Writing
2023Health & FitnessBrand, community
Sister In Sweat
Brand and community case for a women's wellness collective
Summary
Women's fitness communities are either gym-tied or content-tied — rarely both. Sisters in Sweat needed a brand essence that connected critical, core, and general members across hybrid in-person + online formats.
01How I worked through it
- 01Reviewed the org's mission, vision, and existing materials.
- 02Profiled member archetypes: critical, core, general — and the roles each plays.
- 03Outlined a hybrid model + content strategy combining articles, events, rewards, and peer support.
- 04Defined success metrics: engagement, retention, satisfaction, referral.
02Notes
Communities scale on roles, not on member counts. Without distinct member archetypes, every event feels like the same event.