PRVN Fitness is a CrossFit-rooted performance brand co-founded by Tia-Clair Toomey and Shane Orr. Tia is an eight-time CrossFit Games champion, two-time Olympian, and widely considered the fittest woman on earth. From that foundation, PRVN has built a global brand spanning training subscriptions, supplements, apparel, and a flagship 21,000 sq ft gym in Queensland, Australia.
By the time CEO Nick Johnson joined in 2023, PRVN had a loyal global community. The challenge: scale the supplement and apparel e-commerce business without compromising the authenticity that made PRVN different.
PRVN had worked with two agencies before TVG. Neither fully understood the CrossFit community or the brand identity. The deeper problem was alignment, not execution. Past partners applied generic playbooks to a community that demands authenticity.
Scaling supplements and apparel required a different expertise: paid media, DTC creative strategy, and precise audience targeting. When Nick Johnson was introduced to TVG through a trusted referral, the first conversation felt immediately different.
The TVG partnership with PRVN produced the two highest revenue months in brand history and a 55.8% jump in average monthly revenue from the first half of 2025 to the second.
METRIC | RESULT |
|---|---|
Revenue Growth (H1 to H2 2025) | +55.8% |
Order Volume Growth (H1 to H2 2025) | +41.8% |
Best Month vs Jan 2025 Baseline | +166% |
Best Month Month-over-Month Growth | +142% |
Avg Order Value Growth (Jan to Oct 2025) | +115% |
2nd Best Month vs Jan 2025 Baseline | +97.6% |
PRVN entered the partnership with a consistent monthly revenue base. By the second half of 2025, the business had shifted to a materially higher band -- averaging 55.8% above the H1 baseline and producing two record-breaking months that had never been seen in brand history.
PERIOD | REVENUE VS BASELINE |
|---|---|
H1 2025 -- Baseline | -- |
H2 2025 -- TVG Impact | +55.8% |
Best Month (Aug 2025) | +166% |
2nd Best Month (Oct 2025) | +97.6% |
Two months stand out as proof points for what the TVG system can unlock:
August 2025 delivered the highest revenue month in PRVN history, up 166% from the January baseline and up 142% from the prior month.
October 2025 came in as the second-highest month at +97.6% above the January baseline. Average order value grew 115% year-to-date, a clear signal that offer strategy was moving customers toward higher-value purchases.
