Brand Tone

Authoritative and Motivational, Encouraging and Inspiring, Authentic and Legendary, Supportive and Inclusive, Humorous (in some campaigns), Classic, Durable, and Authentic (for apparel)

Brand Values

• •Strength
• •Dedication & Commitment
• •Well-being & Transformation
• •Community & Belonging
• •Legacy & Heritage
• •Authenticity
• •Inclusivity
• •Innovation & Resilience
• •Service Excellence
• •Social Responsibility & Equity

Best Practices

• •Anchor in Authenticity: Reference World Gym’s rich heritage and 'serious fitness' roots to build trust and reinforce its established identity. Avoid trends that dilute the core message of commitment and strength.
• •Balance Authority with Encouragement: While maintaining a voice of expertise and seriousness, ensure the copy is also supportive and motivational, recognizing the effort members put in.
• •Use Strong, Action-Oriented Verbs: Employ dynamic language (e.g., 'forge,' 'build,' 'unleash,' 'conquer,' 'achieve,' 'transform') that reflects the brand's emphasis on strength and results.
• •Speak to the 'Serious' but Include the 'Aspiring': While catering to committed fitness enthusiasts, make the brand approachable for those beginning their 'serious' fitness journey. Highlight transformation and the supportive environment.
• •Infuse Legacy Naturally: When mentioning historical figures or the Muscle Beach origins, do so in a way that adds value and inspiration, rather than just name-dropping. Connect it to the enduring principles of the brand.

Social Perception

Generally positive as an iconic, globally recognized fitness brand with a rich history and a focus on serious training. Praised for its extensive equipment, knowledgeable trainers, sense of community, and supportive atmosphere. Some negative perceptions exist related to gym membership management at some franchise locations.

Copy Examples

• •Headline: Wear the Legacy. Train with Purpose. Body: Since 1976, World Gym has stood for serious results. Our apparel is crafted with that same commitment to strength and authenticity. Gear up.
• •Headline: Built for Your Grind. Body: From classic tees to performance tanks, World Gym apparel is made to endure your toughest workouts. Quality that matches your dedication.
• •Headline: Unleash Your Inner Legend. Body: Every piece of World Gym clothing carries the spirit of champions. Fuel your transformation and become your strongest self.
• •Headline: More Than a Logo. It's a Community. Body: Rock the iconic World Gym emblem and connect with a global family dedicated to fitness. Apparel for every body, every journey.
• •Headline: Serious Gear. Serious Comfort. Body: Don't just train hard, train smart. Our latest collection combines legendary World Gym durability with modern comfort and style.