Brand Tone

Welcoming and Approachable, Community-Oriented, Supportive and Respectful, Down-to-Earth and No-Nonsense

Brand Values

• •Community
• •Service and Respect
• •Inclusivity and Safety
• •Accessibility and Opportunity
• •Local Empowerment
• •Health and Well-being

Best Practices

• •Always emphasize the "local," "community-focused," and "family" aspects. Use inclusive language ("we," "us," "your fitness family") to foster a sense of belonging.
• •Weave in the veteran-owned aspect naturally and tie it to values like dedication, service, and community support. Ensure messaging around "Hero Discounts" is respectful and appreciative.
• •Consistently mention the "creep-free environment" and the commitment to making all members feel comfortable and respected. Avoid intimidating jargon.
• •Use clear, direct, and honest language. Avoid overly polished corporate-speak or fitness industry hype. The tone should be approachable and genuine.
• •Frame the fitness journey as one of personal growth and well-being, supported by the gym's facilities and community spirit. Highlight how West Coast Fitness Lacey helps members achieve their individual goals.

Social Perception

Generally positive: widely recognized and appreciated for being veteran-owned with a strong community focus and friendly, welcoming atmosphere. Perceived as affordable with good value and good facility for serious lifters. The "Hero Discount" is a well-regarded initiative. However, some complaints exist about loud music, some outdated equipment, members hogging equipment, or a "cliquish atmosphere."

Copy Examples

• •Your Community. Your Gym. Your Strength. At West Coast Fitness Lacey, we're more than just a gym – we're your local, veteran-owned fitness family. Enjoy 24/7 access, a supportive "creep-free" environment, and everything you need to crush your goals. Join us and feel the difference.
• •Real People. Real Results. A Gym That Gets You. Tired of impersonal corporate gyms? West Coast Fitness Lacey is built on community and respect. As a veteran-owned facility, we offer a welcoming space for everyone, complete with a kids' club, sauna, and 24/7 access. Discover your best self with us.
• •Serving Those Who Serve. And Our Entire Community. West Coast Fitness Lacey proudly supports our heroes with special discounts for military, veterans, first responders, medical personnel, and teachers. We're a veteran-owned gym dedicated to providing a top-tier, 24/7 fitness experience for all of Lacey.
• •No Hype, Just a Great Place to Work Out. 24/7. Looking for a straightforward, effective gym in Lacey? West Coast Fitness offers a huge 20,000 sq ft facility packed with equipment, plus perks like free tanning and a kid's club – all in a "creep-free," community-focused environment. Come find your fit.
• •Fitness. Community. Opportunity. That's West Coast Fitness Lacey. We believe in building more than muscle. As a local, veteran-owned gym, we're committed to fostering a supportive community and providing opportunities for everyone to pursue a healthier life. Experience 24/7 access and a gym that truly cares.