Strategic YouTube Agency Partner
Elevating Grand Slam Track’s strategy on the new home for sports content—YouTube
The challenge
Track struggles to maintain consistent visibility outside of Olympic years. Grand Slam Track—founded by four-time Olympic gold medallist Michael Johnson—is changing that, bringing the fastest athletes in the world together to race head-to-head four times a year. We were brought in as their official YouTube content partner to help turn this ambitious new league into a year-round digital destination for track fans.
The insight
Modern sports fans crave human connection. They don’t just want highlights—they want context, stories, rivalries, and reasons to care. YouTube is where that connection happens. However, to succeed here, content must be more than good—it must be native, discoverable, and built with audience behaviour in mind.
The game plan
Our vision was to make Grand Slam Track’s YouTube channel the go to hub during each Slam weekend, engaging die hard fans and also the casual viewers. We established their channel strategy, reworked existing content formats and developed new creative built for discoverability, attention and community building.
Bringing it to life
At the debut Slam in Kingston, we built a full YouTube content strategy around the unique format, using it to drive story arcs across the weekend. We developed a 23-video suite tailored for both core fans and new audiences. We overhauled the channel’s structure, copy, and thumbnails to maximise algorithmic discoverability and viewer retention.
Results
So far, we have achieved unprecedented results for Grand Slam Track, just two weeks into the Slam season.
46 videos published
14k new subscribers (+332%)
12M+ impressions
1.8M channel views
2:12 average view duration—real signs of strong engagement
8% average click-through rate
68% of views on top content came via YouTube’s browse feature.
Check back later for updated figures.
The extra mile
Collaborating with GST as their strategic YouTube partner, has set the tone for the channel’s future. We’re laying the groundwork for a loyal, engaged YouTube community. With fans knowing exactly where they should go, when the next Slam comes around.
Watch the highlights over on Grand Slam Track’s YouTube channel, and stay tuned for more Slam action from us over the summer.
