Tone of Voice:
Relaxed: We don’t take ourselves too seriously, and want to communicate in an informal way that appeals to a broad range of people. However, we still want to appear credible, so all comms should be well-written and grammatically correct, without too much use of jargon and slang. ‘Relaxed ' doesn't mean slow and ambling - we’re a dynamic, exciting company - so our tone should still feel active, light-hearted and positive. Use current cultural references and some light, inoffensive humour.
Straightforward: Our communications should be direct and easy-to understand, but still credible and authoritative. We should use accessible language, credible, science-led information, and convey facts in easy-to-understand terms, rather than long-winded paragraphs full of jargon. Use an active not passive voice - short to medium punchy, well-punctuated sentences as these are easier to read, and write in the present tense.
Approachable: The fitness world can feel unapproachable, especially for beginners. We want to communicate in a way that does not alienate any customer, and makes them feel welcome. Avoid jargon, be positive, friendly, and never judgmental. Find ways of making a connection with the reader’s life, ask questions, refer to shared experiences etc.
Inclusive: We want to communicate in a way that doesn’t offend anyone, and makes customers, partners, and employees feel valued and respected. Our tone should feel welcoming to people of all ages, genders, sexual orientations, backgrounds, races, religions, cultures, fitness and ability levels.
