✦ Lenus ✦
Building the new generation of health coaches
Role Sr. Copywriter, tone of voice, messaging | Studio Opening Line | Client: Lenus | Sector Fitness & Wellness | Collaborator Zosia Swidlicka
Lenus, an online fitness platform, struggled to attract health coaches beyond the traditional weightlifting and ‘gym bro’ crowd, limiting its credibility and reach.
They turned to Pentagram for a rebrand, who brought in Opening Line for strategy and words. OL enlisted me to help craft a verbal identity for their next stage of rapid growth. Founder Zosia led strategy and copy direction, while I collaborated closely on tone of voice and messaging.
Take a look at the website here.
OUR APPROACH
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Lenus sought top-tier health coaches — those who move minds as well as bodies. The verbal identity became a call to action, rallying them to join a global health coaching revolution.
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Lenus fosters a deep sense of belonging among both coaches and its own team. To preserve this as they scale, we created an internal credo blending charm — “hugs and fist bumps” — with ambition — “This is history in the making”.
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Lenus’ rebrand embraced nutrition, mental and physical health, and overall well-being. We defined a warm, uplifting tone—steering away from fitness clichés to promote a more inclusive, global movement.
