--- title: "Northern Fitness Case Study – 26,314 Evaluated, 1 Hired" lang: en canonical_url: "https://www.lemonly.ai/case-studies/northern-fitness" last_updated: "2026-07-10" last_updated_source: jsonld summary: "A previous recruiter couldn't find the right calibre. lemonly evaluated 26,314 marketers, 7 met the brief – and Northern Fitness hired the in-house DTC lifecycle marketer they needed." --- # The marketing manager no recruiter could find. > **Summary:** Northern Fitness, a direct-to-consumer fitness e-commerce brand, needed to hire an in-house Lifecycle Marketing Manager – a rare profile combining high autonomy with deep DTC domain expertise. Their previous recruiter could not find the right calibre, and the hire they placed did not work out. Only about 2% of the market fit the brief. lemonly evaluated 26,314 profiles for the search. Seven candidates met the brief – enough to run a genuine head-to-head shortlist where the previous recruiter had tapped out early. Northern Fitness made the hire, choosing from a position of strength. Andy Jeong, Fractional Head of Growth at Northern Fitness: “Would I recommend lemonly? Yes, 100%. It’s the whole talent acquisition team and funnel packaged into one platform.” Case Study Northern Fitness · DTC fitness e-commerce × 26,314 profiles evaluated 7 met the brief Scroll ## lemonly helps companies like Northern Fitness find the talent they’re looking for. The full market lemonly’s AI assesses 20,000+ candidates per role – about 100x the 213 a recruiting firm works per placement (Recruiterflow, 2026). Humans in the loop lemonly’s recruiters interview the best candidates before you meet anyone. One flat fee Never a percentage of salary. The Problem ## The calibre they needed was hard to find. Northern Fitness needed a rare profile: a high-autonomy lifecycle marketing manager with deep domain expertise. Their previous recruiter had struggled to find the right calibre – and the hire they placed **didn’t work out**. That’s when they came to lemonly. 1 failed first hire 2% of the market fit the brief > “With our last recruiter, the pool tapped out early on a role this specific – they never really touched the good-fit candidates we needed.” > > Andy Jeong · Fractional Head of Growth, Northern Fitness The Approach ## Merit over marquee. Traditional recruiters fish from the same big brands – big logos talk. But this brief needed something different: deep domain expertise, and a high degree of self-direction. So lemonly evaluated **over 26,000 marketing profiles** from first principles – finding within hours the hidden gems that would take human recruiters months or years. 26,314 profiles evaluated 7 introduced > “The ones that were a good fit were extremely good fits.” > > Andy Jeong · Fractional Head of Growth, Northern Fitness The Screen ## lemonly found the needle in the haystack. ### Maya T. Lifecycle Marketing Manager Matches the brief - 5 years in-house DTC e-commerce - Owns the function end to end - Built a lifecycle program from scratch - Shopify & Klaviyo tech stack Maya's bonuses - Previous fitness industry experience - Has built AI-native marketing plans NF-001 lemonly ### Andre K. Lifecycle Marketing Manager Matches the brief - 8 years in-house DTC e-commerce - Owns the function end to end - Built a lifecycle program from scratch - Shopify & Klaviyo tech stack Andre's bonuses - Scaled SMS into a second revenue channel - Owned a 7-figure retention budget NF-002 lemonly lemonlyTalent, sourced ### Priya S. Lifecycle Marketing Manager Matches the brief - 3 years in-house DTC e-commerce - Owns the function end to end - Built a lifecycle program from scratch - Shopify & Klaviyo tech stack Priya's bonuses - Built a 12-step post-purchase flow - Cut churn with a win-back program NF-003 lemonly lemonlyTalent, sourced ### Maya T. Lifecycle Marketing Manager Matches the brief - 5 years in-house DTC e-commerce - Owns the function end to end - Built a lifecycle program from scratch - Shopify & Klaviyo tech stack Maya's bonuses - Previous fitness industry experience - Has built AI-native marketing plans NF-001 lemonly ### Jonas V. Lifecycle Marketing Manager Matches the brief - 6 years in-house DTC e-commerce - Owns the function end to end - Built a lifecycle program from scratch - Shopify & Klaviyo tech stack Jonas's bonuses - A/B tested into a 30% open-rate lift - Stood up loyalty from scratch NF-004 lemonly lemonlyTalent, sourced ### Camila R. Lifecycle Marketing Manager Matches the brief - 4 years in-house DTC e-commerce - Owns the function end to end - Built a lifecycle program from scratch - Shopify & Klaviyo tech stack Camila's bonuses - Launched a subscribe-and-save program - Writes her own SQL segments NF-005 lemonly lemonlyTalent, sourced The Search ## How lemonly found the hidden gems. 26,314 Discovered & Evaluated 411 Pre-qualified 77 Engaged 28 Interviewed by lemonly 7 Introduced to Northern Fitness 1 Hired 26,314 Profiles Evaluated 2% Met every requirement 1 Hired The Result ## The calibre the last search couldn’t find. Where the previous recruiter tapped out, lemonly surfaced right-fit candidates – enough to run a real head-to-head. Northern Fitness chose from strength. > “Would I recommend lemonly? Yes, 100%. It’s the whole talent acquisition team and funnel packaged into one platform.” > > Andy Jeong · Fractional Head of Growth, Northern Fitness --- _Markdown version of [this page](https://www.lemonly.ai/case-studies/northern-fitness) for AI agents and LLMs. More lemonly content: [llms.txt](https://www.lemonly.ai/llms.txt) · [full index](https://www.lemonly.ai/llms-full.txt)._