any organization that supports children.