Daily Burn
Modernizing a legacy fitness brand for a new generation of users
As Senior Creative Strategy Manager, I supported Daily Burn’s brand and product evolution during a critical industry shift — shaping campaigns and writing copy across all customer touchpoints.
Skills & Specialties
Copywriting · Voice & Tone Development · Product Messaging & Marketing
UX writing for a new fitness app
Opportunity
Daily Burn was preparing to expand beyond its connected-TV roots and build a suite of specialized, standalone mobile apps. The first was HIIT Workouts by Daily Burn, featuring high-intensity interval training — highly efficient, but also potentially intimidating.
The creative challenge had three parts:
(A) Translate the pace and power of HIIT into a mobile experience that felt modern and intuitive
(B) Stay true to Daily Burn’s personality: approachable, supportive, and empowering for every fitness level
(C) Establish the tonal and UX foundation for the standalone apps that would follow
Work
I partnered closely with fitness leaders, product, design, and our external branding agency to help shape a mobile experience that felt energizing but not overwhelming.
My work included:
Developing the voice that made the app feel fun and HIIT encouraging and accessible
Crafting UX copy across the app, including instructional flows, naming conventions, workout labels, onboarding, and motivational prompts
Collaborating on feature ideation, including the “motivational feed” concept designed to celebrate progress and encourage community
Ensuring coherence across platforms by shaping related email, social, and web copy tied to launch and ongoing engagement
Distilling complex fitness concepts into clear, digestible information for the average app user
Impact
The app set the tone for Daily Burn’s mobile expansion, strengthening early user engagement and modernizing the brand for a mobile-first audience.
It also earned external recognition in outlets like Refinery29, along with a featured App Store placement.