Brand Story & Positioning
Core promise
Define the app as a structured, supportive way to build sustainable fitness habits globally.
Emphasise “long-term progress and habits” in all high-level copy.
Avoid framing the app as a quick-fix or extreme challenge platform.
Reinforce that users can start at any level and grow over time.
User focus
Clarify who the app is for.
Position content for beginners and intermediates, not elite athletes only.
Acknowledge different life contexts (busy professionals, parents, students).
Show examples of users training at home, in gyms and while travelling.
Outcome framing
Describe benefits in a way that matches the brand promise.
Focus on feeling greater, more consistent, more confident, not only aesthetic changes.
Connect improvements to daily life (energy, focus, mood).
Avoid overclaiming outcomes or implying guaranteed physiques.
Global positioning
Express international reach without losing human feel.
Mention “global community” and “users worldwide” in key narratives.
Use examples from different regions and time zones.
Avoid suggesting the app is tailored to only one country or culture.
Pillar alignment
Anchor all brand messaging in habit-building, programs and community.
Ensure top-level copy references at least one pillar explicitly.
Use pillar language consistently across marketing and in-app surfaces.
Keep new features tied back to existing pillars or add clearly defined ones.
Differentiation
Clarify how the app stands out in the crowded fitness space.
Highlight structured programs vs random workout libraries.
Emphasise supportive community and streak mechanisms.
Avoid generic claims like “best workouts” without context.
Pillar Standards
Habit-building focus
Ensure content supports sustainable routines.
Regular posts about small daily actions and streaks.
Emphasise manageable steps instead of all-or-nothing attitudes.
Celebrate progress measured in sessions completed, not only PRs.
Programs focus
Make structured training the backbone of content.
Promote programs with clear names, levels and durations.
Explain how programs progress over weeks or phases.
Share examples of users completing full programs, not just single workouts.
Community focus
Build a sense of shared journey.
Feature user stories from different locations and backgrounds.
Show interactions, shout-outs and challenge participation.
Highlight collective milestones (e.g., total workouts completed by the community).
Onboarding clarity
Set expectations clearly from first touchpoints.
Onboarding screens introduce pillars and tone succinctly.
Welcome emails reiterate the habit, programs and community focus.
Early content avoids conflicting promises or jargon.
Retention emphasis
Use content to help users stay, not just sign up.
Posts about restarting after breaks and adapting plans.
In-app messages that normalise fluctuations in motivation.
Regular reinforcement of “every session counts” messaging.
Safety and inclusivity standards
Keep health and access front-of-mind.
Avoid promoting unsafe or extreme training practices.
Encourage listening to one’s body and respecting rest.
Use inclusive visuals and language across gender, age and body types.
Contributor & Platform Standards
Contributor alignment
Ensure all coaches and writers share the same core voice.
Provide a short brand story and tone guide in onboarding.
Share examples of aligned vs misaligned content.
Require sign-off on guidelines before contributors publish.
Platform roles
Clarify what each platform is for.
App: Core training, progress tracking, community features.
Social media: Inspiration, education, community highlights.
Email: Onboarding guidance, program announcements, retention nudges.
Content boundaries
Define what’s out-of-scope or off-brand.
No shame-based or “no pain, no gain” messaging.
No unverified nutrition or medical advice presented as fact.
No inflammatory or competitive community framing.
Frequency standards
Maintain predictable rhythms without overwhelming users.
Minimum and maximum number of push notifications per week.
Baseline posting cadence for owned social channels.
Regular but not intrusive email sequences.
Visual consistency baseline
Set baseline visual expectations for all contributors.
Use agreed colour palettes and typographic styles.
Maintain similar framing and energy across program cover images.
Avoid drastically different aesthetic styles between contributors.
Compliance and ethical standards
Align with global health and data expectations.
Avoid making health claims that require medical evidence.
Be transparent about data use in content where relevant.
Respect privacy in showcasing user stories (consent, anonymity where needed).
Tone of Voice
Energetic and positive
Sound lively and motivating without being harsh.
Use phrases like “Let’s move today” and “You’ve got this” rather than “No excuses.”
Focus on progress and effort, not perfection.
Keep sentence rhythm brisk but readable.
Encouraging and empathetic
Recognise real-life barriers and emotions.
Acknowledge busy schedules, energy dips and setbacks.
Use supportive reframes (“Starting again is part of the journey”).
Avoid dismissing struggles or oversimplifying them.
Clear and confident
Explain training with authority while staying accessible.
Use simple definitions for key concepts (sets, reps, RPE, rest).
Provide direct cues (“Drive through your heels”, “Keep your core tight”).
Avoid hedging excessively; sound like a coach who knows their craft.
Inclusive and international
Make language work across cultures.
Avoid idioms and highly local slang.
Use straightforward vocabulary that translates well.
Keep jokes and references broad and non-exclusive.
Non-shaming and non-toxic
Reject guilt-based motivation.
Avoid phrases that belittle users (“You’re lazy if…”).
Do not glorify overtraining or exhaustion.
Emphasise self-respect and listening to one’s body.
Consistent persona
Keep one coherent “coach voice” across surfaces.
App system messages, program descriptions and social posts share tone traits.
Individual coach flair appears mainly in videos, not core system copy.
Regular audits ensure tone doesn’t drift between contributors.
Visual Style
Energetic yet approachable
Balance dynamism with relatability.
Show movement (mid-rep, dynamic poses) without constant extremes.
Include relaxed, smiling moments, not only intense faces.
Use bright but not aggressive colour schemes.
Global representation
Reflect international user diversity visually.
Feature different body types, ages, and ethnic backgrounds.
Show varied training environments (homes, gyms, outdoors).
Avoid tokenism; representation should feel natural and frequent.
