Brand Tone

aspirational, intelligent, and motivational

Brand Values

• •Design & Aesthetics
• •Innovation through Gamification
• •Effectiveness & Intelligence
• •Community & Competition

Best Practices

• •Lead with intelligence, not just sweat, using terms like "calibrated," "personalized," and "intelligent" to respect the user's intelligence.
• •Focus on "play and compete" through game-based experiences, using active words like "race," "challenge," and "achieve" to position workout as enjoyable.
• •Elevate the aesthetic by always mentioning design and materials, using words like "handcrafted," "cherrywood," and "elegant" to reinforce premium lifestyle.
• •Speak to the "why," connecting features to user benefits (e.g., gamification leads to looking forward to workouts), rather than just stating "what" is offered.
• •Use community as a motivator, referencing "community," "rivals," and "live races" to highlight the social and competitive ecosystem.

Social Perception

Overwhelmingly positive, centered on being a beautiful and effective workout machine, offering engaging and motivating games, and being a premium, considered purchase.

Copy Examples

• •Fitness that belongs in your living room. Your home is a reflection of your taste. Your workout should be too. The Ergatta Rower is handcrafted from rich cherrywood, designed not just for a powerful, game-based workout, but to elevate the space you live in. Smart fitness, stunningly designed.
• •Your biggest rival is you from yesterday. Stop just working out. Start competing. Ergatta’s intelligent races and games match you against real members at your skill level. Every session is a new challenge, a new record to beat. Outsmart your opponents. Out-row yourself.
• •Tired of the follow-along? Lead your own victory. Your fitness goals are personal. Your workout should be too. Ergatta replaces instructors with an intelligent, game-based experience that adapts to you. Conquer challenges, unlock achievements, and make every workout a win. This is fitness that plays by your rules.
• •This is where your fitness routine gets interesting. You showed interest in a smarter way to work out, and it all starts here. The Ergatta Rower offers a unique combination of a full-body, low-impact workout with the thrill of gaming. Explore our personalized programs and discover how fun it is to get lost in the challenge, not the reps.
• •The sound of a real water stroke. The thrill of the race. The beauty of natural wood. The Ergatta experience is a workout for your body and a treat for your senses. #Ergatta #GameBasedFitness #Design #HomeWorkout