Brand Tone

Aspirational & Premium, Energetic & Motivational, Community-Focused & Inclusive, Innovative & Modern, Polished & Professional, Playful

Brand Values

• •Excellence & Quality
• •Community & Connection
• •Holistic Wellness
• •Innovation & Evolution
• •Hospitality
• •Inclusivity & Respect

Best Practices

• •Maintain a Balance of Aspirational and Welcoming
• •Emphasize the "Sweat, Recover, Connect" Pillars
• •Show, Don't Just Tell, the Luxury
• •Spotlight the Community and Instructors
• •Stay Dynamic and Forward-Looking

Social Perception

The "It" Fitness Destination, More Than a Gym, High Quality but Can Be Crowded, Aspirational, Sometimes Intimidating, Innovative Leader, Value for Money (for some)

Copy Examples

• •That post-class GLOW hits different when you’re sharing it with your Sweat Fam. ✨ More than just a workout, S&T is where energy ignites, connections deepen, and you become the strongest version of yourself. Ready to find your vibe? #SweatAndTonic #TorontoFitness #Community #SweatGlowConnect
• •Sweat. Recover. Connect. Repeat. Elevate your well-being with Toronto’s ultimate fitness and wellness destination. From heart-pumping HIIT and immersive Ride to restorative Yoga and state-of-the-art recovery in Tonic Spa – discover your perfect balance. Your journey to holistic health starts here.
• •Tired of boring workouts? 🔥 Level up at S&T. Epic classes. Luxe vibes. Your new obsession. This is Sweat and Tonic. Your daily dose of energy, community, and serious results. Don't miss out!
• •Hey [Name], the energy at S&T is always evolving! Since your last visit, we’ve launched [New Class/Facility, e.g., our new REFORMD Lagree studio] and added even more ways to sweat, recover, and connect. Come experience the innovation and feel the difference. We’re offering you a special [Offer, e.g., complimentary class pass] to rediscover your favorite workouts and explore what’s new. Let’s reignite your journey!
• •At Sweat and Tonic, our mission extends beyond the studio floor. We're committed to fostering a culture of innovation, inclusivity, and excellence – not just for our members, but for our incredible team. Learn how we're pushing the boundaries in fitness and wellness, and why S&T is more than just a place to work, it's a place to grow. #SweatAndTonic #CompanyCulture #WellnessInnovation #TorontoJobs #TeamSAndT