From stunt ramps to content gold: what nitro circus can teach us about marketing
We recently took my son to see Nitro Circus in Newcastle for his birthday.
Other than the minor heart attack I had watching people launch themselves into the air on motorbikes and tiny bikes (yes i know they’re called BMX’s)— and the very real fear that my child now has a new “career goal” — I walked away thinking about content.
Because while it might look like organised, (albeit high adrenaline) chaos, what Nitro Circus does better than almost anyone is turn moments into marketing.
Cameras. Everywhere.
There were professional photographers. There were film crews. There were people walking around with phones.
Every rider had a camera strapped to their helmet.
And in the crowd? Hundreds of phones held high.
It wasn’t just a show — it was a content factory.
Every jump, every crash, every “how on earth did they survive that?” moment was being captured from ten different angles.
That’s not an accident. That’s strategy. That’s right up my street.
Nitro Circus has built an entire brand around shared experience.
They’re not just performing stunts — they’re creating stories for their community to share, remix, repost, and relive. And you could feel the connection between the riders, you felt part of it.
3 million+ YouTube subscribers and 1.7 billion+ views
5 million+ Instagram followers
Shows in more than 60 countries, with 3 million tickets sold
The numbers are impressive. Not bad for what started as a group of mates pulling stunts in their backyard.
But here’s the real kicker: the content is why it’s so huge.
The riders are the influencers. The audience becomes the amplification.
Every seat in the arena is a new marketing channel.
What Small Businesses Can Learn
Because no, you probably don’t have anyone backflipping a dirt bike through your product launch (if you do, please call me).
But you can take a page from their playbook.
Build for content from the start
Nitro Circus doesn’t wait until after the show to think about content — it’s baked in.
→ Plan your campaigns with “content moments” in mind.
Turn your people into creators
The riders aren’t just athletes — they’re walking (or flying) media channels.
→ Encourage your team and ambassadors to capture and share real moments.Invite your audience to play a role
User-generated content builds reach and authenticity.
→ Create hashtags, photo opportunities, and ways for your audience to co-create.Repurpose everything
One live show becomes multiple formats.
→ “Whip” and “Kickflip” (!!) your content for YouTube, socials, email, and PR.Create community, not just buzz
Nitro Circus doesn’t just sell tickets — they build fans.
→ Think long-term: how will you keep your audience engaged after the big moment?
Let me take you to my point
Marketing isn’t about one big stunt.
It’s about momentum — capturing it, sharing it, and keeping it alive.
So whether you’re a small business or a growing brand, think like Nitro Circus:
Make content part of the design, not an afterthought.
Turn your people into storytellers.
Give your audience something worth hitting record for. (Preferably something that doesn’t involve a 40-foot ramp and my son asking for a motorbike for Christmas.)
If you’re ready to create content with more purpose, energy and impact — that’s exactly what I do at Balance Point. This is the work I love: helping brands turn real moments into magnetic marketing.
If you’d like to explore what this could look like for your brand, I’d love to hear from you.
