Brand Tone

Educational, analytical, encouraging, knowledgeable, authoritative, yet supportive, with language specific to the sport.

Brand Values

• •Expertise and Knowledge
• •Individualization and Personalization
• •Discipline and Consistency
• •Community and Support
• •Authenticity and No-Nonsense Approach

Best Practices

• •Lead with Education: Always aim to teach something in your copy. Whether it's a short tip or a longer explanation, the focus should be on providing value through knowledge.
• •Use Specific, Technical Language (Appropriately): Don't be afraid to use powerlifting-specific terminology. This demonstrates authenticity and a deep understanding of the sport, which resonates with the target audience.
• •Focus on 'How' and 'Why': The copy should explain the process and reasoning behind the training methods. This analytical approach aligns with the brand's core value of expertise.
• •Maintain a Confident, Yet Supportive Voice: The tone should be that of an expert coach who is confident in their methods but also genuinely invested in the athlete's success. Avoid overly aggressive or boastful language.
• •Emphasize Long-Term Development: Frame success as a result of a well-planned journey, not an overnight transformation. This manages expectations and reinforces the values of discipline and consistency.

Social Perception

Credible and highly valuable resource for serious powerlifters, positioned as a high-end, expert service. Perceived as coach-driven, where value stems from the expertise and a scientific, detailed approach to training.

Copy Examples

• •Stop Guessing. Start Progressing. Your training shouldn't be a random collection of exercises. Our individualized coaching provides a clear, data-driven path to your next PR. We analyze your lifts, understand your weaknesses, and build a program that is yours and yours alone.
• •The Weight on the Bar is Only Half the Battle. True strength is built on a foundation of solid technique and smart programming. The PRs Performance content library gives you access to the knowledge the pros use. Understand the 'why' behind every movement and unlock your true potential.
• •Your Next PR is Waiting. We'll Help You Find It. Plateaus happen. It's how you break through them that defines you as a lifter. Our one-on-one coaching is designed to systematically dismantle your sticking points and build new levels of strength.
• •More Than a Program. A Partnership. We believe coaching is a relationship, not just a spreadsheet. With unlimited communication and in-depth video analysis, we're with you for every rep of your journey.
• •Knowledge is the Ultimate Performance Enhancer. Access our exclusive library of content and learn from coaches who have trained world-class athletes. From meet day strategy to long-term periodization, we cover it all. Subscribe to Powerlifting Now and elevate your lifting IQ.