Drop It Like A Squat - Gymtastic

Copywriting Thought Process

Attention-Grabbing Title

The goal was to create a bold, playful, yet professional identity for this local, physical gym. By leading with the headline “Drop It Like a Squat,” I aimed to immediately capture attention through humor and cultural relevance. This pop-culture twist is designed to resonate with a younger, energetic audience, people who crave workouts that feel less like a chore and more like a good time.

Tone & Differentiation

The subheadline expands on Gymtastic’s value proposition: every workout is themed, energetic, and music-driven. It gives visitors a clearer sense of what sets this gym apart. Rather than presenting Gymtastic as just another fitness studio, the copy positions it as a full-on experience. References to Gaga, disco, and dance infuse the brand with personality: fun, inclusive, and social, making it feel more like a party than a traditional workout.

Action-Oriented CTAs:

The two call-to-action buttons are strategically designed to guide different types of users through the conversion funnel.

The first, “Book Your Free Session,” is a low-barrier, high-impact CTA aimed at immediate conversion. It encourages potential customers to take quick action by offering something of value with no commitment.

The second, “Check Our Classes,” appeals to users who are still in the discovery phase. It gives them the opportunity to explore the variety of offerings at their own pace. This CTA supports engagement through curiosity, helping potential customers learn more before making a decision, ultimately nudging them closer to conversion.

Visual Alignment

To carry the thread of humor through the visual design, I chose to feature an older person dancing during a workout session. This unexpected and playful image reinforces the fun, inclusive tone of Gymtastic while visually communicating that fitness is for everyone. In the background, I’ve included a playful nod to workout-themed song lyrics, connecting music, movement, and mood in a memorable way.

The choice of neon colors and nostalgic 90s-style aesthetics taps into the younger generation’s love for authenticity and retro vibes. By blending humor, nostalgia, and bold visuals, the design reflects the personality of the brand: energetic, welcoming, and never boring.