Learn to Fly.

The Challenge MACkite has one of the best entry points into watersports in West Michigan — eFoil lessons on Lake Michigan with expert instructors — but the lessons program sits underused, and most people know MACkite as a toy store rather than a place you'd actually learn to ride.

The Insight Watching an ordinary person — a friend, someone like them — get up on the board is what dissolves doubt that you don’t belong in a sport.

The Solution "Learn to Fly" repositions MACkite around eFoil as the low-stakes way in, and builds the campaign on real first-timers succeeding — wobbles, falls, and all — so the proof does the work a friend would.