Community Marketing Masterclass

Learn how to build a loyal community that fuels lasting growth

Community Academy is a self-paced course for brand leaders that are ready to drive organic traffic and build long-term loyalty

Reserve your spot! Learn more
Expert 1

Created by leading experts with decades of experience growing world-class lifestyle brands

Expert 1

Created by leading experts with decades of experience growing world-class lifestyle brands

Community Academy

building communities + sparking growth

6

self-paced learning modules

15

hours of masterclass content

10+

practical tools + resources

What is Community Academy?

Created by seasoned marketing leaders who have grown some of the world’s most iconic brands, Community Academy is a masterclass grounded in the foundations of community marketing as a mechanism to drive organic traffic and long-term loyalty.

We provide best-in-class training and tools to plan and execute a community marketing strategy to poise your brand for sustainable growth. Gain confidence, inspire your team, and future-proof your brand with sustainable, community-driven growth strategies you can start using now!

Who is this for?

  • Scaling businesses

    Growth ventures looking to harness the power of organic strategies vs relying on costly paid acquisition tactics

  • Marketing leaders

    Marketing teams who are diversifying strategy to include community building

  • Modern brands

    Fast-growing brands entering new markets and looking to scale local marketing efforts

  • Entrepreneurs

    Anyone who wants to learn how to build meaningful, lasting brand communities that fuel growth

In your quest for sustainable growth, do you find that...

You’re stuck pouring money into ads, but it’s not building the loyal audience you need.

You’re entering a new market, and struggling to create that local connection without burning through
your budget.

Your team is drained by trying to stay on top of changing algorithms and the ever-evolving world of performance marketing.

Your customer acquisition costs is rising, ROI is decreasing and you’re thinking it might be time to diversify your marketing efforts.

You're not alone. There is a better way.

Informed by our combined decades of experience in brand marketing leadership roles, we’ve witnessed a pendulum swing where brands have become reliant on expensive digital tactics and have enjoyed short-term success, but are recognizing that this approach isn’t sustainable in the long run.

Brands have over invested in driving short-term results, but aren’t building a base of loyal customers that replenish the sales funnel vs depleting it.

We believe that community building is essential to long-term brand health and is a critical part of any integrated marketing strategy.

What will you gain by enrolling in Community Academy?

Actionable strategy

Future-proof your brand by creating a holistic and integrated approach to growth, attracting an authentic community following

A plan for cost-effective, organic growth

Understand how to decrease your reliance on paid performance marketing tactics and start driving increased engagement through relationship-based and experiential programming

Ways to coach your dream team

Get tooled up to enroll and inspire your team to be active community builders and brand ambassadors

A comprehensive toolkit

A suite of simple tools and resources to support with planning and execution

Group coaching

Access to coaching from industry experts and real life examples to inspire your community work

A built-in community

Meaningful connection with like-minded leaders who are changing the way brands do business

Make the case for community marketing

Get the internal buy-in you need with our handy one-pager and email template. Use these resources to build a strong business case for the Community Academy Mastercalss and secure leadership approval.

Course Modules

Community Foundations

  • philosophy
  • internal enrollment
  • product seeding

Influencer + Ambassador Programs

  • the power of authenticity
  • definitions: influencers, ambassadors, advocates
  • program building
  • measuring success

Organic Social + Content

With bonus expert instructor:
Michelina Teti | Social and brand marketing expert
With bonus expert instructor:
Michelina Teti | Social and brand marketing expert
  • developing your social strategy
  • choosing your channel mix
  • content + social best practices

Events + Activations

  • signature brand experiences
  • collaborative brand experiences
  • how to plan + execute

Brand Collaborations

  • cultivating relationships
  • brand partnerships
  • product collaborations

Brick + Mortar Spaces

  • creating cultural relevance
  • taking a hyper-local approach to org design, influencer relationships and brand activations

Each module contains inspiring real-life examples from today’s leading brands.

Ready to make the investment?

Enroll in Community Academy today!

Limited spaces available.

Founding cohort starts February 2025


Individual Price
Group Price

Total Investment
$1,750
  • 6 content modules
  • 28 self-paced lessons
  • Participant workbook with practical exercises
  • Live monthly coaching calls with Community Academy co-founders
  • Tried + tested comprehensive toolkit
  • Special guest content from leading experts
  • All access pass to curriculum for 1 year
  • Community forum access to connect with like-minded leaders
Sign me up! Book a call

Meet the co-founders

Community marketing experts with decades of experience bringing community based marketing strategies to life with iconic lifestyle brands, including:

Christa Hull

Co-founder

Christa is a connector, creator, leader and people alchemist. With more than two decades leading purpose-driven lifestyle brands, Christa has worked closely with Founders to help fuel growth for a variety of businesses–from start-ups to global brands. She specializes in building brand love through relationship-based and experiential strategies. Christa has deep experience in North American markets and has led new market entry during her time as Head of Strategic Sales and Director of Global Brand + Community at lululemon, contributing to the brand’s massive growth in the US, Europe and Asia Pacific.

Christa lives in Vancouver, BC with her husband and 2 kids and is inspired by the vastness of the ocean, mountains and natural world.

Michelle Lazar

Co-founder

Michelle is a dynamic marketing leader with 15+ years of experience building industry-leading brands, communities, and teams. Driven by growth and impact, she’s passionate about helping purpose-led brands build relevancy in culture. She specializes in building brand strategies and omni-channel marketing plans that drive brand resonance and measurable, profitable growth. Michelle has held marketing leadership roles across a variety of verticals and growth stages, including extensive experience working with Founders and growing brands in the US market.

Michelle lives in Seattle, Washington with her husband and two boys. Her lot in life is surrounding herself with incredible people and living up to her extrovert status.

What people are saying…

“Christa and Michelle are a dynamic community building duo! Their ability to drive awareness and build brand connections in an authentic way is truly world class.”

Bree Stanlake
Former Managing Director, Bailey Nelson Canada

“I’ve had the privilege of working alongside both Christa and Michelle; they are purpose led, relationship first leaders who truly understand the art and science of community building and the power in authentically activating it.”

Michelle Davies
SVP Global Community, lululemon

“I think this Masterclass will be the new MBA in Marketing to humans, not robots. Thanks for being two brave mamas–the next generation is so lucky to have you both lead!”

Steph Corker
Founder, The Corker Collective

“YES TO THIS. Can't wait for your cohorts of community builders to come out into our retail world!”

Amanda Lee Smith
CEO, Monday Creative

Frequently Asked Questions

  • No problem! We’ve designed a business case one-pager and a convincing email template to help you present the value of Community Academy to your leadership team. Grab them for yourself and get the conversation started!

  • Once you sign up and pay in full, you’re in! The course content is self-paced, so you can take as much time as you want to complete the modules. Once your access has been granted, cancellations are not permitted.

  • You can pay for the Masterclass securely through Stripe, a trusted and widely used payment processor. We accept most major credit cards and digital wallets such as Apple Pay and Google Pay.

    Stripe processes all payments securely, so your information is safe and protected. If you encounter any issues or have questions about the payment process, please feel free to reach out.

  • YES! Check out our Better Together offer where you can save 20% per license when you sign up 2 or more team members at one time. If you have a group of 5 or more team members, reach out to discuss a custom offering.

  • Get ready to join a dynamic group of community builders for a 60 minute live (virtual) coaching session every third Thursday of each month at 11am PST starting in February. You’ll receive details on how to sign up once you’re enrolled.

  • You’ll be missed and we’ll see you at the next one!

Ready to build an authentic community following for your brand?

Still have questions? Send us an email or book a call with us.