The challenge
B45 had excellence in production and gaps in online presence. The team makes bats trusted from youth leagues to the MLB, but there was no system for telling that story consistently. Content got created, then sat unused: roughly 90% of it never reached a channel. Publishing happened in urgent bursts during peak season, then went quiet.
The harder constraint was cultural. Clarity, honesty, and integrity sit at the heart of B45's identity, and the team had no interest in marketing that promised more than a bat can deliver. Any partner had to respect that line before touching their voice.
The challenge for us has always been to not overpromise. We have a lot of control of the output, but the rest is in the hands of our customers. This is central to our DNA: show how unique we are, while always being authentic and truthful. Glowtify fully understood that from the outset.
The solution
B45 partnered with Glowtify in Q1 2026 and built the system around three moves.
Business DNA that gets manufacturing
Glowtify captured B45's brand values, mission, goals, and content pillars directly in the platform: technical expertise without overpromising, a confident but honest voice, and a dual market of youth leagues and professional players.
A content calendar that works
Systematic planning with time built in for photo shoots and material creation, a seasonal strategy that keeps the brand present year-round, and multi-channel coordination across social, email, and blog.
Content that knows the craft
Generation that understands wood grains, bat specifications, and player needs. Educational content that positions B45 as the industry reference, in a voice that matches their Québec roots.
The results
In the first 10 weeks, B45 published 63 pieces of content across five channels. 73% of it was AI-generated, and none of it read that way: Business DNA had learned the difference between confident and overpromising before the first draft. Content utilization went from roughly 10% of created assets to all of them.
The deeper change is where the team's time goes. Before, 80% of the work was manual execution just to get something out the door, with 20% left for ideas. That ratio has flipped. The team now spends most of its time on strategy and creative direction, and reviews content before it goes live instead of building every piece by hand. Seasonal campaigns start from an existing engine instead of from scratch.
We used to be doing 80% of the work manually, just to push send on a channel. We would only spend 20% of our time on the idea and the creative part. Now it's the opposite: we spend 20% of our time reviewing content before it goes live, and 80% strategizing and thinking about what we can do next. More time on the fun stuff.
No one has been able to quickly grasp our business and activate marketing for us as quickly as Glowtify has.
