For over five years, Of the North has partnered with the Twin Cities Open to elevate one of Minnesota's amateur bodybuilding competitions—growing its digital presence, expanding its audience, and building anticipation year after year.
What began as a regional, amateur event has evolved into a sold-out spectacle, with over 900 spectators filling the venue five years running and earning more than $55K in night show ticket sales alone.
In 2025, the Twin Cities Open's social presence reached new heights—earning 2M+ organic Reel views in just four days and sustaining momentum well beyond show weekend, driving +47.9% reach, +19.4% follower growth, and record engagement across all platforms over 90 days.
Twin Cities Open
case study
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in just four days
during show weekend
+2 million
organic reel views
five years in a row
sold out
900+ spectator event
$55k+
sales
growth metrics
overview
annual ticket revenue from night show
strategy development
content creation
social media management
NPC Twin Cities Open
strategy development
the challenge
our approach
The Twin Cities Open had all the makings of a premier bodybuilding event—but lacked year-round visibility. As one of Minnesota’s top amateur competitions, the show consistently drew strong competitors, yet its digital presence would spike only around showtime and then fade. The goal was to change that. Of the North set out to transform Twin Cities Open from a once-a-year event into a year-round brand—one that would attract new athletes, top-tier guest posers, renowned photographers, and a loyal community of fans while keeping the spotlight firmly on the athletes themselves.
We started by digging deep into competitor research to identify what made a bodybuilding show truly stand out—and where most fell short. The insight was clear: while other events promoted the stage, few celebrated the athletes or made the sport accessible for fans.
From there, we built a year-round strategy designed to grow community and keep the hype alive long after show day. We made the athlete the hero, spotlighting competitors through “post-game” mini-mic interviews, sponsor Q&As, and storytelling that followed their journeys from the Twin Cities Open stage to professional ranks.
We leaned into culture and connection, blending high-quality visuals from renowned photographers with gym humor and motivational quotes to reach new audiences and keep content relatable.
Between shows, we shared behind-the-scenes prep, athlete off-seasons, and training highlights to sustain excitement and grow anticipation for what’s next.
On show weekend, we approached content like a professional sports broadcast—live Story coverage, fan cams, polls, trivia, and pose-down predictions that kept both athletes and spectators engaged.
the results
The 2025 event went viral with 2M+ organic Reel views in just four days, driving a 47.9% increase in reach, +19.4% follower growth, and record engagement across 90 days.
Attendance has sold out five years in a row, with 900+ spectators and $55K+ in ticket sales from the night show alone.
The event continues to attract bigger names, stronger athletes, and top-tier industry professionals—proving that when strategy meets community, momentum lasts far beyond show day.
twin cities open
content creation
NPC Twin Cities Open
social media management
