How a multi-faceted wellness leader turned "too much" into "the industry standard."
The Hook
When you’re a business with 25+ programs, an audience ranging from at-risk youth to corporate executives, and a reputation so strong that your competitors are actually your students, everyone tells you to do one thing: Niche down.
For Momenta, “narrowing the focus” would have meant leaving their impact behind. Instead, we helped them own their scale, reclaim their authority, and build a digital home that finally reflected the magnitude of their mission.
The Challenge: The “Success Trap”
By 2024, Momenta (a Winnipeg-based leader in outdoor education and adventure therapy) had a high-class problem. They were massive. Their operations spanned:
- Clinician-led therapy (Adventure Therapy).
- B2B Professional Development (Workshops & Consulting).
- B2C Youth & Adult Programs (Outdoor Education).
The Villain: A massive disconnect between their internal strength and their external communication. Their website was a labyrinth that didn’t do justice to their operations. Even worse, because they were the subject matter experts, competitors were training in their programs and then using that knowledge to compete. Essentially, using Momenta’s own IP against them.
The Insight: Breadth is Not a Bug, It’s a Feature
The prevailing advice was to “pick a lane.” Our audit revealed the opposite: The intersection is the value. Momenta isn’t just an outdoor camp; they are the architects of a specific, trauma-informed, anti-oppressive methodology. The “Aha!” moment came when we realized that instead of hiding their diverse offerings, we needed to position Momenta as the “Standard-Setter.”
If competitors were using their knowledge, it was time for Momenta to stop just “running programs” and start “issuing certifications.”
The Solution: Strategic Architecture
We moved from a cluttered list of services to a high-impact Strategic Narrative Framework.
Repositioning as the Subject Matter Expert (SME):
We pivoted the brand from a service provider to an authority. This included turning their unique programs into Momenta Certified Workshops, effectively reclaiming their IP and establishing a clear hierarchy of expertise.
A Multi-Faceted Digital Experience:
We redesigned experiencemomenta.com with a rigorous UI/UX strategy.
- Segmented Journeys: Created clear paths for “Groups,” “Individuals,” “Educators,” and “Clinicians”.
- Communications Alignment: Every line of copy was crafted to bridge the specific gaps identified during our initial communications audit, ensuring the business’s actual strengths were finally reflected in its messaging.
- Editorial Authority: We established a strategic plan and clear guidelines for the Momenta blog.
- Visual Storytelling: Edited over 60 high-impact images to reflect their “compassionate leader” persona and the literal “transformation in nature” they promise.
- The “Anti-Oppressive” Brand Promise: We anchored the entire brand in their core truth: Experience transformation in an anti-oppressive environment. This wasn’t just a tagline; it became the strategic filter for all website content and blog guidelines.
- Marketing Automation & Strategy: We built a conceptual marketing plan and automation flow to “close the loop” between their 25+ programs, ensuring a lead for a youth program could eventually become a candidate for a professional certification.
The “Anti-Oppressive” Brand Promise:
We anchored the entire brand in their core truth: Experience transformation in an anti-oppressive environment. This wasn’t just a tagline; it became the strategic filter for all website content and blog guidelines.
Marketing Automation & Strategy:
We built a conceptual marketing plan and automation flow to “close the loop” between their 25+ programs, ensuring a lead for a youth program could eventually become a candidate for a professional certification.
The Impact: The Proof of Presence
By refusing to niche down and instead choosing to own their authority, Momenta transformed their business model:
- Authority Reclaimed: The transition to a certification-based model protected their IP and elevated their status in the B2B space.
- Operational Growth: The new clarity in messaging led to an immediate surge in demand. Momenta is now “busier than ever,” with consultations and meetings frequently booked out weeks in advance.
- Unified Voice: For the first time, their digital presence matches their physical impact—positioning them as the definitive leader in Canadian outdoor education and wellness.
The Takeaway: Sometimes the goal isn’t to narrow your story. It is to build a bigger stage for it.
