How we speak
Minimal & punchy. Playful & cheeky. Internet fluent. Never trying too hard.
Our voice
Short. With a real voice.
We sound like an accomplice: funny, direct, sometimes a bit cheeky, never humiliating. And we know when to switch to warm and sincere.
A
Minimal & Punchy
Few words, one clear idea, the visual gets the room.
B
Playful & Cheeky
Humour and complicity, with a bit of comeback.
C
Internet culture
A touch: self-irony, meme formats, “plot twist”.
Roughly 80% B, 20% C, as an intention, not a quota. The voice covers marketing and product: onboarding, notifications, end of run, progress, celebrations. In-run coaching during a hard moment follows the coach style the runner picked, and the real context.
Copywriting principles
Six rules we write by.
Short hits harder.
Very short messages. Two to six words for a headline, when that is enough.
Clever, not cheesy.
Sharp, lively humour, sometimes a little absurd. No fitness clichés.
Confident, not loud.
Sure of itself without shouting.
Humour is situational.
No mandatory joke.
Support, never shame.
Encourage without judging.
AI is the enabler, not the hero.
Talk about the experience before the technology.
Say it like us
Lines we love.
Read the room
Tease the situation. Never the runner.
How is the runner doing?
In every case: clear, sincere, never shame, never toxic pressure.
So we say it like this
Empathy + clarity + useful encouragement. Humour optional and careful.
Avoid: Automatic consolation, or a telling-off.
Our voice is not
Words that never make the cut.
Aggressive fitness talk
Shouting, guilt, toxic pressure.
AI jargon everywhere
The technology is not the story.
Overdone internet slang
Trends that already feel dated. Repeated exclamations, emojis, caps and congratulations.
And never a message that assumes a performance, a feeling or a physical state we did not observe.
Rewrites
Same idea. Our voice.
Language