In 2021, Optimum Nutrition, a devout believer in the transformative power of fitness, launched Building Better Lives to promote access to fitness resources for all.

Partnering with two elite athletes who both hail from underserved communities, the plan was to improve individual lives while simultaneously addressing disparities in less fortunate populations, the end goal being to promote a more diverse and inclusive fitness community.

With two of pro football’s best players onboard, MWW and Optimum Nutrition hired Futureman to create a hub to house free fitness resources, which Futureman also produced, working with a diverse roster of fitness experts, pro athletes, and nutritional thought leaders.

Futureman was able to produce a robust suite of wellness content that was free and open to all, building better lives for anyone interested in their own self-improvement.

By the end of the initial program in Spring of 2022, the campaign earned widespread coverage in addition to universally positive sentiment from media contacts, garnering praise for Optimum Nutrition for taking action on a critically important issue. It also delivered on its promise by installing outdoor state-of-the-art fitness equipment in parks in underserved communities in New Orleans, LA and East Palo Alto, CA.

Today, we look ahead to the future and how we can expand and extend the program to continue to be the gold standard for corporate social responsibility programs looking to achieve results.