Brand Tone

Empowering, Bold, Humorous, Authentic, Rebellious, Supportive

Brand Values

• •Empowerment
• •Strength
• •Authenticity
• •Defiance of Ageism
• •Community
• •Confidence
• •Resilience & Perseverance
• •Body Positivity

Best Practices

• •Embrace the "Us vs. Them" (Positively): Frame copy around "us" (strong, aging women defying norms) versus "them" (outdated societal expectations, doubters). This creates solidarity and reinforces the rebellious, empowering spirit.
• •Use Empowering & Active Language: Incorporate strong verbs and affirmative statements. Focus on action, achievement, and overcoming. Words like "crush," "defy," "rewrite," "unapologetic," "fierce," "strong," "bold" should be staples.
• •Inject Authentic Humor & Wit: Don't be afraid to be playful, a little sarcastic, or self-deprecating in a way that challenges stereotypes (like the brand name itself). This makes the brand relatable and disarms ageist notions.
• •Speak Directly to Your Tribe: Use inclusive language ("we," "us," "our community," "your journey"). Address the specific experiences and feelings of women over 40 in the fitness world, making them feel seen and understood.
• •Tell Stories of Transformation & Strength: Share anecdotes (real or representative) of women finding strength, confidence, and community. Highlight the "before OLG mindset" vs. "after embracing the OLG ethos." The founder's journey is a powerful example.

Social Perception

Positive, Appreciated, Community Builder, Inspiring, Authentic Representation, High Customer Satisfaction

Copy Examples

• •Headline: Don't Act Your Age. Defy It. Body: They say "slow down." We say "lift heavier." Our latest collection is for women who are too busy rewriting the rules to care about outdated expectations. Wear your strength. #OldLadyGains #ProveThemWrong.
• •Headline: Stronger Than Yesterday. And Definitely Stronger Than Their Opinions. Body: Remember when they said you were "past your prime"? Cute. Keep crushing those PRs and let your gains do the talking. Shop the "Unapologetically Fierce" line now. #AgingWithPower #StrengthKnowsNoAge.
• •Headline: Kinda Vintage. Kinda Savage. 100% Unstoppable. Body: Embrace every year, every rep, every bit of your badassery. Old Lady Gains isn't just apparel, it's armor for the woman who refuses to fade. Join the rebellion. #MidlifeRebellion #BornToDefy.
• •Headline: Dear Society, Thanks For The Low Expectations. It Makes Exceeding Them More Fun. Body: We're not knitting doilies (unless it's between sets). We're building strength, confidence, and a community of women who laugh in the face of "age-appropriate." Ready to join us? #OldLadyGains #AgelessWarriors.
• •Headline: Your Grandkids Will Call You a Legend. Your Doubters Will Just Be Quiet. Body: Fuel your fire with gear that says exactly who you are: strong, resilient, and getting better with every single year. Because "Old Lady" is a compliment when you add "Gains." #NeverTooOld #EmpoweredLiving.