Program visuals
Make programs visually distinct and understandable.
Use clear cover images that hint at program type (strength, mobility).
Maintain consistent layout for program cards and thumbnails.
Include simple badges (level, duration) on visuals.
Community visuals
Highlight connection and shared progress.
Show small groups or individuals engaging with app content.
Feature screenshots of community milestones and encouragement.
Use collages or grids for challenge participation highlights.
Habit visuals
Show everyday, repeatable behaviours.
Depict short sessions, warm-ups, and simple routines.
Use calendar or streak visuals to reinforce consistency.
Avoid only showcasing long, complex workouts.
System UI styling
Keep in-app screens visually coherent.
Consistent style for progress bars, streak indicators and badges.
Clear, readable typography and spacing.
Visual hierarchy that highlights the next action (start, continue, complete).
Copy & Structural Style
British English spelling and grammar
Use British English for all system and editorial copy.
Apply British spellings (e.g. “optimise”, “organise”, “metre”, “kilometre”, “programme”) in app UI, emails and social captions.
Keep grammar tight and direct: active voice, clear subjects, and consistent tense when describing workouts and progress.
Build a short language checklist for contributors (UK spellings, no double spaces, correct punctuation) and apply it during editorial review.
Headline patterns
Use predictable, on-brand headline types.
Action-led (“Build your weekly movement habit”).
Outcome-led (“Feel stronger in four weeks”).
Community-led (“Join thousands progressing together”).
Program descriptions
Write concise, informative program blurbs.
State goal, level and duration in the first lines.
Mention equipment and time per session.
Note the type of progression (intensity, volume, skill).
Session instructions
Keep workout guidance clear and direct.
Use step-by-step cues for movements.
Highlight key form points in one line each.
Provide modification notes within the same structure.
Challenge copy
Describe community challenges simply and invitingly.
State challenge duration, commitment and goal up front.
Emphasise participation and shared progress over competition.
Include easy “how to join” steps.
System messages and microcopy
Ensure all short texts align with tone.
Use “Keep your streak going” instead of “Don’t break your streak.”
Label buttons clearly (“Start workout”, “Continue program”).
Frame reminders with encouragement, not pressure.
Planning & Calendar
60-day content cycle
Plan content around core pillars and product milestones.
Map sequences: habit-focus, program launch, community challenge, reflection.
Ensure each cycle includes global stories and diverse examples.
Align with product updates and major campaigns.
Weekly rhythm
Maintain a stable content pattern across channels.
Example: Mon (habit), Wed (program education), Fri (community story), Sun (recap and intent).
Keep push notifications and emails aligned to weekly themes.
Adjust rhythm based on engagement and retention data.
Cross-channel alignment
Coordinate app, social and email narratives.
Use the same core promise and pillar language everywhere.
Sync program launches with social announcements and onboarding flows.
Avoid conflicting or overlapping campaigns across platforms.
Campaign planning
Define campaign arcs in advance.
Set objectives (activation, retention, reactivation).
Plan content per pillar for each campaign phase.
Prepare assets and messages before launch for consistency.
Resource mapping
Allocate contributors to topics and pillars.
Assign coaches to specific program types (strength, mobility, etc.).
Assign writers to habit education, program descriptions, community stories.
Map time for content review and iteration.
Seasonality and global events
Integrate relevant moments without losing consistency.
Plan around common global fitness moments (New Year, summer).
Optionally run region-specific campaigns clearly labelled.
Keep pillar language central even when themes change.
Production & Workflow
Idea intake
Gather content ideas from product, coaches and community.
Use shared docs or boards for suggestions tied to pillars.
Collect common user questions for education content.
Capture program and feature updates for future storytelling.
Content board
Visualise content status across channels.
Columns: idea, drafting, review, scheduled, live.
Tags for pillar, platform and goal.
Weekly review to maintain balance and flow.
Review and QA
Check content for tone, clarity and accuracy.
Editors verify alignment with brand story and pillars.
Coaches check technical correctness of training content.
Local reviewers assess cultural fit for international material.
Asset management
Organise visuals and copy for reuse.
Tag assets by pillar, program, level and region.
Maintain a library of strong example posts and screens.
Store consent information for user stories where required.
Publishing process
Standardise how content goes live.
Use scheduling tools with clear calendars.
Document who publishes where and when.
Monitor first 24–48 hours for responses and issues.
Feedback loop
Feed performance and user input back into production.
Regularly review metrics and qualitative feedback.
Adjust topics and emphasis based on retention and engagement signals.
Update templates and examples to reflect what works.
Measurement & Optimisation
Pillar performance tracking
Measure how habits, programs and community content perform.
Tag all content by pillar in analytics.
Compare engagement and retention linked to each pillar.
Adjust content mix based on proven impact.
Onboarding effectiveness
Assess clarity and motivation for new users.
Track completion of onboarding journeys and first workout.
Survey or prompt users about promise clarity and tone.
Iterate onboarding copy and visuals based on findings.
Tone coherence audits
Check if the voice feels unified across contributors.
Sample content from different channels and coaches quarterly.
Flag instances of off-tone messaging and correct.
Share audit results and updated examples with contributors.
Program adoption metrics
Monitor how users engage with programs vs single workouts.
Track starts and completions per program.
Relate adoption to program-focused content campaigns.
Refine program descriptions and visuals based on data.
Community health indicators
Measure engagement and sentiment in community spaces.
Monitor posts, reactions and language used by members.
Track challenge participation and completion rates.
Adjust community features or content if negativity or confusion rises.
Guideline evolution
Keep the guideline current and useful.
Review and refine the document at least annually.
Add new topics if product scope expands (nutrition, recovery, mindset).
Remove or replace examples that no longer align with strategy.
