I spoke to 50 Psycle consumers - the frequent users, the occasional users and the lapsed users to understand from a consumer point of view what they loved, liked and disliked about the brand and about the products. From this, I managed to garner some great insights not just on Psycle, but why people exercised and worked out. I also managed to identify their key audience.

After a great deal of time diving into their audience and consumer behaviour within the sector, I got to work on the brand. I identified a strong mission, vision, purpose, belief & identity. I moved the ‘psy’ piece of the brand away from a more holistic approach to mindfulness (people go elsewhere for this) and focused on the resilience piece. Psycle classes are hard, they are designed to be hard - and that is why people come. But they are hard not just so you can get fit, they are hard to challenge you mentally. To push through your mental barriers of ‘I can’t do this’ to push yourself physically to show that you can do this. Proving that you can do this to yourself leads to a mental state of you can do anything. Because you can. I found that the feeling that people left Psycle with was a state of high energy and even of confidence that allowed them to work in high pressure jobs, to deal with lives challenges - many people I spoke to even cited that Psycle helped them through some of the hardest times in their life.

So, Do Psycle. Then do anything was born. The mantra that is going to take them forward. Do a double ride. Then ask for that pay rise. Do a deep burn class, then nail that pitch. Because the feeling of Psycle lasts way after class. And, that is powerful. And it is unique to psycle. And that is why people keep on coming back. We just need to tell the rest of the world about this!

As this is a busy space, I worked on pulling out their unique brand proposition, their ownable position and what makes them different to translate into all comms.

I delivered this in a robust brand book that allows the marketing teams as well as the wider teams and new starters to really understand Psycle’s role in the market and to their consumer. But, also as a way that they can speak about the brand in an ownable way and stand out from the crowd.

The feedback from internal teams was that they way that they talked was a bit vanilla. It lacked the energy and ‘oomph’ that each and every class delivers. So, we created a new tone of voice.

We created tone of voice pillars, came up with numerous, punchy lines to communicate what we are all about (more on that below). We created how we talk rules to be more socially relevant, fun and entertaining. Basically, reinvented how we should talk that delivers on the brand piece.