The visual system and the voice rules, as the Stak carries them. Every value on this page is one Claude reads.
Voice
How they sound, and the rules that stop a draft going out wrong. Claude reads this page before writing anything in their name.
Encouraging without being loud. We are the gym you keep going back to, not the one that shouts at you.The brand, in one sentence
01
Not a franchise
Independent, two clubs, one owner. The question comes up thirteen times a month; answer it first.
02
Tenure is the number
Average membership of 31 months says more than any before-and-after.
03
No body claims
No before/after photos, no weight-loss claims. Ever.
04
Members, not users
The word is member. Never 'user', never 'client'.
We are not
- ✕Franchise-sounding
- ✕Body-shaming
- ✕Corporate
Words we retire
| Retire | Say instead |
|---|
| transform your body | train |
| users | members |
| locations nationwide | two clubs |