Delivered the acquisition of a biosensing sports tech company to provide a heart rate monitoring solution — an integral part of the MAF formula.


Industry renowned training professional Phil Maffetone founded the business on his popular endurance training method. MAF wanted to grow rapidly and build an ecosystem of fitness training, supplements, and hardware to deliver on their purpose. 

Strategic Insight

MAF has a strong following and an engaged community. We developed a horizon planning pipeline helping to deliver traction and engagement amongst their 30,000 member base. 

In order for MAF to grow at the rate they wanted to, we recruited an experienced CEO to lead the capital raise


Through the planning and the capital raise, we were able to deliver an acquisition of a biosensing sports tech company — BioConnected. This provided a heartrate monitoring solution to fit into and complete MAF’s product ecosystem.

Scope of work:


  • Business audit
  • Insight discovery
  • Business advisory and management
  • Financial scorecard and projections
  • Investor deck


  • Marketing capabilities audit
  • Customer value proposition
  • Brand design and experience
  • Strategic marketing planning
  • Segmentation and target profiling
  • Customer journey mapping
  • CMO to oversee marketing implementation


  • People and culture audit
  • Culture development
  • Employee value proposition
  • Resource appraisal
  • Recommendations for implementation

Keith Sue

“It was the strategic insight from BeingIconic that was the game-changer! Their team quickly realised that each member was facing vastly different challenges and therefore a more hands-on approach was needed. They immediately shifted their process to cater for the best outcomes for our members. Any problem that a member had, the BeingIconic team was all over it.

We now have a partner with the processes and capability to confidently guide and support our members on their road to growth – and  a team that cares about our member’s as much as we do.”

Innovation Facilitator, JCU Ideas Lab

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