234.6% revenue growth in 60 days: Inside TYR's first quarter on Vibe

About TYR

TYR is a performance brand for people who train to be the best. Based in Farmingdale, New York, TYR built its name in the pool and is one of the most recognized names in competitive swimming. Today the brand is far bigger than swimwear. Footwear now drives roughly 80% of revenue, led by training shoes like the CXT-3. As TYR has grown beyond its original category, the brand also has to quickly adapt its marketing approach, moving from a single core audience to a more sophisticated, data-driven strategy for reaching new customers.

The challenge

Natalie McGowan, TYR's paid media specialist, had one clear mandate: reach beyond the brand's existing funnel. Meta, Google, and organic were doing their jobs, but they kept surfacing the same audience. The brand needed a channel that could reach audiences the others couldn't.

Connected TV quickly became an obvious next step, but for any data-driven brand, there was a proof problem. Streaming ads are not clickable, so most attribution tools give CTV little or no credit. If TYR was going to move real budget into the channel, the team needed to see exactly what it was driving, across every channel, not just where the ad ran.

TYR runs Northbeam as its source of truth for attribution. So the requirement was simple: whatever CTV platform they chose had to work with Northbeam.

There was a second, quieter concern. TYR runs lean. One person handles paid media and a growing share of e-commerce. A new channel that demanded a steep learning curve or constant hand-holding wasn't going to survive contact with her actual workload.

The solution

TYR needed a platform lean enough for one person to run, connected to the tools it already trusted for data, and precise enough to reach the exact audience it cared about. Vibe delivered on all three.

No learning curve required The team went in expecting CTV to be the kind of platform with a months-long learning curve. They were pleasantly surprised to find this was not the case.

Setup went from intro call to live campaigns without a drawn-out onboarding process, and the account team helped tune early settings like dayparting and geography along the way. But the platform itself, not a person standing behind it, is what lets one specialist run CTV alongside everything else already on her plate.

A native Northbeam integration that tells the true story. TYR chose Vibe in part because of its direct integration with Northbeam. Together, they give Natalie a complete picture: Vibe's reporting shows how each campaign is performing, and Northbeam adds the cross-channel view, how customers move across Meta, Google, and Vibe before making a purchase.

Northbeam's Clicks + Deterministic Views (C+DV) attribution model captures both the ads customers click and the ads they view. That's especially valuable for CTV, where clicks are rare, giving the channel credit for the impressions driving impact, not just the occasional click.

With C+DV, TYR could identify which Vibe ads customers were exposed to before converting, and measure the revenue those impressions helped drive. CTV became a measurable, trusted part of the mix.

More control over targeting than other platforms offered. Beyond attribution, TYR wanted a level of targeting control it hadn't found elsewhere, the ability to define exactly who saw an ad rather than just where it ran.

Unmatched retargeting plugged in with their CRM. TYR came to Vibe to put its brand on the biggest screen in the house, in front of people who had already engaged. Retargeting audiences build directly off TYR's Klaviyo and Shopify data, so targeting runs off real purchase and engagement history instead of platform-level signals alone. The retargeting campaign became the standout, delivering a 7.89x MER at a $24.60 CAC, down 33% over the 60-day window.

The results

Most new channels are a slow burn. But Vibe’s results came fast enough that the team could justify more budget, more creative resources, and more internal attention almost immediately.

Over the past 60 days, the account got more efficient as it scaled:

A lower MER on prospecting is healthy here. Revenue outrunning spend is the signal that matters, and it pointed the right way.