Truth & Trust
Claim evidence rule
Any claim about a service, benefit, or price must be backed by real evidence before it’s published.
Any claim about class benefits (e.g. “reduces stress,” “improves flexibility”) must be backed by general wellness research or the instructor’s certified expertise, not personal opinion alone.
If a branch claims “most popular class in the region,” that must be verified against actual attendance data before publishing, not assumed from one studio’s experience.
Pricing or membership perks mentioned in any post must match the current group-wide fee sheet, not a branch’s outdated flyer.
Confidence level labelling
Claims are tagged by how strong the evidence is, so readers and reviewers know how much to trust each statement.
Tag general wellness claims (e.g. “yoga can improve sleep quality”) as medium confidence with a credible source cited; tag anything based on personal testimonial as low confidence and label it as such.
Claims tied to specific health outcomes (e.g. “reduces chronic back pain”) require high confidence sourcing from clinical or peer-reviewed research, or need instructor/medical sign-off.
Statements like “best studio in the region” are opinion-based and must be labelled or reframed as such, not presented as fact.
Source quality rule
Only credible, approved sources can be used to support claims, keeping the brand’s information trustworthy.
Use only certified Yoga Alliance guidelines, peer-reviewed wellness studies, or the chain’s own client feedback data; avoid uncredited wellness blogs or influencer claims.
When referencing benefits of specific practices (e.g. breathwork), cite recognised wellness or medical sources, not anecdotal social media posts.
Any statistic about member satisfaction must come from the chain’s own surveys, not assumptions based on informal feedback.
Sensitive topics escalation
Content touching health, injury, or emotional wellbeing must be reviewed by someone qualified before it goes live.
Content mentioning injury recovery, chronic pain, or mental health benefits must be reviewed by a senior instructor or wellness lead before publishing.
Posts referencing pregnancy-safe or medically-adapted classes must be confirmed with a certified instructor, not assumed safe by marketing staff.
Any customer complaint involving injury during a class must be escalated to central management before any public response is drafted.
Factual freshness
Details like schedules, pricing, and availability must be checked as still accurate right before publishing.
Confirm class schedules, instructor availability, and studio hours with each branch before every post, since these can change weekly.
Membership pricing and promotional offers must be reconfirmed with the finance team before each campaign, since discounts can vary by branch and season.
Studio-specific amenities (e.g. showers, lockers) must be verified as still available before referencing them in any post.
On-page correction note rule
If a mistake is found after publishing, it must be fixed and clearly flagged for a set period.
If a class schedule was posted incorrectly, correct it and add “Updated on [date]: class time corrected” for 7 days.
If a membership price changes and old content still shows the previous rate, add a dated correction note across all affected branch pages.
If an instructor’s certification or bio detail was inaccurate, correct it and flag the update for 7 days before removing the note.
Findability & Structure
Page type structure standard
Every page of a certain type follows the same predictable order of information.
Every class page follows the same order: class name, what it involves, who it’s suitable for, and how to book, regardless of branch.
Instructor profile pages consistently include: name, certification, specialities, and studios they teach at, in that order across all branches.
Studio location pages always list address, hours, and available class types in a consistent format across the chain.
URL and navigation naming rules
Web addresses and menu labels follow one consistent pattern across the whole chain.
Use a consistent URL pattern such as “/[city]/[class-name]” across all branches, rather than each studio choosing its own structure.
Navigation labels must be consistent chain-wide (e.g. “Find a Class,” not “Book Now” on one site and “Schedule” on another).
Avoid branch-specific navigation exceptions unless approved centrally, to keep the experience predictable for members moving between studios.
Metadata baseline
Every page or post includes the basic technical details needed for search and social visibility.
Every class or studio page must include a title tag naming both the class type and specific city or branch.
All social posts must include the chain’s hashtag plus a location tag for the specific studio being promoted.
Meta descriptions must consistently mention the chain’s name to reinforce brand recognition across all branch-level content.
Internal linking logic
Pages link to each other in a logical way that helps people find related content and take action.
Every branch-specific class page must link back to the chain’s main class directory, not just its own local schedule.
Blog or wellness education content must link to the relevant studio’s booking page, not a generic group contact page.
Instructor bios must link to all studios where that instructor teaches, not just their primary location.
