JOHN REED Fitness

RSG Group GmbH

Role: Senior Copywriter & Creative Lead

Industry: Health and Fitness, Lifestyle
Market: US and Global Brand Alignment

Deliverables: Brand Voice, Messaging, Campaigns, Advertising, Social, Web, Signage, and Email (Yep, all of it.)

Finally,
A Gym That Doesn't Suck

When JOHN REED Fitness decided to flex its muscles in the U.S., the brand needed more than just kettlebells and killer lighting; it needed a voice. One packed with energy, music, and a no-bullshit attitude that made fitness feel less like a chore and more like a nightclub with dumbbells.

As the Senior Creative Lead and Copywriter, I didn’t just translate a brand. I transformed it. I helped bring JOHN REED’s already-strong identity into the American spotlight with a bold, cheeky, and uncompromising tone of voice that shouted from billboard takeovers, Instagram stories, and neon locker room signs alike.

Sweat Never Sounded So Good

From website copy that flexed with confidence and drove sales to ads that stood out in a sea of the same, I wrote everything and anything with words on it.

Brand Voice: Built for LA and exported to over 20 clubs around the world
Messaging & Campaigns: Bold, brash, and the linchpin responsible for selling out of memberships
Social Media: Scroll-stopping captions and creative that created a true organic following
Website & Email: Turned typical boring communications into click-generating comedic opportunities
In-Gym Signage: From cheeky locker room rules and neon signs to all sorts of hidden surprises

Tone of Voice Gets Toned AF

JOHN REED doesn’t whisper. It booms like a subwoofer. And the voice I developed for the U.S. became the global standard. What started as a local launch became the blueprint for gyms worldwide. That voice? It’s now flexing across Europe, Asia, and beyond.

Never afraid to push buttons, drop punchlines, and sound more like your actual friend than a random fitness instructor. The result? A brand that people wanted to follow before they even set foot in the gym.