Brand Tone

Professional, educational, and empathetic. The language is clinical yet accessible, positioning the brand as a serious, science-based authority, with an aspirational and passionate undercurrent.

Brand Values

• •Expertise and Professionalism
• •Holistic Approach
• •Sustainability and Welfare
• •Empowerment through Education
• •Quality and Craftsmanship

Best Practices

• •Lead with Expertise: Always ground your claims in Lena Gunnarsson's professional background as a licensed physiotherapist. Use terms like "science-based," "biomechanics," and "clinical analysis" to reinforce authority.
• •Use Empathetic Language: Acknowledge the rider's struggles. Use phrases like "If you're feeling frustrated," "For riders experiencing back pain," or "We understand the connection is off" to show you relate to their problems.
• •Educate, Don't Just Sell: Frame every piece of content as an educational opportunity. Explain the 'why' behind a technique or product. This builds trust and positions the brand as a generous expert.
• •Maintain an Aspirational and Passionate Undercurrent: While the tone is professional, weave in aspirational language that speaks to the rider's passion. Words like "harmony," "dialogue," "dance," and "partnership" connect the clinical aspects to the emotional rewards of riding.
• •Ensure Visual Consistency: Though not strictly copywriting, the visuals accompanying the text should reflect the brand values: clean, professional, and focused. High-quality images of riders demonstrating balance and horses moving freely would reinforce the professional and effective tone.

Social Perception

Perceived as a highly specialized, niche service for dedicated riders. Lena Gunnarsson is seen as a "super nerdy and competent" expert and problem-solver for complex rider and horse issues, inspiring trust through her professional, science-backed approach and credentials as a licensed physiotherapist.

Copy Examples

• •Feeling crooked in the saddle? That nagging hip pain isn't just yours to bear—it's a conversation your horse is having with you. As a licensed physiotherapist, I help you translate that message. Let's work together to find your center, erase the discomfort, and create a truly balanced dialogue with your horse. Discover a more sustainable way to ride.
• •Your saddle fits your horse perfectly. But does it fit you? Don't compromise your position. The handmade Seat Corrector is the expertly designed, adjustable solution to optimize your pelvic support and alignment. Achieve true harmony without the cost of a new saddle. Ride in balance. Ride with precision.
• •Your body is the most important aid you'll ever use. At Equestrian Fysio, we combine 30 years of physiotherapy expertise with a lifetime of equestrian passion to help you become a more symmetrical, effective, and conscious rider. It's not just about fixing a position; it's about unlocking a deeper connection and learning to dance with your horse.
• •What if you could understand the biomechanics behind every movement? Our 'Vertical Balanced Riding' online course goes beyond simple 'heels down' instruction. Learn to analyze your own asymmetries, understand your horse's movement, and apply physiotherapy principles to your daily training. Enroll today and become the rider your horse deserves.
• •From Asymmetry to Artistry: How Correcting Your Seat Can Transform Your Horse's Movement. We explore 3 common rider imbalances and the simple, science-backed exercises to fix them for good. Read more to start your journey toward effortless riding.