Brand Tone

Authoritative & Expert, Educational & Technical, Motivational & Supportive, Community-Oriented.

Brand Values

• •Excellence
• •Knowledge & Methodology
• •Accessibility
• •Community
• •Discipline & Consistency

Best Practices

• •Lead with Expertise: Always leverage the authority of Oleksiy Torokhtiy. Phrases like "Designed by an Olympian" or "Champion-level coaching" should be used where appropriate to build immediate trust.
• •Speak Coach, Not Salesperson: Use a direct, encouraging, and educational tone. Frame the product not as a simple purchase, but as an investment in the user's athletic development. Focus on benefits like "improve your technique," "build strength," and "prevent injury."
• •Balance Technicality with Clarity: Use correct weightlifting terms to show authenticity, but always explain them or present them in a context that a less-experienced lifter can understand. This maintains authority without alienating potential customers.
• •Emphasize "System" and "Structure": The brand's strength is its methodological approach. Use words like "program," "blueprint," "methodology," and "structured plan" to differentiate from random workouts and appeal to those seeking a clear path to improvement.
• •Celebrate the Community: Regularly feature testimonials, user progress, and seminar photos. Use inclusive language like "Join the Team," "Welcome to the 101 Family," and "Our Community" to foster a sense of belonging and social proof.

Social Perception

The brand is highly respected within the weightlifting and CrossFit communities. It is perceived as legitimate and effective due to its direct association with Oleksiy Torokhtiy. Customers view the programs as a worthwhile investment that delivers clear results. The brand is seen as a go-to resource for serious technical improvement in the snatch and clean & jerk. The general perception is that Weightlifting 101 is for the athlete who is serious about improving their Olympic lifts, whether they are a beginner wanting to learn correctly from the start or an advanced lifter looking to refine their technique.

Copy Examples

• •Is Your Bar Path Holding You Back? That last 5kg increase on your Snatch doesn't come from more reps, it comes from better reps. Our Snatch Masterclass, designed by Olympic Champion Oleksiy Torokhtiy, breaks down the technique into micro-details to help you build efficiency and power. Stop fighting the bar. Start lifting with it. Join the 101 TEAM and hit new PRs. Link in bio.
• •Train Like a Champion. Be Coached by a Champion. Access the proven methods of Olympic Champion Oleksiy Torokhtiy. Our online programs are your blueprint for stronger, more technical lifts.
• •Your Teammate Just Hit a 10kg PR. This week, we're celebrating Maria from Hamburg, who just added 10kg to her Clean & Jerk after 8 weeks on the MALE 2.0 program. That's what this is all about: structured training, shared passion, and a global team that celebrates every win. Ready to find your next PR?
• •Learn to Lift Right, The First Time. Don't let bad habits define your lifting journey. Weightlifting 101 provides the expert foundation you need to master the basics of the Snatch and Clean & Jerk safely and effectively. Build confidence from your very first session. Our beginner programs start now.
• •What's your biggest challenge in the Snatch? Poll Options: 1) The Pull, 2) The Catch, 3) Overhead Stability. No matter the issue, we have a drill for it. Check out our latest blog post on the 3 most common Snatch errors and how to fix them. (Link sticker)