Proposal
Go-to-Market
Prepared for Artin Eskandari & Cansu Macit | March 2026
The Opportunity

No brand owns "the supplement for fighters." TWLV sits at an unoccupied intersection: clean, combat-specific, and athlete-founded. One of Europe's fastest-growing supplement markets, wide open.

€7.4B
German sports supplement market by 2033, growing 8.8% CAGR
91%
of combat athletes use dietary supplements
0
brands own "the supplement for fighters"

Clean: transparent formulas, nothing hidden. Combat-Specific: built for the demands of fighting. Athlete-Founded: Agit Kabayel, WBC interim heavyweight champion.

81%
of athletes follow coach supplement recommendations. That's why we lead with coaches, not ads.
58%
of supplements contain undeclared substances. The clean-label promise wins trust.
6-8×
trial-to-purchase conversion from gym sampling. IRL activation is the foundation.
The Plan

4-Month Sprint

Build the foundation. Launch with momentum. Prove the engine repeats.

Month 1–2
Pre-Launch
Month 3
Launch
Month 4
Post-Launch
The Team

Your operational task force

We don't hand off decks and disappear. We like to work shoulder to shoulder with great founders. Execution first. High urgency.

GTM

Kian & Jordi

Strategy, community building, ambassador program design, IRL activation coordination, content strategy, partnership sourcing.

Creative & Art Direction

Ilja

The person behind every consumer touchpoint. Pictures, videos, messaging. Making sure TWLV looks, sounds and feels right wherever people encounter it.

GTM and creative work as one unit here. We've been running this way on projects for On, L'Oréal and others. Systems are in place. No ramp-up needed.

Pre-Launch

Month 1–2

Build momentum and hype for the brand. Offline and online.

Coaches influence 81% of supplement decisions. Winning the coach wins the gym. Prove product-market fit before ad spend.

Ambassador Seeding

  • Founding Circle: 10 elite combat athletes, product-only or equity
  • 50+ coach ambassadors seeded with product across Germany

Gym Takeover Tour

  • 10–15 gyms across Berlin, Munich, Hamburg, Cologne, Frankfurt
  • 2-hour evening events with free tasting and product sampling

Content

  • Brand foundation through a first athlete and coach driven campaign
  • Organic content farm from ambassador and coach sponsorings
  • Gym takeover footage cut into social-first formats
  • Agit personal content: training, product use, behind the scenes

Infrastructure

Social
Accounts live and branded. Content engine running 5–6 posts/week per platform from day one.
Community
Discord and Reddit for community. WhatsApp for ambassador coordination.
Email
Waitlist built to 2–3K subscribers. Welcome and launch countdown sequences ready.
3,000+
brand-dedicated email subscribers
50+
coaches seeded
10
Founding Circle athletes
8–10
gym events completed

Agit's personal reach will amplify all of this, but its exact impact is unknown at this stage. Our KPIs focus on high product-market-fit signups we can directly attribute to brand efforts.

Launch

Month 3

Activate everything we've built.

Two months of seeding coaches, athletes and gyms. Now we flip the switch. Every ambassador, every coach, every channel fires at once.

Network Activation

  • Full ambassador and athlete network goes live simultaneously
  • Coordinated launch posts across all seeded coaches and athletes
  • 50+ ambassadors pushing product on launch day

Launch Event Berlin

  • High-production brand launch event in Berlin
  • Athletes, coaches, press, community all in one room
  • Full content capture: photo, video, interviews
  • Event content fuels social for weeks after

Content Blitz

  • Peak output across all platforms: 5–6 posts/week per channel
  • Launch event footage cut into dozens of social-first assets
  • Intense UGC push with pre-launch proved hooks across TikTok and Instagram
  • YouTube series with heavy Agit involvement launches
50+
active ambassadors posting
1
flagship launch event
10K+
social followers
5K+
email list
Post-Launch

Month 4

Prove the engine repeats.

Double down on the channels that proved themselves during launch. Scale what works, cut what doesn't.

At the same time, we start preparing the transition. Supporting the hiring of an internal team, handing over processes, documenting playbooks, and building the GTM strategy going forward so TWLV doesn't skip a beat.

The Investment

Fixed Retainer

€20,000/mo
GTM Lead

Kian

€6,667/mo
GTM Execution

Jordi

€6,667/mo
Brand

Ilja

€6,667/mo

Performance Component

€5,000/mo

Unlocked by hitting the KPIs we defined together. We only earn this when you see results.

Phase KPI Targets
Pre-Launch
Month 1–2		 3,000+ brand-dedicated email subs · 50+ coaches seeded · 10 Founding Circle athletes · 8–10 gym events
Launch
Month 3		 50+ ambassadors posting · 10K+ social followers · 5K+ email list · Flagship launch event executed
Post-Launch
Month 4		 Winning channels scaled · Internal team transition supported · Forward strategy delivered
€80K
Fixed retainer across 4 months. Three people dedicated to TWLV. Predictable cost.
+
€20K
Performance unlock across 4 months. Only paid when KPIs are hit.