Schema and markup applicability
Website pages use consistent, machine-readable structure so search engines understand the content correctly.
All studio websites must use the same heading structure (H1 for studio name and class type, H2 for details), regardless of which branch manages that content.
Structured data for class schedules should be applied consistently across all branch pages to support unified search visibility.
Local pages must not introduce non-standard heading patterns, even if a branch manager prefers a different layout.
Accessibility baseline
All content meets a minimum standard, so it’s usable by people with different needs.
Every branch’s website and social content must meet the same accessibility standard: alt text on images, captions on videos, and sufficient contrast.
Any video content (e.g. class previews) must include captions across all branches, not just flagship studios.
Accessibility checks must be run on the same schedule for all branch pages, not left to individual studio discretion.
Risk, Policy & Brand Safety
Role-based publishing permissions
Only specific people are allowed to publish or approve certain types of content.
Only the central marketing lead can approve chain-wide campaign content; individual branches can publish routine schedule updates without central sign-off.
Content mentioning health benefits or injury-related claims must be approved by a senior instructor or wellness lead, regardless of which branch drafts it.
Any content using the chain’s core brand assets (logo, tagline) in a new way must be approved centrally before a branch can publish it independently.
Prohibited claims list
Certain types of claims are banned outright, with safer alternative phrasing provided instead.
Never claim a class “cures” or “heals” any medical condition; use “may support” or “some practitioners find it helpful for” instead.
Never guarantee specific physical results (e.g. “lose weight in 30 days”); use “supports your wellness goals” instead.
Never state a branch is “better” than another chain location in public content, even to highlight strengths.
Privacy and data collection rule
Only the minimum necessary personal data is collected, always with clear consent.
All branches must use the same membership sign-up data standards, collecting only necessary information and linking to the chain’s privacy policy.
Any branch running a local promotion or referral program must use group-approved consent language for collecting participant details.
Member data must never be used in cross-branch marketing analysis without anonymisation.
Permission statement in-line
Using someone’s photo, quote, or likeness always requires documented proof of consent.
Any member testimonial used by a branch must include documented consent, filed centrally in case the content is reused chain-wide.
If one branch wants to reuse another branch’s photo or video, written permission confirming reuse rights must be logged first.
Any instructor photo or quote used in chain-wide campaigns must have documented consent for that specific usage.
Disclosures and disclaimers
Certain topics require a standard disclaimer to protect both the brand and the audience.
Any content discussing physical or mental health benefits must include a standard disclaimer, worded identically across all branches.
Classes marketed as suitable for pregnancy, injury recovery, or specific conditions must include a disclaimer recommending consultation with a doctor first.
Chain-wide health campaigns must use the same disclaimer template, customised only with the relevant branch’s contact details.
Embedded holding statement templates
Pre-approved wording is ready to use immediately during closures, incidents, or urgent notices.
All branches use the same closure notice template, customised only with branch name, date, and rescheduling instructions.
Instructor unavailability notices follow one master template across the chain, ensuring consistent tone and clarity.
Any chain-wide incident (e.g. facility issue affecting multiple branches) uses a single approved holding statement, issued centrally.
Voice & Tone
Voice definition
The brand’s core personality traits, each shown with an example line.
Grounded: “Our practice is rooted in tradition, taught with care by certified instructors.”
Encouraging: “Every body is welcome here, no matter where you are in your practice.”
Community-driven: “This isn’t just a studio, it’s a space where our members grow together.”
Tone shifts by context
How the tone should adjust depending on what type of content is being created.
Class promotions: Tone should be inviting and energising.
Do: “Join us this Saturday for a sunrise flow.”
Don’t: “Class available Saturday morning, sign up now.”
Wellness education: Tone should be calm and informative.
Do: “Here’s how breathwork can help you unwind after a long day.”
Don’t: “Breathwork is amazing and will change your life!”
Schedule changes or closures: Tone should be clear and reassuring.
Do: “Our Tuesday evening class has moved to 7pm, see you on the mat.”
Don’t: “Sorry for any inconvenience regarding the schedule change.”
Tone do/avoid words
A vocabulary list defining which words to use, which to avoid, and safer alternatives.
Prefer “practice” or “session”; avoid “workout,” which feels too fitness-centric for a wellness brand.
Prefer “members” or “students”; avoid “customers” or “clients,” which feel transactional.
