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.
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Velvet & Stone
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Southpoint
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Cascade Gallery
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Atlas Market
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Meridian Labs
AboutMichael Robinson
I am a brand and creative leader with more than 15 years in health, wellness and fitness. I have spent that time 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.
Atlas Market
Cascade Gallery
Meridian Labs
Southpoint
Velvet & Stone
Select Clients
WHAT I ROCKMaking it Happen
Creative Strategy
Creative Operations
Team Leadership
AI Workflows
AI Image Generation
Production and Campaign
Currently: Account Director at Herman Scheer.
Get in touch to discuss Brand & Identity work if you’re in the Health and Wellness space.
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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. In fact, during our time together, he consistently improved the quality and production value of the work, even as he drove lower cost and more efficient ways to deliver it.
You don’t play as many roles in an organization as Michael has without a desire to learn and a willingness to grow and evolve along the way. He is an absolute sponge and though deservedly confident in his abilities, takes criticism and the occasional setback with good humor and little ego. 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’s an extremely hard worker and expects the same from his team. He always aims to hire people who are “smarter” than him (his words), to keep pushing the work, the team, and himself forward. He has the mindset that when one of us succeeds - we all succeed. He lifts people up, never tears them down. He wants his team to grow and will do anything he can to help them get there.
And he listens. Not just in one ear out the other - he truly listens, and he cares. He wants to know how we can be doing better, where we can make improvements, where you’re struggling. And then he’ll do his best to make changes where he can.
Michael leads by example. He makes his team feel important, appreciated and taken care of. It makes it really easy to work hard and create the best work you can for someone like that.
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“Working with Michael has been an incredible journey. He’s not just a boss; he’s a mentor who genuinely invests in the growth and development of his team. Michael’s leadership style is all about fostering a positive can-do attitude and creating a culture where innovation thrives. Under his guidance, I feel inspired and empowered to push boundaries and create meaningful work. ”
SAY HEYIt All Starts Here
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.