Brand Tone

Motivational, inclusive, and community-focused, characterized by energetic and encouraging language, with a bold and confident edgy undertone.

Brand Values

• •Community
• •Transformation & Empowerment
• •Accessibility & Inclusivity
• •Authenticity & Legacy

Best Practices

• •Speak as a Supportive Coach, Not a Drill Sergeant: Use encouraging, positive, and inclusive language. Focus on what clients gain (strength, confidence, energy, community) rather than just what they lose.
• •Lead with "Community" and "Family": Consistently use terms like "family," "community," "crew," and "team." Frame the gym as a collective where members support each other.
• •Balance Edge with Empathy: While the "FK" adds a bold touch, the core message should always be empathetic and understanding. Use the edgy tone sparingly for impact (e.g., "It's a FKing lifestyle") but ensure the primary voice is welcoming.
• •Highlight Accessibility and Realism: Acknowledge that life is busy and that fitness journeys aren't linear. Promote the convenience of at-home workouts, short class times, and programs for all levels to make the brand feel achievable for everyone.
• •Weave in the "Why": Subtly reference the brand's mission to create happier, healthier lives and instill confidence. This elevates the message from simply selling gym access to offering a path to a better quality of life.

Social Perception

Highly regarded, professional, and motivating. Perceived as a friendly, non-judgmental, results-driven, yet genuinely caring and supportive fitness provider that fosters a strong sense of belonging and motivation.

Copy Examples

• •This isn't just a transformation. It's the moment you realize you're stronger than you ever imagined. Our 8 Week Challenge is where your journey begins. It's not about perfection; it's about progress. Ready to find the fierce, confident you? Join the FitazFK family. Link in bio to start your transformation.
• •Finding time for you is the best gift you can give your family. Our TRANSFORM app was designed for busy mums. Quick, effective 20-minute workouts you can do from your living room. No more rushing to the gym. Just real results that fit your real life. Start your free trial today and rediscover your strength.
• •More Than a Gym. We're a Home. Find your strength, your community, and your motivation right here in Kangaroo Point. With 40+ classes and Brisbane's most supportive trainers, we're here to help you fall in love with fitness. Your first 5 days are on us.
• •Pace doesn't matter. Progress does. Our Run Club is for every body and every level. It's not a race; it's a community on the move. Join the crew this Thursday morning. We run together, we support each other. No one gets left behind.
• •Forget 'go hard or go home.' Here, you just have to show up. Some days you'll smash it, some days you'll just move. Both are wins. We celebrate consistency, not intensity. This is a lifestyle, not a phase. #FitazFK #BrisbaneGym #FitnessMotivation #Community