Prefer “instructor”; avoid “trainer,” which suggests a fitness-only relationship rather than a guided practice.
Formality rules
Guidance on how casual or formal the writing should be, and how to refer to people.
Use a warm, conversational tone with contractions (“you’re,” “we’ll”) to feel personal rather than corporate.
Write from a first-person plural perspective (“we,” “our studio”) to reinforce community and belonging.
Avoid overly technical yoga terminology in general posts; if used, briefly explain it (e.g. “Vinyasa, a flowing style of yoga”).
Empathy and inclusivity rule
Rules for making all members feel welcome and respected, regardless of ability or background.
Use inclusive language that welcomes all body types, ages, and experience levels, avoiding phrases that assume a certain fitness level.
Write from the member’s perspective, acknowledging that trying a new class can feel intimidating, and reassure them it’s normal to start as a beginner.
Avoid language that shames or pressures (e.g. “no excuses”); use encouraging alternatives like “come as you are.”
Localisation rules
Standards for keeping language, formatting, and references appropriate across regions.
Use one consistent language variant (e.g. British English) across all branch content, regardless of which city drafts it.
Standardise date and time formats across all branches to avoid confusion for members visiting different studios.
Allow local cultural references only where they don’t conflict with the chain’s core wellness narrative or brand tone.
Writing Mechanics & Terminology
Grammar and punctuation rules
House rules for consistent grammar choices across all content.
Use the Oxford comma consistently: “We offer yoga, meditation, and breathwork classes.”
Hyphenate compound terms consistently, such as “sunrise-flow class,” rather than switching formats across branches.
Capitalise official class names consistently (e.g. “Restorative Yoga”), but keep general references lowercase (e.g. “a restorative class”).
Reading level and sentence-length targets
Guidelines for keeping writing easy to read and scan.
Keep sentences short and simple, especially in class descriptions and social captions.
Limit paragraphs to 2 to 3 sentences on social media and class pages.
Use active voice by default: “Our instructor guides you through each pose” rather than “Each pose is guided by our instructor.”
Formatting rules
Standards for when to use headings, bullets, tables, and bold text.
Use bullet points for listing class benefits or what to bring to a session.
Reserve tables only for comparing membership packages or class types, not general descriptions.
Bold only the most important detail per paragraph, such as the class time or a key benefit.
Terminology dictionary
A shared glossary of preferred and avoided terms, with definitions and examples.
Preferred term: “practice.” Avoided term: “workout.” Definition: a yoga or wellness session. Usage: “Join our evening practice.”
Preferred term: “member.” Avoided term: “client.” Definition: someone with an active membership. Usage: “Members enjoy priority booking.”
Preferred term: “instructor.” Avoided term: “trainer.” Definition: a certified yoga or wellness teacher. Usage: “Our instructor will guide you through breathing techniques.”
Naming conventions
Consistent patterns for naming classes, programs, and features.
Name all flow-based classes using the pattern “[Style] Flow,” such as “Sunrise Flow” and “Power Flow.”
Name all workshops using the pattern “[Topic] Workshop,” such as “Meditation Workshop.”
Name membership tiers consistently across branches (e.g. “Basic,” “Unlimited,” “Premium”), never renaming tiers locally.
Number standards
Use consistent rules for formatting prices, dates, and time.
Write prices as “$45,” not “$45.00” or “45 dollars,” unless decimals are necessary.
Write dates as “24 July 2026,” not “24/07/2026,” to avoid ambiguity across regions.
Write class durations as “60 minutes,” not “1 hour” or “60 mins,” to keep formatting consistent.
Visual & UI Expression
Layout patterns
A consistent structural skeleton for each type of page or post.
Class pages follow the order: class name, what it involves, who it’s suitable for, and a booking link.
Social posts follow the order: engaging visual, short caption, one benefit, and a call to action to book.
Instructor bio pages follow the order: name, certification, speciality, and studios they teach at.
Imagery rules
Guidance on what subjects, mood, and composition should appear in visuals.
Use real photos of instructors and members practising, avoiding generic stock photos of unrelated models.
Keep the mood calm and warm, avoiding overly intense or competitive fitness imagery.
Avoid images that feel exclusive or intimidating (e.g. only advanced poses); include a range of skill levels.
