Brand Tone

Empowering, holistic, and sophisticatedly playful, combining encouragement with mindfulness and a personal, community-oriented approach.

Brand Values

• •Holistic Wellness
• •Longevity & Sustainability
• •Empowerment & Confidence
• •Individuality within Community
• •Expertise & Results

Best Practices

• •Lead with ‘Why,’ Not Just ‘What’: Always connect the exercises back to the core values. Instead of saying 'Do this exercise for your abs,' frame it as 'Build a stronger core to move through life with confidence.'
• •Use Empowering & Active Language: Utilize verbs that inspire action and confidence, such as harness, cultivate, sculpt, flow, connect, strengthen, and empower. Avoid passive or overly technical jargon.
• •Balance Playfulness with Professionalism: While the name is 'Play,' the brand's value is in its expertise. Use a sophisticated and encouraging tone. Let the 'playful' aspect come through in the joy of movement, not in silly or unprofessional language.
• •Maintain the Founder's Voice: Since Abby is central to the brand's perception, ensure the copy reflects her holistic and expert philosophy. Use 'I' and 'we' to maintain a personal, coach-like connection, sharing insights from her experience.
• •Weave in the Holistic Element: Never let the copy be just about the physical. Consistently mention the mental benefits—clarity, confidence, stress-relief, and self-connection—to reinforce the brand’s unique position as a complete wellness platform.

Social Perception

Customers perceive Play Pilates as effective, challenging, and founder-centric, with Abby's personal touch and expertise being central. It's viewed as an aspirational yet accessible luxury wellness platform, offering more than just a workout but a comprehensive, holistic approach to health and self-connection.

Copy Examples

• •Website Headline: Movement for Longevity. Strength for Life. Sub-headline: Welcome to Play Pilates, your space to connect and feel confident. Discover dynamic, results-focused classes that sculpt the body and calm the mind.
• •Instagram Post: (Image/Video: A dynamic, beautifully shot clip of the new class) Caption: Introducing ‘ALIGN & FLOW’ — our new series designed to lengthen, strengthen, and align. It’s more than a workout; it’s a practice in self-connection. Ready to harness your unique power and find your flow? Link in bio to book your mat. #PlayPilates #HolisticWellness #MindfulMovement
• •Email Subject: Find Your Strength, Inside and Out ✨ Body Preview: A special invitation to begin your Play journey. Discover the method that’s a game-changer for strength and flexibility.
• •TikTok Video Idea: (Concept: A 15-second video of Abby demonstrating one challenging but graceful move.) On-screen text: 'The one move that sculpts your core AND calms your mind.' Caption: It’s not just about the burn, it’s about the balance. That’s the Play philosophy. 😉 #PilatesAtHome #MindBodyCoach #PlayPilates
• •Facebook Ad: Headline: Redefine Your Wellness Routine. Body: Feeling strong is just the beginning. At Play Pilates, we combine dynamic movement with mindful practices to help you build confidence that lasts. Our founder-led classes offer a fresh, holistic approach to fitness. Try our On Demand platform today and feel the difference. CTA: Start Playing