Jon Shanahan, co-founder of Stryx, demonstrates how an entrepreneurial mindset can revive a legacy brand. As Head of Marketing at TRX, he transformed the company from a post-Covid slump to a flourishing business by implementing innovative marketing and brand strategies, proving that founder-led approaches are invaluable even in established organizations.
Key takeaways
To revitalize a stale legacy brand, re-evaluate its core value proposition beyond functional attributes to resonate with modern consumers.
Implement agile, customer-centric marketing tactics proven in DTC to enhance direct online sales, improve customer service, and build an engaged community around the brand.
Modernize digital presence through social media, influencer partnerships, engaging content, and data-driven advertising to reach new audiences and re-engage existing ones.
Foster a culture of innovation and empower marketing teams to maintain urgency and accountability, applying entrepreneurial drive within larger organizations.
Leverage brand storytelling to connect heritage with a fresh narrative that appeals to today's consumers, highlighting science, success stories, and future vision.
Jon Shanahan destroys the myth that founders make lousy employees. He co-founded Stryx, a men's cosmetics provider, in 2017 and is now the marketing head at TRX, the storied exercise equipment company. He has thrived in both roles. He joined TRX in late 2022 amid a post-Covid hangover and a stale legacy brand. Fast forward to late 2025, and TRX is refreshed and flourishing, thanks in part to Jon's entrepreneurial mindset. While at Stryx, Jon appeared on the podcast twice, in 2020 and 2022. ...
Frequently asked about this episode
What does this episode say about brand revitalization?
To revitalize a stale legacy brand, re-evaluate its core value proposition beyond functional attributes to resonate with modern consumers.
What does this episode say about e-commerce strategy?
Implement agile, customer-centric marketing tactics proven in DTC to enhance direct online sales, improve customer service, and build an engaged community around the brand.
What does this episode say about entrepreneurial mindset?
Modernize digital presence through social media, influencer partnerships, engaging content, and data-driven advertising to reach new audiences and re-engage existing ones.
What does this episode say about marketing leadership?
Foster a culture of innovation and empower marketing teams to maintain urgency and accountability, applying entrepreneurial drive within larger organizations.
What does this episode say about brand revitalization?
Leverage brand storytelling to connect heritage with a fresh narrative that appeals to today's consumers, highlighting science, success stories, and future vision.
