HUMANS MOVE
THE BRAND:
HUMANS MOVE WITH RACHEL
THE SCOPE: HOME PAGE COPY
THE VOICE: DIRECT, NO BS // FRIENDLY // CONVERSATIONAL
THE DIFFrentiator
Rachel's approach to fitness is a refreshing departure from the conventional high-intensity, high-impact workouts that dominate the industry. She emphasizes the importance of injury-free movement, advocating for a fitness philosophy that values quality and sustainability over intensity and quick results. This perspective challenges the traditional "no pain, no gain" mantra, offering a more inclusive and holistic approach to fitness that caters to a wider range of individuals and fitness levels.
THE WHY:
Rachel's deeper motivation is rooted in helping people rediscover the joy and benefits of pain-free movement. She understands that many people have become disillusioned with fitness due to past injuries, discomfort, or the intimidating nature of high-intensity workouts. Her goal is to help her clients fall in love with movement again, showing them how it can enhance their lives without the risk of pain or injury. This approach is about nurturing a long-term, sustainable relationship with fitness, where movement becomes a source of joy and well-being, not just a means to an end.
THE GOALs:
Rachel aims to shift the perception of what effective fitness looks like. Her copy goals included:
Breaking the Intensity Myth: She wants to convey that achieving fitness goals doesn't require extreme or high-impact exercises. It's about finding the right kind of movement that is both enjoyable and beneficial for the individual.
Communicating the Value of Her Services: Rachel faced challenges in effectively communicating the unique benefits of her approach. She needs to articulate how her services differ from traditional fitness programs and how they cater to those seeking a more thoughtful, injury-free approach to fitness.
Service Differentiation and Naming: Rachel wanted to clearly differentiate her services to cater to various needs, from self-motivated individuals to those seeking one-on-one support. She needed help with naming these services in a way that reflects their unique value and appeals to her target audience.
The Brand Positioning statement
“Redefining fitness, one movement at a time”
Rachel's brand and services are all about redefining fitness to be more inclusive, sustainable, and enjoyable. Her focus on injury-free movement and helping clients rediscover the *joy* of physical activity sets her apart in the fitness industry.
THE WHY BEHIND THE WORDS
Why this statement worked in tandem with Rachel’s goals:
Challenges Traditional Fitness Norms: This statement positions Rachel's brand as a trailblazer in transforming the conventional understanding of fitness. It appeals to those seeking an alternative to high-intensity, pain-focused workouts, aligning with her goal of promoting a more sustainable, injury-free approach to fitness.
Encourages Engagement and Curiosity: By stating that she is redefining fitness, Rachel piques the interest of potential clients who may be disillusioned with conventional fitness methods. It invites them to explore what this redefinition entails, thereby addressing her goal of educating her audience about the benefits of her unique approach.
Promotes Sustainable Fitness Practices: It subtly conveys the idea of gradual progression in fitness, supporting Rachel's philosophy of manageable, injury-free movements. This aligns with her aim to redefine fitness as a sustainable and enjoyable journey, rather than a series of extreme, potentially harmful exercises.
MEMORABLE SNIPPETS
MEMORABLE SNIPPETS
more WORDS FROM humans move’s WEBSITE
“Great workouts aren’t measured in sweat. They’re measured by how you feel.
POV: You’re sprawled on the sweaty gym mat, trying to catch your breath while your joints scream louder than your fave ’90s alt-rock playlist. The thought of one more high-impact burpee, jack, or jab makes you want to puke…but, no pain, no gain, right? Here’s the truth: A drenched shirt and sore muscles aren’t indicators of a great workout. Instead, it's time to embrace a new fitness movement where feeling great is the way to great results.”
more WORDS FROM humans move’s WEBSITE
No cookie-cutter workouts
Because cookie cutters are for baking delish snacks, not for building your workout programs, amiright? Here, it's all about creating a personalized workout program that's as unique as you—a journey that fires up your body and (re)ignites your love for movement.