Habitual- White Logo

Habitual Case Study


Habitual Equipment is a bootstrapped startup with a mission to become Australia’s leading provider of home gym equipment. The brand was founded by Olympic Champion James Magnussen & entrepreneur Robert Nader, coming together to help Australians make their health and well-being habitual.


Revenue growth in 9 months


Average ROAS with Defiant®


New email subscribers

Habitual- White Logo

The Mission.

Habitual Equipment is a fast growing gym equipment brand with a mission to help everyday Australian’s create an active and healthy lifestyle with high quality equipment to support their journey.

The founders were driven to provide their products at affordable prices without compromising on quality, which meant that margins were slim and advertising simply had to perform at a high level. Defiant Digital was the first agency the brand had engaged and getting it right the first time was critical as they had invested into a warehouse full of stock that needed to be sold in order to roll those profits into future growth.


The Solution.

Our creative team were able to have an instant impact, creating highly engaging and thumb stopping motion graphics ads that transformed the brands identity & instantly set them apart from their competitors.

We focused heavily on creative & UGC, gathering clips of influencers who were using their products and developing multiple iterations for creative testing to find ads that we could scale at the top of the funnel. We found 3-4 winning ads that continue to feed the entire funnel to this day, while also creating new offers with urgency and scarcity to sell out of products that they needed to move fast.

We also ran an extremely successful lead generation campaign for a giveaway which garnered over 14,000 email subscribers that were nurtured over time which was an extremely important data acquisition exercise for the brand.

Founder | James Magnussen

The Results.

“The results since joining Defiant have been incredible! Their team is the perfect mix of creative & strategy and they’ve guided us every step of the way”

Habitual- White Logo

James Magnussen

Founder | James Magnussen

Our Services.

  • 1

    Strategic campaign roadmap & launch plan

  • 2

    Paid performance (Social & Search)

  • 3

    Creative strategy

  • 4

    Direct response copywriting

  • 5

    Ads Creative

  • 6

    Email & SMS Marketing

  • 7

    Conversion rate optimisation

  • 8

    Landing page design

  • 9

    Lead generation

  • 10

    E-commerce profit & loss analysis

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