Therabody created the Theragun percussion massager and the consumer recovery device category. Founded in 2016, it has expanded to a full wellness ecosystem with pro-athlete backing.
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See all ads on AdLibrary →Therabody (formerly Theragun) is a Los Angeles-based recovery technology company founded in 2016 by chiropractor Jason Wersland. Their Theragun percussion massager created the consumer percussive therapy category. The brand has since expanded to sleep tech (SmartGoggles), respiratory health (TheraMask), and skin care devices, becoming a full recovery wellness ecosystem.
Therabody's paid strategy runs on athlete credibility and product demo effectiveness. Pro athlete endorsements (LeBron James, Cristiano Ronaldo usage) establish aspirational legitimacy. Product demonstration ads showing the percussion mechanism in slow motion communicate efficacy visually before a word is read. See Therabody ads on AdLibrary.
Therabody runs high-volume Meta campaigns targeting fitness enthusiasts, runners, gym-goers, and weekend athletes. Video product demos are the dominant format. Carousel ads showcase the product line breadth. Gifting angles are strong — the Theragun is a popular premium gift. Retargeting sequences are sophisticated, moving users from awareness to specific product pages based on engagement signals.
Core hooks: 'Recover like the pros,' 'Feel better in 60 seconds,' and 'The world's smartest percussive massager.' Pain-specific copy ('sore back,' 'tight shoulders') narrows relevance. Gift-season copy ('The device they actually want') drives holiday conversion. Professional athlete imagery and usage stats ('used by 100+ pro sports teams') reinforce authority.
Therabody's category-creation story is a paid media case study: when you invent a category, your early ads educate as much as they sell. The product demo format was essential because consumers had no mental model for percussive therapy. For brands launching novel products, showing-beats-telling creative is more efficient than benefit-claim copy alone.
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