Data presentation rules
Rules for how any statistics or data should be labelled and sourced.
When sharing member satisfaction stats, always label the source and timeframe (e.g. “based on member survey, June 2026”).
Use simple visuals like bar charts for comparing class popularity, avoiding overly complex graphs.
Avoid presenting attendance or growth figures without noting whether they’re branch-specific or chain-wide.
Brand components
Standards for fonts, colours, and icon styles used across all content.
Use the chain’s primary font for headings and secondary font for body text, avoiding other fonts in graphics.
Stick to the approved colour palette (e.g. earthy tones) across all branch materials.
Use consistent, simple icons for class types (e.g. a lotus icon for meditation) across the entire chain.
Screenshot and video guidelines
Rules for how screenshots and videos should be filmed, framed, and captioned.
Class preview videos should be filmed with good lighting and a clear view of the instructor demonstrating poses.
Screenshots of the booking app for tutorials must blur any visible member names or personal details.
All videos must include captions, since many viewers browse social media with sound off.
Accessibility in design
Baseline accessibility requirements for all visual content.
Ensure text on graphics has strong contrast against the background for readability.
Every video must include captions, and every infographic must have a text summary in the caption.
Avoid instructions that rely only on colour (e.g. “book the green session”); describe actions clearly instead.
Workflow & Governance
Standard workflow stages
All content moves through the same steps before going live, tracked in one place.
A class promotion post starts as a brief, moves to draft by the branch marketing coordinator, gets reviewed by the central marketing lead, then published and flagged for a refresh check after the promotion ends.
A new studio’s website page goes through the same stages, with a “refresh” trigger every 6 months to confirm schedules and pricing are current.
An urgent closure notice skips the full workflow but still requires, at minimum, a draft and approval from the branch manager before publishing.
RACI and decision rights
Clear ownership of who drafts, approves, and stays informed for each type of content.
For class schedule updates, the branch coordinator is Responsible for drafting, the branch manager is Accountable for accuracy, and central marketing is Informed once published.
For chain-wide campaigns, central marketing is Accountable for final approval, branches are Consulted for local relevance, and instructors are Informed.
For health-related claims (e.g. injury recovery classes), a senior instructor or wellness lead is always the Accountable owner, regardless of which branch drafts it.
Default decision rule
If no one responds in time, the content moves forward anyway, with a note explaining why.
If the branch manager doesn’t respond to a routine schedule post within 24 hours, the coordinator proceeds with the compliant version and notes “no response by [date].”
For chain-wide campaigns, if central marketing doesn’t respond within 48 hours, the branch may not publish independently, since these always require sign-off.
For health-related content, if the wellness lead is unavailable, the post is held until sign-off is received, rather than published without approval.
Last updated stamp
The guideline shows the date it was last changed, so everyone knows they’re using the current version.
If the chain updates its policy on member testimonials, the guideline’s “last updated” date is revised immediately.
When new hashtag or location tagging rules are introduced, the date stamp updates the same day.
If naming conventions change for a new class type, the guideline reflects that update without needing a separate changelog.
Self-serve governance checklist
A simple checklist staff complete themselves before anything goes live.
Before publishing a class promotion, staff confirm items like “pricing verified,” “wellness lead sign-off if health claim included,” and “alt text added.”
For a new studio page, the checklist includes confirming heading structure, booking link, and accessibility elements before going live.
If the “permission statement” box can’t be checked for a member photo, the post must be revised or replaced before publishing.
One-page vendor start rule
New creators must understand the guideline before they’re allowed to submit work.
A new freelance photographer working with the chain must read the one-page summary and pass a quick check on imagery and consent rules before shooting.
A new content writer joining a branch team completes the same quick check on banned claims and disclaimers before drafting anything.
If a vendor fails the quick check, they redo the reading and retake it before submitting any draft content.
Templates, Tooling, Automation
Brief block inside every draft
A short summary at the top of every draft covering the essentials.
For a class promotion: Goal (fill Saturday’s sunrise flow), Audience (working professionals), Promise (energising start to the weekend), Proof (instructor certification), CTA (book your spot), Risks (confirm class capacity), SEO notes (include “sunrise yoga class”).
For a new instructor introduction: Goal (build trust in a new teacher), Audience (existing and prospective members), Promise (experienced, welcoming guidance), Proof (certifications), CTA (book their next class), Risks (confirm bio details with instructor).
