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Hiring a Production Team for Your Fitness Brand: Lessons from Vice Media’s Reboot

UUnknown

2026-02-28

10 min read

Use lessons from Vice Media’s 2026 reboot to know when and how an endurance brand should hire production talent to scale studio-quality training content.

When to stop scraping by with phone videos: a hook for endurance brands

Low engagement, inconsistent production quality, and stalled audience growth are familiar headaches for endurance brands trying to scale video-first training programs. You can have the best coaches and workouts, but if your content looks amateur, audiences swipe. The question isn't just whether you need a production team—it’s when, who to hire first, and how to structure those hires so the investment drives sustainable brand growth.

The moment that matters: What Vice Media’s 2026 reboot teaches endurance brands

In late 2025 and early 2026 Vice Media publicly signaled a strategic pivot: moving past a production-for-hire model toward a studio-first business. The company’s C-suite additions—Joe Friedman stepping in as CFO and Devak Shah joining as EVP of Strategy under CEO Adam Stotsky—weren’t just hires; they were signals. Vice isn’t merely buying production capacity; it’s hiring strategic, cross-functional leadership to build a scalable content studio that owns IP, drives partnerships, and monetizes content across ecosystems.

For endurance and fitness brands the lesson is clear: growth requires combining creative excellence with strategic leadership and operations. In other words—hiring production talent is not a plug-and-play creative problem. It’s a business transformation.

Why this matters in 2026: industry trends shaping the decision

Studio economics matter: Post-2024 market corrections pushed many publishers and brands to capture more of the value chain—content creation to distribution and licensing. Owning a studio lets brands control costs, IP, and long-term revenue streams.
AI and automation change scale, not quality: In 2026, AI accelerates editing, captioning, and personalization. But it doesn’t replace strategic roles—creative direction, showrunning, and partnership development remain human-led value drivers.
Subscription and hybrid monetization continue to mature: Consumers now expect premium, personalized training experiences. Brands that can produce studio-quality series, masterclasses, and serialized coaching keep subscribers longer and attract partners.
Short- and long-form distribution must coexist: Short-form reels drive acquisition; long-form series and courses drive retention and lifetime value (LTV).

Translate Vice’s playbook into tangible hiring signals for your fitness brand

Vice’s approach was to hire strategic executives who could align finance, partnerships, and content strategy. For endurance brands, similar hires—tailored to scale—can unlock studio-quality output without wasting capital. Use these triggers to decide when to hire and whom to hire first.

Trigger metrics: when to build vs. continue partnering

Consistent content cadence: You’re producing 6–10 video releases per month and repurposing them across platforms. If production is a recurring bottleneck, internal capacity helps.
Subscriber economics: You have a paid membership or recurring revenue channel and marginal LTV is positive—meaning investing in premium content increases retention and revenue.
IP and licensing potential: Your programming or coaching format has potential for syndicated shows, branded courses, or licensing to platforms—then owning the studio makes financial sense.
Audience size and engagement: If monthly active users (MAUs) reach a scale where improved production lifts conversion or retention by measurable amounts, hire.
Partnership interest: If sponsors, platform partners, or athletic sponsors are asking for co-produced content or branded integrations, an in-house strategy lead smooths negotiations and deliverables.

Who to hire, and in what order: practical hires mapped to scale

Start small and strategic. The Vice example shows the value of adding executive-level strategy and finance to guide a capital-intensive pivot. You don’t need a full studio on day one—hire roles that multiply your creative output and keep governance tight.

Phase 1: Essential leadership (first 6–12 months)

Head of Content / Showrunner – Owns creative direction, series plans, and coaching-brand voice. This hire ensures consistent quality and format, freeing coaches to focus on programming.
Producer / Production Manager – Handles budgets, scheduling, freelance teams, and location logistics. This role prevents scope creep and missed deadlines.
Head of Partnerships (or EVP of Strategy) – Mirrors Devak Shah’s strategic function: aligns content strategy to business development, sponsorships, platform distribution, and IP deals.

Phase 2: Core studio talent (6–18 months)

Director of Photography / Lead Videographer – Ensures consistent, studio-quality visuals.
Senior Editor & Colorist – Produces final cuts, pillars for repurposing, and maintains visual identity.
Motion Graphics / Animator – Creates on-screen coaching cues, timers, and branded assets that boost perceived production value.
Audio Lead – Critical for workouts and guided sessions—clean, punchy sound is non-negotiable.

Phase 3: Scale and commercialization (12–36 months)

Head of Studio or VP of Video – A strategic leader who oversees P&L, pipeline, and cross-platform distribution—paralleling Joe Friedman’s financial stewardship at an executive level.
Distribution & Data Lead – Uses analytics to optimize formats, run experiments, and ties creative choices to KPIs.
Business Development / Licensing Manager – Converts IP into revenue: syndication, platform deals, or licensing training formats to partners.

Build vs. buy: the economics of in-house production in 2026

Every brand faces the build vs. buy decision. The right path depends on cadence, control needs, and long-term monetization plans.

When to buy (agency or partner)
- You're testing formats or investing in one-off campaigns.
- You lack capital or the subscriber base to justify fixed costs.
- You need specialized tech (e.g., volumetric capture) for a single marquee project.
When to build (in-house studio)
- You produce recurring series or courses with predictable cadence.
- You want to own IP and reduce per-episode marginal cost.
- You have monetization pathways—subscriptions, licensing, or high-margin partnerships—that justify up-front investment.

Tip: hybrid models work exceptionally well. Many endurance brands contract external agencies for episodic shoots while a small core studio handles daily production, repurposing, and data-driven optimizations.

