Brand Tone

Expert & Knowledgeable, Passionate & Enthusiastic, Helpful & Customer-Oriented, Community-Focused, Professional & Trustworthy

Brand Values

• •Expertise & Experience: Leveraging over 40 years in the business (since 1979) and personal success in competitive sailing (Detlef Mohr).
• •Quality: Offering high-quality products like Hobie and their own One Design drysuits, emphasizing durability and performance.
• •Customer Satisfaction: Prioritizing excellent advice, service, and ensuring customers get the right gear for their needs.
• •Passion for Water Sports: A core value that drives their business and engagement with the community.
• •Specialization: Focusing deeply on specific brands and types of water sports equipment allows them to offer a high level of specialized knowledge.

Best Practices

• •Always Lead with Expertise and Passion: Every piece of copy should subtly (or overtly) convey that the advice comes from people who truly know and love these products and activities. Use language that demonstrates deep understanding.
• •Focus on the Customer's Adventure/Solution: Frame product benefits around how they enhance the customer's experience on the water, solve their problems, or help them achieve their water sport goals.
• •Be Genuinely Helpful and Approachable: Even when technical, the language should feel like advice from a trusted, experienced friend rather than a cold, corporate entity. Encourage questions and interaction.
• •Show, Don't Just Tell, Your Experience: Refer to the brand's long history, the owner's achievements, or specific product knowledge where relevant. For example, "After years of testing in real North Sea conditions, we recommend..."
• •Maintain a Consistent German Core with English Clarity: While the primary business language is German, ensure that any English copy (if used for broader reach or specific campaigns) is clear, natural, and reflects the same core values of expertise and passion. If translating, ensure the nuance of enthusiasm and knowledge is preserved. For their primary German audience, continue the established engaging and expert tone. The primary tone should be maintained across all languages used.

Social Perception

Highly Regarded Experts, Reliable Source for Specialized Gear, Go-To for Advice, Positive Reputation

Copy Examples

• •Headline: Your Adventure Starts Here. Our Passion Gets You on the Water. Body: "With over 40 years of Hobie expertise, Sportmohr isn't just a shop – we're your dedicated partners in every wave and gust of wind. From custom-fitted One Design drysuits to the perfect MirageDrive kayak, we provide the gear and knowledge you need. Let's find your next adventure together."
• •Headline: Stop Dreaming, Start Pedaling (or Sailing!). Body: "Why wait? The Hobie fleet at hobiestore.de is ready to launch you into unparalleled water experiences. Got questions? Our team lives and breathes this stuff. We'll guide you to the perfect kayak or catamaran, ensuring your first (or next) outing is unforgettable. Expert advice, guaranteed."
• •Headline: Built for the Elements. Designed by Experts. Worn by You. Body: "Don't let the cold keep you ashore. Our German-engineered One Design drysuits offer unmatched protection and custom-fit comfort. Developed from decades of on-water experience, they're the choice for serious adventurers. Gear up with Sportmohr and conquer any condition."
• •Headline: More Than a Store: We're Your Hobie Crew. Body: "Join the Sportmohr family! From test days on the water to sharing your latest catch or sailing triumph on our Facebook, we're all about the Hobie lifestyle. Visit hobiestore.de for the latest gear, or connect with us online. We're always here to share tips, advice, and the stoke!"
• •Headline: The Right Gear Makes All the Difference. Trust 40+ Years of Know-How. Body: "Choosing your next kayak or catamaran is a big decision. At Sportmohr, we combine our deep love for water sports with unmatched product knowledge to ensure you get it right. Explore our range at hobiestore.de and experience the Sportmohr difference – where passion meets expertise."