For a membership promotion: Goal (increase sign-ups), Audience (new visitors), Promise (flexible, affordable access), Proof (current pricing), CTA (join today), Risks (confirm promotion end date).
Publish gate checklist
A final check across Standards, Style, and Systems before anything is published.
Before publishing a class post, confirm: Standards (pricing and claims verified), Style (tone matches guideline), Systems (brief block completed, sign-off received if needed).
For a health-related post, the gate additionally checks that a wellness lead has reviewed the content.
For a routine schedule update, the same three-part gate applies, but can typically be completed by the branch coordinator alone.
Minimum publish fields
The basic fields that must be filled in before anything goes live.
Before publishing a class page, confirm the title, meta description, heading structure, a clear CTA, an internal link, and alt text on images.
For a blog post about wellness topics, confirm the title includes a relevant keyword and links back to a related class page.
For a social graphic, confirm the caption includes a CTA and the image has alt text added.
Copy-ready blocks
Pre-written templates staff can copy, paste, and adapt quickly.
FAQ block: “Q: How do I book a [class]? A: You can book online at [link] or visit us in person.” Staff fill in the class name and link.
Proof block: “This class is taught by [instructor name], certified in [certification].” Staff insert the specific details.
CTA block: “Ready to join us? Book your [class name] today at [link].” Staff fill in the class and link.
AI usage rules
Set clear boundaries for what AI can help with and where a human must step in.
AI can draft a first version of a class description, but a human must verify tone and accuracy before publishing.
AI can help generate caption ideas, but a human must check for banned claims or overly clinical language.
AI should not be used to write anything involving specific member testimonials, since consent and accuracy require direct human involvement.
Simple filename rule
A consistent naming pattern for every file, so nothing gets lost or confused.
A class promotion graphic finalised on 24 July 2026 is named “20260724_YogaChain_SunriseFlow_V1.”
A revised membership pricing PDF updated in August 2026 is named “20260801_YogaChain_Pricing_V2.”
A new instructor introduction video drafted on 15 July 2026 is named “20260715_YogaChain_InstructorIntro_V1.”
Measurement & Optimisation
KPI definitions
Specific, ownable targets for each type of content.
For class promotion posts, the KPI is bookings generated, owned by the branch coordinator, with a target of 10 new bookings per post.
For social media wellness content, the KPI is engagement rate, owned by central marketing, with a target of 5% engagement per post.
For membership sign-up pages, the KPI is conversion rate, owned by the branch manager, with a target of 8% of visitors signing up.
Manual scorecard
A simple monthly record of key numbers, without needing complex dashboards.
Each month, record total class bookings, top-performing class type, and website visits in a shared table.
Track social media metrics monthly: follower growth, engagement rate, and enquiries generated.
Log membership sign-ups monthly by branch, comparing against the same period last year.
Three-line experiment note
A short note capturing any change made, its expected effect, and when to check results.
Change: Updated the class booking button colour. Expected impact: higher click-through rate. Check date: 21 August 2026.
Change: Shortened class descriptions to under five lines. Expected impact: better readability and more bookings. Check date: 7 August 2026.
Change: Added instructor bios to class pages. Expected impact: increased trust and bookings. Check date: 15 August 2026.
Rolling top-ten review
A monthly check of the best-performing content, with quick fixes for the weakest.
Review the top 10 most-booked classes monthly; if three have outdated descriptions, update them first.
Review the top 10 highest-performing social posts to identify what topics work best, then apply those learnings going forward.
Review the top 10 pages generating enquiries; if the worst three have broken links, fix those immediately.
Simple pruning rules
A clear decision for what to do with older content: keep, update, or remove.
Keep a page if it’s accurate, relevant, and performing well.
Update a page if the information is outdated, but the class or topic is still relevant.
Retire a page if the class has been discontinued or the content is no longer relevant.
Embedded questions to answer list
A running list of common member questions, used to guide future content.
When a member asks, “What should I bring to my first class?” that question is logged for a future FAQ post.
If multiple members ask about membership pause options, that question is added to the backlog and prioritised for a clear explainer post.
Once the backlog reaches 25 questions, the oldest or least relevant question is removed to make room for a newer one.
View the full set
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