---
bcp_version: "0.8"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/therabody-ca22efbf/.well-known/brand.md
last_updated: 2026-09-02
---

# Voice

Therabody sounds like a credentialed health scientist who wants every person in the room to understand what they just said. Authoritative without being clinical. Plain without being vague. It names the science, then says what it means for your body.

## Personality

**Empowering, not prescriptive.** The brand exists because the founder felt he couldn't do anything about his pain. Every piece of copy should remove that feeling, not create it. Not motivational-poster energy; practical, honest capability.

**Science-led, not science-cloaked.** Therabody credits named authors, cites studies, and hedges where the evidence hedges. Science is the foundation, not decoration applied after the fact to make a claim sound bigger.

**Inclusive, not elitist.** "Recovery isn't reserved for elite athletes or people who have a high fitness capacity." The audience is anyone whose body takes a beating. Copy that implies the product is only for peak performers is off-brand.

**Honest over persuasive.** The founder recognized his early self sounded "like a used car salesman" and corrected course. Therabody does not oversell. When a protocol has a recommended limit, the brand says so, even when more use would mean more revenue.

## Register

Therabody operates in a mid-range register: educated but not academic, direct but not casual. It can move toward technical detail when addressing an athletic or clinical audience. It shifts toward plain, warmer language when addressing everyday pain or recovery for general populations. It does not shift into hype at either end.

The base register is confident prose: complete sentences, evidence-qualified benefit statements, no exclamation-point energy.

## Vocabulary

Each entry carries a `tier` per BCP v0.8 §7.1.1.

```yaml
prefer:
  - word: "can help support"
    tier: core
    rationale: >
      First-party evidence. Therabody uses hedged, evidence-bounded benefit language:
      "This can help support circulation in the targeted area and temporarily relieve
      muscle tension." Absolute benefit claims are not the brand's register.
  - word: "temporarily relieve"
    tier: core
    rationale: >
      Same first-party source. Qualifying duration is part of the brand's honest
      framing, not a legal footnote tacked on afterward.
  - word: "recovery"
    tier: default
    rationale: >
      Core category term across the brand's ecosystem. Prefer it over "rest" or
      "downtime" when describing product purpose.
  - word: "wellness"
    tier: default
    rationale: >
      Owner-confirmed framing: Therabody is "an ecosystem of wellness solutions."
      Broader than "recovery" alone; use when describing the full product range.
  - word: "holistic"
    tier: contextual
    context: "founding story, brand philosophy, multi-modality positioning"
    rationale: >
      Founder described the brand's approach as "treating the pain from a holistic
      naturopathic perspective." Use when the context is the brand's philosophy or
      its multi-modality ecosystem; avoid as generic filler.

avoid:
  - word: "used car salesman"
    tier: core
    rationale: >
      Founder explicitly named this as the voice failure to correct. Any copy that
      reads as hard-sell, pressure-tactic, or over-promise violates the brand's
      founding corrective.
  - word: "elite athletes only"
    tier: core
    rationale: >
      First-party: "Recovery isn't reserved for elite athletes or people who have
      a high fitness capacity." Framing the product as exclusive to high performers
      contradicts the brand's explicit inclusion position.
  - word: "proven to cure"
    tier: core
    rationale: >
      Incompatible with the brand's hedged, evidence-bounded benefit language and
      its commitment to "the strongest language we can legally stand behind."
      Absolute cure language has no support in any first-party source.
```

## Punctuation and formatting rules

```yaml
oxford_comma: yes
headline_periods: no
exclamation_points: never
em_dashes: sparingly
sentence_case_headlines: yes
capitalization_notes: >
  Product names follow brand-set capitalization (e.g., Theragun, JetBoots, TheraFace).
  Modality names are lowercase unless starting a sentence. Scientific credentials
  (MSc, CSCS, PhD) appear with author names in editorial contexts.
```

## Channel modulation

Evidence supports two distinct channel signals. All other channel guidance is a gap.

```yaml
contexts:
  editorial_blog:
    tone: "Science-led. Credentialed authors named. Claims hedged to evidence. Accessible to a non-specialist reader."
    register: "Mid-range. Technical enough to earn trust; plain enough to be acted on."
    example: >
      "This can help support circulation in the targeted area and temporarily
      relieve muscle tension." (first-party, therabody.com editorial)
  brand_philosophy:
    tone: "Personal, grounded in the founder's experience of pain and the desire for self-treatment. Not sentimental."
    register: "Warmer than editorial. Still direct. Avoids clinical detachment."
    example: >
      "Recovery isn't reserved for elite athletes or people who have a high
      fitness capacity." (first-party, therabody.com editorial)
```

Channel guidance for social, email, product pages, support, and advertising is a gap. [gap] Not yet specified.

## Copy examples

| On-brand | Off-brand |
|----------|-----------|
| "This can help support circulation in the targeted area and temporarily relieve muscle tension." | "Instantly eliminates muscle pain." |
| "Recovery isn't reserved for elite athletes or people who have a high fitness capacity." | "For serious athletes and performers only." |
| Named author byline: "Tim Roberts, MSc, CSCS, Chief Science Officer" on editorial content | Anonymous health claims with no sourcing |
| "We recommend following the protocol as written — more isn't better here." | "Use as much as you want for faster results." |

## Evidence record

The following attributable source language is preserved because it materially constrains this profile.

### Owner-confirmed evidence

> Therabody grounds its editorial voice in named scientific authorship and footnoted references, reinforcing a science-backed rather than sensational tone.

Source: Public source