Case Study: Michelle Bridges 12WBT achieves wider reach, higher engagement and streamlined video publishing with Brightcove Video Cloud

Michelle Bridges 12 Week Body Transformation (12WBT) - Customer Case Study

Michelle Bridges 12 Week Body Transformation (12WBT) is a popular online 12-week exercise, nutrition and mindset program launched in 2010 that grew into a large, loyal community—reaching milestones like 1,000,000 kilos lost by members and strong social followings. Rapid growth created technical challenges: 12WBT needed a scalable video solution that integrated with its CMS, delivered consistent playback across desktops, tablets and smartphones, and supported both paywalled training content and social marketing videos.

12WBT implemented Brightcove Video Cloud—using its Smart Player, CMS, APIs and social sharing—to streamline publishing, manage hundreds of long- and short-form clips, and ensure consistent cross-device playback. The result was reduced workflow friction and greater reach and engagement: round-to-round signups rose dramatically (5000% since 2010), the brand now has 800,000+ Facebook followers, 2.6 million YouTube views and an average engagement score of 80%, enabling the team to focus on producing high-quality content.

Michelle Bridges 12 Week Body Transformation (12WBT)

Joady Weatherup

Video Content Lead