MyoMaster started at a kitchen table, where founder Joe built a massage gun and co-founder Lottie told him he needed to sell it. The company has since grown into a UK health and wellness brand known for ice baths, saunas, and recovery products, with some units priced above £4,500. Ed Rudland joined as employee number three nearly five years ago and has built the marketing function from the ground up. He now works within a team of four, and speed has become the team's whole identity.
That drive for speed took on a new shape when co-founder Lottie gave the whole marketing team its assignment: to go AI native. Using Claude, each team member had to build an agent that would sharpen each part of the business, with two weeks to build it and present it back to leadership. For Ed, that assignment became the push to bring marketing fully in-house and put Claude at the center of how his small team plans, analyzes, and scales its campaigns.
The challenge
Before that shift, MyoMaster's paid media sat with outside agencies, while Ed and the team ran email, the website, and their own channels. Bringing paid media in-house too, meant solving a harder problem first: attribution. With saunas costing up to £4,500, MyoMaster's buying cycle regularly runs past the standard 30-day attribution window that Meta and Google use to judge ad performance. An ad could sit at a 2.5x return on ad spend for weeks, then jump to 10x or more once a payday, or a finished garden project, finally pushed a customer to buy. Judging ads on last-click data alone meant pulling budget from ads that were actually working, and waiting three to four weeks to catch problems that needed a same-day fix.
The solution
Building the future of AI-driven marketing
A few days into building his own Claude agent, Ed realized he'd first need to connect his ad channels to get any real data into Claude. That search led him to Supermetrics. He connected Meta Ads, Google Ads, and Klaviyo through Supermetrics into Claude, then trained Claude as a dedicated analyst for MyoMaster's business. He fed it the company's margins, target ROAS and CPA by product, and minimum spend thresholds, rules that tell Claude not to judge a high-ticket ad until it has spent enough money to mean something. He also built a detailed ad-naming system that encodes up to a dozen data points per ad (length, hook, price, offer, whether a founder appears on camera), so Claude can read exactly what each ad is doing without watching the footage. This contextual data was key to the process.
The real investment went into the labeling and rules that make the analysis trustworthy, not the setup. Claude now flags creative fatigue early and surfaces which ads are driving high-intent traffic, such as site time, return visits, and email sign-ups - all strong buying signals for potential future customers
Supercharging creative briefings
That same data foundation now powers MyoMaster's monthly creative briefing process. Claude turns the trading calendar, budget, personas, and prior ad performance into a full media and creative plan, broken down by week, channel, and persona, a process that used to take Ed roughly two days to build by hand. The same setup can now brief more than 30 brand ambassadors individually, matching each one's bio and content style to MyoMaster's pain points and personas, in about 20 minutes. One ambassador profile, for example, describes a father of three who works as an executive at a chemical processing company, runs a fitness Instagram page with 20,000 followers, and posts shoe reviews and treadmill sessions. Claude uses that bio to write his brief, pairing MyoMaster's recovery pain points with the running and fitness content he's already known for, so the brief feels tailored to him rather than generic.
Outcome and impact
MyoMaster now runs automated performance reports every Monday and Thursday, catching in days what used to take three to four weeks to surface. That visibility has let Ed identify specific ads that look weak in the first days of a campaign but go on to deliver 10x ROAS or more once slower-cycle buyers finally convert, so the team keeps those ads live and spends with confidence instead of pulling budget too early.
Since rolling out the new creative briefing process, MyoMaster has consistently outperformed previous months and beaten targets. What once took roughly two days of manual planning each month now takes minutes, and the team plans over 150 pieces of creative content a month against that plan, up from a fraction of that when scripting and briefing were done by hand. Freed from that manual work, the team spends far more time on strategy instead of execution.
Next, MyoMaster is testing Claude-generated static ads, alongside tools like Canva's Magic Layers, aiming to add 200 to 300 extra static assets a month without adding headcount.