The experience behind Gravitas: building Myprotein's influencer programme to eight-figure monthly revenue
Before founding Gravitas, James Massey and Dan Stevenson led influencer marketing at Myprotein at global scale. They grew the programme from a six-figure monthly channel into an eight-figure monthly revenue driver, while managing a network of more than 5,000 influencers and introducing a data-led methodology for calculating creator fees.
The challenge
Myprotein had already established influencer marketing as an important acquisition channel, but the opportunity was to scale it significantly while maintaining commercial efficiency across a global creator network.
As the programme grew, the challenge became more complex: managing thousands of creators across different markets, understanding what each partnership was worth, and ensuring the channel remained profitable as investment increased.
What we did
James and Dan led the strategic scaling of Myprotein's influencer programme, expanding the global creator network to 5,000+ influencers across multiple markets.
The programme was managed around performance rather than reach alone, with creator partnerships evaluated against commercial outcomes and tailored to different regional audiences.
A key part of the work was developing a structured methodology for calculating influencer fees. This created a more consistent way of assessing creator value, negotiating partnerships and protecting programme profitability as the channel scaled.
The methodology was subsequently adopted across the wider THG group, providing a consistent commercial framework for influencer investment across multiple brands.
The results
The influencer programme grew from a six-figure monthly revenue channel to eight figures per month, while the creator network expanded to more than 5,000 influencers globally.
The fee methodology introduced as part of the programme was adopted across the wider THG group, helping establish a more commercially structured approach to creator investment.
What we learned
Scaling influencer marketing is fundamentally different from simply running more campaigns.
At this level, creator selection, commercial negotiation, regional strategy, performance measurement and profitability all need to work together. That experience now shapes how Gravitas approaches creator acquisition for growing consumer brands: building programmes around the commercial objectives of the business, rather than treating influencer as a standalone awareness channel.