RSG Group
Role: Senior Copywriter & Creative Lead
Markets: US & Global Brand Alignment
Deliverables: Brand Voice, Messaging, Campaigns, Advertising, Social, Web, Signage, Emails (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 copywriter and creative lead, 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 literally everything and anything with words on it.
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Brand Voice: Built for LA and exported to over 20 clubs around the world
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Messaging & Campaigns: Bold, brash, and the linchpin responsible for selling out of memberships
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Social Media: Scroll-stopping captions and creative that created a true organic following
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Website & Email: Turned typical boring communications into click-generating comedic opportunities
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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, and the voice I developed for the U.S. didn’t just echo — it 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.
That one time when the marketing team came to me at 4 pm on a Friday and said they were out of images but still needed a weekend social post.
West Hollywood Grand Opening Emails
Downtown LA Emails
