Brand Tone

Expert and authoritative, premium and aspirational, supportive and encouraging.

Brand Values

• •Performance
• •Quality
• •Expertise
• •Service
• •Community

Best Practices

• •Balance Tech with Aspiration: Always pair technical specifications with the ultimate benefit for the rider. Sell the outcome, not just the feature.
• •Lean into the "Domestique" Metaphor: Use language that reinforces your supportive role, such as "Your partner in performance" or "The ultimate assist for your training."
• •Spotlight Brand Heritage: Tell the stories behind the brands you stock, highlighting craftsmanship with phrases like "Engineered in Germany" or "Tested in the pro peloton."
• •Champion Your Community: Actively feature your customers and local cycling heroes, asking questions and celebrating achievements to build loyalty.
• •Maintain a Premium Voice: Avoid overly casual slang, excessive emojis, or aggressive sales language, ensuring copy is clean, professional, and grammatically flawless.

Social Perception

A specialist boutique, knowledgeable and trustworthy, premium and exclusive, and a pillar of the local cycling scene.

Copy Examples

• •The art of speed. The new Factor OSTRO VAM isn't just an evolution; it's a new benchmark for all-around performance. Lighter, faster, and engineered with uncompromising precision. We've got our hands on a limited allocation. Your new personal best is waiting. #FactorBikes #PerformanceCycling #DomestiqueNZ
• •Rain or shine, your training doesn't stop. Experience the Wahoo KICKR with our flexible rental program. We deliver, we set it up, you ride. Get a feel for the ultimate indoor training tool before you commit. Perfect for winter training or race prep. Send us a message to book yours.
• •Pas Normal Studios: Beyond the Jersey. It's technically advanced apparel designed for the modern cyclist. Discover the collection where performance, craftsmanship, and minimalist style meet.
• •Inside Info: The Latest from MAAP & Your Exclusive Offer
• •Massive respect to everyone tackling the ride this weekend. Whether you're chasing a goal or just enjoying the road, we love to see it. Tag us in your ride photos—we'll share our favourite one on our story Monday! #NZCycling #Community #RideOn