Long-Form Content and Other Missed Marketing Opportunities with Kirsten Spittel-Sloan

Brands have been doing TV shows? iFIT has. Its reality competition, Trainer Games, is the ultimate long-form bet. And it's one of several the brand is making.

This week, Elena, Angela and Rob are joined by Kirsten Spittel-Sloan, SVP Marketing and Head of International Marketing at iFIT. Kirsten shares why simple messaging wins, how to enter new markets by building trust first and where personalization pays off (and where it jumps from first date to 15th). She also explains how to use media mix models when data is thin and why long-form content works for a brand built on long workouts. Marketers will leave with practical ways to fund the full funnel without chasing every trend. Plus, hear Kirsten's contrarian take on stepping away from measurement and the hosts' picks for the women's athletes they'd sponsor.

Topics covered: 
[01:00] Why the CMO role looks different today 
[03:00] What McKinsey taught Kirsten about simple messaging 
[10:00] How a legacy brand earns credibility in Pilates 
[12:00] Taking a brand global with local partners 
[13:30] Using media mix models without false certainty 
[17:30] Where personalization pays off 
[20:00] Why long-form content works for iFIT 
 


To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Adweek Marketing Vanguard Podcast 2025: https://www.adweek.com/brand-marketing/what-keeps-ifit-ahead-of-the-curve-kirsten-spittel-sloans-personalization-secret/

Kirsten Spittel-Sloan's LinkedIn: https://www.linkedin.com/in/kirstenspittelsloan/

iFIT Website: https://www.ifit.com/ 
 

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