Brand Tone

enthusiastic, motivational, and community-centric

Brand Values

• •Discovery and Variety
• •Quality and Value
• •Community
• •Motivation and Support
• •Customer Satisfaction
• •Expert Curation

Best Practices

• •Speak the Language of Your Community: Use terminology and slang that resonates with the fitness (specifically CrossFit/weightlifting) community. Understand their goals, challenges, and what excites them. This builds authenticity and connection.
• •Emphasize Excitement and Discovery: Consistently highlight the "surprise and delight" aspect of the subscription box. Use words that convey newness, innovation, and the thrill of unboxing premium, often undiscovered, products.
• •Maintain a Motivational and Supportive Undercurrent: Every piece of copy should aim to inspire and encourage. Whether it's a product description or a social media post, frame it in a way that supports the subscriber's fitness journey and goals.
• •Inject Personality and (Appropriate) Humor: Don't be afraid to be a little playful or humorous, especially on social media. This makes the brand more relatable and memorable, aligning with the engaging tone they already foster.
• •Focus on Value and Quality, Backed by Curation: Consistently reiterate the high value and premium quality of the products subscribers receive. Emphasize the expert curation process to build trust and justify the subscription cost, reinforcing that they are getting tried and tested items.

Social Perception

generally perceived positively; subscribers express excitement about receiving their monthly boxes and appreciate the variety and quality of the products

Copy Examples

• •Headline: Stop Scrolling, Start Lifting! Body: Your next PR is hiding in this month's Barbell Box. We've packed it with game-changing gear, exclusive supps, and the motivation you need to smash those goals. What are you waiting for? Unleash your awesome. Call to Action: Get Your Box & Crush It!
• •Headline: Christmas. Every. Single. Month. (But for Gains!) Body: Remember that kid-on-Christmas-morning feeling? Get ready to relive it. The Barbell Box delivers a fresh stash of expertly-curated fitness gold to your door. New brands, tasty fuel, and gear that’ll make your gym buddies jealous. Call to Action: Spoil Your Inner Athlete!
• •Headline: Fuel Your Hustle. Discover Your Strong. Body: Tired of the same old routine? We get it. The Barbell Box is your monthly injection of excitement – premium supplements, cutting-edge gear, and delicious, healthy snacks. Join our 12,000-strong crew and let’s get after it! Call to Action: Join The Barbell Box Family!
• •Headline: Warning: May Cause Extreme Motivation. Body: Side effects of opening The Barbell Box include: discovering your new favorite protein, actually wanting to hit the gym, and an uncontrollable urge to share your unboxing pics. You've been warned. (You're welcome.) Call to Action: Subscribe & Get Inspired!
• •Headline: Less Guesswork, More Gains. Body: Stop wandering the supplement aisles. We do the research, the testing, and the tasting to bring you only the best in fitness. Each Barbell Box is packed with value and everything you need to elevate your training. Call to Action: Upgrade Your Training Today!