Brand Tone

Motivational and energetic, direct and informal, aspirational and results-oriented, bold and unapologetic.

Brand Values

• •Purity and Transparency
• •Quality and Efficacy
• •Achievement and Transformation
• •Community

Best Practices

• •Always "Go for Gold": Frame every message around achievement, success, and reaching one's ultimate potential. Use aspirational and powerful language.
• •Speak to Your "Groei-maten": Use an informal, community-focused tone. Address the customer as a partner or a "buddy" on the same journey. Use "we" and "our" to foster a sense of belonging.
• •Lead with "Clean": Continuously reinforce the core values of purity, transparency, and quality. Mention "tested," "no fillers," and "A-quality" to build trust and justify the premium positioning.
• •Channel the Founder's Energy: Infuse copy with the bold, unapologetic, and high-energy persona of Joel Beukers. Don't be afraid of exclamation points, capital letters, and strong verbs to create excitement.
• •Focus on the Transformation: Whether it's a product or a coaching plan, the end goal is always transformation. Use before/after narratives, testimonials about breaking records, and language that highlights a tangible change in lifestyle or performance.

Social Perception

Customers generally regard the products as high-quality and effective, often justifying a higher price with perceived top-tier quality. The brand is inseparable from its founder, Joel Beukers, whose marketing strategy drives popularity. Coaching programs and challenges receive positive feedback for delivering significant results and fostering healthy habits.

Copy Examples

• •GOLD RUSH! The V6 Xtreme Workout is here. We stripped out the unnecessary, cranked up the proven, and delivered the cleanest fuel for your record-breaking session. No fillers, no excuses. Ready to unlock your next level? Go for Gold. #CleanNutrition #GoForGold #NewRelease #PreWorkout
• •Your Golden Lifestyle is Waiting. Tired of programs that don't deliver? Our Goud-Droog Challenge isn't just a plan; it's a partnership. For 8 weeks, you join a community of "Groei-maten" all chasing one thing: results. We provide the nutrition and training structure. You bring the dedication. Sign up and start your transformation.
• •Clean Whey Protein – The Purest Build. This isn't just another protein. This is your foundation. Each scoop is packed with A-grade, tested whey, free from aspartame and added sugars. We created Clean Whey because we believe your body deserves better than mystery "blends." Build clean, recover faster, and taste the quality.
• •Groei-maat, Are You In? We see you putting in the work. Now, let's do it together. This week in the coaching community, we're tackling the squat plateau with a new booster schema, free for all members. This is what being a "Groei-maat" is all about: sharing the tools to help everyone win. Let's get stronger, together.
• •SCOOPIE ERBIJ! While they use fillers, we use pure power! Tested ingredients only! This is how you GO FOR GOLD! WOOOH!