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Unhinge Fitness

Project type

Spec

Date

2025

Unhinge™ is a fictional wellness and group fitness brand built for people who spiral and show up anyway. This 5-part onboarding email sequence was designed to challenge the toxic positivity of fitness culture and replace it with emotionally intelligent, culturally fluent copy that holds space for rage, burnout, and messy resilience. The voice is grounded, self-aware, and gently unhinged — just like the people it's for.

A Gmail mockup of an email from Unhinge Fitness titled "Classes for when you’re tired, tense, or trying again." The header reads: “Structure, sound, and space to feel.” The email lists five class types — Strength Foundations, Circuit Burn, Boxing Basics, Core + Control, and Mobility + Recovery — each described with emotional and physical relevance. CTA button: “See the full schedule.”

A Gmail email mockup titled "What’s your vibe today?" The header reads: “No need to push. Let’s just check in.” The email guides readers to choose movement based on how they actually feel — numb, angry, anxious, or unstable — and pairs each mood with a recommended class type. The tone is gentle and validating. CTA button: “See class schedule.”

A Gmail mockup featuring an email titled "The group chat has entered the gym." The header reads: “This isn’t just fitness. It’s a soft place to land.” The copy explores what strength looks like at Unhinge — crying mid-set, showing up with puffy eyes — and emphasizes community over perfection. Includes testimonials and a callout for signature leggings. CTA button: “Meet your people.”

A Gmail email mockup titled "What’s your vibe today?" The header reads: “You've made some space. Now take up some” The email guides readers to choose movement based on how they actually feel — numb, angry, anxious, or unstable — and pairs each mood with a recommended class type. The tone is gentle and validating. CTA button: “See class schedule.”

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