We write in a lively way that communicates enthusiasm and action. Users should be motivated to do something after they read. They should be excited to try out whatever has been written about.

Write in a way that communicates our expertise, but not in an aloof or elitist way. Users should come away with the impression that we are professionals who are confident in our knowledge but not cocky.

Write in a way that is conversational and informal (rather than overly scientific/marketing-ey), but that is also appropriate for a professional setting. Write as if you are talking to a friend. If you use humor, make it clever and not silly.

Write in a way that gives readers the impression that we are here simply to help them. They should not feel like we are writing to be sticklers or authoritarian, but that we genuinely have their success in mind.

We speak like our favorite instructors. We motivate without being cheesy or excessive cheerleaders. We communicate strength and inspiration but don’t beat them over the head with it.

A little sweat is good for the swole - NO (niche humor)
Good things come to those who sweat - YES

Drop it like it’s squat - NO (niche humor)
You can’t spell “legendary” without “leg day” - YES

We can’t weight to meet you - NO (silly)
Lift some weight. Lose some weight. - YES

Be succinct not verbose. Make paragraphs short and scannablea and with a natural lyricism. A paragraph should not have more than 3-4 lines. Don’t sacrifice warmth or specificity for length though! Choose your benefits carefully.

Be specific not vague. Cut the excess fluff and say what you mean. Maintain a direct and candid tone. Don’t use vague or meaningless language.

Be positive not negative. Use positive, affirming language. (Example: verbs like “will,” “power,” “strengthen,” “motivate,” “inspire,” and “succeed.”). No negative reinforcement or “tough love.”

Be everyday not technical. Avoid clinical, technical, or academic jargon. Refer to muscle groups in conversational ways (Lats, glutes, etc.). Use correct grammar, unless it sounds too formal. (Example: “who” is preferred to “whom.”).

Be informed not dumbed-down. Explain how and why things work to educate and inform without leaning too heavily in a jargon-heavy direction. Simplify.

Be democratic not niche. Avoid excessively casual or bro-y slang.

Be fun not dry. Feel free to get creative with analogies, wit, and wordplay. Don’t be too quirky or niche in your humor in ways that might alienate members.