It Started at FIBO: The Power of Showing Up

FIBO, the world’s largest fitness trade fair, was where it all began. Instead of showing up with a hard sales pitch, we spent two days simply talking to people, listening, and learning.

Approaching the Myprotein stand wasn’t easy. We almost walked past multiple times. But in the end, we decided to take the leap and that simple conversation turned into a LinkedIn connection, a discovery call, and eventually, a full project pitch.

Lesson #1: Opportunities rarely fall into your lap. They come from showing up, doing your homework, and starting real conversations.

Preparation Creates Confidence

Before FIBO, we researched the brands attending, their struggles, and opportunities they might be missing. This wasn’t about creating a pitch deck. It was about being prepared for a human conversation.

That preparation made all the difference. When Myprotein’s team asked about ideas, we weren’t guessing. We had relevant, thought-out answers that showed we understood their brand and their athletes.

Lesson #2: Don’t sell features. Sell understanding. People don’t just buy service, they buy trust and connection.

Hyrox Berlin: Taking Initiative

After FIBO, communication with the brand slowed. We had no guarantee a project was happening. But when we saw Myprotein was sponsoring Hyrox Berlin, we decided to go anyway.

We bought tickets, filmed their athletes, and delivered a polished edit within 24 hours. That initiative proved not only that we cared but also that we could deliver under pressure. Days later, we got the green light for the Road to the Championship project.

Lesson #3: Sometimes you have to create the proof before the client gives you the brief. Initiative builds trust.

The Road to Worlds: Shooting Tim & Seikka

With less than two weeks until the Hyrox World Championships in Chicago, the brief came through: capture two German athletes, Tim Wenisch and Seka Arning, as they prepared for the biggest race of their careers.

• Logistics were insane. Flights, trains, overnight edits, and shoots across Germany and Scandinavia.

• Turnaround was fast. We worked in airports, hotels, and cars editing between flights to deliver content on time.

• The athletes mattered. More than just filming, our goal was to make Tim and Seikka feel comfortable, respected, and empowered on camera.

The results? Tim went on to win two World Championship titles (Pro Singles and Doubles), making history. And Mauja was one of the only agencies to capture his story before his rise exploded.

Lesson #4: Agility is a superpower. Young agencies don’t win because of size. They win because they can move fast, adapt, and care deeply.

Relationships Over Transactions

One of the most rewarding takeaways was hearing from both athletes and Myprotein that they enjoyed filming with us more than ever before.

For us, that’s the highest compliment. We don’t want to be a faceless production team. We want to build friendships, not just client-agency relationships.

Lesson #5: The best projects aren’t just about the final edit. They’re about how people feel during the process.