Meet Bodyweight Brigade

Bodyweight Brigade isn’t your average gym. It’s a place where women come to have fun, do cool sh*t, and get long-term strong. Combining the best of calisthenics, hand balancing, and bodyweight strength training, their approach is tailored to women’s bodies, hormones, and lives. 

The result? Training that’s both highly effective and ridiculously fun.

The diagnosis

Before working with me, Bodyweight Brigade’s founder Shimi was facing a major challenge: people simply didn’t understand what they offered. While their members raved about the experience, potential customers were left confused. The brand’s messaging wasn’t clearly communicating its value, and the website left people unsure about what they were signing up for.

This lack of clarity was having a real impact:

• A brand voice that was undefined, uninspiring, and inconsistent.

• Fewer new members joining the gym.

• Low conversion rates on their 1-week trial offer.

• Poor engagement on Instagram.

Founder Shimi knew the gym had massive potential, but she felt disconnected from her brand and stuck with her marketing. Without a clear game plan, she struggled to communicate what made Bodyweight Brigade so special.

The treatment plan

I knew that Shimi had a unique brand personality and a strong perspective, two things that make for a powerful brand voice. To turn things around, I rolled up my sleeves and got to work sharpening up the gym’s voice and messaging for clarity and connection with their target audience. Here’s how:

A therapeutic strategy session – I could tell that Shimi had all the ingredients for an incredible brand. She just needed a therapeutic strategy session to uncover the underlying concepts and put all her thoughts and feelings into words.

Deep customer research – I conducted surveys and 1:1 interviews with gym members to uncover what truly mattered to them. Their insights shaped the messaging to ensure it spoke directly to their motivations and needs.

A cut-through brand voice – I used that research to develop a tone of voice that felt authentic to the brand: playful, direct, and results-driven, with a dry sense of humour and a dash of irreverence.

A comprehensive brand strategy deck – This became Shimi’s north star, outlining the gym’s brand personality, messaging strategy, and audience insights to guide all future marketing efforts.

Implementation session – I sat down with Shimi for an in-depth session where we went through every single part of the brand deck and how to use it. During this session, we collaboratively created a very long list of content ideas based on the information in the deck, ensuring she had a clear roadmap for bringing the brand strategy to life.

The breakthrough

With the brand strategy in place, things started shifting fast. The members in the Whatsapp group chat were excited, Instagram engagement improved, the messaging clicked with their audience, and Shimi finally felt confident in how Bodyweight Brigade was showing up in the world. More potential members understood the value of the gym, making it easier to attract and convert them.