Bro spent thousands on UGC with zero winning format and nearly killed the business. Lino went straight to big fitness influencers before he had any proof of what actually converts. Thousands per video, margins at 5-10%, barely scraping $3-4K in revenue. The fix: he partnered with one big fitness creator for equity instead of chasing deal after deal. Suddenly the content was free, the creator had skin in the game, and AbMaxx took off. From there he cut every other UGC deal, doubled down on Meta ads at 2-2.5X ROAS, then moved the same creatives to TikTok and hit 4-5X ROAS targeting a younger audience.