With an Olympic-sized swimming pool, two NHL-sized ice rinks, a FIFA-sized indoor soccer field, a rock-climbing wall, an indoor water park, a spa, and much more, the St. James’s 450,000 sq ft facility in Northern Virginia is a gym the same way a Carnival cruise liner is a boat. Sure, it’s certainly that (and just stop by their three-story, state-of-the-art health club if you don’t believe us), but that hardly paints the picture. Simply put, they’re nothing more or less than the DC area’s premiere sports and wellness destination – committed to providing any and every resource imaginable to improve their members’ health and up their game. The Strivers app is the next evolution in that commitment, vaulting The St. James into the digital space, where its best-in-class instructors and coaches are now bringing 1,000+ hours of content to a vast audience.
Strivers Fitness App
When The St James approached us about building out the video content for their new digital coaching app Strivers, we knew, long before anyone laced up an ice skate or dribbled a basketball, that we’d need to get in shape. And after a marathon partnership spanning 13 months, 15 sports, and 330 classes, drills, and demonstrations, Strivers could officially relaunch on the App Store and Google Play, where it stands as a sleek, curated, all-encompassing coaching platform worthy of The St. James brand.
Stick to the Game Plan
We decided to use The St. James’s two locations as our backdrop, converting its unique spaces into Peloton-inspired studios. And each exercise and sport presented a unique set of challenges for our creative team – challenges with lighting, sound, and even the ground we stood on (ever try operating a camera rig while walking on an ice sheet?). With every weight room, yoga studio, and playing surface in high demand, our team knew we’d only have a limited amount of time to film in each space before the general public would come rushing back in. The challenges were great, and the clock was ticking. But, in the immortal words of Joe Gibbs, “A winning effort begins with preparation.” So, while Alexandria and Favata scouted out each location in advance, Chelsie drafted an exhaustive master spreadsheet to keep track of every single pushup, stretch, and dribble on set. Our team would hit the ground (or ice) running.
Producing Content is a Team Sport
The on-camera trainers for the app were none other than the coaches and training staff of The St. James, who not only showed themselves to be talented athletes but talented talent. Working closely with our producers and camera operators, they demonstrated each drill and taught each class with skill, clarity, and stage presence. Throughout the year, we conducted two-day filming sessions that yielded upwards of 85+ videos. Nearly everyone on our post-production team subbed in for some playing time to help complete the gargantuan task of cutting together, revising, and getting final approval for all 330 separate deliverables. And when that last video was finally sent out? The whole LAI team, like the dedicated athletes we’d just spent months filming, were ready and waiting for the next challenge.
David Catchings
David Catchings graduated from Old Dominion University in the spring of 2021, with a major in Marketing and minor in Business Analytics.
Chelsie Pennello
A recent graduate of Syracuse University’s film program and track and field team, Chelsie brought her love for video production and everybody’s least favorite physical activity to the LAI Video team.
Susy Shaw
Susy is a Senior Vice President of Sales and Business Development for LAI Video, leading our efforts to find new and empowering relationships with clients. With over 15 years of marketing, events, and multimedia sales experience in the DC area, Susy follows one definition of success: to be seen as an extension of her clients’ organization.
James Favata
As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.
Tori Furphy
As Vice President of Operations and Client Experience, Tori manages all aspects of LAI Video’s production and delivery. She’s led LAI Video’s project management for over a decade, building our award-winning portfolio and team into what it is today.
Jun Young Yang
Jun is the Director of Photography for LAI Video. His sharp eye and even sharper focus have earned him a reputation as an industry-leading cinematographer. He started his career freelancing before becoming a staple on the LAI Video team.
Donovan Randolph
Donovan is one of LAI Video’s multi-talented cinematographers and editors. His smooth grip and creative eye has produced feature-length action films, imaginative music videos, and award-winning shorts.
Justin Kelly
As LAI Video’s Senior Writer and Editor, Justin moves people to action with his impeccable command of language and narrative. With a decade of experience in technical writing, editing, and project management, Justin balances detail and emotion to create award-winning videos.
Anthony Jacoway
Anthony is LAI Video's Director of Technical Services and an integral part of our Emmy® Award-winning team. Depending where and when he is needed, you can find Anthony editing, animating, color-correcting, filming, directing, designing, or generally making our team better.
Alexandria Kelly
Coming to us from Hollywood, Alexandria brings a jet set, never-quit work ethic.
