TMRW
Content Production Plan
Katie Williams — Australia's Best Health & Fitness Creator
Australia's #1
Australia's best health and fitness creator.
Katie is a 19x National Champion in the 100m and 200m sprint. She is Australian and a seven-year veteran of elite athletics. She holds a Bachelor of Sports and Exercise Science, is a qualified personal trainer, and is one of the most followed health and fitness voices in the country.
Her audience follows her because she is honest, evidence-based, and relatable. She does not sell quick fixes. She talks about what she actually does, what she has actually learned, and what she is genuinely going through — including her recent ADHD diagnosis.
That combination is rare. And it is exactly why we want to work with you.
Through her podcast Better For It, her Instagram presence, and her TikTok, Katie reaches a combined audience of over 750,000 people.
Katie is a Brand Partner to The Volley Group and is the headline act for their Australian fitness events. Her credibility spans sport, science, and content — making her the ideal first ambassador for TMRW.
Narrative Thread
The ADHD Thread.
Katie was recently diagnosed with ADHD. This is not a passing mention — it is the through-line of the entire content series. Her audience already knows about the diagnosis and is following along as she learns what it means for her body, her training, her recovery, and her health.
The ADHD thread connects everything: gut health, inflammation, hormonal regulation, sleep, focus, recovery. It gives every piece of content a reason to exist and a narrative that audiences can follow across months.
This is the story that makes the content feel like a journey, not a campaign.
Collection of Posts
Health story posts and ambient posts.
All content falls into two categories, each with a different role and rhythm. Together they create a complete content ecosystem.
Health Story Posts
Narrative-driven content that follows Katie's TMRW journey. These are the hero pieces — the emotional beats, the data reveals, the protocol updates. They carry the story forward and give the audience a reason to come back.
Ambient Posts
Lighter-touch content that keeps the TMRW thread alive between story beats. Quick thoughts, behind-the-scenes moments, check-in updates, and smaller observations that feel natural within Katie's existing content rhythm.
34 posts across 12 months
Narrative-led health story posts combined with ambient brand moments. Designed to feel native to Katie's feed.
Platform Strategy
Every platform serves a purpose.
Primary · Story + Ambient
The emotional home of the campaign. Reels, carousels, and Stories carry the narrative arc. Katie's audience is most engaged here — this is where emotional connection lives and where the ADHD thread will resonate most deeply.
YouTube
Long-form · Deep Dives
Two to three long-form pieces that go deeper than any other platform allows. The full results walkthrough, the protocol deep-dive, and the six-month comparison. These become evergreen content that people find and share long after release.
TikTok
Discovery · Punchy + Educational
Fast, educational, discovery-driven. Each insight from Katie's journey gets repackaged into punchy, comment-generating content. TikTok is where new audiences find the story and where individual insights go viral on their own.
Better For It Podcast
Long-form · Narrative
The long-form home for the story. Two dedicated episodes across the journey, including one with a TMRW clinician. Katie's loyal podcast audience will feel the impact most deeply here.
The Content Journey
Seven phases. One story.
Phase 01
Partnership
Katie announces a new partnership. Not a brand deal — a genuine health investigation. She has been curious about what is actually happening inside her body, especially since her ADHD diagnosis. TMRW is the partner giving her access to a clinical programme that will answer the questions she has been asking for years.
This phase is all authenticity. No hard sell. Just: I have always wanted to know, and now I am going to find out.
Content in this phase:
- 1 x Instagram Reel — announcement
- 1 x TikTok — the hook
- 1 x Story series — behind the scenes
- 1 x Podcast mention — teaser in existing episode
Phase 02
Safe Epoch
Katie begins sharing what she already knows about her body and what she does not. This is the relatable content — the gap between thinking you are healthy and actually knowing. Her audience sees themselves in this. The ADHD angle gives it depth: what has she been masking? What has she been compensating for?
This phase builds anticipation. The audience knows something is coming.
Phase 03
Full Results
The results are in. Katie sits down — on camera, on mic — and walks through what TMRW found. This is the centrepiece of the entire content series. It is going to be genuinely interesting here — how does ADHD affect inflammation, gut resilience, hormonal regulation, and sleep? What does 19 years of elite sport actually do to the body?
Content in this phase:
- 2 x Instagram Reels — headline results
- 1 x Instagram Carousel — data breakdown
- 2 x TikTok — punchy individual insights
- 1 x YouTube — full results walkthrough
- 1 x Podcast episode — dedicated deep-dive
Phase 04
Bench View
Now comes the personalised protocol. Katie documents what her day actually looks like now. What she is doing, what she is eating, what she has changed and why. Because the audience already understands the context, she can explain the reasoning behind each moment in a way that never feels like a promo.
This is where TMRW becomes visible to the audience — not as product placement, but as the thing that is genuinely changing how she feels and what she now knows.
Phase 05
The Return
30, 60, and 90-day check-ins. Honest, unscripted, real. Is the protocol working? What has shifted? What has surprised her? The audience has been on this journey from the beginning. This is where they start to see the transformation and understand that real health change takes time and data.
Phase 06
Post-Phase and Final Check-In
At six months, Katie does a full reassessment. The comparison between where she started and where she is now is the most powerful content moment in the whole series. No hot takes, no pressure. Real facts, real data, real change.
This is the content that lasts. The episode people share with friends. The post that drives people to ask: how do I do this?
Phase 07
The Annual Return
Twelve months later, Katie returns for an annual review. This closes the loop on the story and opens the door for Year Two. The audience sees the full arc — from curiosity to data to protocol to results to long-term change.
This is where the content franchise begins. One story becomes the template for every ambassador who follows.
Content that keeps working.
You Keep Every Piece
Every piece of content Katie creates stays on her channels permanently. This is her content, her story. The production plan builds assets that grow in value.
Each Piece Works on Its Own
Every post, every reel, every episode is designed to work as standalone content. People who find it in month 8 can follow the thread backwards.
Content Stays on Brand
Everything feels like Katie. Nothing feels forced. The content plan is built around her voice, her schedule, her audience.
Complexity at Scale
34 posts across 12 months. It is not about volume — it is about building a narrative that compounds over time.
Content Franchise
Katie's journey becomes the template.
When we build with Katie, we are not just building a campaign. We are building a content franchise — a repeatable model that starts with one person's story and scales to many.
Year 1
Katie's full journey — 34 posts, seven phases, one story arc across all her channels.
Year 2
Katie's annual return plus new ambassadors begin their own journeys. Same framework, different stories.
Year 3+
A content library of real health stories. Katie remains the flagship. The series becomes the brand.
34 posts across 12 months.
12
Health Story Posts
14
Ambient Posts
13
Platform Touchpoints
27
Total Content Pieces
Year at a Glance — Health Story Arc
Each month maps to a phase in Katie's journey. The coloured blocks show individual content pieces — solid blocks are Health Story milestones that carry the narrative forward, faded blocks are lighter Ambient posts that keep the thread alive between milestones. The coloured bar beneath each month indicates an active content phase. The number at the bottom is the total post count for that month. Colours group months that belong to the same story arc.
April
Onboarding
4
May
First Pods
4
June
Early Signals
2
July
Full Results
4
August
Steady State
2
September
Steady State
2
October
Retest Prep
2
November
Retest
4
December
Post-Retest
2
January
Year 2 Ambient
2
February
Year 2 Ambient
2
March
Annual Retest
4