Brand Tone

Expert and Knowledgeable, Supportive and Motivational, Community-Focused, Results-Oriented, Direct and Approachable

Brand Values

• •Specialization/Expertise
• •Health and Injury Prevention
• •Performance Enhancement
• •Community and Support
• •Accessibility and Practicality
• •Dedication

Best Practices

• •Speak Directly to the Official: Use "you" and address their specific challenges and goals (e.g., "keep up with the play," "reduce injury risk," "improve your calls").
• •Emphasize Expertise and Specificity: Continuously highlight that the programs are "sports-specific," "designed for referees/officials," and based on "10+ years of professional experience" or "Coach Austin's expertise."
• •Maintain a Motivational and Encouraging Voice: Use action-oriented language and positive framing. Incorporate empowering phrases like "Get your edge," "Train with purpose," or the brand's tagline "Let's get to runnin'!"
• •Focus on Tangible Benefits and Results: Clearly communicate the positive outcomes officials can expect, such as "improved stamina," "injury prevention," "feeling stronger," and "enhanced performance."
• •Foster a Sense of Community and Support: Remind users they are part of a larger group of dedicated officials; mention "accountability groups," "worldwide community," or "expert coaching support."

Social Perception

Positive and Trusted, Authoritative, Helpful and Transformative, Community Builder

Copy Examples

• •Headline: Stop Guessing. Start Training Like the Pro Official You Are. Body: Tired of generic workouts that don't understand a ref's grind? Our app delivers sport-specific drills, strength, and conditioning proven to boost your stamina and slash injury risk. Get game-ready, stay game-ready. Let's get to runnin'! #RunninRef #OfficialFitness #GameChanger
• •Headline: Keep Up With Every Play, All Game Long. Body: Don't just make the right call, be in the perfect position for it. RUNNIN REF builds the endurance and agility you need from kickoff to the final whistle. Join thousands of officials getting their edge. Your peak performance starts now. #RefereeTraining #PeakPerformance #NoMoreGassingOut
• •Headline: Injury-Proof Your Season. Maximize Your Calls. Body: The season is a marathon, not a sprint. Our programs focus on a foundation of strength, mobility, and injury prevention, specifically for officials. Feel stronger, move better, and officiate with confidence. What are you waiting for? #RunninRefBuilt #InjuryFreeRef #DedicatedToTheCraft
• •Headline: More Than an App. It's Your Off-Field Crew. Body: Join the RUNNIN REF community! Get weekly updated workouts, expert coaching from Austin, and the support of fellow officials dedicated to being their best. Accountability, results, and a whole lot of "Let's get to runnin'!" Sign up today! #RefereeCommunity #FitnessSupport #TrainSmarter
• •Headline: The Secret Weapon for Top-Tier Officials? It's How They Train. Body: Unlock your full potential on the field/court. RUNNIN REF provides targeted fitness programming—warm-ups, strength, speed, recovery—all designed for YOUR demands. Experience the difference a ref-specific plan makes. Feel your best, perform your best. #RunninRefAdvantage #EliteOfficial #NextLevelFitness