Brand Tone

Passionate, supportive, and community-focused. The language used is encouraging, personal, knowledgeable, and authentic, conveying a sense of being an integral part of the fitness community.

Brand Values

• •Community
• •Passion
• •Accessibility
• •Customer-Centricity
• •Inclusivity and Wellbeing

Best Practices

• •Always use a voice that is clearly "by an athlete, for an athlete." Reference personal experiences, training concepts (WODs, PRs), and the struggles and triumphs that are relatable to the CrossFit and weightlifting community.
• •Use inclusive language like "team," "community," "we," and "us." Frame the brand as a central part of the New Zealand fitness scene, connecting people with the gear they need.
• •Consistently remind customers that fôrs solves the problem of accessibility. Use phrases like "finally in NZ," "no more import fees," and "fast, local shipping" to underscore the value of buying from a domestic source.
• •Continue the use of terms like "Aotearoa" and "te whare tapa whā" where appropriate. This grounds the brand in its New Zealand identity and shows cultural respect and a deeper understanding of wellbeing.
• •Keep the founder's story and personal touch at the forefront. Encourage interaction by asking questions ("What do you want to see next?") and signing off with a personal touch (e.g., "xo Frey"). This reinforces that there's a real, passionate person behind the brand.

Social Perception

A trusted, local, and authentic supplier for a niche market. Perceived as a go-to source for CrossFit and weightlifting enthusiasts in New Zealand seeking specialized gear without international shipping challenges. The direct involvement of the founder lends significant credibility, and the brand is seen as a supportive partner within the broader fitness industry.

Copy Examples

• •Stop waiting for overseas shipping. The [Product Name] you've been wanting is finally here in Aotearoa. Built for your toughest WODs and tested by athletes who know the grind. Get yours now and feel the difference in your next lift. #ForAthletesByAthletes #ForsNZ #CrossFitNZ
• •It's more than a gym. It's a community. It's about finding your strength, together. At fôrs, we get it. That's why we bring the world's best training gear right here to your doorstep in New Zealand. So you can focus on what matters: your next PR. #CommunityStrong #NZFitness
• •fôrs: Your local hookup for elite CrossFit & Weightlifting gear. Hand-picked brands, no-hassle shipping, and a passion for your progress. We're here to support your journey.
• •Hey team, Freyja here. This week, I was reminded why I started fôrs —seeing so many of you smash your goals at the [Local Competition]. It’s why I’m so stoked to bring in [Brand Name]. I’ve used their gear for years and I know you’ll love it. Thanks for letting me be a small part of your fitness journey.
• •Don't let tight muscles hold you back from your potential. The [Mobility Tool] is your new best friend for pre-hab and recovery. We sourced this specifically for the dedicated athlete who knows that longevity in the sport is built outside the box. Unlock your movement, accelerate your recovery.