Coach. Creator. Lifelong Lifter. Helping you train harder and smarter.
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I’m a coach, content creator, and brand strategist with over a decade in the fitness industry. Along the way, I’ve partnered with leading brands like Naked Nutrition, Fitbod, BarBend, Reebok, FeastGood, and Ten Thousand — creating content that educates, inspires, and drives real engagement.
Whether it’s product features, long-form articles, training videos, or real-world testing, I bring an authentic and performance-driven voice to everything I do.
Looking to work together? Lets Connect: mike.dewar@thebarbellceo.com
Trusted By...
Naked Nutrition
UGC Launch Support, Product Reviews, and Affiliate Marketing
I partnered with Naked Nutrition to create monthly UGC campaigns that included photo content and short-form video (reels) to support the launch of their Cookies & Cream Whey and other flagship products. My content was featured across organic platforms and also whitelisted for paid social campaigns. Unexpectedly, it was even used in regional print mailers. I focused on showing how I actually use the product in my training and nutrition routine, helping Naked build trust with an audience that values transparency and performance.
Product Features, UGC Campaigns, Product Reviews, and Affiliate Marketing
I organically featured Ten Thousand apparel in real-life gym sessions, reels, and training shorts. My goal was to showcase how the gear performs under load — whether I was lifting heavy, running intervals, or coaching on the floor. The brand was highlighted naturally through movement, not just posing, which led to better engagement and authenticity in product placement.
Field Testing, Product Reviews, Product Launch Events, Media
I worked with Reebok to put select training shoes and apparel through real-world performance testing. Through a series of wear-test videos and functional workouts, I created content that showed how their training gear holds up in both Olympic lifting and conditioning settings. I emphasized durability, fit, and training context, helping the brand bridge the gap between retail messaging and actual gym floor use.
FeastGood
Educational Content and Product Reviews
FeastGood brought me on to review supplements and write educational content aimed at bridging the gap between science and real-world application. I focused on making complex supplement research accessible for everyday athletes, while offering honest, experience-based reviews. This collaboration helped readers navigate the cluttered world of sports nutrition with more clarity and trust.
For a recent product launch, I worked with Jockey to create UGC content that highlighted the fit, feel, and versatility of their new T-shirt release. I developed a series of organic-style posts showing how the shirt performed in everyday movement — from gym sessions to casual wear. The content emphasized lifestyle authenticity and visual storytelling, helping Jockey promote the shirt across social platforms in a relatable, creator-driven way.
Article Series Contributor, News Coverage, Brand Writer
As a long-time contributor to BarBend, I authored dozens of research-backed articles covering strength training, exercise science, and supplement education. My work helped improve their SEO and brand authority, especially in hypertrophy and Olympic lifting content. Each article blended academic research with coaching experience to make complex topics accessible to a broader audience.
Fitbod brought me in as an expert contributor to help build out app-based training content rooted in strength, hypertrophy, and Olympic lifting principles. I helped develop training plans tailored for beginner and intermediate lifters, wrote educational content, and provided strategic insight into how the app could better support strength athletes. This project allowed me to combine programming depth with app-friendly simplicity, creating a better experience for their users.
I’m Mike — a coach, content creator, and strategist with 10+ years of experience in the fitness and wellness space. I help brands connect with real people through authentic, performance-driven content that actually gets seen — and gets results.
Looking to work together? Lets Connect: mike.dewar@thebarbellceo.com
What I Do
UGC & Content Creation: Reels, shorts, and stills that feel organic, perform natively, and represent your product in action
Affiliate Campaigns: Product placements that drive real-world results and community trust
Long-Form Content: YouTube videos, blog features, and training plans that position your brand as a thought leader
Brand Advisory: Strategic input on product rollout, athlete positioning, and content marketing