Elevating the standard for athletic brand presence
The Gap
Most performance brands have a powerful in-person experience – serious training, real community, real intensity.
But online, they look like everyone else; inconsistent visuals, random clips, no clear positioning.
When perception doesn’t match reality, differentiation disappears.
What we do is close that gap through cinematic brand positioning.
Background
My name is Michael DeFranco. When I was 18, I ventured from Boston to Rochester to turn my hobby for video into a career. Four years later, I left with a BFA in cinematography, a varsity rowing career, and over 1500 hours of production experience. I then worked on shoots for brands like On Running, The Kraft Group, FloSports, Eli Lilly, and Coca-Cola before deciding to start my own venture.
Today, you can find me on the Hyrox podium or 100 miles deep into a bike ride, and this passion for athletic growth runs through every project at CFP. I strive to work alongside brands and individuals that share my same passion for fitness and athletics.
Philosophy
We don’t focus on volume for the sake of volume. While consistency matters, perception is what drives differentiation.
Strong facilities don’t need more noise – they need stronger positioning.
Our work is designed to elevate how your brand is experienced online so that the feeling inside your walls is felt before someone ever walks through the door.
How We Work Together
Brand Films
A foundational piece that defines your identity
- 60-90 second cinematic hero film
- Social cutdowns
- Visual anchor for website and pinned social post
Purpose: Establish an elevated first impression and clear positioning.
Recuring Content
Consistent, high-quality performance-driven content to maintain visibility and recruitment momentum.
- Monthly on-site production
- Training-focused reels
- Still photography
- Flexible goals
Purpose: Sustain authority and reinforce brand identity.
Community Coverage
Events, competitions, space showcases, and milestone moments captured with intention.
- Competition coverage
- Launch campaigns
- Facility walkthroughs
- Special events
Purpose: Amplify key moments and maintain engagement.