Brand Tone

Expert, Passionate, and Encouraging.

Brand Values

• •Holistic Development
• •Expertise and Education
• •Community and Connection
• •Quality and Adventure
• •Long-Term Mentorship

Best Practices

• •Lead with Passion, Support with Science: Always start with the excitement and love for the sport, but back it up with credentials, data, and the "why" behind the techniques. This balances the "Passionate" and "Expert" tones.
• •Speak to the "Whole Rider": Frame coaching and experiences not just as skill improvement, but as a journey toward becoming a more capable, confident, and well-rounded person. Use words like "transform," "unlock," and "connect."
• •Be Inclusive in Your Language: Explicitly state that services are for "all skill levels" or for everyone "from beginners to seasoned riders." Avoid overly exclusive jargon where possible, or explain it clearly when necessary.
• •Emphasize Community and Connection: Use collective terms like "we," "our community," and "the Chainline crew." Highlight the shared experience of riding and learning together.
• •Show, Don't Just Tell, Expertise: Instead of simply saying "we are experts," reference specific achievements like the "Coach of the Year" awards, the success of coached athletes, and the advanced qualifications of the staff. This builds credibility authentically.

Social Perception

highly credible and respected leader in the mountain biking community.

Copy Examples

• •Master the Trail. Connect with Your Ride. Our expert coaching isn't just about technique—it's about transforming your entire mountain biking experience. For riders of all levels in Squamish, BC.
• •The perfect corner isn't just a line, it's a feeling. It's the connection between you, your bike, and the trail. Our cornering clinics break down the physics and feel, so you can ride with more flow and confidence. Link in bio to book your session. #MountainBikeCoaching #SquamishMTB #RideWithConfidence #ChainlineExperiences
• •Tired of feeling stuck at the same skill level? Unlock your true potential with Chainline Experiences. Our founder, decorated Cycling Canada Coach of the Year Joel Harwood, uses a proven, holistic approach to make you a stronger, smarter, and more confident rider. All skill levels welcome. Learn more about our Squamish programs.
• •Your Ultimate MTB Adventure in Oaxaca Awaits! | Chainline ExperiencesBody Snippet: "Go beyond the ride. Immerse yourself in the culture, trails, and community of Oaxaca with our all-inclusive MTB trip. We handle the logistics—high-end demo bikes, local guides, meals—you just focus on the unforgettable descents."
• •A perfect fit is where performance begins. We go beyond basic measurements, applying a deep understanding of biomechanics to create a seamless connection between you and your machine. Eliminate pain, increase efficiency, and ride stronger.