The challenge
Fuel Up Hydration was exploring ways to expand its reach among fitness consumers. Reaching an established fitness network required a relevant partnership proposition, access to decision-makers, and a clear commercial structure.
The approach
12:34 Consulting helped develop and advance the relationship between Fuel Up and FIT Brands, the parent organization behind F45 Training. The work included partnership development, commercial structuring, and coordination to move the opportunity toward implementation.
The partnership created a pathway into FIT Rewards and explored broader opportunities involving private-label and co-branded hydration products.
The progress
- Advanced a strategic relationship between Fuel Up and FIT Brands.
- Helped formalize a collaboration agreement that includes a 5% revenue participation arrangement for qualifying partnership clients.
- Progressed Fuel Up's availability through the FIT Rewards channel.
- Identified additional opportunities for partnership development and market expansion.
The business lesson
A strategic introduction is only the beginning. Sustainable partnership value requires a clear commercial model, coordinated execution, and measurement of actual customer conversion and revenue.
The available evidence confirms partnership progress and channel access; attributable sales and revenue impact have not yet been established.
How 12:34 Consulting helps
12:34 Consulting helps businesses develop strategic relationships, structure commercial partnerships, and move opportunities from initial discussions toward execution.
We focus on building partnerships with a clear business rationale and a pathway toward measurable results.