Blueprint: sample 12-month roadmap to scale studio-quality training content

Months 0–3: Hire Head of Content and a Producer. Run format experiments (short-form hooks + one long-form pilot). Measure CPM, watch time, retention.
Months 4–6: Add a Lead Videographer and Senior Editor. Establish a 4–8 episode pipeline and SOPs for repurposing assets into 20+ short clips per episode.
Months 7–12: Hire Head of Partnerships/EVP of Strategy. Begin commercial conversations for sponsorships and cross-platform licensing. Introduce A/B testing driven by Distribution Lead.
Months 12–24: Scale team to include VP of Video and Business Development. Invest in a small studio space or virtual production tools. Pursue IP licensing and create premium course bundles.

Production ROI: what to measure and how to prove value

Executives like Joe Friedman focus on the numbers. If you're investing in production talent, tie hires to measurable outcomes.

Retention lift: Track churn rate for subscribers exposed to premium series vs. control group.
Acquisition cost delta: Measure whether studio-quality trailers reduce paid acquisition costs (CPL/CAC) across channels.
Revenue per user: Monitor ARPU changes when premium content, courses, or licensing deals are introduced.
Engagement metrics: Watch time, completion rate for workouts, and repeat usage after content drops.
Partnership revenue: Sponsorship and licensing bookings attributable to in-house content.

Operational playbook: workflows to scale without chaos

Scaling content requires repeatable systems. Create SOPs for:

Pre-production — creative brief templates, cast/coach release forms, location checklists.
Production — shot lists, lighting diagrams, safety and coaching protocols for endurance content (heart-rate monitoring, pacing cues).
Post-production — edit priorities, versioning rules for formats (16:9, 9:16), captioning, and delivery specs for partners.
Distribution — repurposing cadence, SEO metadata, and performance tagging for analytics attribution.

Partnership playbook: when to team up instead of hiring

Vice’s reboot leans on strategic partnerships and executive hires to scale faster. Endurance brands should similarly leverage partnerships where they add speed or capability.

Platform partnerships — co-branded series with streaming platforms can amplify reach and offset costs.
Production houses — use for large-scale episodic shoots or specialized capture (e.g., drone peloton coverage, multicamera race-day shoots).
Creators & athletes — collaborate on authentic content that scales reach while keeping production costs variable.
Tech partners — integrate heart-rate, power, or biometric overlays via data partnerships for deeply personalized workout experiences.

Premium content strategies that justify the investment

Studio-quality content must drive revenue. Here are high-impact formats your production team should prioritize:

Serialized training series — multi-week programs with narrative arcs that increase retention.
Masterclasses & technique clinics — premium workshops led by elite athletes and coaches.
Event and race coverage — owned race-day content with storytelling, sponsorship integration, and highlight reels.
Branded short-form funnels — high-energy hooks for paid acquisition funnels that link to long-form lessons.
Licensable training formats — packaged IP designed for platforms or partners to resell.

Advanced strategies for 2026 and beyond

As Vice pivots to a studio model, endurance brands should prepare for a future where production, personalization, and IP converge.

Personalized content at scale: Use AI to generate tailored workout edits (e.g., pace-based cuts) while keeping creative oversight human-led.
Interactive streaming: Live coaching with real-time metrics overlays (power, HR zones) will differentiate premium tiers.
Distributed studios: Micro-studios closer to major markets enable localized production and athlete access without central studio costs.
Content-first licensing: Design formats for licensing from day one—episodic structures, teachable moments, and repackaging rules make IP saleable.

Common pitfalls and how to avoid them

Hiring too fast — Don’t build a giant studio before you can monetize. Start with leadership and a small core team.
Neglecting distribution — Great video without distribution is waste. Pair creative roles with a Distribution Lead early.
Ignoring data — Creative instincts are vital, but decisions must be validated by watch-time and conversion metrics.
Overproducing vs. under-monetizing — Maintain a clear monetization path (subs, sponsorship, licensing) before scaling capex.

"Studio capability is a strategic lever—it's not just about prettier videos. It’s about owning IP, controlling audience experiences, and unlocking new revenue."

Actionable checklist: readiness assessment for hiring a production team

Do you produce 6+ pieces of video content per month? (Yes → Candidate for in-house)
Do you have a paid subscriber base or repeat revenue channel? (Yes → Proceed to Phase 1 hires)
Are partners approaching you about co-productions or licensing? (Yes → Hire Head of Partnerships)
Can you demonstrate 5–10% retention lift from premium content trials? (Yes → Scale production)
Do you have processes for repurposing long-form into short-form? (No → Hire Editor + Distribution Lead)

Final play: align creative ambition with business leadership

Vice Media’s recent executive hires remind us that scaling production isn’t just a creative decision—it’s strategic. The first hires should secure creative quality and business alignment. The subsequent hires deliver the operational capacity and commercialization that turn content into sustainable growth.

In 2026, endurance brands that treat production as a cross-functional capability—blending executive strategy, production craft, and data-driven distribution—will own more audiences, deepen retention, and unlock new revenue lines.

Next steps: a practical call-to-action for your brand

Ready to know whether to hire or partner? Start with a 30-minute content audit that maps your current cadence, monetization, and distribution. We’ll benchmark your readiness against the triggers above and give you a prioritized hiring roadmap (Head of Content, Producer, or Head of Partnerships) tuned to your budget and growth goals.

Book a strategy audit with our studio growth team or download the hiring checklist to align your next 12 months of production investments with measurable business outcomes. Build smart, scale fast, and keep the workouts world-class.

Unknown

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.