I joined the Hell Yes Crew in October 2024, stepping into a leadership role to manage and grow the community. The project encompasses several exciting facets:
- An Instagram fan page dedicated to Charlotte Weidenbach, a Peloton instructor
- A hashtag on the Peloton platform (#Hellyescrew)
- Side projects such as merchandise and studio takeovers (exclusive studio bookings for fan crews)
From the beginning, I focused on driving growth and engagement. By implementing a more consistent posting schedule, we achieved natural growth that benefits both the crew and the instructor. Within my first three months, I managed to grow the channel by 12.5%, keeping us on track for an annual growth target of 60%. Consistency in uploads also led to a 25% increase in account reach, with more than 25% of our followers actively engaging within the last 90 days—a remarkable achievement compared to the low single-digit engagement rates of similar accounts.
These results stem from my strategic approach: tailoring content to meet both community needs and platform algorithms. For example, I introduced the account’s first voice-over Instagram Reel, which garnered double the average views at that time. By staying informed through insights shared by Instagram’s head, Adam Mosseri, I translated his guidance into actionable strategies that directly boosted our channel’s performance.
My Role and Responsibilities
As the primary manager of the Hell Yes Crew account, I oversee:
- Weekly content scheduling and posting
- Engaging with the European community and reposting their stories
- Creating surveys for followers to foster interaction
- Planning content aligned with both the instructor’s goals and our crew persona (which I researched and documented as my first task)
- Collaborating with my team colleague to discuss roadmaps and ensure alignment
While my colleague manages US afternoon hours with a focus on memes and monitoring quarterly SUMMIT Pelofondo/SUMMIT Climb events, we share responsibilities for promoting special rides and programs. To streamline collaboration, I initiated a biweekly organizational call where we align on strategy and execution.
Key Projects
Hell Yes Crew Merchandise (November–December 2024)
To celebrate our second anniversary, I organized group rides and collaborated with a small US business owner to create limited-edition merchandise. Despite logistical challenges due to our globally dispersed audience, I prioritized solutions that catered to our largest market while still delivering value to ultra-fans.
I designed the print concept, coordinated with a contractor for vectorization, and managed follow-ups with the producer. This project not only delighted our biggest fans (including Charlotte herself!) but also helped the small business owner expand into new markets like the UK and Germany.
Challenges: Navigating international laws, ensuring quality control with contractors, meeting tight deadlines, and managing cross-border logistics.
Pelofondo Event (January 2025)
During my colleague’s vacation, I took full responsibility for managing this 48-hour cycling competition while actively participating myself. I broke my personal record by riding 150 km, contributing both speed and distance to our team’s efforts. Simultaneously, I managed event-related questions, motivated participants via Instagram, and monitored activity on the SUMMIIT app. For the third consecutive time, our team finished as the fastest group in the competition.
Challenges: Balancing account management duties with active participation during an intense event.
Studio Takeover (November 2024–February 2025)
During onboarding, a crew member proposed organizing a studio takeover at Peloton’s London studio—an idea perfectly aligned with our anniversary celebrations. Despite scheduling delays pushing the event to February 2025, I used this opportunity to further engage our growing audience (which had reached nearly 3,300 followers by then).
I planned daily story posts leading up to the event and organized thoughtful surprises:
- A custom “black iced” protein bar cake for Charlotte featuring her favorite brand
- A card filled with community messages alongside handcrafted paper sunflowers (her favorite flower)
- A personalized gift card for our local organizer featuring smiley icons from Charlotte’s signature slippers
To boost engagement further, I launched two “best metal outfit” competitions—one for in-studio participants and one for at-home riders—with exclusive Hell Yes Crew stickers as prizes. Additionally, I supported Charlotte in creating quiz questions for an interactive game during the event.
Challenges: Coordinating with team members across time zones, relying on external contributors for logistics, and balancing this side project alongside demanding work deadlines.
Feedback from Charlotte Weidenbach:
“I love your work. It’s always so artsy and looks stunning! I am so happy that you are doing the job!”