Started in 2009, is an online health and fitness program with a significant subscriber base. They’re one of Australia’s online start-up success stories.


Build an elite, high performing, digitally centric marketing and product team.

12WBT experienced massive organic growth in early 2011. To cope with demand and delivery of content, they required in-house digital marketing and product teams to sustain and scale the business.

In order to deliver successfully, MitchelLake Consulting had to gain an in-depth understanding of 12WBT’s unique product and customer base. We had to find talent with a genuine passion for health and fitness as well as pure-play digital experience in a membership and loyalty driven environment.