Brand Tone

Welcoming & Inclusive, Humorous & Down-to-Earth, Expert & Passionate, Supportive & Community-Focused, Respectful

Brand Values

• •Authenticity/Realness
• •Inclusivity & Accessibility
• •Community & Friendship
• •Quality Instruction & Technical Excellence
• •Growth & Development (Personal & Martial Art)
• •Fun & Enjoyment
• •Respect & Discipline

Best Practices

• •Embrace "Welcoming Expertise": All copy should balance the high level of experience and knowledge with an approachable, inclusive, and non-intimidating voice. Avoid overly aggressive or elitist language.
• •Inject (Appropriate) Humor: Reflect Geoff Grant's noted humorous style. This can be through witty asides, relatable scenarios, or a generally light-hearted yet respectful approach. Keep it aligned with a "down-to-earth" feel.
• •Prioritize Community & Support: Regularly feature language that speaks to the "family" atmosphere, friendships, and mutual encouragement. Use "we," "us," and "your BJJ family" to foster connection.
• •Keep it Real and Authentic: Avoid excessive jargon where possible, or explain it simply. The "No OSS" philosophy translates to straightforward, honest communication. Focus on genuine benefits rather than inflated claims.
• •Be Consistent Across Platforms: Ensure the tone used on the website is mirrored in social media posts, email communications, and even in-person interactions at the gym. This creates a cohesive and trustworthy brand identity. Regularly review content to ensure it aligns with these tonal pillars.

Social Perception

Highly Respected Original Academy, Welcoming and Non-Intimidating, Excellent Instruction, Strong Community Vibe, Fun and Engaging

Copy Examples

• •Headline: Wellington's Original BJJ: Real Jiu-Jitsu, Zero Hype. Since 1995. Body: Tired of the BJJ hype train? At GSW, we've been focused on quality Brazilian Jiu-Jitsu long before it was cool. Learn from Geoff Grant, one of NZ's most experienced black belts, in a welcoming, no-nonsense environment. Get fit, learn to defend yourself, and maybe even laugh a bit. Your first class is on us.
• •Headline: More Than Just a Gym. It's Your BJJ Family in Wellington. Body: Looking for world-class BJJ instruction without the intimidation? GSW is Wellington's home for authentic Brazilian Jiu-Jitsu. We're a diverse crew who train hard, support each other, and don't take ourselves *too* seriously. Come find your mats, your mates, and your confidence.
• •Headline: Got Kids? We'll Teach Them Awesome Moves & Real Confidence. Body: Our kids' BJJ classes are all about building focus, discipline, and unshakable self-belief in a fun, safe space. Led by experienced instructors who know how to make learning engaging, your child will gain valuable life skills, on and off the mats. Plus, they'll sleep well. You're welcome.
• •Headline: Learn to Grapple from the Ground Up (Literally). Body: Intrigued by BJJ but not sure where to start? GSW in Wellington offers beginner-friendly classes that break down techniques in a clear, accessible way. No experience? No problem. Our expert instructors and supportive community will have you rolling with a smile.
• •Headline: Experience. Expertise. And Enough Dad Jokes to Make You Tap. Body: Geoff Grant has been teaching BJJ in Wellington since '95. That's a lot of armbars and even more questionable humor. At GSW, you get top-tier instruction, a genuinely friendly vibe, and a head coach who believes learning should be effective *and* enjoyable. Come see why we're Wellington's BJJ cornerstone.