Off-season training, filmed and cut for social

The client

STNDRD Coaching is a strength and conditioning gym. Its roster runs from private clients through to professional athletes, including Arizona Cardinals cornerback Kei’trel Clark and defensive back Jalen Thompson.

What we ran

The whole channel, from the idea through to the post going live.

• Concept. What each piece was for and what it needed to show before anyone picked up a camera.
• Production scheduling. Booking videographers against the training calendar, so the shoot happened when the session did rather than as a separate setup.
• Edit direction. Briefing the cuts and reviewing them.
• Publishing. Posting to the channel.

The formats

Athlete features. Off-season training sessions with professional players, cut vertical. The draw is access. People want to see what an NFL athlete actually does in the gym in February, and that is not something you can stage.

Client sessions. The same treatment applied to people who are not professionals. Named, filmed training, no voiceover.

Why it is shot this way

Training footage is already the product. A gym does not need a concept laid over the top of it, it needs someone in the room when the work is happening and a plan for what to do with the footage afterwards. Scheduling the shooter against the training calendar is the whole trick: it turns filming into part of the session instead of an event that has to be arranged around it.