This case study is a two-for-one because, in 2023, I completed two branding and copywriting projects for fitness brands in Malta.
SEO, Lead Generation, and Copywriting for UN1T Malta
UN1T is a global franchise of fitness studios. UN1T Malta wanted to break free from the limiting franchise template to run an independent website with localised content that would target their audience and attract new members to the Malta fitness studio.
I had to strike a balance between remaining consistent with the overriding UN1T brand identity while raising the standard of the copy and adjusting the delivery to generate new leads for the Malta franchise.
My customer demographics research revealed a lot about the target audience. Their ability level, preferred exercise methods, common fitness challenges, and how much they would be willing to invest in their health. The resulting SEO strategy focussed on keywords such as ‘premium gym facilities,’ ‘elite fitness experience,’ ‘high-end group classes,’ ‘gym in Malta,’ and ‘team-based workouts.’
The ‘Gym in Malta’ keyphrase is an interesting case. It averages 2900 monthly searches with comparatively low competition. UN1T Matla prefers to be referred to as a fitness studio. However, I was still able to capitalise on using the strong keyword without compromising the brand. By including educational website content that presents the benefits of training at UN1T over a regular gym in Malta, I could satisfy the brand and lead generation requirements without compromise.
My copywriting always ensures that the website copy is original, creative, aligned with the brand and business, achieves high SEO scores, and converts! In UN1T Malta’s case, this meant attracting new members to the studio.
The copywriting project was so successful that UN1T Malta requested my continued involvement in its blog and exclusive content material. I created a content strategy and shared the first ten titles with the team. They selected their favourite titles, and I wrote the first two posts. Nine Benefits of Group Training over Individual Workouts, and The Most Powerful Strength Exercises for Runners, with impeccable results.
Branding and Copywriting for MPT: Malta Personal Trainer
As with all projects, branding and copywriting for fitness brands depends on a lot of research into the target audience. Motivation, inspiration, and action are more important in this industry than most. I created the MPT brand with these traits front and centre.
MPT: Core brand values and personality
MPT is a brand that expresses confidence, drive, and purpose. Fitness is more than just a routine; it’s a lifestyle. MPT’s brand values and personality are rooted in the following core principles: positivity, inspiration, approachability, purpose, commitment, and confidence.
Positivity
Positivity is at the heart of everything MPT does. A positive mindset will make all the difference in bringing people to the studio and helping them achieve their goals. Therefore, all communication and the physical and digital environment must uplift and motivate, inspiring people to push past their limits and reach their full potential.
Inspiration
MPT understands that it’s not all about goal-driven programs and data-backed decisions. People need to be inspired. MPT must inspire people to begin their journey with the studio and continue pushing to be their best versions. MPT guarantees inspirational elite-level facilities and expert trainers and programs — combine that with a way to cultivate positive mindsets and no one will have any barriers they can’t overcome.
Approachability
Fitness should be accessible to people of all levels, regardless of their experience. The environment is welcoming and inclusive to everyone willing to show commitment. It’s personal training that’s caring but not soft. Whether a seasoned athlete or a beginner, MPT is there to create a winning program to continually further a person’s fitness.
Purpose
MPT understands the power of purpose that sustains a person’s fitness journey. Though some members will be professional athletes with a clear career purpose, an amateur is no stranger to a bigger goal that powers them. Therefore, MPT is committed to providing people with the tools and support to make fitness a part of their everyday routine and live the change at home and in the studio.
Commitment
MPT is committed to helping people achieve their fitness goals, big or small, but commitment is a two-way pact between the trainer and the client. If someone brings commitment and a desire to live the change, MPT will match the commitment and ensure they achieve their goals. The experienced trainers provide people with the dedicated support and guidance they need to succeed, from setting a goal-driven fitness plan to achieving them and beyond.
Confidence
MPT’s expertise, state-of-the-art facilities, and training programs will improve a person’s fitness and raise their confidence to perform at their best. This statement applies to beginners who want to achieve personal goals and professional athletes who need to perform on a public stage at a world-class level. Fitness is not just about physical strength but also about mental strength. That’s why MPT is committed to helping people build confidence in how their bodies will perform.
One thing I wanted to achieve for the MPT website was ensuring that their readers understood the benefits of their personal training methods over standard gym workouts. The homepage addresses this quickly.
The message is clear and the tone is direct, inspiring action. To find the right tone, I took time with the personal trainers and listened to how they spoke to members. I wanted the digital experience of the website to be a mirrored reflection of the studio experience.
Branding and Copywriting for Fitness Brands
If you’re looking for branding and copywriting in the fitness industry, don’t hesitate to reach out. I write in the unique brand language and can even create the brand for you. I ensure SEO, lead generation, and your brand’s business goals will be achieved through my writing.
If you need a new strategy, SEO, copywriting, and content marketing strategy, I’m here.