Brand Tone

Energetic, highly motivational, inclusive, and friendly, adopting a "best friend" or personal coach persona. The tone is consistently positive, uplifting, and encouraging, presenting workouts as fun "dance parties" and avoiding an aggressive vibe, instead being gentle and supportive, celebrating consistency over perfection.

Brand Values

• •Accessibility and Inclusivity
• •Community
• •Holistic Well-being
• •Body Positivity and Self-Love
• •Consistency over Intensity

Best Practices

• •Use Inclusive and Communal Language: Always use words like "we," "us," "together," and "community." Frame the fitness journey as a shared experience to reinforce the brand's core value of community.
• •Focus on Feelings and Benefits, Not Just Features: Emphasize the emotional and mental outcomes of exercise as feeling energized, confident, happy, and less stressed rather than solely focusing on physical results like weight loss.
• •Maintain a Positive and Encouraging Tone: Every piece of copy should be uplifting. Avoid language that could be perceived as demanding, judgmental, or guilt-inducing. Frame challenges as exciting opportunities for growth.
• •Champion Consistency Over Perfection: Remind the audience that showing up is what matters. Use phrases like "progress over perfection," "every step counts," and "be kind to yourself" to make fitness feel sustainable and less intimidating.
• •Keep it Fun and Energetic: Use vibrant language, emojis ( ✨ 💃 🔥 ), and a friendly, conversational style. Refer to workouts as "dance parties," "mood boosters," or "fun ways to move" to align with the brand’s core identity of making exercise enjoyable.

Social Perception

Overwhelmingly positive. Users describe Johanna as an "angel" and a "literal angel of a human being," praising her for making fitness enjoyable and motivating. She is seen as a positive and passionate force. Customers appreciate the non-intimidating, beginner-friendly nature and the uplifting, supportive community. Many success stories highlight improvements in mental health and self-confidence, alongside physical changes.

Copy Examples

• •That post-workout GLOW just hits different. ✨ You showed up, you pressed play, and you moved with intention. That’s a win! Remember, it’s not about a perfect workout, it’s about creating a moment for YOU. Feeling strong, energized, and proud. Who’s sweating with us today? #growwithjo #ShowUpForYourself #AtHomeWorkout
• •Feeling stuck? Let’s begin again, together. Hey [Name], Ever have one of those weeks where everything feels like a chore? We get it. That’s why we’re ditching the “all-or-nothing” mindset. Today isn’t about a grueling, perfect workout. It’s about moving your body in a way that feels GOOD. Try this 15-minute mood-boosting dance party workout. Let's find our rhythm and turn the day around, together.
• •Your Journey to a Stronger, More Confident You. More than just a workout plan—it's a total transformation of mind and body. Our new 12-week program is designed for every woman, at any stage, ready to build strength, boost energy, and fall in love with fitness. No gym required. Join the journey. [Start Your Free Trial]
• •Community Check-in! What’s Your Non-Scale Victory This Week? Let's celebrate the progress that the scale can't measure! Did you have more energy to play with your kids? Did you complete a workout without stopping? Did you just feel happier in your own skin? Share your wins below and let’s cheer each other on! 👇 Your story could be the motivation someone else needs today.
• •POV: You finally found a workout that feels like a dance party instead of a chore. Getting your steps in has never been this fun! 💃 Join our community and discover how good it feels to move your body. #growwithjo #WalkingWorkout #FitnessIsFun #BeginnerFitness