Alpha & Life Power Yoga

_____

 

​

Overview

 

Life Time hired me to develop and elevate internal brands that could inspire both staff and members — launching initiatives that went beyond fitness to create culture, community, and lifestyle. I was brought on as a Senior Copywriter but quickly became a go-to partner for brand development across the organization, helping shape everything from internal campaigns to full-scale brand identities.

 

Challenge

 

How do you bring two very different visions to life under one roof, one centered on strength, grit, and athleticism (Alpha), and another grounded in mindfulness, movement, and inner peace (Life Power Yoga)? Each brand had to stand on its own while aligning with Life Time’s larger mission while speaking clearly to very different audiences.

 

Solution

 

For Alpha, I helped name, brand, and launch this high-intensity training program built around performance, competition, and community. The voice was bold, no-nonsense, and driven, motivating athletes and coaches alike with language that pushed limits and broke through the noise. I developed foundational messaging, marketing materials, class descriptions, and content for events, apparel, and promotions.

 

For Life Power Yoga, I shifted gears entirely. This brand was rooted in self-discovery, holistic health, and the transformational power of yoga. I created poetic, grounded messaging that reflected the practice’s depth, helping shape the brand’s philosophy, class naming, marketing copy, and instructor materials. The goal was to create a more soulful, inspiring alternative to traditional gym-based yoga programs.

 

Outcome

 

•Built foundational messaging and brand platforms for two wildly different fitness brands under one roof

 

•Created voice and content systems for both Alpha and Life Power Yoga that are still in use today

 

•Helped Life Time expand their offerings beyond fitness into lifestyle, performance, and wellness

 

•Work featured in Archive Magazine, with internal adoption and praise from leadership and instructors.