Creator-Led Launch Creative for AI Fitness App TrainMate

Client: TrainMate

Regions: United Arab Emirates, Saudi Arabia, United Kingdom

Services: Creative Production, Paid Social, App Store Optimisation

Key Achievements:

27 ad concepts delivered across launch and a return project
73 video ads and 40 static ads produced
Creative routes built for six distinct audiences

Introduction

TrainMate is an AI personal training app. It builds a personalised workout and nutrition plan around each user’s goals, fitness level, past injuries and preferences, coaches them through workouts with real-time feedback, and lets them log meals by chatting to their AI coach or taking a photo of their plate.

The app is built for everyday people with little fitness experience who would rather not go to a gym, and rewards each workout with points.

Challenges

TrainMate came to us in May 2024 as it prepared for its public launch, starting with a pilot in the United Arab Emirates and Saudi Arabia. It needed a steady supply of paid social creative that could explain an AI trainer in a few seconds, make it feel personal and credible, and speak to several very different audiences at once.

Strategic Approach

Between May and September 2024, and in a return project in February 2025, we focused on:

Routes Built Around Real Audiences:
We wrote the creative around TrainMate’s audiences: new mums short on time, busy professionals, people who find gyms intimidating, complete beginners, experienced trainers and frequent travellers. Each route had its own scripts, hooks and creators, so we could see which audience and message responded.
Creator UGC That Shows the App:
Most of the work was UGC filmed at home, outdoors and on the road, with screen recordings cut in to show the personalised plan, the coaching and the photo meal log. For the travel route we edited footage filmed by cabin crew, following a flight attendant who trains in hotel rooms and on layovers.
Statics, Explainers and Direct Response:
Alongside the UGC we designed two static sets in square and Story sizes, a founder-led video, motion-led direct response edits and an app explainer for the meal-tracking features. We also designed TrainMate’s App Store screenshots for three iPhone sizes.
Organised for Testing:
Every script, edit and static went through a shared sign-off tracker and a weekly review. Concepts went out with several opening hooks, up to six for the beginners route, and later work reworked earlier UGC with new hooks, an AI voiceover, a fresh visual treatment and shorter cuts.

Project Highlights

Ad Concepts Delivered

Video Ads Produced

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Static Ads Designed

Over five months of work, TrainMate gained a broad library of launch creative to test on paid social:

27 Ad Concepts: We delivered 22 ad concepts between May and September 2024. TrainMate returned in February 2025 for five more UGC concepts built around photo meal tracking and the app’s points and challenges.
113 Finished Ads: Across those concepts we produced 113 finished ad files: 73 videos for Reels and Stories, and 40 statics in square and Story sizes.
Six Formats: The library spans creator UGC, a founder-led video, direct response motion edits, an app explainer, split-screen before-and-after skits and static ads, giving TrainMate several ways to tell the same story.
Six Audience Routes: Each audience had creative written for it, from new mums fitting workouts around a baby to a flight attendant training between flights, so the app could be shown in the context of each person’s day.

Conclusion

TrainMate needed launch creative that could explain an AI trainer quickly and make it feel personal to people who avoid gyms. The result is a library of creator-led video and statics built around its audiences, and TrainMate returned in 2025 for a second round of UGC.

This project drew on our video and motion design, paid social and app marketing services. See more of our work.

More work like this: Foodhak, WAC and Belong.