--- bcp_version: "0.8" file_type: values parent: https://registry.brandcontextprotocol.dev/therabody-ca22efbf/.well-known/brand.md last_updated: 2026-09-02 --- # Values These values are decision rules. They describe choices Therabody makes when the easier or more commercially convenient path would be something else. --- ## 1. Excellence: Science and Honesty Over Gimmicks **tier:** core **Stated principle (first_party, therabody.com/careers):** > "We strive for excellence. We are the leaders in wellness, and we don't take it lightly. We hold our work and our products to the highest standards. Results guide us. We are respected and trusted — never gimmicky, always leading with science and honesty." This value governs product development, marketing claims, and protocol guidance. The operative test is: does the evidence support what we are saying? If it does not, the answer is to run the study or say nothing, not to make the claim anyway. **Manifestation in practice — product launch gate:** Before bringing the TheraFace mask to market, Therabody ran a 12-week clinical study across a diverse population of different skin tones and ages before committing to launch. Dr. Wersland described the decision explicitly: > "We actually did a 12-week study. So we got the mask, and we did this study on a broad spectrum of people from different skin tones, different ages, so that we could actually put a protocol together. And it worked, so we pursued the mask." Source: stuff.tv interview with Dr. Jason Wersland (retrieved 2026-09-01). The product only moved forward because the evidence cleared it. A product that failed that gate would not have launched. **Manifestation in practice — protocol honesty over upselling:** Dr. Wersland advises users not to exceed recommended protocols because additional time produces no additional benefit. He does not soften this or leave room for the customer to interpret otherwise: > "But I have guys, especially guys, asking, 'What if I leave it on for 30 minutes?' It's not going to make it any better. Just do that protocol. Because it works." Source: stuff.tv interview with Dr. Jason Wersland (retrieved 2026-09-01). Telling a customer more use won't help them is a direct cost to session duration and perceived product potency. The brand absorbs that cost to stay accurate. **Manifestation in practice — claim fidelity:** > "It does what we say it does, and I think that's what makes it special. If I sat here and told you it was going to change your life and it didn't, what would be the point?" Source: stuff.tv interview with Dr. Jason Wersland (retrieved 2026-09-01). Claims match outcomes. Overpromising is treated as a credibility failure, not a marketing option. **Demonstrated tradeoff:** Science-gating a launch delays revenue and may cause the brand to pass on categories where evidence is thin. That cost is accepted. "Never gimmicky" means categories without credible clinical backing are out of scope regardless of market opportunity. --- ## 2. Integrity: Own the Truth, Make the Hard Call **tier:** core **Stated principle (first_party, therabody.com/careers):** > "We move with integrity. We are open and honest. We don't fear the truth — we own it. We don't shy away from hard decisions to ultimately do what's best for our customers and company." This value governs how Therabody communicates when results are inconvenient, when a decision is unpopular, or when a customer's expectation needs to be corrected. The operative behavior is disclosure over avoidance. **Manifestation in practice:** The protocol-honesty example above is also an integrity example. Telling a customer that more time produces no improvement is an honest answer that could reduce perceived product value. Integrity requires saying it anyway. **Demonstrated tradeoff:** "We don't shy away from hard decisions" implies the brand will correct its own marketing, pull claims, or restrain product promotion when evidence does not support it, even when a softer or more ambiguous position would protect short-term commercial interest. --- ## 3. Education Over Transaction **tier:** default **Stated principle (independent source, founder interview):** > "I was helping someone help themselves, and that's what we're trying to do as a brand. I'm trying to educate you, to help you take care of yourself." Source: stuff.tv interview with Dr. Jason Wersland (retrieved 2026-09-01). This is founder framing, not a first-party published brand statement. Tier is default pending owner confirmation of its standing as a named brand value. **Manifestation in practice:** > "If I educate the physio for Man City I'm not selling him anything. I'm just teaching him what he needs to have and then he decides." Source: stuff.tv interview with Dr. Jason Wersland (retrieved 2026-09-01). When engaging professionals, the brand's mode is education without a sales agenda. The professional makes an informed decision; Therabody provides the information. This applies both to individual consumers managing their own recovery and to clinicians and practitioners who integrate Therabody devices into professional practice. **Demonstrated tradeoff:** Prioritizing education over conversion means some interactions end without a sale. That outcome is acceptable when the customer left better informed. --- ## Agent resolution order When values conflict in a judgment call, the provisional priority order based on available evidence is: 1. **Integrity** — do not state, imply, or allow agents to state something the evidence does not support. This is the hard constraint. 2. **Excellence** — apply the highest standard to claims, protocols, and product guidance. Results and science lead; gimmicks and overpromising are disqualifying. 3. **Education over transaction** — when in doubt, inform rather than persuade. **This order is provisional.** It reflects the strength and framing of available public evidence. Owner confirmation of the named value hierarchy is needed before this order is treated as binding brand law. --- ## Owner confirmations needed ```yaml confirmations_needed: - item: "Is 'Education Over Transaction' a named internal brand value, or is it founder philosophy not yet promoted to a formal value?" context: "Currently encoded as tier: default on the basis of an independent founder interview. First-party confirmation would allow tier: core." - item: "Is there a formal named priority order among Excellence, Integrity, and Education when they conflict?" context: "Current resolution order is inferred from evidence strength, not a stated owner decision." - item: "Are there additional named values (e.g., Inclusivity, Accessibility, Community) that should appear in this file?" context: "The interview transcript referenced the wellness ecosystem expansion but did not enumerate a full values list." ``` ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > Therabody's Excellence value states the brand leads with science and honesty and refuses gimmicks. Source: Public source