Brand Tone

motivating, inclusive, and community-focused

Brand Values

• •Community
• •Accessibility & Affordability
• •Innovation
• •Empowerment & Motivation
• •Inclusivity

Best Practices

• •Emphasize "Togetherness": Use words like "community," "together," "us," "we," and "team" to reinforce the supportive network.
• •Be Encouraging and Uplifting: Employ positive and motivational language. Focus on progress, empowerment, and achieving goals.
• •Maintain Inclusivity: Ensure copy speaks to individuals of all fitness levels and backgrounds. Avoid jargon that might alienate beginners.
• •Highlight Accessibility: Whether it's the variety of workouts, price point (where appropriate), or ease of use, make it clear Echelon is for everyone.
• •Showcase Real People & Stories: Use testimonials and member spotlights (as they do on their social media) to make the brand relatable and the community tangible.

Social Perception

Positive: Many customers appreciate the variety of classes, motivating instructors, and the sense of community. The affordability compared to some competitors is also a plus for many. Users often highlight the convenience of at-home workouts. Negative: Some users have reported issues with the app's functionality and bugs. Customer service responsiveness has been a point of frustration for some customers when encountering product or app issues. There are also mentions of dissatisfaction with music licensing changes affecting workout experiences for some UK users. Technical difficulties with equipment, such as connectivity or component malfunctions, appear in some reviews and forum discussions.

Copy Examples

• •Your fitness journey, your community, your Echelon. Ride, run, row, and reflect with thousands of live and on-demand classes. #EchelonFit #NeverTrainAlone
• •Stop wishing, start doing. Echelon makes home fitness motivating and accessible for every level. Your first step to a stronger you starts now. #EchelonJourney #FitnessForAll
• •Unlock your potential with Echelon's AI-powered workouts, personalized just for you. Train smarter, not just harder. #SmartFitness #EchelonAI
• •Feel the energy of a live studio class, from the comfort of your home. Our world-class instructors are here to cheer you on every step of the way. #EchelonInstructors #HomeWorkout
• •More than just a workout, it's a lifestyle. Join the Echelon family and discover how far we can go, together. #EchelonCommunity #AchieveTogether