B45 Baseball, a Quebec-based premium baseball bat manufacturer serving players from youth leagues to the MLB, faced a critical marketing challenge: their world-class manufacturing expertise wasn't translating into consistent brand presence. Despite investing in high-quality content assets, they were using only 10% of their materials due to a lack of systematic publishing infrastructure.
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 business DNA: show how unique we are, while always being authentic and truthful. Glowtify understood that from the outset.
Partnering with Glowtify in Q1 2026, B45 implemented an AI marketing system that understood their unique manufacturing context and integrity-first brand values.
Key results
- Content production: 63 pieces across 5 channels in 3 months
- AI efficiency: 73% of content AI-generated, maintaining brand authenticity
- Resource optimization: team workflow flipped from 80% execution / 20% strategy to 20% execution / 80% strategy
- Content utilization: increased from 10% to nearly 100% of created assets
- Channel expansion: established consistent presence across social, email, blog, SEO, and ads
- Strategic shift: transformed from seasonal panic posts to year-round educational authority
This transformation positioned B45 as the trusted educational resource for wood bat expertise, building long-term customer relationships through consistent, authentic content that matches their manufacturing excellence. The company is now prepared for sustained growth with an established digital presence that compounds over time.
Company profile
B45 Baseball is a Quebec-based baseball bat manufacturer that serves everyone from young athletes to MLB players. Unlike traditional mass producers, B45 crafts each bat from unique wood essences, creating high-end tools that professional players trust with their careers and newcomers use to sharpen their game.
- Industry: Sports equipment manufacturing
- Team size: 10 employees, no dedicated marketing support
- Market: B2B and B2C; youth leagues to Major League Baseball
- Geographic focus: North America, with Quebec roots
When B45 Baseball came to Glowtify, they had one central challenge they needed to solve: create a marketing system that kept up with the pace of their craft.
They had no established marketing infrastructure, but consistent pressure to grow and stay top-of-mind in key markets.
With no headcount growth in sight and inconsistent experiences with agencies, they needed to find a solution in time for spring training.
Glowtify was up to bat.
Excellence in production, gaps in online presence
B45 Baseball faced challenges many other manufacturers encounter: they excelled at their craft, but struggled to tell their story consistently. They take an integrity-first approach to marketing their products. Clarity, honesty, and integrity are at the heart of their business DNA, and understanding this unique context was integral to their selection of a software partner.
Summary of challenges
- Inconsistent content creation: wasted resources on video and photography assets that were developed, with no systematic calendar or publishing engine.
- Resource constraints: marketing constantly deprioritized for urgent operational needs, with a small team wearing multiple hats.
- Brand positioning: a lack of understanding of their differentiation in-market, with no system to help them scale their story.
- Seasonal pressure: starting from scratch each key buying season, with no year-round presence building.
- Agency misalignment: external partners didn't understand the technical product nuances; generic sports marketing missed B45's unique value.
A marketing system that scales
Glowtify provided B45 with a system that immediately solved their most pressing marketing challenges by unlocking:
1. Business DNA that gets manufacturing
To start, Glowtify captured the unique nuances about B45 directly in the platform — brand values, mission, marketing goals, content pillars, you name it. This context became the springboard for building out their first-ever content calendar.
- Captured B45's unique position: technical expertise without overpromising
- Learned their voice: confident but honest, educational rather than purely promotional
- Understood their dual market: youth leagues and professional players
2. A content calendar that works
One of the biggest hurdles B45 had to overcome was operationalizing their marketing: they had no shortage of great ideas for content. They needed a marketing calendar and a reliable system to help them bring those ideas to life on their key channels.
- Systematic planning that allowed time for photo shoots and material creation
- Seasonal strategy that built presence year-round, not just seasonal rushes
- Multi-channel coordination across social, email, and blog
3. AI that knows manufacturing nuances
Generic AI creates generic outputs. Glowtify's ability to maintain business and industry context across all content outputs is the difference maker: B45 could feel confident in what was created, spend less time editing, and more time dreaming up fun ideas for their next campaign.
- Content generation that understood wood grains, bat specifications, and player needs
- Educational content strategy that positions B45 as the industry reference
- Authentic voice that matched their Quebec roots and manufacturing heritage
Implementation results
Since Q1 2026, B45's marketing transformation has been measurable.
- Content production grew to 63 pieces across 5 channels
- AI-generated content expanded to 46 pieces (73% of total)
- Channel expansion to 5 active channels, including social, email, blog, SEO, and ads
- Content utilization grew from 10% to near 100%
Critically, scaled content creation has allowed Marie-Pier and her team to focus on content that educates and nurtures customers throughout their buying journey, not purely promotional content.
Educational content is the kind most referenced by AI search engines — and optimizing for these channels is part of their long-term strategy to keep building relationships with potential and current customers off-season.
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.
— Marie-Pier Gosselin, General Manager at B45
The transformation went beyond content volume. Glowtify enabled B45 to execute their long-held strategic vision: becoming the trusted reference for wood bat expertise.
Before: reactive marketing
- Urgent posts during peak season
- Generic sports product messaging
- Focus on immediate sales
- Starting from scratch each year
Now: year-round authority building
- Consistent educational content
- Technical expertise showcased authentically
- Building long-term customer relationships
- Systematic presence that compounds
Next steps & future growth
B45's transformation positions them for sustained growth, all season long.
Immediate benefits
- Seasonal preparation: ready for the 2027 season with an established year-round presence
- Content efficiency: time freed for strategic initiatives and product development
- Brand authority: positioned as the go-to resource for wood bat expertise
Long-term strategic advantage
- Customer education: building relationships before selling
- Market leadership: establishing thought leadership in a specialized market
- Creative renaissance: team excited about marketing for the first time
No one has been able to quickly grasp our business and activate marketing for us as quickly as Glowtify has.
— Marie-Pier Gosselin, General Manager at B45
About B45 Baseball
B45 Baseball is a premium baseball equipment manufacturer built for players who demand quality and innovation at every level of the game — from Sunday morning leagues to the Major Leagues.
Headquartered in Québec City, Canada, B45 pioneered the use of Yellow Birch in baseball bats and offers an all-in-one lineup that covers handcrafted wood bats, batting gloves, fielding gloves, fungo bats, trophy bats, and apparel — including a fully personalized bats and gloves customization tool — helping players show up on the field with gear engineered by former pros and trusted by All-Stars across MLB.
Want results like B45? Book a demo today.
