Pitstop
The Challenge
Most men struggle alone. Whether it's mental health, money, or relationships, they lack the support and tools to make real changes in their lives. Pitstop aimed to change that through science-backed content that actually drives behavioural change.
As the second hire, I had a blank canvas: build a content operation from scratch that would transform behavioural science into practical, actionable insights — while establishing a voice that resonates with men who've grown wary of self-help clichés.
Period
2023-24
At Pitstop, I owned the entire content operation. That meant:
Creating the Foundation
I developed our editorial vision and voice - authoritative but approachable, evidence-based but not academic, and personal without being preachy. This crystallized into comprehensive style guides and content frameworks that would scale across formats and writers.
Building the Team
I hired and managed four freelance writers, each bringing specific expertise to our core topics. I developed writer onboarding processes, feedback systems, and quality controls that ensured consistent quality while maintaining our distinctive voice.
Content Creation and Strategy
Beyond managing others, I wrote key pieces myself, particularly those establishing our voice and testing new formats, and edited everything that went live. Each piece of content needed to balance education with action — not just explaining concepts, but motivating real change.
PITSTOP
PITSTOP
Technical Integration
I worked directly with developers to create content specifications that would work seamlessly in the app. This meant designing content structures that could:
- Flow naturally between text and audio
- Include interactive elements for habit tracking
- Integrate with user notification systems
- Scale across different content types
Innovation Through AI
Recognizing the need for scalable audio content, I championed AI narration from day one. This wasn't just about cutting costs (though I reduced projected audio production expenses by 90%) – it was about creating a consistent voice that could deliver content across formats while maintaining our empathetic, encouraging tone.
Content Ecosystem
By launch, we had built a comprehensive content library including:
Original articles rooted in behavioral science
Book, article, and podcast insights with actionable takeaways
Expert interviews transformed into practical guides
Interactive habit-tracking prompts
Visual assets that reinforced key concepts
Audio versions optimized for learning
Each piece was part of a larger user journey, designed to move men from insight to action.
The Results
We launched with a full-featured content platform that delivered on Pitstop's mission to empower men to live their best lives. The content operation I built could scale efficiently while maintaining quality, thanks to:
Clear editorial guidelines
Streamlined production processes
AI integration for audio
Quality control systems
Writer management frameworks
This foundation set Pitstop up for sustainable growth, with content that could genuinely help men make positive changes in their lives.
Pitstop
As the second hire, I led on all things content. I defined our strategy, built a content library, established a tone of voice, managed four writers, edited their work, and created AI-enhanced audio.
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