How Gympass Turned Its B2B Marketing Message Into a Murder Mystery Podcast

The wellness platform and its CMO Ryan Bonnici used a strong foundation of revenue to make the case for Kate Mara, Brett Gelman and fictional mayhem

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Gympass typically considers murder the antithesis of its B2B marketing strategy, but there were arguments for an exception.

The corporate wellness platform’s entire purpose is to help its 15,000 global clients—including Aflac, SoFi and ActivisionBlizzard—create a healthier, decidedly living workforce. It regularly boasts that the 2 million employees subscribed to its services—which feature offerings from Barry’s, Lifetime, Headspace and Thrive Global—cut their healthcare costs 35%. 

They also claim it trims workforce turnover by 40%, creating fewer disgruntled employees who would, say, electrocute their coworker and open a 12-episode clue-laden story arc leading the human resources department to the killer.

But Gympass CMO Ryan Bonnici saw an opportunity in the HR departments his B2B marketing regularly targeted.

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