According to McKinsey, the wellness market—which encompasses areas such as health, fitness, nutrition, appearance, sleep, and mindfulness— is worth a whopping $1.5 trillion USD. Plus, it’s growing by 5-10% each year.

Related to wellness, is the global sports market. Research and Markets report that this healthy industry will grow from its current $506.9 billion USD to $629.81 billion USD by 2028.

It’s safe to say that there is a lot of business to be had in these areas­­­—and also a lot of competition.

Skilled copywriting can help you take advantage of these growing opportunities and stand from a sea of competitors. By giving your brand a compelling voice, you can enchant more leads into paying customers.

I can provide this voice.

Why me?

Well, to market a product or service, it’s essential that you deeply understand who you are selling to. For this reason, one of the most crucial stages in copywriting is in-depth research into your target market.

What’s one of the most revealing forms of research?

It’s when you become your target market.

This is easy for me, because I push myself daily with exercise and have been passionate about fitness my whole life. I have lengthy experience in various martial arts, skiing, motocross, dancing, gymnastics, weightlifting, HIIT, and more. Currently, I’m training for my first half marathon.

I also stand by the importance of health and wellness. You can’t out train a poor diet, and healthy eating is standard in my life. Plus, I’m a fan of intermittent fasting, biohacking, mindfulness, and meditation.

If your business encourages exercise or wellness, I live in your world, and I appreciate the value you provide. My passion will show in how I cheer on your offering. And rest assured that I can understand your target audience’s motivations, issues, and desires.

The result?

Captivating copy that will increase appreciation for your brand and sway your target audience to buy.

I have noticed that copywriting for fitness, sports, and wellness, does not captivate as much as it could. Instead, it’s often dry, robotic, and emotionless.

I run away from this kind of writing in favour of something more energetic. Something that makes the words dance on the page.

One way to do this is to be less stiff over text. I don't want to read like Chat GPT—which sometimes sounds very formal like my academic essays at university.

This is not the right approach for marketing text or blog posts. We are not engaging in pompous, academic discourse, trying to impress the reader with fancy words and argumentation.

We are trying to sell dreams, connect with our audience, and communicate benefits.

That’s why I write copy that’s closer to a conversation with a dear friend.

Another way to make copywriting more interesting in the sports, fitness, and wellness industries, is to play with emotion.

In the world of sports and fitness, emotion and identity play a huge role in why we do what we do. It’s often about self-improvement, competition, shared belonging, challenge, and resilience.

• Think of the look of sheer determination on a weightlifter’s face, as she attempts her heaviest squat ever, with her friends cheering her on.
• Or the shared sentiment of beating the odds and striving for excellence that Nike can communicate with three words: “Just Do It.”

For the wellness industry, introspective feeling, such as inner peace, self-care, self-development, balance, and healing, often guide our actions.

• Imagine the sensation of contentment after biting into a super healthy meal, knowing that you are nourishing your body.
• Or the tranquillity that flows through a meditator, as he listens to a mindfulness audio from a company that celebrates an emotional state through its very name; “Calm.”

Whatever the sentiment, I will portray what is appropriate for your audience and marketing goals.

I aim to connect with your audience on a deeper level, making them more likely to appreciate, remember, and buy from your brand. I do this by blending industry understanding with business and copywriting expertise, plus a healthy dose of creativity.

If you're looking for some copy to revitalise your brand, please drop me a message using the "Contact" section.